Programmatic Ad Spending Forecast Q3 2023

In a Down Market, Walled Gardens Lose Share for the First Time

Last year, programmatic digital display ad spending growth hit a record low as advertisers braced themselves for a potential recession. By the time the market gets back on track in 2024, spending trends will be largely the same as they were before the downturn—with some key differences.

Key Question: How and where are advertisers spending their programmatic budgets?

KEY STAT: Despite their strong post-cookie value proposition, walled gardens will lose share of the programmatic digital display ad spending market—for the first time since we began tracking the segment in 2017.

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Table of Contents

  1. Executive Summary
  2. As digital display goes, so too goes programmatic.
  1. Retail media’s ascent is not enough to compensate for the ebb of spending with other walled gardens.
  2. Despite cooling growth, CTV is lifting the programmatic market.
  1. Sources
  2. Media Gallery

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First Published on Sep 13, 2023


Evelyn Mitchell-Wolf


Ross Benes
Senior Analyst
Brian Lau
Forecasting Analyst
Tracy Tang
Senior Researcher