As the use of smart-home technology increases, brands are experimenting with ways to use these connected IoT devices and systems—and the massive amounts of data that flows from them—in their marketing activities.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Programmatic advertising will account for 83.5% of all US digital display ad dollars, or $57.30 billion, this year. Growth in social, connected TV and over-the-top (OTT) advertising will drive programmatic display to almost $80 billion by 2021.

Amazon will earn $9.85 billion in net US digital ad revenues this year, representing 7.6% of the market. By 2021, one in 10 US digital ad dollars will go to Amazon.