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Programmatic Direct Nonsocial Digital Display Ad Spending Fees
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: the portion of programmatic direct nonsocial digital display ad spending that is paid to technology and software intermediaries that execute the transaction before the publisher receives the spending as ad revenues
Additional Note: Intermediaries include ad networks, ad servers, demand-side platforms (DSPs), exchanges, and supply-side platforms (SSPs), as well as services providing measurement, data licensing and targeting, verification (e.g., brand safety, anti-fraud, ad blocking), and attribution. Programmatic direct includes digital display ads transacted via an application programming interface (API) without an auction, including programmatic guaranteed, preferred deals, and publisher-erected APIs. Programmatic direct spending on owned and operated properties of social networks, as well as agency and creative fees not rolled into the platform and service fees listed above, are excluded.
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.