Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.
Programmatic display advertising is thriving, with marketers increasing their spend despite lingering uncertainty as third-party identifiers are slowly phased out. Programmatic will continue gaining ground in years to come, as advertisers, ad tech platforms, and publishers collectively work toward a new normal.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
How much will advertisers spend on programmatic display in 2022?
How does that spending break down by device, format, and transaction method?
What market conditions will shape programmatic display this year and next?
WHAT’S IN THIS REPORT? Our latest forecast for programmatic digital display ad spending, as well as our analysis of trends that will affect how advertisers operate in the programmatic marketplace in 2022 and beyond.
KEY STAT: US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. Growth will slow to 16.3% this year.
Here’s what’s in the full report
3files
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11charts
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21expert perspectives
Insights from industry and company leaders.
Table of Contents
Executive Summary
Key Points
Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
Vice President, Programmatic Partnerships and Sales
Interviewed January 5, 2022
Romain Job
Smart AdServer
Chief Strategy Officer
Interviewed January 6, 2022
Eric John
Interactive Advertising Bureau (IAB)
Vice President, Media Center
Interviewed January 4, 2022
Joey Leichman
OpenX
Vice President, Buyer Development
Interviewed December 21, 2021
James Malins
Amobee
General Manager, Cross-Channel Strategic Solutions
Interviewed December 21, 2021
Iván Markman
Yahoo
Chief Business Officer
Interviewed December 16, 2021
Yoni Markovizky
Fyber, a Digital Turbine Company
General Manager, Marketplace
Interviewed December 22, 2021
Steve Mougis
DoubleVerify
Senior Vice President, Programmatic Sales and Global Strategy
Interviewed January 6, 2022
Kunal Nagpal
InMobi
General Manager, Publisher Platforms and Exchange
Interviewed December 13, 2021
Michael Nevins
Smart AdServer
CMO
Interviewed January 6, 2022
David Olesnevich
IBM
Head of Product, IBM Watson Advertising
Interviewed December 20, 2021
Orchid Richardson
Interactive Advertising Bureau (IAB)
Senior Vice President, Programmatic+Data Center
Interviewed January 4, 2022
Anudit Vikram
MediaMath
Chief Product Officer
Interviewed December 22, 2021
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