Programmatic Ad Spend in India Surges, Set to Reach ₹1.5 Lakh Crore by 2026
Programmatic advertising in India is seeing exponential growth, with projections indicating a rise in market share from 42% to 44% by 2026. The sector is on track to reach ₹1.5 lakh crore, driven by India’s expanding digital population and evolving marketer needs.
Key Developments
Programmatic ad spending in India continues to grow, currently accounting for 42% of the total digital ad spend, as reported in the dentsu-e4m Digital Report 2025. The market is forecast to expand at an annual growth rate exceeding 25%, with some estimates predicting it could reach $96 billion by 2030. This growth is driven by increased digital media consumption and the growing need for marketers to manage fragmented consumer journeys at scale.
As of 2024, the total Indian digital ad expenditure (AdEx) is expected to reach approximately ₹40,800 crore to ₹45,292 crore, with programmatic buying contributing a significant share. This shift in advertising practices marks a move from traditional ad buying to more efficient and data-driven programmatic strategies.
Industry & Expert Context
Audio advertising, an underutilized segment, is emerging as a key opportunity for programmatic buying. Spotify’s Arjun Ravi Kolady highlights how audio can complement visual channels, offering advertisers a chance to reach audiences during non-screen time—such as while commuting or multitasking. This marks a fundamental shift in how brands can engage consumers throughout the day.
The retail media sector and Connected TV (CTV) are expected to drive much of India’s future programmatic growth. With increasing adoption of smart TVs and OTT platforms, CTV is emerging as a major area for programmatic advertising investment, alongside the continued rise of retail media platforms like Amazon and Flipkart. According to WPP TYNY reports, these shifts are key contributors to the projected ₹2 lakh crore ad spend in India by 2026.
Why This Matters
The ongoing structural shift in India’s advertising ecosystem highlights the growing influence of programmatic buying. It enables brands to engage more effectively with their target audience through data-driven insights and optimized ad placements. For businesses, this means the ability to scale advertising efforts efficiently, ensuring that ad spend is more impactful.
For users, this shift offers more personalized and relevant advertisements, as programmatic buying allows for better targeting and engagement. As digital platforms continue to diversify, marketers are increasingly relying on automation and artificial intelligence (AI) to craft highly effective ad strategies.
What Happens Next
Looking ahead, programmatic advertising in India is poised for even greater growth. As AI and machine learning continue to play a larger role in data analysis, we can expect more tailored campaigns that respond in real-time to consumer behavior. With new innovations in the audio space, and the expansion of CTV and retail media, Indian brands will likely continue to experiment with new ways to connect with their audiences.
India’s programmatic market is set to evolve rapidly, and we will likely see more brands shifting their advertising budgets to align with these emerging trends. The role of data in shaping marketing strategies is only going to increase, transforming how businesses and consumers interact online.
Final Takeaway
Programmatic advertising is reshaping the landscape of digital marketing in India. With continued growth expected in the coming years, businesses need to adapt to the changing trends in order to stay competitive. As brands increasingly turn to data-driven insights to improve targeting and engagement, Digilogy tracks these developments closely and will continue to monitor how they impact the digital marketing space.
Add Your Heading Text Here
Programmatic advertising in India is seeing exponential growth, with projections indicating a rise in market share from 42% to 44% by 2026. The sector is on track to reach ₹1.5 lakh crore, driven by India’s expanding digital population and evolving marketer needs.
Key Developments
Programmatic ad spending in India continues to grow, currently accounting for 42% of the total digital ad spend, as reported in the dentsu-e4m Digital Report 2025. The market is forecast to expand at an annual growth rate exceeding 25%, with some estimates predicting it could reach $96 billion by 2030. This growth is driven by increased digital media consumption and the growing need for marketers to manage fragmented consumer journeys at scale.
As of 2024, the total Indian digital ad expenditure (AdEx) is expected to reach approximately ₹40,800 crore to ₹45,292 crore, with programmatic buying contributing a significant share. This shift in advertising practices marks a move from traditional ad buying to more efficient and data-driven programmatic strategies.
Industry & Expert Context
Audio advertising, an underutilized segment, is emerging as a key opportunity for programmatic buying. Spotify’s Arjun Ravi Kolady highlights how audio can complement visual channels, offering advertisers a chance to reach audiences during non-screen time—such as while commuting or multitasking. This marks a fundamental shift in how brands can engage consumers throughout the day.
The retail media sector and Connected TV (CTV) are expected to drive much of India’s future programmatic growth. With increasing adoption of smart TVs and OTT platforms, CTV is emerging as a major area for programmatic advertising investment, alongside the continued rise of retail media platforms like Amazon and Flipkart. According to WPP TYNY reports, these shifts are key contributors to the projected ₹2 lakh crore ad spend in India by 2026.
Why This Matters
The ongoing structural shift in India’s advertising ecosystem highlights the growing influence of programmatic buying. It enables brands to engage more effectively with their target audience through data-driven insights and optimized ad placements. For businesses, this means the ability to scale advertising efforts efficiently, ensuring that ad spend is more impactful.
For users, this shift offers more personalized and relevant advertisements, as programmatic buying allows for better targeting and engagement. As digital platforms continue to diversify, marketers are increasingly relying on automation and artificial intelligence (AI) to craft highly effective ad strategies.
What Happens Next
Looking ahead, programmatic advertising in India is poised for even greater growth. As AI and machine learning continue to play a larger role in data analysis, we can expect more tailored campaigns that respond in real-time to consumer behavior. With new innovations in the audio space, and the expansion of CTV and retail media, Indian brands will likely continue to experiment with new ways to connect with their audiences.
India’s programmatic market is set to evolve rapidly, and we will likely see more brands shifting their advertising budgets to align with these emerging trends. The role of data in shaping marketing strategies is only going to increase, transforming how businesses and consumers interact online.
Final Takeaway
Programmatic advertising is reshaping the landscape of digital marketing in India. With continued growth expected in the coming years, businesses need to adapt to the changing trends in order to stay competitive. As brands increasingly turn to data-driven insights to improve targeting and engagement, Digilogy tracks these developments closely and will continue to monitor how they impact the digital marketing space.
