That could be because buyers can already reach users across multiple sites through audience buys in their demand-side platform (DSP). There is also a lack of standardization across different publisher first-party segments, making it harder for advertisers to trust and compare the quality of audience segments across publishers.

But take social media out of the programmatic direct total, and RTB actually makes up the majority of programmatic transactions. Real-Time Bidding. Historically, open exchanges have been the predominant way to trade RTB inventory. However, that power dynamic flipped in 2020, with PMP ad spending surpassing open exchange ad spending in the UK for the first time.

Real-time bidding (RTB) is an auction-based approach used to buy or sell impression-level inventory. Auctions can be public or private.

Amazon DSP makes up a relatively small part of Amazon’s ad business but has topped Advertiser Perceptions’ list of preferred DSPs for a few years. The most recent wave of the researcher’s DSP study was conducted last September and showed continued high marks for Amazon DSP. US agency and marketing professionals surveyed were more likely to both use and prefer Amazon’s over any other DSP.

Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.

The pandemic has had all kinds of effects on consumers, and in turn, on how they interact with products and services. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman and forecasting analyst Eric Haggstrom about what happens when business metrics go haywire, including at Walmart, Nike, and Peloton. They also talk about Facebook's narrowing attribution window, Prime Day finally happening, and Samsung Ads' new self-serve demand-side platform option.

We expect Amazon’s display advertising to account for around a quarter of net US digital ad revenues, including various types of video ads on Amazon properties, Sponsored Display ads and off-property ads sold through Amazon’s demand-side platform (DSP).

Historically, open exchanges have been the predominant way to trade real-time bidding (RTB) inventory. However, that power dynamic flipped in 2020, with PMP ad spending surpassing open exchange ad spending in the UK for the first time.

When demand-side platform The Trade Desk polled agency and brand marketers in North America in September 2020, 84% said they were facing new pressure to prove the effectiveness of their ad spend since the onset of the pandemic.

When internet users open most websites or apps, a bid request broadcasts information about potential ad impressions far and wide. Johnny Ryan, senior fellow at both the Irish Council for Civil Liberties and the Open Markets Institute, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why real-time bidding as it's currently executed has personal data protection problems.

Activating in a DSP not only gives you a unified view of delivery and reach, it also makes measuring campaign performance even easier. In a DSP, you can see real-time reporting on how your TV campaigns contributed to business outcomes like customer engagement and sales, helping you optimize current or future campaigns. 3. Your upfronts strategy is an integral part of your omnichannel strategy.

The vast majority of digital display advertising in the US is bought and sold programmatically—that is, with automation, including programmatic direct setups and more traditional forms of real-time bidding (RTB). This year, these transactions will make up 84.5% of the digital display ad market.

The remainder of programmatic transactions will be done via real-time bidding (RTB), by using private marketplaces (PMPs) or open exchanges to manage auctions. PMP’s share of RTB has traditionally been higher in Canada than in the US—this year, it will be 56.0% in Canada.

The rest of Amazon’s ad revenues come from ads on its video platforms and off-property ads sold through Amazon DSP. And it crushes its ecommerce competitors within the ad category it pioneered in the US. This year, Amazon will control 76.2% of the nearly $24 billion ecommerce channel ad market. For comparison, No. 2 Walmart will capture just 6.5% of the market.

Programmatic TV is not done via real-time bidding (RTB), and it is more manual than digital programmatic advertising. Ad-serving technology that enables RTB and dynamic ad insertion of linear inventory has been slow going. Some steps in the programmatic TV ad transaction process like scheduling and stewardship feature little automation.

Principal analyst Lauren Fisher joins guest host and fellow principal analyst Nicole Perrin to discuss Amazon’s plans to offer video ad inventory to demand-side platforms dataxu and The Trade Desk. They also talk about our new programmatic fee estimates, Microsoft’s purchase of ad-tech firm PromoteIQ and Facebook’s offer to pay for news.

eMarketer principal analysts Lauren Fisher and Nicole Perrin consider whether real-time bidding in advertising markets is compatible with the terms of the EU’s General Data Protection Regulation. They also discuss the effectiveness of social media ads, Walmart’s use of AI cameras to curb retail theft and Roku’s robust sales of streaming devices in Q1 2019.

eMarketer forecasting director Shelleen Shum discusses our estimates for US spending on programmatic direct ads and the factors driving growth.