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 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.

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.

Digital radio spending has declined during the pandemic, which is in line with reduced advertiser demand. We do, however, expect growth to rebound by 26.8% next year.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

Programmatic buys will account for 86.0% of spending on digital display ads in France this year, or €1.69 billion ($1.99 billion). Double-digit annual growth will boost spending to €2.29 billion ($2.70 billion) in 2021.

Programmatic will account for 80.0% of all digital display ad spending in Germany this year, or €2.34 billion ($2.76 billion). Double-digit annual growth will persist through 2021.

While the coronavirus pandemic has yet to reach its apex, it’s clear that mobile ad spend will fall significantly in the short-term, not rise as we expected in our most recent estimates.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.