For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

We expect significant increases in both US addressable TV and linear programmatic TV spending:. US linear addressable TV ad spending will grow by a compound annual rate of 21.7% to $4.22 billion by 2023. US linear programmatic TV ad spending will increase by 20.9% to $7.95 billion in the same time frame.

US programmatic digital display ad spending continued growing at double-digit rates during the pandemic, and we expect it to reach a milestone next year when more than 9 in 10 digital display ad dollars are transacted using some form of automation.

Overall, traditional TV companies reported a successful upfront season, in line with our estimate that US upfront TV ad spending will rebound from its 3.5% drop in 2020, growing by 7.6% this year to pull in $19.90 billion. Notably, most of that growth will be driven by upfront digital video spending, which will rise by 42.5% this year.

Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

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 ad spending will reach $59.45 billion in 2019, accounting for 84.9% of the US digital display ad market. This report looks at the trends driving investment to $81.00 billion by 2021, breaking it down by transaction type, format and device.

Why it matters: CTV will be a top-priority venue for advertisers this year, with over half (54%) of US digital media professionals naming it a leading priority for 2021, per an October 2020 survey by Integral Ad Science. We estimate that US CTV ad spend will grow even faster this year than last, up 48.6% year over year (YoY) to $13.41 billion. What to look out for: Roku is first up today.

eMarketer forecasting director Shelleen Shum explores our US programmatic ad spending estimates for video on connected TV and the platforms contributing to its growth.

US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.

Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.