Programmatic digital advertising set to reach $69 billion by 2020 | Ad Tech | News | Rapid TV News
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In the US, spending on programmatic digital advertising will reach nearly $48 billion by year’s end, according to a forecast from eMarketer.

emarketer programmatic 13Oct2018This form of automated buying and selling will see US advertisers transacting nearly $69 billion by 2020, accounting for 86.3% of the digital display pie. The numbers cover not only in-player video, but also out-stream, native and social in-feed video.

“Programmatic advertising—defined as the use of automation in the buying, selling or fulfillment of digital display advertising—is now the norm,” eMarketer said in its report.

The firm estimates that more than four of every five digital display ad dollars in the US today transact via programmatic means. More than four-fifths of mobile display and video ad dollars also already flow through programmatic channels.

It also found that in 2020, two-thirds of programmatic ad dollars will go to mobile, not desktop ads.

“Mobile’s share of US programmatic digital display ad spending will increase, thanks to overall market trends and the continued influence of players like Facebook and Google, who are both mobile- and programmatic-centric,” the report noted. “The continued growth of social advertising (again, largely mobile and programmatic in nature) will also drive mobile programmatic investment.”

That said, anticipated gains in over-the-top (OTT) and connected TV ad dollars flowing into programmatic over the next 24 months will keep mobile’s total share from skyrocketing.

For in-player video alone, 83.6% of all digital video ad dollars in the US, or $33.55 billion, will move via automated channels by 2020, according to eMarketer.

“There’s organic growth in programmatic penetration of video advertising, thanks to the accelerated growth of connected TV and OTT viewership,” it said.