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July 1, 2019

US Programmatic Digital Display Ad Fees, 2018-2021 (billions, % change and % of nonsocial programmatic display spending)


This chart includes eMarketer's estimates of the fees US advertisers pay to their programmatic partners in order to execute programmatic display transactions, including fees paid to DSPs, SSPs, exchanges, verification services and more.


Programmatic fees are the portion of programmatic display ad spending that is paid to technology and software intermediaries to execute the transaction before the publisher receives the spending as ad revenues. Such intermediaries may include DSPs, SSPs, exchanges, ad networks, ad servers, as well ... as services providing measurement, data licensing and targeting, verification (e.g., brand safety, anti-fraud, ad blocking) and attribution. Excludes spending on owned and operated properties of social network platforms; excludes agency and creative fees not rolled into platform and service fees listed above. More


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.