Australia’s programmatic advertising market is poised for rapid expansion, set to increase more than sixfold over the next decade to reach an estimated US$2.96 billion by 2033, according to a new analysis from ResearchAndMarkets.com.
The report, titled Australia Programmatic Advertising Market: Trends, Insights, and Growth Opportunities, forecasts a compound annual growth rate of 23.55% per cent from 2025 to 2033, attributing the growth to rising digital media consumption, real-time ad buying, and expanding investment in data-driven marketing.
ResearchAndMarkets.com highlights that programmatic advertising enables brands to deliver highly targeted campaigns in real time, leveraging consumer data such as location, browsing behavior, and demographics.
The firm notes that this data-driven approach is increasingly critical as Australian consumers spend more time online, prompting advertisers to invest in platforms that allow for automated, measurable, and performance-focused campaigns.
The report also points to the growing availability of first-party and third-party data as a key enabler of precise audience segmentation.
The analysis emphasises that growth in Connected TV (CTV) and digital streaming platforms is opening new opportunities for programmatic campaigns.
According to ResearchAndMarkets.com, audiences in Australia are increasingly consuming content on services such as YouTube, Netflix, and other in-market streaming platforms, where dynamic ads can be targeted using behavioral signals.
The report projects that as ad budgets shift from linear TV to digital channels, programmatic CTV spending will rise substantially across retail, financial services, and entertainment sectors.
The launch of Warner Bros. Discovery’s Max platform in Australia in March 2025 is cited as a notable development likely to fuel market activity.
Mobile and social media penetration also emerge as major drivers of programmatic growth. ResearchAndMarkets.com notes that Australia’s smartphone usage – among the highest in the world – makes mobile a critical channel for advertisers.
Social media platforms including Facebook, Instagram, and TikTok are highlighted as offering strong programmatic capabilities, enabling advertisers to reach consumers where they spend significant time.
The report records 34.4 million active cellular mobile connections in Australia in early 2025, underscoring the scale of the opportunity.
However, the report also flags challenges that could temper growth. Privacy and regulatory concerns, including Australia’s Privacy Act and international standards such as GDPR, are reshaping programmatic practices, while the elimination of third-party cookies introduces additional uncertainty.
ResearchAndMarkets.com observes that many companies are still transitioning to first-party data strategies, slowing adoption.
Ad fraud and transparency issues are highlighted as ongoing concerns. The report points to risks such as domain spoofing and click fraud, which can erode trust and reduce campaign effectiveness.
While technologies such as ads.txt and blockchain are being explored to improve transparency, ResearchAndMarkets.com notes that widespread implementation is still evolving, leaving gaps in programmatic efficiency.
For the full report, ResearchAndMarkets.com provides detailed insights here.