In 2025, the digital advertising industry in India allocated an estimated ** percent of its ad spend to direct media purchases, with the remaining share going to programmatic buying. Based on projections for 2026 and 2027, the industry is expected gradually to shift more budget toward programmatic advertising, thanks to deeper automation, and the expanding adoption of AI‑lead optimisation across advertisers and agencies.
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exchange4media. (February 3, 2026). Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2027 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 17, 2026, from /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
exchange4media. "Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2027." Chart. February 3, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 17, 2026. /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
exchange4media. (2026). Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2027. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 17, 2026. /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
exchange4media. "Share of Programmatic and Direct Media Spending in The Digital Advertising Industry in India from 2016 to 2027." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Feb 2026, /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
exchange4media, Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2027 ÌÇÐÄÆƽâ°æ, /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/ (last visited July 17, 2026)
Share of programmatic and direct media spending in the digital advertising industry in India from 2016 to 2027 [Graph], exchange4media, February 3, 2026. [Online]. Available: /statistics/894668/india-direct-programmatic-ad-spend-digital-ad-industry/
