Growth in programmatic display ad spending was resilient in 2020, thanks in large part to the shift from brick-and-mortar to digital retail. Rajeev Goel, co-founder and CEO at supply-side platform PubMatic, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin for the last episode of The Ad Platform to discuss which industries are increasing ad spending fastest, how advertisers are reacting to less Identifier for Advertisers availability, and why momentum in connected TV is exciting.

On today's episode, we discuss Amazon's Q1 advertising performance, where its ad dollars are coming from, the retail media competitors to watch out for, and whether a fourth digital ad giant will emerge. We then talk about why TV networks aren’t prioritizing programmatic as they move into the world of streaming, Verizon's new digital out-of-home ads, and why Netflix might be preparing to venture into the video game universe. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Countries covered in this report series include the US, UK, and Germany.

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.

After an inconsistent year for digital ad spending in 2020, every industry in the US will increase their outlays in 2021. The retail, consumer packaged goods (CPG), and entertainment industries will provide the biggest boosts, driving up overall digital ad spending by 25.5%.

After a complicated 2020, most industries in Germany will accelerate their digital ad spending growth in 2021. The rebound for travel and auto will underwhelm, but retail spend will soar.

Looking ahead: We expect sustained growth in 2021, although the category will fall behind consumer packaged goods (CPG), retail, and entertainment. Though digital ad spending in the computing products and consumer electronics sector will begin slowing this year, it will maintain double-digit growth for at least the next few years, with a 13.3% rise in 2023.

Following mixed effects of the pandemic in 2020, the US retail, consumer packaged goods (CPG), and entertainment industries are rebounding in 2021.

We estimate that 1 in 8 digital ad dollars this year will be spent on impressions for ecommerce properties. This week, we discuss our forecast as well as Amazon's rise, which companies are most interesting to watch now, and what we expect as more upper-funnel ads appear in retail media. Tune in to the discussion with eMarketer senior forecasting analyst Eric Haggstrom and principal analysts at Insider Intelligence Andrew Lipsman and Nicole Perrin.

Unsurprisingly, digitally native D2C brands have fared much better than the overall US retail market during the pandemic. As a result, even large, established CPG brands like Nestlé, Unilever, and AB Inbev have begun experimenting with D2C models. The shortened distribution path when selling without a middleman or intermediary can mitigate supply issues and price increases.