Walled garden programmatic digital display ad spend to cross $100 billion

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Key stat: US walled garden programmatic digital display advertising will cross the $100 billion mark next year, according to our forecast.

Beyond the chart:

• Walled gardens will lose share of the programmatic digital display ad spend market for the first time since we began tracking the segment in 2017.
• Walled garden spend share is being dragged down as the duopoly of Meta and Google becomes less dominant, and retail media networks have not yet made up for this dip.
• We don’t include search ads in our definition of programmatic digital display ads. If we did, walled gardens would likely continue winning share of programmatic spend, as noted in our “Programmatic Ad Spending Forecast Q3 2023” report.

Use this chart:

• Understand walled gardens’ role within the programmatic landscape.

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