Media Buying Services Market to Reach USD 151.1 Billion by 2035 | Dentsu, Omnicom, Interpublic Lead – Fact.MR

The global media buying services market is expected to reach USD 151,128 million by 2035, up from USD 80,510 million in 2025. During the forecast period 2025 to 2035, the industry is projected to register at a CAGR of 6.5%.This growth is fueled by the rapid adoption of digital-first strategies, programmatic advertising, and data-driven targeting, driven by the rise of e-commerce, connected television (CTV), and mobile advertising. The market is experiencing robust demand, particularly in regions like North America, Asia-Pacific, and Europe, where digital ad spending and advanced technologies are reshaping media buying. The United States leads with a projected CAGR of 6.3%, while India is the fastest-growing market at 8.8%, followed by the United Kingdom at 6.2%. Challenges such as media fragmentation, data privacy regulations, and ad fraud pose hurdles, but opportunities in AI-driven automation and omnichannel strategies are expected to drive innovation and market expansion.

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Media Buying Services Market Technology Development:

Technological advancements are transforming the media buying services market, with AI, automation, and real-time bidding (RTB) at the forefront. Programmatic buying, which automates media purchases using AI-driven algorithms, is a key growth driver, enabling precise audience targeting based on behavioral, demographic, and contextual data. This approach enhances efficiency by eliminating manual negotiations and optimizing ad placements in real time. The rise of demand-side platforms (DSPs) and data management platforms (DMPs) has streamlined campaign execution, particularly in the United States, where advanced programmatic systems dominate. Innovations like AI-powered audience segmentation and predictive analytics are gaining traction, especially in India, where tools for engagement prediction and sentiment analysis are reshaping media planning. Additionally, the shift toward privacy-safe technologies, such as data clean rooms and contextual targeting, addresses data privacy concerns like GDPR and the phasing out of third-party cookies. Connected TV (CTV) and mobile advertising platforms are expanding opportunities, offering scalable and measurable channels for advertisers to engage audiences effectively.

Media Buying Services Market Demand and Impact Analysis:

The demand for media buying services is driven by the global shift toward digital advertising, fueled by the proliferation of social media, e-commerce, and direct-to-consumer (D2C) brands. The digital segment, including social media and programmatic advertising, is projected to grow at a CAGR of 7.9%, with social media advertising specifically at 8.5%. This growth is driven by brands seeking measurable returns through performance-based metrics, such as reach and conversions. The rise of CTV, influencer marketing, and mobile-first audiences, particularly in Asia-Pacific, has amplified demand for expert agencies capable of navigating complex, multi-channel media landscapes. In emerging markets like India, initiatives like Digital India and the growth of local streaming platforms are transforming media buying by prioritizing mobile and vernacular content. However, challenges such as media fragmentation, which complicates cross-channel attribution, and data privacy regulations like GDPR are forcing agencies to adapt. Ad fraud, rising costs-per-impression (CPMs), and inconsistent platform transparency further impact buyer confidence, particularly for smaller advertisers with limited resources.

Media Buying Services Market Analysis by Top Investment Segments:

The media buying services market is segmented by type (direct buys and programmatic buys), channel (digital, social media, search, programmatic, and traditional), and end-use industry (BFSI, retail, healthcare, and others). Programmatic buys are the fastest-growing segment, driven by their efficiency and scalability in targeting audiences across digital platforms. In 2025, direct buys hold a 45% market share, but programmatic buys are gaining ground due to automation and real-time optimization capabilities. The digital channel dominates, with sub-segments like social media advertising (8.5% CAGR) and programmatic media advertising leading due to their measurability and interactivity. The BFSI (banking, financial services, and insurance) sector is a key investment area, leveraging media buying to build trust and drive customer acquisition through targeted campaigns on digital and mobile platforms. The retail and consumer goods sector also presents significant opportunities, driven by e-commerce growth and the need for rapid brand awareness. Emerging markets, particularly in Asia-Pacific, offer high-growth potential due to increasing digitalization and mobile-first consumer behavior.

Media Buying Services Market Across Top Countries:

1.United States: The U.S. is the largest market, driven by high digital ad spending and advanced programmatic capabilities. Valued at a significant portion of the global market, it benefits from platforms like Google, Meta, and Amazon, with agencies integrating AI-driven tools and analytics for omnichannel planning. The market is projected to grow at a CAGR of 6.3% through 2035, supported by CTV and retail media networks.

2.India: India is the fastest-growing market, with a projected CAGR of 8.8%. Its mobile-first user base, expanding middle class, and e-commerce boom drive demand for influencer marketing, vernacular content, and short-form video ads. Government initiatives like Digital India and local streaming platforms are reshaping media buying strategies.

3.United Kingdom: The U.K. market, growing at a 6.2% CAGR, emphasizes privacy-safe and omnichannel strategies. GDPR compliance has spurred adoption of first-party data and contextual advertising, with agencies focusing on ethical ad placement and creative optimization.

4.China: China’s market is fueled by rapid digitalization and social commerce, with a focus on mobile-first audiences. Agencies leverage AI for audience clustering and engagement prediction, capitalizing on the growth of e-commerce platforms.

5.Europe (Germany, France): These markets prioritize cross-border campaigns and GDPR-compliant strategies, with a focus on transparency and data-driven optimization. The demand for sustainable and privacy-safe technologies is a key driver.

Leading Media Buying Services Companies and Their Industry Share:

The media buying services market is highly competitive, with key players including Dentsu, Omnicom Group Inc., Interpublic Group, Anderson Collaborative, ARSENL, ATTN Agency, Booyah Advertising, Colormatics, EXL Media, GKV, Katz Media Group, Mancuso Media, Metric Theory, Moburst, and MuteSix. Dentsu and Omnicom dominate due to their global reach, advanced technological capabilities, and strategic partnerships with major platforms. Dentsu’s expansion of its innovation lab network, with a new “Dentsu Lab” in Mumbai in July 2025, underscores its focus on cross-disciplinary media innovation. Interpublic Group and Omnicom leverage AI-driven targeting and performance-based models to maintain market leadership. Smaller agencies like Moburst and MuteSix compete in niche markets by offering localized expertise and customized solutions, particularly for startups and D2C brands. Strategic alliances, mergers, and investments in AI and analytics are key differentiators, with transparency in pricing and ROI-focused models gaining importance.

Media Buying Services Market Historic and Future Pathway Analysis:

From 2020 to 2024, the media buying services market grew at a CAGR of 5.1%, driven by the shift from traditional to digital channels and the rise of programmatic advertising. The market evolved from manual direct buys to automated, data-driven strategies, with advertisers prioritizing measurable outcomes. Looking ahead, the market is expected to grow from USD 80.51 billion in 2025 to USD 151.13 billion by 2035, maintaining a CAGR of 6.5%. This growth will be driven by digitalization, particularly in Asia-Pacific, where mobile-first and social commerce trends are accelerating. The adoption of AI, automation, and privacy-safe technologies will shape future strategies, with programmatic buying and CTV gaining prominence. Challenges like media fragmentation, ad fraud, and regulatory compliance will require agencies to innovate continuously. Emerging markets, especially India and Southeast Asia, will drive demand due to increasing internet penetration and digital ad spending.

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Media Buying Services Industry News

1.July 2025: Dentsu launched a new “Dentsu Lab” in Mumbai, expanding its global innovation network to focus on cross-disciplinary media solutions, joining centers in Tokyo, London, and Warsaw.

2.May 2025: India’s Competition Commission raided agencies, including Dentsu and Publicis, for alleged fee coordination, prompting compliance reforms and increased scrutiny of pricing transparency.

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