Australia’s Programmatic Advertising Surge
Programmatic advertising, the automated, data-driven process of buying and optimising digital ads in real time, is scaling rapidly in Australia. Market projections point from US$ 441.74 million in 2024 to US$ 2,963.14 million by 2033, a compound annual growth rate of about 23.55 percent. That acceleration shifts not only spend patterns but also how retailers and brands plan media, measurement and monetisation.
Drivers of Digital Growth
Data Precision and Performance
Advertisers are prioritising measurable outcomes. Programmatic unlocks more precise audience targeting through the use of first-party signals alongside curated third-party data. That precision improves ROI by lowering waste, tightening attribution and enabling ongoing campaign optimisation with automation and AI-driven bidding strategies.
Connected TV and Mobile Dominance
Ad budgets are migrating to Connected TV and streaming platforms, where television reach meets digital targeting. Australia’s high mobile penetration further accelerates programmatic growth through app and social placements, in-feed video and location-based audiences. CTV and mobile together create scaled, addressable environments that retail media networks can tap into for upper-funnel reach and lower-funnel conversion.
Programmatic’s Impact on Retail Media
For retail media networks, programmatic offers three direct benefits: the ability to monetise first-party shopper data at scale, real-time audience optimisation across owned sites and apps, and richer cross-device targeting that links in-store and online behavior. RMNs can package premium programmatic inventory across product detail pages, in-app experiences and video streams, selling audience-focused placements to brands that want measurable shopper outcomes.
Addressing Market Challenges
Key hurdles remain. The global cookie phase-out, Australia’s Privacy Act obligations and rising scrutiny on data use require robust first-party strategies and transparent consent flows. Ad fraud and viewability concerns persist, pushing networks to adopt verification, supply path transparency and server-side solutions to protect campaign performance.
The Future of Australian Digital Marketing
Programmatic will continue to form the backbone of digital marketing in Australia, blending automation, AI and retail-first data to deliver performance across CTV, mobile and commerce channels. For brands and RMNs, success will depend on trustworthy data practices, clear measurement and the ability to offer premium, addressable inventory that links shopper intent to proven outcomes.
