Of the $25.09 billion in US CTV ad spend we project this year, $21.52 billion will be programmatic. That means close to 9 in 10 CTV ad dollars are programmatic, and programmatic ad spend on the platform will climb by double digits through the end of our forecast period in 2025.
CTV ad spend could grow even higher, but 65% of advertisers are still wary of content-level transparency, according to Proximic. Better transparency and streamlined ad buying would push advertisers even further toward programmatic advertising on CTV.
3. Breaking down inventory categories