Media Buying Services Market

Media Buying Services Market Outlook (2025 to 2035)

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%.

Digital-first strategies, programmatic advertising, and data-driven targeting are boosting demand for expert media buying services. AI, automation, CTV, and mobile advertising are expanding opportunities and enhancing campaign efficiency globally.

Quick Stats for Media Buying Services Market

• Industry Value(2025): USD 80,510 Million
• Projected Value (2035): USD 151,128 Million
• Forecast CAGR(2025 to 2035):6.5%
• Leading Segment(2025): Direct Buys (45% Market Share)
• Fastest Growing Country (2025-35): India (8.8% CAGR)
• Top Key Players: Anderson Collaborative, ARSENL, ATTN Agency, Booyah Advertising, Colormatics, Dentsu, EXL Media, GKV, Interpublic Group, Katz Media Group, Mancuso Media, Metric Theory, Moburst, MuteSix, Omnicom Group Inc.

What are the drivers of media buying services market?

The media buying services market is expanding as brands increasingly adopt digital-first approaches in advertising. The growing popularity of social media, programmatic advertising and data-driven targeting has led to the demand of expert agencies to handle complicated and multi-channel media placement. This shift is partly influenced by the emergence of e-commerce and direct-to-consumer brands who rely on paid-media to achieve rapid awareness and measurable returns.

Real-time bidding, automation, and artificial intelligence are streamlining the way media is purchased and improving the effectiveness of campaigns. Brands are now focused on performance-based metrics and seek partners who can deliver measurable outcomes in both reach and conversions. Connected television (CTV), influencer media, and mobile advertising further extend opportunities to purchase. In this evolving environment, demand is increasing for media buying services that are strategic, adaptable and tech-savvy across the global landscape.

What are the regional trends of media buying services market?

The market in North America is leading, followed by the U.S, which experiences high levels of digital ad spend with advanced programmatic capabilities. Agencies in this region integrate AI-based tools and comprehensive analytics of omnichannel media planning.

Europe follows, as it offers a need for cross-border campaigns and high adherence standards such as GDPR. The UK, Germany, and France emphasize transparency and data-driven campaign optimization.

Asia Pacific is experiencing rapid growth owing to the adoption of digitalization in India, China and Southeast Asia. The media is changing approaches as it is moving towards mobile-first audiences alongside the growth of social commerce.

Latin America, and Middle East, and Africa are also progressing with growing internet penetration and digitalization of regional brands. Agencies in such areas focus on localizing international tools to local content preferences, pricing models and multilingual engagement.  

What are the challenges and restraining factors of media buying services market?

Media fragmentation negatively impacts measurement and attribution, limiting optimization and the efficiency of spending. Cross-channel performance is often difficult to track by marketers managing a blend of TV, CTV, social, and programmatic streams.

The cost of data privacy regulations such as GDPR and the absence of third-party cookies is a clear obstacle, necessitating a shift to the resource-intensive contextual targeting and reliance on a first-party source of data.

In pursuit of cost management and operational control, larger businesses are increasingly internalizing media buying functions, minimizing agency dependence. Many of the smaller firms face limitations related to scalability, access to premium inventory and weaker negotiating positions.

Buyer confidence is also affected by ad fraud, the increasing costs-per-impression (CPMs), as well as inconsistent transparency provided by the platforms, particularly for small advertisers with low resources.

Country-Wise Outlook

Data Dominance and Real-Time Targeting Fuel Growth in United States Media Buying

The United States is the most developed market for media buying services, driven by extensive digital advertising budgets and a platform environment that includes leading companies such as Google, Meta, and Amazon. The industry operates on advanced programmatic systems and well-developed infrastructure that enable AI-driven media planning and real-time bidding.

Agencies have integrated analytics, transparent and output-based models, as corporations shift towards in-house media buying have increased. Inventory continues to grow through connected TV (CTV), retail media networks, and dynamic audience segmentation. Demand-side platforms (DSPs), data management platforms (DMPs) and automated bidding engines are widely utilized across the market.    

Mobile Momentum and Digital Diversity Reshape India Media Buying

India is rapidly emerging as the outsourcing hub for media buying services, supported by its mobile-first user base, expanding middle-income segment and intense digital marketing activity by consumer technology and e-commerce firms. Influencer marketing, vernacular content approaches, and short video marketing have gained traction as audiences increasingly engage in performance-based purchases.

Government-driven projects like Digital India and the emergence of local streaming services are transforming the process of planning and media purchasing by the agencies. Audience clustering, engagement prediction and sentiment analysis AI tools are becoming popular.   

Omni-channel Precision and Ethical Targeting Shape United Kingdom Media Buying

The United Kingdom has been led by privacy-sensitive, developed media buying conditions propelled by well-established retail media, widespread adoption of CTV, and cross-border campaign plans in Europe. The focus of brands is to execute without interruption across platforms with an integration of OOH, digital and broadcast, with accountability measurement with ROI.

As GDPR creates demand to shift toward first-party data and contextual advertising, there is a shift toward privacy-safe technologies such as clean rooms and data lakes built on consent. Creative optimization within the framework of AI and ethical placement of advertisements have become central demands.

Category-Wise Analysis

AI-Driven Efficiency Powers the Growth of Programmatic Buys

Programmatic buying refers to automating the media buying process and offers a real-time bidding model with AI fueling the algorithms. The strategy is more efficient as it allows advertisers to target users on a behavioral, demographic and contextual level on a large scale without manual negotiations and operational delays.

Its role is expanding in accurate audience targeting, adaptive placement, and performance optimization. Programmatic systems are adaptable to changes in data privacy requirements, due to the sophistication of the contextual targeting and consent-driven frameworks, and thus form an inseparable part of contemporary media planning.  

Digital Channels Dominate as Media Consumption Shifts Online

The current landscape of advertising is characterized by digital media buying, including social media, search, display, mobile, and video media buying platforms. Digital media provides scale, measurability and interactivity of the advertising medium as consumers spend more time on the internet.

The pace is influenced by the development of analytics, synchronized tracking across devices, and the increasing participation of e-commerce. In regions with established internet access and mobile-first usage patterns, digital channels are no longer supplementary. Still, they are at the core or center of any campaign and will create demand around integrated and omni-channel media buying platforms.

BFSI Industry Leverages Media Buying to Build Trust and Drive Customer Acquisition

Financial services sector resorts to media buying as a way of enhancing trust, security, and reliability, which are key concepts of financial services. Due to the growing trend of fintech and digital banking, the industry is investing in targeted media buying on online and mobile platforms.

Programmatic and digital media enable BFSI companies to focus on targeting a specific segment, promoting the financial offering and responding to market developments while maintaining message consistency and regulatory compliance.

Competitive Analysis

The environment and the competitors in the media buying services market are characterized by high rates of digitalization and changes in client expectations. The number of companies with diversified service portfolios is increasing, with various companies providing more integrated solutions across digital and programmatic, as well as traditional channels.

Companies are also trying to differentiate themselves using strategic alliances with technology platforms, audience targeting solutions based on artificial intelligence, and optimization services based on the use of data. Transparency in pricing and ROI-based models is also emerging as a customer differentiator, particularly in high-growth segments.

Smaller agencies are competing in niche markets by using localized information and a customized service design. In the meantime, mid-sized players are expanding through mergers, investing in technology and offering flexible engagement models designed to appeal to startup companies and large enterprise clients.  

Key players in the market are Anderson Collaborative, ARSENL, ATTN Agency, Booyah Advertising, Colormatics, Dentsu, EXL Media, GKV, Interpublic Group, Katz Media Group, Mancuso Media, Metric Theory, Moburst, MuteSix, Omnicom Group Inc., and other players.

Recent Development

• In July 2025, Dentsu expanded its global innovation lab network by launching a new “Dentsu Lab” in Mumbai, joining its Tokyo, London, and Warsaw centers to broaden cross-disciplinary media innovation.
• In May 2025, India’s Competition Commission raided agencies including Dentsu and Publicis for alleged fee coordination via trade bodies, triggering compliance reforms.

Methodology and Industry Tracking Approach

Fact.MR carried out an exalting research on media buying services market 2025 and interviewed more than 4,000 stakeholders across 20 countries. October 2025 interviews with over 90 regional practitioners such as the business to be a digital media buyer, campaign analyst, and agency heads have shown an increasing interest in the optimization AI, contextual targeting and automated buying systems.

Between July 2024 to June 2025, the market exhibited growth, which was supported by the progress in real-time bidding systems, audience segmentation via machine learning, and the use of media on a video and CTV.

Fact.MR analysts also noted that the market is focusing on performance-based pricing models and tools to undertake cross-platform attribution. Ever since 2018, advertisers have shown a preference to solutions providing clear ROI measurements, automated reporting, and smooth transition between the traditional and digital media environments.

Fact.MR has provided detailed information about the price points of key manufacturers of the Media Buying Services Market positioned across regions, sales growth, production capacity, and speculative technological expansion, in the recently published report.

Segmentation of Media buying services market

• By Type :

  • Direct Buys
  • Programmatic Buys

• By Channel :

  • Digital
  • Social Media Advertising
  • Search Media Advertising
  • Programmatic Media Advertising
  • Traditional
    • Radio Advertising
    • Print Advertising
    • Television
    • Outdoor

• By End-use Industry :

  • BFSI
  • Retail and Consumer Goods
  • Business and Consumer Services
  • Healthcare
  • Manufacturing
  • Transportation and Mobility
  • Energy and Utility
  • Trading and Warehousing
  • Media & Entertainment
  • Hospitality

• By Region :

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • East Asia
  • South Asia & Pacific
  • Middle East & Africa