Source: eMarketer, November 2022
Note: programmatic display ad spending fees are the portion of programmatic display ad spend that is paid to technology and software intermediaries that execute the transaction before the publisher receives the spending as ad revenues
Additional Note: Intermediaries include ad networks, ad servers, demand-side platforms (DSPs), exchanges, supply-side platforms (SSPs), as well as services providing measurement, data licensing and targeting, verification (e.g., brand safety, anti-fraud, ad blocking) and attribution; excludes spending on owned and operated properties of social networks; excludes agency and creative fees not rolled into platform and service fees listed above. Programmatic digital display ad spending includes digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology; includes native ads and ads on social networks like Facebook and Twitter; includes advertising that appears on desktop/laptop computers, mobile phones, tablets and other internet-connected devices.
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.