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.
“The notion of bringing duration, not just viewability, to the equation certainly feels important.”. Data Sharing. Another challenge with cross-platform video measurement is that marketers’ data access is fragmented because various platforms implement their own data policies. This can make it difficult to apply consistent measurements.
With digital video, you can control viewability and start optimizing advertising collateral that's actually viewable. Video is the star format, and I don’t think this will change. What is changing, however, is the way in which viewers consume video ads.”. Digital Video Ad Spending.