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Note: includes programmatic ads that are transacted in real time, at the impression level; includes programmatic ads that are transacted in real time, at the impression level; excludes ads on social networks like Facebook and X; includes ad spending on tablets; *includes ads transacted through a public RTB auction in which any buyer or seller can participate, also known as an open auction or open marketplace; **includes ads transacted through an invitation-only RTB auction where one publisher or a select group of publishers invites a select number of buyers to bid on its inventory;

Additional Note: Mobile programmatic display ads are mobile display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology. RTB digital display ads are programmatic ads that are transacted in real time, at the impression level.

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 from 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.

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