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EMARKETER

Programmatic Ad Spending Forecast Q1 2023

The World’s Largest Programmatic Market Moves Away From the Open Exchange

Report by Evelyn Mitchell-Wolf  |  Feb 24, 2023
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Report
The One-Pager
Deck
Spreadsheet
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Table of Contents
Executive Summary
Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds.
Other countries’ programmatic spending is ramping up, but at varying levels.
Most digital display ads in mature markets now transact programmatically.
Despite global shifts, the US will represent almost half of programmatic digital display ad spending worldwide.
Video formats will dominate US programmatic ad spending as CTV and social video blossom.
CTV is propelling growth in programmatic ad spending.
Advertisers favor closed and private ecosystems for access to data and premium inventory.
Social network advertising on mobile devices skews total share of spend toward programmatic direct.
Advertisers are spending more with more walled gardens.
As the market adjusts for privacy and sustainability, the ‘ad tech tax’ slowly erodes.
How can advertisers get the most from their programmatic strategies in Q2 2023?
Media Gallery
About This Report
Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.
Topics
Programmatic Ad Spending
United States
Table of Contents
Executive Summary
Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds.
Other countries’ programmatic spending is ramping up, but at varying levels.
Most digital display ads in mature markets now transact programmatically.
Despite global shifts, the US will represent almost half of programmatic digital display ad spending worldwide.
Video formats will dominate US programmatic ad spending as CTV and social video blossom.
CTV is propelling growth in programmatic ad spending.
Advertisers favor closed and private ecosystems for access to data and premium inventory.
Social network advertising on mobile devices skews total share of spend toward programmatic direct.
Advertisers are spending more with more walled gardens.
As the market adjusts for privacy and sustainability, the ‘ad tech tax’ slowly erodes.
How can advertisers get the most from their programmatic strategies in Q2 2023?
Media Gallery

Executive Summary

Advertisers are prioritizing programmatic channels as they cope with ongoing economic uncertainty. But the industry is being reshaped by privacy legislation. As a result, spend is shifting into environments where advertisers have more data and more control.

KEY QUESTIONS

  1. How much will US advertisers spend on programmatic display advertising in 2023?
  2. How does that spending break down by device, format, and transaction method?
  3. How does the US compare with other markets around the world?
US Programmatic Digital Display Ad Spending, 2018-2024 (billions, % change, and % of total digital display ad spending)
E-Mail ChartDownload

KEY STAT: Programmatic display ad spending will grow by 16.9% in the US this year—the highest growth rate of any country we track.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds.
  3. Other countries’ programmatic spending is ramping up, but at varying levels.
  4. Most digital display ads in mature markets now transact programmatically.
  5. Despite global shifts, the US will represent almost half of programmatic digital display ad spending worldwide.
  1. Video formats will dominate US programmatic ad spending as CTV and social video blossom.
  2. CTV is propelling growth in programmatic ad spending.
  3. Advertisers favor closed and private ecosystems for access to data and premium inventory.
  4. Social network advertising on mobile devices skews total share of spend toward programmatic direct.
  5. Advertisers are spending more with more walled gardens.
  1. As the market adjusts for privacy and sustainability, the ‘ad tech tax’ slowly erodes.
  2. How can advertisers get the most from their programmatic strategies in Q2 2023?
  3. Media Gallery

Charts in This Report

US Programmatic Digital Display Ad Spending, 2018-2024 (billions, % change, and % of total digital display ad spending)US Programmatic Digital Display Ad Spending, by Device and Transaction Method, 2023 (% of programmatic digital display ad spending)
Programmatic Share of Digital Display Ad Spending in Select Countries, 2018 & 2023 (% of total digital display ad spending)Worldwide Programmatic Digital Display Ad Spending, by Country, 2018 & 2023 (% of worldwide programmatic digital display ad speniding)
US Programmatic Digital Video Ad Spending, 2018-2024 (billions, % change, and % of total programmatic digital display ad spending)US Connected TV (CTV) Programmatic Display Ad Spending, 2018-2024 (billions, % change, and % of total programmatic digital display ad spending)
US Programmatic Digital Display Ad Spending Share, by Transaction Method, 2018-2024 (% of total programmatic digital display ad spending)US Walled Garden Programmatic Digital Display Ad Spending, 2018-2024 (billions, % change, and % total programmatic digital display ad spending)
US Programmatic Digital Display Ad Spending Fees, 2018-2024 (billions, % change, and % of total real-time bidding (RTB) digital display ad spending)
Download
Report
The One-Pager
Deck
Spreadsheet
Share
Table of Contents
Executive Summary
Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds.
Other countries’ programmatic spending is ramping up, but at varying levels.
Most digital display ads in mature markets now transact programmatically.
Despite global shifts, the US will represent almost half of programmatic digital display ad spending worldwide.
Video formats will dominate US programmatic ad spending as CTV and social video blossom.
CTV is propelling growth in programmatic ad spending.
Advertisers favor closed and private ecosystems for access to data and premium inventory.
Social network advertising on mobile devices skews total share of spend toward programmatic direct.
Advertisers are spending more with more walled gardens.
As the market adjusts for privacy and sustainability, the ‘ad tech tax’ slowly erodes.
How can advertisers get the most from their programmatic strategies in Q2 2023?
Media Gallery
About This Report
Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.
Topics
Programmatic Ad Spending
United States
Table of Contents
Executive Summary
Programmatic ad spending will remain strong in the US this year despite macroeconomic headwinds.
Other countries’ programmatic spending is ramping up, but at varying levels.
Most digital display ads in mature markets now transact programmatically.
Despite global shifts, the US will represent almost half of programmatic digital display ad spending worldwide.
Video formats will dominate US programmatic ad spending as CTV and social video blossom.
CTV is propelling growth in programmatic ad spending.
Advertisers favor closed and private ecosystems for access to data and premium inventory.
Social network advertising on mobile devices skews total share of spend toward programmatic direct.
Advertisers are spending more with more walled gardens.
As the market adjusts for privacy and sustainability, the ‘ad tech tax’ slowly erodes.
How can advertisers get the most from their programmatic strategies in Q2 2023?
Media Gallery

authors

Evelyn Mitchell-Wolf

Contributors

Andrew Spink
Forecasting Analyst
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
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