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EMARKETER

Publisher Ad Monetization 2023

How the Open Web’s Rules Are Beginning to Change—Again

Report by Max Willens  |  Jul 25, 2023
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Table of Contents
Report Snapshot
Setting the scene
Web publishers are fighting over a pie that is barely growing.
Even though advertisers’ preference for video keeps growing, most publishers remain heavily reliant on banner ads.
Revised industry definitions of video ads are squeezing the sell side.
Supply path optimization has begun to reshape (some) publishers’ behavior.
Sustainability is no longer just a topic for conferences.
Significant percentages of ad-buyers have moved on from third-party cookies for targeting.
Google opens up its Sandbox.
What to do next
Insider Intelligence Interviews
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About This Report
Amid near-nonexistent growth in some key markets, web publishers are being forced to consider radical changes to the way they sell their ads on the open web.
Topics
Programmatic Advertising
Programmatic Ad Spending
US
Table of Contents
Report Snapshot
Setting the scene
Web publishers are fighting over a pie that is barely growing.
Even though advertisers’ preference for video keeps growing, most publishers remain heavily reliant on banner ads.
Revised industry definitions of video ads are squeezing the sell side.
Supply path optimization has begun to reshape (some) publishers’ behavior.
Sustainability is no longer just a topic for conferences.
Significant percentages of ad-buyers have moved on from third-party cookies for targeting.
Google opens up its Sandbox.
What to do next
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

Programmatic non-video display, a vital ad market for web publishers, is experiencing near-nonexistent growth. We examine the latest updates to that ecosystem’s key trends, including the embrace of supply path optimization and the deprecation of third-party cookies.

KEY QUESTIONS:

  1. How is the US programmatic display market growing—and not growing?
  2. Which identifiers and post-cookie targeting strategies are working?
  3. How is supply-path optimization affecting the number of partners publishers use?

KEY STAT: Even after non-video programmatic digital display ad spending returns to double-digit growth in 2024 and 2025, the growth we estimate for those years will be some of the weakest we’ve charted over the past 12 years.

authors

Max Willens

Contributors

Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Tracy Tang
Senior Researcher
Paul Verna
Principal Analyst
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