Digital publisher programmatic ad sales continue to inch out direct sold

Key stat: Programmatic ad sales on properties owned by digital publishers will reach $22.69 billion by 2027, adding $3.7 billion to where it was in 2022, according to Advertiser Perceptions' "Q4 2024: The State of the Ad Industry" survey.

Beyond the chart:

• Programmatic digital display ad spend has grown more diverse over the last decade. In 2016, 34.7% of the ad spend was on desktop and laptops, and 65.3% on mobile. By 2024, 70.8% of programmatic ad spend was on mobile, with only 13.3% on desktops/laptops, and 15.9% on connected TV (CTV), according to our June forecast.
• Programmatic video ad spend is dominating and providing most of the total growth. In 2021, the US programmatic video ad spend first surpassed non-video digital display ad spend, according to EMARKETER’s June 2024 forecast.

Use this chart: Marketers can use this chart to help inform strategic decisions concerning which channels digital publishers look to sell ads. This chart can also be used by marketers to benchmark the reach of their programmatic ad campaigns.

Related EMARKETER reports:

• Web Publisher Monetization 2024 (EMARKETER subscription required)
• Programmatic Advertising Forecast and Ad Tech Trends H2 2024(EMARKETER subscription required)

Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.