Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

Programmatic fees will account for a slightly falling share of nonsocial programmatic spending over time as advertisers, publishers, and their partners continue looking for efficiencies.

What to look out for at the NewFronts: CTV and social video will shine at this week's digital upfront presentations, as both formats have grown rapidly over the past year.

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.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.