US Programmatic Ad Spending Forecast: Most Mobile Display and Video Ad Dollars to Be Automated by 2018 - eMarketer
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eMarketer Report

US Programmatic Ad Spending Forecast: Most Mobile Display and Video Ad Dollars to Be Automated by 2018

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Executive Summary

Programmatic advertising has become the preferred method for buying and selling digital display ads in the US, with advertisers expected to spend $25.23 billion, or 73.0% of their total digital display ad budgets, on automated transactions in 2016.

  • Continued investment in programmatic advertising technology and transactions will see programmatic’s share of total US digital video ad spending rise to 82.0% by 2018.
  • For the second year in a row, programmatic direct ad dollars will exceed spending on real-time bidding, accounting for 53.0% of all US programmatic ad investment, or $13.37 billion, in 2016.
  • Programmatic spending on mobile advertising will be more than twice the size of programmatic spending on desktop ads this year, with seven of every 10 US programmatic display ad dollars going to mobile.
  • 2016 will be the first year in which more than half of US digital video advertising will be bought and sold programmatically, accounting for 60.0% of the total.

"By 2018, the vast majority of US digital display ad dollars (82.0%) will flow through programmatic pipes."

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The State of Programmatic Advertising

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Programmatic Ad Spending Outlook

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Mobile Programmatic Ad Spending

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Programmatic Video Ad Spending

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10 charts are included in the full report:

US Programmatic Ad Spending Forecast: Most Mobile Display, Video Ad Dollars to be Automated by 2018

US Programmatic Digital Display Ad Spending, 2014-2018 (billions, % change and % of total digital display ad spending*)

The State of Programmatic Advertising

US Marketers Who Buy Ads Programmatically, by Media/Format, March 2016 (% of respondents)

Programmatic Ad Spending Outlook

US Programmatic Digital Display Ad Spending, 2014-2018 (billions, % change and % of total digital display ad spending*)

Programmatic Direct

US Programmatic Digital Display Ad Spending, by Transaction Method, 2014-2018 (billions, % change and % of total programmatic digital display ad spending)

Real-Time Bidding

US Real-Time Bidding (RTB) Digital Display Ad Spending, by Segment, 2014-2018 (billions, % change and % of total RTB digital display ad spending)

US Real-Time Bidding (RTB) Digital Display Ad Spending Share, by Segment, 2016-2018 (billions and % of total)

Mobile Programmatic Ad Spending

US Mobile Programmatic Display Ad Spending, 2014-2018 (billions, % change and % of total mobile display ad spending)

US Programmatic Digital Display Ad Spending, by Device, 2014-2018 (billions, % change and % of total programmatic digital display ad spending)

Mobile Programmatic Ad Spending by Transaction Type

US Mobile Programmatic Display Ad Spending, by Transaction Method, 2014-2018 (billions, % change and % of total mobile programmatic display ad spending)

Programmatic Video Ad Spending

US Programmatic Digital Video Ad Spending, 2014-2018 (billions, % change and % of total digital video ad spending)

Mobile Programmatic Video Ad Spending

US Mobile Programmatic Display Ad Spending, by Format, 2014-2018 (billions, % change and % of total mobile programmatic display ad spending)

Interviews included in the full report:

Marketers’ Roundtable: What You Need to Know About Programmatic Right Now

Interview conducted on July 26, 2016

Interview conducted on July 25, 2016

Interview conducted on July 26, 2016

Interview conducted on July 27, 2016

Interview conducted on July 14, 2016

Interview conducted on July 26, 2016

Interview conducted on August 4, 2016

Interview conducted on July 7, 2016

Interview conducted on June 30, 2016

Interview conducted on July 6, 2016

Interview conducted on June 29, 2016

Interview conducted on August 15, 2016

Interview conducted on August 17, 2016

Interview conducted on July 20, 2016

Sara Badler

Director, Programmatic Advertising

The New York Times

Interview conducted on July 19, 2016

Interview conducted on July 18, 2016

Interview conducted on July 27, 2016

Interview conducted on July 27, 2016

Interview conducted on July 14, 2016

Interview conducted on July 8, 2016

Interview conducted on July 28, 2016

Interview conducted on July 15, 2016

Interview conducted on July 20, 2016

Interview conducted on July 21, 2016

Interview conducted on July 26, 2016

Interview conducted on August 4, 2016

Interview conducted on July 26, 2016

Interview conducted on July 26, 2016

Interview conducted on July 19, 2016

Jeff Sopko

President

Baesman

Interview conducted on July 22, 2016

Nicole Willner Brodsky

Product Marketing and Analyst Relations

AOL

Interview conducted on August 3, 2016