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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
Spreadsheet
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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)
E-Mail ChartDownload

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

11charts

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

21expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
    4. Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
    1. Maturation of the Programmatic Marketplace
    2. Glossary
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Programmatic Digital Display Ad Spending, 2019-2023 (billions and % change)US Programmatic Ad Spending Share, by Device, 2019-2023 (% of digital display ad spending)
    Share of US Programmatic Digital Display Ad Spending, by Device, 2019-2023 (% of total programmatic digital display ad spending)US Programmatic Video Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
    US Connected TV (CTV) Programmatic Display Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)US Programmatic Ad Spending Share, by Transaction Method, 2019-2023 (% of total programmatic digital display ad spending)
    US Programmatic Digital Display Ad Spending, by Device and Transaction Method, 2022 (% of programmatic digital display ad spending on each device)What Types of Identity Solutions Are Marketers and Publishers Worldwide Testing/Planning to Test? (% of respondents, Sep 2021)
    US Meta Mobile Ad Spending, by OS, April-Dec 2021 (% change vs. same period of prior year)US Connected TV (CTV) Users, by Device, 2020-2025 (millions)
    Average Number of Demand-Side Platforms (DSP) US Marketers and Agencies Are Using/Planning to Use, 2020-2022

    Interviewed for This Report

    Mel Bessaha
    Connatix
    Senior Vice President and Head of Demand
    Interviewed January 7, 2022
    Tal Chalozin
    Innovid
    Co-Founder and CTO
    Interviewed December 17, 2021
    Kerel Cooper
    LiveIntent
    CMO
    Interviewed December 17, 2021
    Jed Dederick
    The Trade Desk
    Senior Vice President, Global Client Development
    Interviewed December 20, 2021
    Kurt Donnell
    Freestar
    President and CEO
    Interviewed December 17, 2021
    Kyle Dozeman
    PubMatic
    Chief Revenue Officer, Americas
    Interviewed December 21, 2021
    Alistair Goodman
    Emodo
    CEO and General Manager
    Interviewed January 4, 2022
    John Goulding
    MiQ
    Head of Strategy, US
    Interviewed December 14, 2021
    Sheri Ham
    Intersection
    Vice President, Programmatic Partnerships and Sales
    Interviewed January 5, 2022
    Romain Job
    Smart AdServer
    Chief Strategy Officer
    Interviewed January 6, 2022
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed January 4, 2022
    Joey Leichman
    OpenX
    Vice President, Buyer Development
    Interviewed December 21, 2021
    James Malins
    Amobee
    General Manager, Cross-Channel Strategic Solutions
    Interviewed December 21, 2021
    Iván Markman
    Yahoo
    Chief Business Officer
    Interviewed December 16, 2021
    Yoni Markovizky
    Fyber, a Digital Turbine Company
    General Manager, Marketplace
    Interviewed December 22, 2021
    Steve Mougis
    DoubleVerify
    Senior Vice President, Programmatic Sales and Global Strategy
    Interviewed January 6, 2022
    Kunal Nagpal
    InMobi
    General Manager, Publisher Platforms and Exchange
    Interviewed December 13, 2021
    Michael Nevins
    Smart AdServer
    CMO
    Interviewed January 6, 2022
    David Olesnevich
    IBM
    Head of Product, IBM Watson Advertising
    Interviewed December 20, 2021
    Orchid Richardson
    Interactive Advertising Bureau (IAB)
    Senior Vice President, Programmatic+Data Center
    Interviewed January 4, 2022
    Anudit Vikram
    MediaMath
    Chief Product Officer
    Interviewed December 22, 2021

    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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