Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Agentic ad buying has moved from niche topic to top-tier anxiety for media planners
Article |
Mar 27, 2026
Visa boosts subscription management services for issuers
Article |
Mar 27, 2026
How Behr Paint hired creators to take customer service calls
Article |
Mar 27, 2026
Better and Coinbase partner on crypto-backed down-payment loans
Article |
Mar 27, 2026
Schwab goes after Gen Z with brokerage accounts for teens
Article |
Mar 27, 2026
Agentic shopping, outcome-driven AI, and creator commerce: Takeaways from Shoptalk 2026
Article |
Mar 27, 2026
Brands move beyond ROAS as measurement gaps widen in commerce media
Article |
Mar 27, 2026
AI is the top tool content teams are reaching for to speed up production in 2026
Article |
Mar 26, 2026
How to break out of the in-store retail media pilot phase
Article |
Mar 26, 2026
March Madness adds more marketing wins to a sports-heavy 2026
Article |
Mar 26, 2026
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Publisher Ad Monetization 2023
How the Open Web’s Rules Are Beginning to Change—Again
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
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.
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:
- How is the US programmatic display market growing—and not growing?
- Which identifiers and post-cookie targeting strategies are working?
- How is supply-path optimization affecting the number of partners publishers use?
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
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
Already have a subscription?Sign In
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Unlock Unlimited Insights with PRO+
Contact Us →
Worldwide HQ
685 Third Avenue21st FloorNew York, NY 100171-800-405-0844
Sales Inquiries
1-800-405-0844[email protected]
* Copyright © 2026
EMARKETER Inc. All Rights Reserved.