In Latin America, ad buys on ecommerce channels consist of lower-funnel actions like sponsored product ads. Although brands are shifting spending to more upper-funnel formats, such as sponsored display and video, these performance-driven formats will remain the cornerstone of marketers’ retail media strategies in the near term.

As the ad industry grapples with privacy changes, much is at stake: US programmatic display advertising will top $123 billion this year and approach $142 billion in 2023.

Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.

In 2022, CTV will account for more than one-fifth of total programmatic video ad spending for the first time, as well as one-tenth of total programmatic digital display. We forecast that three-fourths of US CTV display ad spending will transact programmatically in 2022.