US Programmatic Ad Spending Forecast: The Duopoly Drives Dollars Through 2019 - eMarketer
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US Programmatic Ad Spending Forecast: The Duopoly Drives Dollars Through 2019

eMarketer Report

By: eMarketer

Published: October 31, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

US programmatic digital display ad spending will reach $32.56 billion by year’s end, eMarketer projects. By 2019, more than four in five US digital display ad dollars, or $45.72 billion, will flow via automated means.

  • Continued emphasis on advertising quality and brand safety will accelerate spending in both programmatic direct and private marketplace (PMP) deals. By 2019, the combined share of these two transaction types will be 79.6% of the total programmatic pie.
  • 2017 will be the first year that the growth in open-market spending slips into the single digits. Yet the continued adoption of header bidding will help keep dollars flowing here over the forecast period.
  • Mobile’s share of US programmatic digital display ad outlays will increase, thanks to overall market trends and the continued influence of players like Facebook and Google, which are both mobile- and programmatic-centric. By 2019, nearly 80% of programmatic ad spend will go to mobile—rather than desktop—ads.
  • Programmatic buying of digital video ads will continue to grow, thanks to brands’ rising use of advanced audience buying practices and publishers’ growing acceptance of automation’s role in the sales process. By 2019, 77% of all US digital video ad dollars will move programmatically.

"By 2019, 83.6% of US digital display ad dollars will transact programmatically."

Table of Contents

What’s Inside

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Programmatic Ad Spending Outlook

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Programmatic Direct

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Real-Time Bidding

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Mobile Programmatic Ad Spending

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Programmatic Video Ad Spending

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14 charts are included in the full report:

US Programmatic Ad Spending Forecast: The Duopoly Drives Dollars Through 2019

US Programmatic Digital Display Ad Spending, 2015-2019 (billions, % change and % of total digital display ad spending*)

Programmatic Ad Spending Outlook

US Programmatic Digital Display Ad Spending, 2015-2019 (billions, % change and % of total digital display ad spending*)

US Native Programmatic Digital Display Ad Spending, 2016-2018 (billions and % change)

Did Q1’s Brand Safety Issues Affect Programmatic Buying?

Primary Effect of Fake News on Programmatic Ad Spending According to Programmatic Decision-Makers in North America, April 2017 (% of respondents)

Programmatic Direct

US Programmatic Digital Display Ad Spending, by Transaction Method, 2015-2019 (billions, % change and % of total programmatic digital display ad spending)

Real-Time Bidding

US Real-Time Bidding (RTB) Digital Display Ad Spending, by Segment, 2015-2019 (billions, % change and % of total RTB digital display ad spending)

Open Exchange Spending

US Open Exchange Digital Display Ad Spending, 2015-2019 (billions, % change and % of total programmatic digital display ad spending)

Private Marketplace Spending

US Private Marketplace Digital Display Ad Spending, 2015-2019 (billions, % change and % of total programmatic digital display ad spending)

Mobile Programmatic Ad Spending

US Mobile Programmatic Display Ad Spending, 2015-2019 (billions, % change and % of total mobile display ad spending)

US Programmatic Digital Display Ad Spending, by Device, 2015-2019 (billions, % change and % of total)

Mobile Programmatic Ad Spending, by Transaction Method

US Mobile Programmatic Display Ad Spending, by Transaction Method, 2015-2019 (billions, % change and % of total mobile programmatic display ad spending)

Programmatic Video Ad Spending

US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)

US Programmatic TV Ad Spending, 2015-2019 (billions, % change and % of TV ad spending)

Mobile Programmatic Video Ad Spending

US Mobile Programmatic Display Ad Spending, by Format, 2015-2019 (billions, % change and % of total mobile programmatic display ad spending)