UK programmatic digital display ad spending increased in 2020, despite the incredibly challenging conditions. The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others.

Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

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.

The vast majority of digital display advertising in the US is bought and sold programmatically—that is, with automation, including programmatic direct setups and more traditional forms of real-time bidding (RTB). This year, these transactions will make up 84.5% of the digital display ad market.

When internet users open most websites or apps, a bid request broadcasts information about potential ad impressions far and wide. Johnny Ryan, senior fellow at both the Irish Council for Civil Liberties and the Open Markets Institute, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why real-time bidding as it's currently executed has personal data protection problems.

Despite the deceleration in overall digital ad spending growth this year, US programmatic digital display is weathering the coronavirus pandemic and related recession.

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.

As the coronavirus outbreak continues and the federal government extends social distancing recommendations, people are spending more time on their phones, but advertisers are most likely going to be spending less money on mobile advertising.

Next year, for the first time, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges. PMPs—a subset of real-time bidding (RTB) in which some sort of private deal exists between a publisher or a small group of publishers and select ad buyers—will see double-digit growth throughout the forecast period. Growth in PMP ad spending will outpace that of the open markets by about 3 to 1 in 2020 and beyond.

UK’s digital media and technology landscape is facing changes and challenges in 2020—including privacy, Brexit and more—which will impact UK digital marketers.

Programmatic transactions for digital display account for 86.4% of the market in Canada this year, even though global privacy reform and device tracking protections are making it more challenging to execute.

Programmatic buys will account for 86.0% of spending on digital display ads in France this year, or €1.69 billion ($1.99 billion). Double-digit annual growth will boost spending to €2.29 billion ($2.70 billion) in 2021.

This report collection explores programmatic digital display ad spending through 2021 across Canada, China, France, Germany, the UK and the US. Reports include breakdowns by device, transaction type and more, and explore the factors driving investment.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

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.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

eMarketer principal analysts Lauren Fisher and Nicole Perrin consider whether real-time bidding in advertising markets is compatible with the terms of the EU’s General Data Protection Regulation. They also discuss the effectiveness of social media ads, Walmart’s use of AI cameras to curb retail theft and Roku’s robust sales of streaming devices in Q1 2019.

We estimate US advertisers will spend $12.22 billion on open exchanges and $11.56 billion on PMPs this year. By 2021, $15.97 billion will be spent on PMPs, and $13.77 billion will be spent on open exchanges.

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.