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Walled Garden Programmatic Digital Display Ad Spending
by Media
by Device
by Transaction Method
Walled Garden vs Open Web
Fees & Publisher Revenues
Source: EMARKETER Forecast, May 2026 - May 2026
Note: includes programmatic digital display ads transacted in a closed ad ecosystem where the publisher has access to first-party authenticated data and owns and controls all operations in the entire ad tech stack, such as ad buying, serving, tracking, and reporting (e.g., Meta, Google O&O); includes open web or third-party inventory transacted through a publisher's closed ad tech stack where the publisher's authenticated first-party data is the primary basis for audience targeting (e.g., Amazon DSP using Amazon shopper data to target across third-party connected TV inventory)
Additional Note: Examples of walled gardens include Meta’s and Google’s ad ecosystems. Programmatic digital display ads are digital display ads transacted or fulfilled via automation, including everything from publisher-erected application programming interfaces (APIs) to more standardized real-time bidding (RTB) technology.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.