Connected TV and programmatic video ad spending continues to exceed expectations in the US.

Most YouTube viewing still happens on mobile. Conviva estimated that in Q2 2021, mobile accounted for more than half of all time spent watching YouTube worldwide while CTV accounted for about one-fourth of all YouTube streaming time. In addition to our new forecasts, we updated our existing video viewership figures. One of the most significant adjustments we made was to HBO Max.

On Instagram, all impressions are attributed to mobile, whether mobile app or mobile web. In September 2021, 47.3% of total mobile unique visits to Facebook’s app in the US occurred on an iPhone versus Android or other mobile operating system (OS) devices, per an eMarketer calculation of Comscore data. On Instagram, 52.0% occurred on iPhone. Those shares have held steady since January of this year.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

How badly industry players were hurt by Apple’s privacy changes in Q3: Peloton was hit hard, while Criteo and Airbnb went unscathed.

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. On core Facebook (excluding FAN), CPMs rose 47% in Q3 2021 versus Q3 2020—and +33% versus Q3 2019, according to data provided by performance marketing agency Tinuiti.

And though desktop and mobile received nearly two-thirds of digital video ad spending, the amount of money coming into CTV is growing: The average amount that marketers spent on CTV increased from $16.41 million in 2019 to $19.97 million in 2020, per IAB.

After mobile streaming app Quibi fell apart, Roku acquired exclusive global distribution rights to Quibi’s programs in January. Previously, Roku’s streaming service, The Roku Channel, was entirely made up of licensed shows, many of which it didn’t have exclusivity over. Adding Quibi’s shows gave The Roku Channel a quick burst of unique programming.

A majority (53%) of the mobile marketers surveyed worldwide in September 2020 by mobile attribution provider AppsFlyer and MMA Global expected at least a 50% reduction in the availability of IDFAs once the planned changes go into effect. Experts we interview typically talk about expected opt-in rates around 20% to 30%.

Procter & Gamble is the world’s top advertiser: The consumer goods giant is expected to beat Amazon this year after losing its title in 2020’s rankings.

eMarketer forecasting director Shelleen Shum explores our adjusted numbers for mobile’s share within programmatic and the influence of social networks and private marketplaces in the US. Watch now.

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 advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.