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EMARKETER
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Connected TV Real-Time Bidding (RTB) Ad Spending
Overall
Programmatic Digital Display Ad Spending
Programmatic Digital Video Ad Spending
by Media
Programmatic Digital Out-of-Home Ad Spending
Programmatic Digital Audio Services Ad Spending
Programmatic Podcast Ad Spending
Programmatic Retail Media Digital Display Ad Spending
by Device
Programmatic Digital Display Ad Spending, by Device
Programmatic Video Ad Spending, by Device
by Transaction Method
Programmatic Direct Digital Display Ad Spending
Real-Time Bidding (RTB) Ad Spending
Mobile Programmatic Direct Display Ad Spending
Mobile Real-Time Bidding (RTB) Ad Spending
Connected TV Programmatic Direct Ad Spending
Connected TV Real-Time Bidding (RTB) Ad Spending
Walled Garden vs Open Web
Walled Garden Programmatic Digital Display Ad Spending
Open Web Programmatic Digital Display Ad Spending
Fees & Publisher Revenues
Programmatic Digital Display Ad Spending Fees
Programmatic Digital Display Ad Spending Publisher Revenues
Non-Video
Non-Video Programmatic Digital Display Ad Spending
Non-Video Mobile Programmatic Display Ad Spending
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Source & Notes
Data Table
Source: EMARKETER Forecast- December 2025 
Note: includes programmatic ads that are transacted in real time, at the impression level; includes advertising that appears on connected TV devices
Additional Note: 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.
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