Report Snapshot

Programmatic non-video display, a vital ad market for web publishers, is experiencing near-nonexistent growth. We examine the latest updates to that ecosystem’s key trends, including the embrace of supply path optimization and the deprecation of third-party cookies.

KEY QUESTIONS:

1. How is the US programmatic display market growing—and not growing?
2. Which identifiers and post-cookie targeting strategies are working?
3. How is supply-path optimization affecting the number of partners publishers use?

KEY STAT: Even after non-video programmatic digital display ad spending returns to double-digit growth in 2024 and 2025, the growth we estimate for those years will be some of the weakest we’ve charted over the past 12 years.