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.

The programmatic ad supply chain can be opaque, making it difficult for buy- and sell-side platforms to quantify how much money is being paid to vendors. Our new estimates on programmatic fees may shed some light for advertisers and publishers on how much share of all nonsocial programmatic display ad spending is going to fees.

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.

This StatPack provides a visual overview of trends in display, video and mobile ads bought programmatically, both in the US and worldwide.

Hint: It's all about location data

The data generated by programmatic bidding can be used to target audiences, map out users’ customer journeys and optimize campaigns.

About two-thirds of brand marketers surveyed by Sizmek prioritize reducing the number of middlemen they do business with.

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

Max Jaffe, programmatic practice lead at ad-buying firm GroupM, spoke about how programmatic advertisers are creating more direct routes to the publishers they buy inventory from.

Marketers are drowning in information. And sometimes it makes more sense for them to scrap the excess data than to sift through and make sense of it.

Programmatic platforms are changing the way they price inventory, and their moves are increasing CPMs and creating headaches for ad buyers.

Adam Soroca, head of the global buyer team at Rubicon Project, spoke about how advertisers use bid shading to mitigate the difference in prices between different types of programmatic auctions.

Eric Berry, CEO and co-founder of TripleLift, spoke about how server-side bidding could change the pricing dynamics of programmatic ad buying.

Like their advertiser brethren, publishers are culling their programmatic vendors.

Sara Badler, head of programmatic revenue and strategy at Dotdash, talks about programmatic sales strategies and how ad tech integrations might look in the future.