80% of US Display Spending is on Programmatic Digital Display Ads

According to a new study by eMarketer, Programmatic display spending will reach nearly $33 billion in the current year as it continues to grow in popularity. eMarketer additionally forecasts that spending will reach over $45 billion by 2019.

While direct programmatic spending is growing, ads placed on an open exchange are declining. This year, until now, programmatic direct buys will purchase the majority of ads – 56 percent – while real-time bidding will hold 44 percent of ads.

More than half of all U.S. digital video ad dollars last year were automatically traded. By 2018, eMarketer predicts that about three-quarters of those transactions will occur programmatically.


In 2017, programmatic advertising grew by 28 percent. Programmatic ad buys are increasing with little sign of stopping in the coming years; the most popular growth areas being trust and privacy while purchasing those ads.

The mobile landscape is simultaneously growing in programmatic display advertising as almost 80 percent of all U.S. mobile digital display ads are bought programmatically. By 2019, eMarketer suggests that the figure will rise to 85.2 percent. Last year in 2016, programmatic display advertising accounted for only 68 percent of all U.S. mobile digital display ads.

“Private setups give buyers and sellers greater control over their automated buys,” said eMarketer principal analyst Lauren Fisher in the company’s press release. “They may have initially served to bring in reticent buyers and sellers, but now private setups drive much of the change and momentum in the marketplace, as both parties seek greater control from their programmatic efforts.”



Ribhu Singh

Ribhu Singh

Ribhu is a staff writer based in Bangalore. He blogs at ribhu.live

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