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Programmatic Advertising Explainer

What You Need to Know About the Automation that Dominates Digital

About This Report
Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.
Table of Contents

Executive Summary

Over 90% of digital display advertising transacts programmatically. What does that mean, exactly? We dive into the fundamentals, define important terms, clear up jargon, introduce major players, and explore standard processes, while busting some myths along the way.


  1. What, exactly, is programmatic advertising, and how big is the programmatic market?
  2. Who are the major players in programmatic advertising, and what purpose does each player serve?
  3. What does the typical programmatic bid look like?

WHAT’S IN THIS REPORT? A review of essential concepts and tech foundations that enable programmatic advertising. It features our most recent programmatic digital display ad spending forecast, which includes estimates of walled garden spending.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

11expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Programmatic Fundamentals
    3. Relationship Dynamics: Ad Tech and Its Clients
    1. Where Do We Go from Here?
    2. Glossary
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Ryan Cochrane
    Interviewed May 9, 2022
    Jed Dederick
    The Trade Desk
    Chief Client Officer
    Interviewed June 6, 2022
    Lauren Fisher
    Advertiser Perceptions
    Executive Vice President, Business Intelligence
    Interviewed May 19, 2022
    Laura Gaffney
    Chief Growth Officer
    Interviewed June 1, 2022
    Alistair Goodman
    Interviewed May 30, 2022
    Sheri Ham
    Vice President, Programmatic
    Interviewed June 8, 2022
    Jeff Hirsch
    Chief Commercial Officer
    Interviewed May 13, 2022
    Paul Moreton
    Executive Vice President, Client Success
    Interviewed June 3, 2022
    Steve Mougis
    Chief Revenue Officer
    Interviewed June 3, 2022
    Julie Saxon
    IBM Watson Advertising
    Chief Revenue Officer
    Interviewed May 11, 2022
    Alex Theriault
    Chief Customer Officer
    Interviewed June 1, 2022


    Evelyn Mitchell


    Ross Benes
    Senior Analyst
    Shelleen Shum
    Senior Director, Forecasting
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst
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