Last year, programmatic digital display ad spending growth hit a record low as advertisers braced themselves for a potential recession. By the time the market gets back on track in 2024, spending trends will be largely the same as they were before the downturn—with some key differences.

Key Question: How and where are advertisers spending their programmatic budgets?

KEY STAT: Despite their strong post-cookie value proposition, walled gardens will lose share of the programmatic digital display ad spending market—for the first time since we began tracking the segment in 2017.