Programmatic ad spends to grow at 19% CAGR by 2027: dentsu-e4m report
Programmatic’s share in digital ad spends expected to rise to 43% by the next year, according to dentsu-e4m Digital Advertising Report
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Published: Feb 2, 2026 3:14 PM | 1 min read
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Programmatic media buying continued its strong momentum in India in 2025, driven by deeper automation, richer data signals and the expanding adoption of AI-led optimisation across advertisers and agencies, according to the dentsu-e4m Digital Advertising Report 2026.
By the end of 2025, programmatic buying accounted for 42% of India’s total digital media spends, amounting to Rs 30,081 crore, registering a 19% growth over 2024, the report said.
Programmatic ad spends are projected to grow at a CAGR of 18.77% to reach Rs 42,435 crore by 2027, with its share in digital ad spends expected to rise to 43%.
The report attributed the growth to advertisers’ increased reliance on first-party data, the rapid expansion of retail media networks and the integration of audience insights derived from India’s Digital Public Infrastructure, enabling more precise and privacy-aligned targeting.
Key trends highlighted in 2025 included the expansion of programmatic Digital Out-of-Home (DOOH), greater adoption of outcome-based buying models and a shift towards attention-based metrics over traditional impression-led measurement.
The report noted that programmatic buying is increasingly evolving into a default buying layer across digital media.
With AI-augmented optimisation becoming central to media planning and execution, advertisers are now able to deploy data-driven, full-funnel and outcome-optimised campaigns across screens at scale, with greater transparency and efficiency.
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