Programmatic Ad Spending Forecast H1 2024

Cookie Deprecation Has Begun. Now What?

Report by Evelyn Mitchell-Wolf  | Jan 19, 2024
Download
Report
Deck
Executive Summary
Share
Table of Contents
Executive Summary
Programmatic shoulders the digital display ad market
Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
Walled gardens are in a deadlock against the open web
What’s next for programmatic advertising?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Programmatic will account for more than 9 in 10 display ad dollars this year. How it fares as the last legacy identifiers die out will make or break the future of digital advertising.
Topics
Programmatic Ad Spending
United States
Table of Contents
Executive Summary
Programmatic shoulders the digital display ad market
Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
Walled gardens are in a deadlock against the open web
What’s next for programmatic advertising?
Insider Intelligence Interviews
Sources
Media Gallery

Programmatic advertisers face a yearlong road filled with potholes as Google slowly deprecates third-party cookies in Chrome. Some will continue hand-wringing; others will double down on new testing opportunities. But spending won’t let up.

Key Question: Will cookie deprecation disrupt long-standing spending dynamics in programmatic advertising?

Programmatic Display Ad Spending Will Grow 3 Times as Fast as Nonprogrammatic in 2024
E-Mail ChartDownload

Key Stat: Although nonprogrammatic display ad spending growth will accelerate in 2024, it will be three times slower than that of programmatic, which closely aligns with growth of the overall display market.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Programmatic shoulders the digital display ad market
    3. Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
    1. Walled gardens are in a deadlock against the open web
    2. What’s next for programmatic advertising?
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Programmatic Display Ad Spending Will Grow 3 Times as Fast as Nonprogrammatic in 2024US Programmatic Digital Display Ad Spending, 2019-2025 (billions, % change, and % of total digital display ad spending)
    In Less Than a Decade, the Open Exchange Went From Most to Least Popular Transaction MethodCTV Continues to Gain Share of the Programmatic Market at Desktop/Laptop's Expense
    In 2024, Advertisers Will Spend Over $1 Billion Less on Programmatic CTV Than Previously ExpectedWalled Gardens Started Slowly Losing Share of Programmatic Ad Spending in 2021
    Made-for-Advertising (MFA) Websites Accounted for More Than 1-in10 Open Programmatic Ad Dollars in Oct 2023

    Interviewed for This Report

    Anthony Flaccavento
    Ogury
    General Manager, Americas
    Interviewed December 18, 2023
    Ken Gilberg
    The Trade Desk
    Lead Director, Marketplace Innovation
    Interviewed December 22, 2023
    Nich Weinheimer
    Skai
    Executive Vice President, Strategy
    Interviewed December 18, 2023

    Access full deck

    View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PPTX

     

     

     

     

     

     

     

     

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PDF

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Ross Benes
    Senior Analyst
    Andrew Spink
    Forecasting Analyst
    Tracy Tang
    Senior Researcher
    Max Willens
    Senior Analyst

    Latest Reports

    The State of Payment Transaction Types
    Report
    The State of Payment Transaction Types
    The 2024 Healthcare Consumer
    Report
    The 2024 Healthcare Consumer
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Report
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Restaurant Digitization 2024
    Report
    Restaurant Digitization 2024
    What Advertisers Can Learn From Privacy Industry Events 2024
    Report
    What Advertisers Can Learn From Privacy Industry Events 2024
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    Bank Brand Safety on Social Media
    Report
    Bank Brand Safety on Social Media
    US P&C Insurance Trends to Watch in 2024
    Report
    US P&C Insurance Trends to Watch in 2024
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Report
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    Report
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    What Banks Need to Know About Gen Alpha
    Report
    What Banks Need to Know About Gen Alpha
    The State of Influencer-Brand Deals 2024
    Report
    The State of Influencer-Brand Deals 2024
    Ad Measurement Trends H1 2024
    Report
    Ad Measurement Trends H1 2024
    Brand Safety 2024
    Report
    Brand Safety 2024

    Popular on EMARKETER

    Data Drop: 5 Charts on Netflix Advertising
    Article
    Data Drop: 5 Charts on Netflix Advertising
    Google delays the end of cookies for a third time after regulator and industry pushback
    Article
    Google delays the end of cookies for a third time after regulator and industry pushback
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Article
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Streaming service loyalty wanes as serial churning rises
    Article
    Streaming service loyalty wanes as serial churning rises
    PubMatic and GroupM will offer cookieless ad inventory
    Article
    PubMatic and GroupM will offer cookieless ad inventory
    TikTok launches Notes, but existential threats loom large
    Article
    TikTok launches Notes, but existential threats loom large
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Article
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    Article
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Article
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Article
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Google delays deprecation of third-party cookies once again
    Article
    Google delays deprecation of third-party cookies once again
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
    Article
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    TikTok outperforms YouTube Shorts and Reels viewership
    Article
    TikTok outperforms YouTube Shorts and Reels viewership

    Latest Forecasts

    Total Media Ad Spending, UK
    Forecasts
    Total Media Ad Spending, UK
    Desktop/Laptop Ad Spending, UK
    Forecasts
    Desktop/Laptop Ad Spending, UK
    UK Nonmobile Ad Spending
    Forecasts
    UK Nonmobile Ad Spending
    UK Amazon
    Forecasts
    UK Amazon
    Digital Ad Spending, UK
    Forecasts
    Digital Ad Spending, UK
    Out-of-Home Ad Spending, UK
    Forecasts
    Out-of-Home Ad Spending, UK
    Retail Media Ad Spending, by Country
    Forecasts
    Retail Media Ad Spending, by Country
    Display Ad Spending, UK
    Forecasts
    Display Ad Spending, UK
    Video Ad Spending, UK
    Forecasts
    Video Ad Spending, UK
    Retail Media Ad Spending, China
    Forecasts
    Retail Media Ad Spending, China
    Ecommerce Channel Ad Spending, China
    Forecasts
    Ecommerce Channel Ad Spending, China
    Traditional Media Ad Spending
    Forecasts
    Traditional Media Ad Spending
    Total Media Ad Spending, China
    Forecasts
    Total Media Ad Spending, China
    Digital Ad Spending, China
    Forecasts
    Digital Ad Spending, China
    Display Ad Spending, China
    Forecasts
    Display Ad Spending, China

    "Behind the Numbers" Podcast

    Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store experience
    Audio
    Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store ...
    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
    Audio
    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
    Audio
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    Audio
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
    Audio
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
    Audio
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
    Audio
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
    Audio
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
    Audio
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
    Audio
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
    Audio
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
    Audio
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
    Audio
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
    Audio
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
    The Banking & Payments Show: The Crypto Renaissance
    Audio
    The Banking & Payments Show: The Crypto Renaissance