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As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
"US advertisers will spend $32.56 billion procuring digital display ads programmatically in 2017. By 2019, investment will climb further, making up 84.0% of all US digital display ad expenditures."
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US Programmatic Digital Display Ad Spending, 2015-2019 (billions, % change and % of total digital display ad spending*)
Percent of Digital Ad Budget Spent on Programmatic Advertising According to Marketing Professionals in Europe and the US, 2013-2016 (% of respondents)
US Mobile Programmatic Display Ad Spending, 2015-2019 (billions, % change and % of total mobile display ad spending)
US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)
US Programmatic Digital Display Ad Spending, by Transaction Method, 2016-2019 (billions)
Important Factors Driving Data-Driven Marketing and Media Initiatives According to US Digital Marketing/Media Practitioners, 2016 & 2017 (% of respondents)
Following Audiences Beyond Digital
Channels with the Greatest Opportunity for Digital Advertising According to US Digital Advertising Professionals, Dec 2016 (% of respondents)
Data Sources that US Marketers Use/Are Interested in Using to Inform Programmatic TV Buys, March 2016 (% of respondents)
Benefits Derived from Header Bidding Technology Adoption According to US Publishers, Aug 2016 (% of respondents)
Still Targeting Devices Rather than Users? Why that Is Problematic for Programmatic
For B2Bs, Powering Programmatic with First-Party Data a Core Requirement
Programmatic TV Ventures into Advanced Audience Targeting and Attribution