US Programmatic Ad Spending Forecast Update 2018: Video Powers Significant Growth Through 2020

WHAT’S IN THIS REPORT? This report offers our latest forecast for programmatic digital display ad spending in the US, along with key trends likely to affect growth in the next 12 to 24 months. Included in the forecast is a detailed breakdown of projected ad spending for all major transaction methods. Estimates for mobile display and programmatic video spending are also included. Executive Summary In the US, programmatic advertising is digital display advertising. We forecast that spending on this form of automated buying and selling will reach nearly $48 billion by year’s end. By 2020, US advertisers will transact nearly $69 billion in US digital display ad spending programmatically, accounting for 86.3% of the digital display pie. How much digital display advertising is bought programmatically? Programmatic advertising—defined as the use of automation in the buying, selling or fulfillment of digital display advertising—is now the norm. We estimate that more than four of every five d