March 1, 2018

US Programmatic Digital Display Ad Spending, by Transaction Method, 2018 (billions)


eMarketer estimates $46.55 billion was spent on programmatic display advertising in the US. 42% of programmatic spending went to RTB. $8.99 billion went toward private setups, such as private marketplaces (PMPs) and programmatic direct transactions.


Programmatic digital display ads are digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized real-time bidding (RTB) technology.


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.