“That becomes a duplicative cost, time and time again,” said Andrew Baron, vice president of machine learning and marketplace at programmatic ad platform PubMatic. (Editor’s Note: Baron is now senior vice president of identity and marketplace at PubMatic.).

“We’ll probably see CTV being the biggest growth opportunity globally,” said Emma Newman, chief revenue officer for EMEA at programmatic ad platform PubMatic. We’ll examine the programmatic opportunities that CTV and DOOH offer in greater detail later in this report. The following graphic provides a basic overview of the various ways programmatic buys are executed. Spending by Transaction Type.

PubMatic. SpotX.

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.

PubMatic. Sapio Research. Sensor Tower. Singular. Socialbakers. UBM Game Network.

In a difficult year for advertising worldwide, digital ad spending in Germany will see only 0.8% growth. Most of the industries we break out will decelerate their digital ad spend to some degree, while travel and auto will reduce theirs dramatically.

The pandemic has greatly affected the distribution of digital ad spending across industries. The bottom fell out of the travel industry, as will ad spending in the sector, while retail will consolidate its dominant position in digital ad spend this year.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

“Everybody’s in a cash crunch,” said Paulina Klimenko, senior vice president of business and corporate development and general manager of mobile at programmatic ad platform PubMatic. “If you do run campaigns, they have to be tied back to sales—that’s probably the only way to justify them. All ad categories within mobile apps that have seen a strong showing are performance categories.”.

In a conversation prior to the economic chaos that followed the uncontrolled spread of COVID-19, Paulina Klimenko, senior vice president at PubMatic, pointed to two factors driving in-app video spend.

PubMatic. Yelp.

Presented by PubMatic

PubMatic. Resonate. Strategy Analytics. STR. The Harris Poll. Transportation Security Administration (TSA). US Travel Association. Venrock. YouGov.

Programmatic advertising will account for 83.5% of all US digital display ad dollars, or $57.30 billion, this year. Growth in social, connected TV and over-the-top (OTT) advertising will drive programmatic display to almost $80 billion by 2021.

Jeffrey Hirsch, chief commercial officer at SSP PubMatic, which offers both flat and volume-based pricing, noted that a SaaS-type relationship also put clients in a better position to demand improved pricing and services. “Once they start working with us on a SaaS basis, they have operational leverage, and they’re probably going to pay less.

PubMatic. Roxot. ServerBid.

PubMatic added that mobile web ad impression volume actually grew in Q4 2018 by 47%, which was a faster rate than in apps. “Apps are still imperfect,” Strieder said. “Deep linking is still improving, so [the shift to mobile web ads] might be short-term, while in-app will grow long-term.”. Distinction Between Web and Apps Continues to Blur.

PubMatic. Quantcast. Rakuten. Smaato. Syndicat des Régies Internet (SRI). Union des Entreprises de Conseil et d'Achat Média (UDECAM). Zenith Media.

“The new regulation impacted spending as both publishers and advertisers took a pause to assess the environment,” said Emma Newman, vice president of PubMatic UK. “Platform spend slowed ahead of GDPR’s launch in May, but growth rates quickly bounced back as the market adjusted to the new reality.”.

Klimenko of PubMatic estimates that about 30% of the top 1,000 iOS and Android app publishers around the world have adopted an app-ads.txt file, which represents a slower pace than was the case for the web equivalent, ads.txt. Although uptake among publishers is still slow, it looks like many publishers will add the file in 2020.

“Any measure needs a start point,” said Kofi Amoako, senior director of customer success operations for EMEA at PubMatic. “The MRC standard is it for viewability, but we expect adjustments to the standard going forward as some businesses demand higher thresholds.”. Brand Safety: Top of Mind, and Improvements Being Made.

PubMatic. Smart. The Trade Desk. TripleLift. TRUSTX. Viant.