Demand Side Platform (DSP) System Market Expected to Reach $228.4 Billion by 2032—Allied Market Research

According to a new report published by Allied Market Research, titled, “Demand Side Platform (DSP) System Market," The demand side platform (dsp) system market was valued at $21 billion in 2022, and is estimated to reach $228.4 billion by 2032, growing at a CAGR of 27.3% from 2023 to 2032.

A Demand-Side Platform (DSP) is a pivotal component within the digital advertising ecosystem, serving as a centralized software solution that enables advertisers and agencies to buy ad placements across multiple channels in an automated and data-driven manner. It functions as the control center for ad buying in real-time auctions, connecting advertisers to various ad exchanges, websites, and publishers. DSPs offer a range of functionalities, including access to multiple ad exchanges & inventories, audience targeting capabilities, real-time bidding, and comprehensive reporting & analytics. These platforms utilize sophisticated algorithms and data analysis to assist advertisers in reaching their target audience efficiently.

DSPs facilitate the buying and selling of ad space, allowing advertisers to bid on available impressions, delivering ads to the most relevant audience based on various factors such as demographics, browsing behavior, and more. Through integrations with Data Management Platforms (DMPs) and other technologies, DSPs enable advertisers to optimize their ad campaigns, maximizing their return on investment (ROI). Their role in streamlining the ad buying process and enhancing the precision of targeting has made DSPs an integral tool for digital marketers seeking to efficiently manage and optimize their advertising strategies across diverse online channels. 

Additionally, the DSP system market is expected to witness notable growth owing to extensive adoption of smartphones and emergence of high-speed internet, surge in adoption of ai converging in AdTech and rise in use of artificial intelligence. Moreover, the emergence of advertising automation and growing interest of business owners in online advertising to increase brand awareness are expected to provide lucrative opportunities for the growth of the market during the forecast period. On the contrary, rising adoption of ad-blockers to avoid online advertising limits the growth of the DSP system market.

On the basis of end user, retail dominated the demand side platform system market share in 2022, owing to the ability to access diverse ad inventory, and enabling them to place ads in targeted digital spaces where their potential customers are likely to be present. Through demand side platform (DSP) system, retailers precisely target and reach their desired audience, based on demographics, browsing behavior, or other specified criteria. However, the healthcare is expected to witness the fastest growth, owing to enhance data traceability, to improve the patient experience, and to save unnecessary administrative costs, boosting the demand for demand side platforms (DSPs). Moreover, digital transformation in healthcare to produce real-time insights on multiple clinical conditions for many populations doing so in an appropriate, equitable, safe, and secure manner, with deidentified data where possible.

Region-wise North America dominated the demand side platform system market size in 2022, owing to the rising demand for interactive ad formats, such as shoppable ads and immersive experiences, reflects the evolving preference for engaging content. Moreover, the increasing need for socially and environmentally conscious advertising, which has prompted DSPs to assist marketers in matching their brand values with ethical and ecologically conscious actions. However, Asia-Pacific is expected to witness the fastest growth in the upcoming year, owing to connected TV (CTV), hyper-personalization, geotargeting, augmented reality & virtual reality (AR/VR), and integrated consumer journeys.

The COVID-19 pandemic had a multifaceted impact on the Demand-Side Platform (DSP) ecosystem within digital advertising. Initially, the onset of the pandemic led to substantial shifts in ad spending and consumer behavior. Many advertisers reduced their budgets or halted campaigns due to economic uncertainty and changes in consumer habits. This resulted in a significant drop in overall ad demand, affecting the entire advertising technology ecosystem, including DSPs. However, as the pandemic progressed, certain sectors, particularly those related to e-commerce, streaming services, and essential goods, observed increased demand, and shifted their advertising strategies. Advertisers started redirecting their budgets toward channels that showed resilience and adaptability, such as connected TV (CTV), streaming services, and digital content platforms. Consequently, there was a surge in ad spending in these areas, creating new opportunities for DSPs that specialized in these formats.

In addition, the pandemic accelerated the digital transformation across various industries. Companies, realizing the importance of online presence, increased their investments in digital marketing and e-commerce, driving the demand for ad tech services. This shift forced DSPs to adapt quickly to changing advertiser needs, focusing more on agility, flexibility, and data-driven optimization to help advertisers navigate the evolving landscape. The pandemic also highlighted the importance of data-driven and targeted advertising. With changes in consumer behavior and priorities, DSPs became instrumental in helping advertisers reach the right audiences at the right time by leveraging sophisticated targeting capabilities, real-time bidding, and analytical tools.

Key Findings of the Study

• By type, the real time bidding (RTB) segment led the demand side platform system market forecast in terms of revenue in 2022.
• By end user, the healthcare is anticipated to have fastest growth rate for demand side platform (DSP) system market.
• By region, North America generated the highest revenue for demand side platform system market analysis in 2022.

The key players profiled in the demand side platform system industry analysis are Amazon, The Trade Desk, Adobe, Meta, Mediamath, Microsoft Corporation, Pubmatic, Inc., Magnite, Inc., Simpli.Fi, Google LLC. These players have adopted various strategies to increase their market penetration and strengthen their position in the demand side platform system industry.