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.View this Report
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Which Supply-Side Platform (SSP) Do US Companies Consider to Be Their Top or Most Preferred Provider? (% of respondents, March 2019)
Do US Companies Plan to Have Supply-Side Platform (SSP) Partners Help with Private Marketplace Setup and Implementation? (% of respondents, March 2019)
Types of Media for Which US Companies Are Using Supply-Side Platforms (SSPs), March 2019 (% of respondents)
Real-Time Bidding (RTB) vs. Programmatic Direct Share of Programmatic Digital Ad Spending in China, 2019 (% share)
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eMarketer’s New Ad Tech Tax Estimates Show One-Third of Spending Goes to Intermediaries
Aug 05, 2019
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.
Five Charts: The State of Header Bidding
May 30, 2019
As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.
TV Ads Still More Relevant to Consumers than Streaming Video Ads
May 15, 2019
Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.
Ad Spending on Private Marketplaces Will Pass Open Exchanges Next Year
May 08, 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.
Video Will Account for Almost Half of Programmatic Spend This Year
May 03, 2019
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.
Why Advertisers Struggle To Get the Most Out of Their First-Party Data
Apr 21, 2019
Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.