Programmatic ad spend has gotten more diverse and mobile-dominated

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.

Beyond the chart:

• In the last 10 years, US programmatic digital display ad spend has increased from $4.72 billion to $132.96 billion, according to our April 2023 forecast.
• Mobile will bring in $93.84 billion in US programmatic digital ad spend this year.
• Programmatic advertising is still changing. Google plans to phase out third-party cookies and mobile IDs in 2024, which has prompted programmatic ad buyers to seek new alternatives.
• However, few advertisers are prepared for a world without legacy IDs. Each of the 10 industries tracked by 33Across in Q3 2023 continued to rely heavily on cookies in their programmatic ad buys.

Use this chart:

• Allocate programmatic budgets by device.
• Recognize the importance of mobile advertising.

More like this:

• Programmatic Advertising Trends Q4 2023 (Insider Intelligence subscription required)
• Amazon to expand other ad services after announcing exit from ad-serving business
• AI will exacerbate some programmatic ad issues and alleviate others
• Interoperability, the right evaluation criteria are key to identity solution adoption