This led to upward revisions to our estimates of US digital ad spending, including display ad spending—and ultimately programmatic display. There was a similar, somewhat smaller effect on video, which we define as a subset of display. What hasn’t changed is our estimate of the programmatic share of total digital display advertising. Spending by Device.
Google is also the market leader in online advertising, and is on track to command 29% share of global digital ad spending in 2021. Why it’s worth watching: Google has demonstrated that it’s using its dominance in smartphones and browsers to further its influence in search and in advertising sales, which could be perceived as monopolistic by regulators.