December 7, 2023


Discover The Difference

US Programmatic Digital Show Advertising and marketing Outlook 2021

Executive Summary

Various sorts of automatic investing have dominated electronic exhibit promoting for a long time, and programmatic will proceed gaining floor this 12 months in pockets in which it’s a lot less penetrated, which include on related Tv set (CTV) devices and in digital audio adverts.

How has our outlook for US programmatic ad shelling out modified given that the pandemic?

In July 2020, we created considerable cuts to our pre-pandemic forecast. Even so, major digital ad sellers described better-than-anticipated outcomes all through the summertime. US programmatic electronic display ad investing grew a lot more than 10% in 2020 and will rebound to 24.1% advancement in 2021.

What are the swiftest-escalating spots of programmatic display screen in the US?

Damaged out by system, programmatic advert expending will expand swiftest on CTV, the place we forecast 52.9% advancement in 2021. In terms of formats, video clip will continue on to push more rapidly progress than nonvideo show throughout all products. An additional promptly escalating area is digital audio providers promotion, like podcast advertising—but here, the base level of paying out continues to be comparatively tiny.

What main trends will impact how advertisers allocate programmatic budgets in 2021 and beyond?

Infrastructural variations, which include the deprecation of 3rd-occasion cookies in Chrome and variations to Apple’s Identifier for Advertisers (IDFA), will shake up the programmatic media ecosystem. Shopper conduct shifts are also driving advertiser allocations, together with the expanding time invested with movie streaming products and services (frequently at the expense of linear Television) and the level of popularity of cell gaming.

What’s IN THIS REPORT? This report includes our most current estimates for US programmatic digital display advertisement shelling out, as properly as dialogue of 4 critical traits in the market place in 2020 that will continue driving allocations this year.