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.

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.

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.

Mobile video viewing habits are evolving, and along with that comes a variety of opportunities for creators and publishers to monetize their content—and, in turn, for marketers and advertisers to reach audiences.

With gaming shifting to mobile, developers increasingly turn to ads, while marketers realize that games can reach a wide array of people.

Apple launched its subscription gaming service Arcade in late September as part of the company’s wider iOS 13 release, betting big on subscription gaming services and joining others like Google and Microsoft. As more adults spend time with mobile gaming apps daily, these companies are steadily developing their mobile gaming strategies.

According to a March 2019 survey from mobile ad and app monetization company Tapjoy, 69% of US consumers said they would rather give up social media apps or TV than lose their favorite mobile games.

Mobile video ad spending will grow at a steady clip over the next few years. New ad units and formats like rewarded ads, 6-second nonskippable ads and vertical videos growing in importance for marketers.