Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.

As the ad industry grapples with privacy changes, much is at stake: US programmatic display advertising will top $123 billion this year and approach $142 billion in 2023.

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

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.

In this Meet the Analyst Webinar, Ross Benes, our senior analyst, will discuss the latest trends, data, and strategies on how marketers are approaching programmatic video.

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.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Peacock made audience gains as the streaming space gets more crowded.

AR-supported ads, particularly on mobile, are a good fit for insurers looking to tap their investments in offline channels like magazines and flyers to create multichannel experiences. For example, UK-based insurer LV= allows consumers to scan its flyers with a smartphone camera to access a 3D house model. Users can then “walk” around the house and see which items they could insure. Read Next.

Consumers are worried about the surge of ads in gaming: Xbox and Sony both have in-game ad programs in the works, and consumers aren’t thrilled.

Ad industry sees gaming as a growth opportunity amidst industry turmoil: Inaugural PlayFronts event focuses on how brands can gain new customers and revenue.

Identity resolution is in a state of flux in the US advertising industry, with third-party cookies and mobile IDs being ushered out in the name of consumer privacy.