Digital ad fraud is still a major problem in the programmatic ecosystem, with advertiser losses estimated in the billions of dollars annually. This report explores how advertisers, publishers and partners are protecting themselves.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

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.

This report collection explores programmatic digital display ad spending through 2021 across Canada, China, France, Germany, the UK and the US. Reports include breakdowns by device, transaction type and more, and explore the factors driving investment.

Programmatic advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

Programmatic transactions for digital display account for 86.4% of the market in Canada this year, even though global privacy reform and device tracking protections are making it more challenging to execute.

Programmatic buys will account for 86.0% of spending on digital display ads in France this year, or €1.69 billion ($1.99 billion). Double-digit annual growth will boost spending to €2.29 billion ($2.70 billion) in 2021.

Programmatic will account for 80.0% of all digital display ad spending in Germany this year, or €2.34 billion ($2.76 billion). Double-digit annual growth will persist through 2021.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

As is the case with the broader CTV ad market, the vast majority of programmatic CTV ad dollars go to video ads. CTV programmatic video ad spending will rise 72.0% in 2019 to $3.39 billion. Over the next few years, CTV programmatic video ad spend will grow considerably. By 2021, $6.26 billion will be spent in this area. Three companies dominate the CTV advertising landscape: YouTube, Hulu and Roku.

Programmatic direct deals specify a fixed price and may or may not guarantee fixed inventory amounts. Programmatic guaranteed includes upfront commitments to both CPM price and inventory amount secured via programmatic pipes between one buyer and one seller; also called programmatic reserved, forward market or just “upfronts.”.

Programmatic OOH Takes Off. Programmatic has been slower to catch on in OOH than it has in other media. Programmatic outdoor ad spending is starting to significantly grow, but its growth is coming from a small base. In June we published our first programmatic DOOH ad spending forecast. We define it as digital out-of-home ads transacted and fulfilled via automation.

We predict that video will account for 47.5% of total programmatic digital display ad spending this year, with “other” display still the majority inventory type. In 2021, the balance will tip in favor of video, when it will account for more than 50% of the programmatic total for the first time. Video has moved slowly to programmatic.

The transition to digital and programmatic OOH can potentially address this issue, but standards of measurement are lacking in the industry overall. During a time of economic uncertainty, budgets will be pulled from media categories that are less able to measure and deliver ROI. It’s not all bad news going forward, though.

With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.

Most companies prioritize customer experience efforts, but few have mastered them. This report looks at ongoing customer experience challenges and highlights success with select elements.

Most CTV ad spending will be programmatic, but just a small portion of total programmatic spending goes to CTV. We forecast that in 2019, CTV will represent 6.1% of total programmatic display ad spending. In 2021, CTV will take in 8.1% of all programmatic display spending. Keep in mind that 83.5% of total digital display ad spending will be programmatic this year.

Three in four leading publishers have implemented ads.txt, one of the most important recent developments in programmatic ad fraud mitigation.

More companies in 2020 will develop ways to send more of the computing needed for programmatic bidding and ad insertions to the cloud. That should make the bidding process smoother and the media experience more consistent across diverse mobile platforms. —Yoram Wurmser.

This remains broadly true, but increasingly, those direct sales are using programmatic elements. Typically, these deals are programmatic guarantees for inventory on premium OTT services. “Even if the seller and the buyer know each other, they are using programmatic pipes for executing a transaction and for serving a campaign,” SpotX’s Schaum said.

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.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

Digital advertising agency Neo leverages third-party data sets as well as what they can access via programmatic partners to identify standard audience attributes. They also incorporate behavioral data from partners to identify individual-level interests, for example, turning to Add This or Share This to understand what types of content users are sharing.

The US digital video marketplace continues to show strong vital signs, with positive indicators including growth projections in programmatic buying and overall ad spending, momentum in subscription-based monetization, platform launches and gains in time spent viewing.