The State of Programmatic advertising in 2023

Programmatic advertising has been growing rapidly in recent years, and this trend has been especially pronounced in the mobile advertising space. As more and more consumers adopt smartphones and other mobile devices, the potential for programmatic advertising on mobile has grown significantly.

What is Programmatic Advertising?

Programmatic advertising is a data-driven, automated method of buying and delivering online advertising. It involves the use of algorithms and machine learning to determine the most effective and efficient way to display ads to target audiences.

With programmatic advertising, ads are delivered in real-time, allowing for greater flexibility and precision in targeting specific audiences.

Growth of Programmatic Advertising on Mobile:

The growth of programmatic advertising on mobile has been driven by the rise of mobile devices and the increasing number of consumers who use them to access the internet.

In 2022, it is estimated that mobile programmatic advertising will account for over two-thirds (67%) of all programmatic ad spend, up from 60% in 2021. (Source: eMarketer). This trend is driven by the fact that mobile devices provide advertisers with a more direct and personal connection to consumers, and the ability to deliver highly targeted and personalized ads.

Opportunities for Programmatic Advertising on Mobile:

The growth of programmatic advertising on mobile has also created significant opportunities for advertisers. The ability to deliver highly targeted and personalized ads to specific audiences has made programmatic advertising a powerful tool for reaching and engaging consumers.

In addition, programmatic advertising has also made it possible for advertisers to reach consumers on a global scale. According to a study by App Annie, the number of global app downloads is expected to reach 258 billion by 2022. (Source: App Annie) This has created new opportunities for advertisers to reach new markets and expand their reach, and has made it easier for advertisers to measure the impact of their campaigns and adjust their strategies as needed.


Ultimately the state of programmatic advertising at the start of 2023 is characterized by continued growth that is not without some big challenges. As more consumers adopt mobile devices and use them to access the internet, programmatic advertising on mobile will continue to grow and evolve, creating new opportunities for advertisers and changing the advertising industry in significant ways.