US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

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.

Our new 2021 growth estimate is driven primarily by rising ad prices this year—the biggest single factor driving up total advertiser spending on Facebook platforms. Facebook CPMs—the cost per thousand impressions—have increased significantly over the past year as digital ad spending has resurged and advertisers have flocked to the platform, driving more competition into programmatic auctions.

Attributing revenues to marketing touchpoints is one of marketers’ most challenging yet vital tasks. Read on to learn how marketers are approaching the journey to holistic attribution.

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

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.

Through the program, partners can reserve and sell their own inventory they distribute on their YouTube channels but are required to sell it on a guaranteed basis. Partners that sell their own inventory make the same revenue share (55%) on ad sales as they do if Google sells it.

For decades, traditional TV advertisers have targeted ad messages at households. Jon Schulz, CMO at programmatic ad firm Viant Technology, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why even in the digital era it still makes sense to do so, and why advertiser spend will continue to shift into programmatic connected TV and linear TV.

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

That said, the programmatic guaranteed deals that dominate CTV environments don’t offer the same degree of addressability and measurability that some advertisers are used to in other programmatic display channels. There’s still room for improvement to make programmatic CTV a win-win for buyers and sellers. Prediction.