The Future of Programmatic Advertising in India: What Marketers Need to Know

Programmatic advertising is reshaping how brands engage with consumers in India’s fast-evolving digital ecosystem. As data-driven strategies dominate, Indian marketers are rapidly embracing automation and real-time bidding (RTB) to enhance efficiency and drive better ROI. But what does the road ahead look like for programmatic advertising in India?

Programmatic advertising automates the buying and selling of digital ads using AI and RTB. This method outperforms traditional ad buying with its precision, speed, and cost-effectiveness. Core elements include DSPs, SSPs, DMPs, and RTB platforms.

India’s programmatic landscape is growing fast, with over 40% of digital ad spends allocated to it in 2024. Factors like rising smartphone use, regional content consumption, and a thriving OTT space are fueling this momentum.

Key trends shaping the future include AI-driven targeting, a shift to first-party data strategies due to cookie deprecation, and contextual targeting for privacy-friendly campaigns. Programmatic DOOH and audio ads are gaining ground, while Connected TV (CTV) and OTT platforms offer powerful new touchpoints for brands.

However, challenges persist: talent shortages, ad fraud, opaque supply chains, and platform complexity. To stay ahead, marketers must upskill teams, adopt privacy-first strategies, run multichannel campaigns, and prioritize brand safety using reliable verification tools.

With automation, personalization, and India’s digital boom on the rise, programmatic advertising is poised for continued growth. Marketers who adapt today will lead the charge into tomorrow’s digital advertising future.