Marketer predicts that more than $46 billion will go to programmatic advertising in the US this year. By 2020, 86.2% of all digital display ads will be bought via automated channels.
US Programmatic Digital Display Ad Spending, by Transaction Method, 2016-2020 (billions, % change and % of total programmatic digital display ad spending)
Programmatic channels will claim nearly three-quarters of digital video ad dollars in 2018, a portion that will rise to almost 80% by 2020. As added investment in over-the-top (OTT) and connected TV (CTV) inventory grows, momentum around programmatic video will only rise.
By 2020, almost 90% of all mobile display ads will transact programmatically, buoyed by continued investment in social platforms, and ongoing efforts to bring programmatic and its audience-buying capabilities to the in-app space.
Nearly $19 billion in additional ad spending will enter the programmatic display space between 2018 and 2020. And the majority will go to private setups, such as private marketplaces (PMPs) and programmatic direct transactions, as buyer wariness toward the open markets’ transparency and quality issues persists.
eMarketer predicts that more than $46 billion will go to programmatic advertising in the US this year. By 2020, 86.2% of all digital display ads will be bought via automated channels.
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