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.

For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

On today's episode, we discuss what to make of YouTube ad impressions moving over to TV screens, our connected TV ad spending estimates, and how to make TV ads more actionable. We then talk about what's driving Amazon's ad business, whether NBCUniversal can get primetime TV ad rates for slots on Peacock, and what impact Nielsen's new Podcast Ad Effectiveness+ solution will have. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

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

This spring, we also made big changes to how we model US programmatic ad spending. We re-analyzed how we were applying our definition of programmatic advertising across social media and audio properties, resulting in an upward revision to our estimate of the share of digital display ad spending that is transacted programmatically.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

Roku soars at the upfronts: Advertisers’ upfront spending commitments with the platform doubled from last year, as interest in CTV continues to rise.

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.