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Digital platforms claim to offer more transparency than ever through public ad libraries and political-ad reports. However, new Australian research suggests these tools provide...
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...
Digital platforms claim to offer more transparency than ever through public ad libraries and political-ad reports. However, new Australian research suggests these tools provide only a narrow glimpse of the advertising users actually receive – and fail to show how platforms algorithmically “tune” ads in real time.
A 2024 study by researchers from Monash University and the Australian Ad Observatory argues that modern ad delivery is no longer just about targeting specific demographics. Instead, platforms now shape sequences of ads as users scroll, using real-time behavioural signals to continuously adjust what appears on screen.
The researchers call this process “tuned advertising”, and their data shows it is already widespread across major social media platforms.
Advertising becomes a dynamic...
