There are two reasons for our much more positive revised outlook for programmatic display:. Between October 2020 and March 2021, we revised our underlying estimates of US digital display advertising upward.
The pandemic was a boon for some companies as consumers leaned into digital. “Businesses that saw an unexpected boom want to maintain those higher levels and are now starting to invest more heavily in programmatic channels,” said Anna Jorysz, display and creative director at digital agency NMPi by Incubeta.
These ads are a small slice of the programmatic display market. We estimate advertisers will spend $1.02 billion this year on programmatic digital audio services ads in the US. This encompasses all digital ads on radio services and streaming music services, including podcast advertising.