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Agentic Digital Display Ad Spending
by Media
by Device
by Transaction Method
Walled Garden vs Open Web
Fees & Publisher Revenues
Connected TV Fees vs Publisher
Non-Video
Source: EMARKETER Forecast, October 2026 - November 2026
Note: digital display ads for which an AI agent, acting for the buyer, autonomously completes at least one core transaction function (e.g., transact the deal, book the order, launch the campaig); includes agentic programmatic and agentic nonprogrammatic ads; includes banners, rich media, sponsorships, video, and ads such as Facebook's Feed Ads and X's Promoted Posts; includes display-oriented formats on social networks, even if triggered by search queries
Additional Note: An AI agent interprets campaign objectives and independently plans, sources, and/or negotiates inventory and/or executes the purchase. Agentic programmatic ad spending, transacted through machine interfaces, and agentic nonprogrammatic ad spending, booked in a seller’s order management system outside programmatic pipes, are included.