Programmatic Ad Spending Forecast H1 2024

Cookie Deprecation Has Begun. Now What?

Report by Evelyn Mitchell-Wolf  | Jan 19, 2024
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Executive Summary
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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
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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.

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    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

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    authors

    Evelyn Mitchell-Wolf

    Contributors

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