US Programmatic Video Ad Spending, by Device

Timeframe20202021202220232024
Desktop/Laptop*
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total programmatic desktop/laptop video ad spendingMaximum of two rows can be charted.
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– % of total programmatic video ad spendingMaximum of two rows can be charted.
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– % of desktop/laptop video ad spendingMaximum of two rows can be charted.
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Mobile**
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total mobile programmatic display ad spendingMaximum of two rows can be charted.
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– % of total programmatic video ad spendingMaximum of two rows can be charted.
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– % of mobile video ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology; *includes advertising that appears on desktop and laptop computers and other nonmobile internet-connected devices; data after 2016 excludes connected tv devices; **includes ad spending on tablets

Additional Note: Digital video ad spending includes instream video ads such as those appearing before, during or afterDigital video content in a video player (pre-roll, mid-roll, post-roll video ads) and video overlays; includes social network instream video advertising in platforms such as Facebook Watch and Snapchat Shows; includes outstream video ads such as native, in-feed (including video ads in Facebook's News Feed and Twitter's Promoted Tweets), in-article, in-banner and interstitial video ads; data for 2008-2016 excludes outstream video ads.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

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