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EMARKETER

US Programmatic Digital Display Ad Spending 2022

Navigating Innovation in Identity and Consolidation in Ad Tech

Report by Evelyn Mitchell  |  Feb 15, 2022
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Report
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Table of Contents
Executive Summary
Key Points
Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
Maturation of the Programmatic Marketplace
Glossary
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.
Topics
Programmatic Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
Maturation of the Programmatic Marketplace
Glossary
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Programmatic display advertising is thriving, with marketers increasing their spend despite lingering uncertainty as third-party identifiers are slowly phased out. Programmatic will continue gaining ground in years to come, as advertisers, ad tech platforms, and publishers collectively work toward a new normal.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will advertisers spend on programmatic display in 2022?
  2. How does that spending break down by device, format, and transaction method?
  3. What market conditions will shape programmatic display this year and next?

WHAT’S IN THIS REPORT? Our latest forecast for programmatic digital display ad spending, as well as our analysis of trends that will affect how advertisers operate in the programmatic marketplace in 2022 and beyond.

US Programmatic Digital Display Ad Spending, 2019-2023 (billions and % change)
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KEY STAT: US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. Growth will slow to 16.3% this year.

authors

Evelyn Mitchell

Contributors

Ross Benes
Senior Analyst
Shelleen Shum
Senior Director, Forecasting
Tracy Tang
Senior Researcher
Peter Vahle
Senior Forecasting Analyst
Paul Verna
Principal Analyst
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US Programmatic Digital Display Ad Spending 2022