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Learn More →US Programmatic Digital Display Ad Spending 2022
Navigating Innovation in Identity and Consolidation in Ad Tech
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Table of Contents
Executive Summary
Key Points
Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
Maturation of the Programmatic Marketplace
Glossary
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
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.
Table of Contents
Executive Summary
Key Points
Market Size and Ad Spending Breakdowns by Device, Format, and Transaction Method
Identity Resolution Is Both the No. 1 Challenge and No. 1 Opportunity
Maturation of the Programmatic Marketplace
Glossary
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
Executive Summary
Programmatic display advertising is thriving, with marketers increasing their spend despite lingering uncertainty as third-party identifiers are slowly phased out. Programmatic will continue gaining ground in years to come, as advertisers, ad tech platforms, and publishers collectively work toward a new normal.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
- How much will advertisers spend on programmatic display in 2022?
- How does that spending break down by device, format, and transaction method?
- What market conditions will shape programmatic display this year and next?
WHAT’S IN THIS REPORT? Our latest forecast for programmatic digital display ad spending, as well as our analysis of trends that will affect how advertisers operate in the programmatic marketplace in 2022 and beyond.
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KEY STAT: US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. Growth will slow to 16.3% this year.
US Programmatic Digital Display Ad Spending, 2019-2023 (billions and % change)
US Programmatic Digital Display Ad Spending, 2019-2023 (billions and % change)
US Programmatic Ad Spending Share, by Device, 2019-2023 (% of digital display ad spending)
Share of US Programmatic Digital Display Ad Spending, by Device, 2019-2023 (% of total programmatic digital display ad spending)
US Programmatic Video Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
US Connected TV (CTV) Programmatic Display Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
US Programmatic Ad Spending Share, by Transaction Method, 2019-2023 (% of total programmatic digital display ad spending)
US Programmatic Digital Display Ad Spending, by Device and Transaction Method, 2022 (% of programmatic digital display ad spending on each device)
What Types of Identity Solutions Are Marketers and Publishers Worldwide Testing/Planning to Test? (% of respondents, Sep 2021)
US Meta Mobile Ad Spending, by OS, April-Dec 2021 (% change vs. same period of prior year)
US Connected TV (CTV) Users, by Device, 2020-2025 (millions)
Average Number of Demand-Side Platforms (DSP) US Marketers and Agencies Are Using/Planning to Use, 2020-2022
US Programmatic Digital Display Ad Spending, 2019-2023 (billions and % change)
US Programmatic Ad Spending Share, by Device, 2019-2023 (% of digital display ad spending)
Share of US Programmatic Digital Display Ad Spending, by Device, 2019-2023 (% of total programmatic digital display ad spending)
US Programmatic Video Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
US Connected TV (CTV) Programmatic Display Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
US Programmatic Ad Spending Share, by Transaction Method, 2019-2023 (% of total programmatic digital display ad spending)
US Programmatic Digital Display Ad Spending, by Device and Transaction Method, 2022 (% of programmatic digital display ad spending on each device)
What Types of Identity Solutions Are Marketers and Publishers Worldwide Testing/Planning to Test? (% of respondents, Sep 2021)
US Meta Mobile Ad Spending, by OS, April-Dec 2021 (% change vs. same period of prior year)
US Connected TV (CTV) Users, by Device, 2020-2025 (millions)
Average Number of Demand-Side Platforms (DSP) US Marketers and Agencies Are Using/Planning to Use, 2020-2022
authors
Evelyn Mitchell
Contributors
- Ross Benes
- Senior Analyst
- Shelleen Shum
- Senior Director, Forecasting
- Tracy Tang
- Senior Researcher
- Peter Vahle
- Senior Forecasting Analyst
- Paul Verna
- Principal Analyst
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