Source: Insider Intelligence | eMarketer, April 2023 - October 2023
Note: the portion of programmatic display ad spending 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, and 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. Fees exclude spending on owned and operated properties of social networks, as well as agency and creative fees not rolled into the platform and service fees listed above. Programmatic digital display advertising includes digital display ads transacted via an application programming interface (API), including everything from publisher-erected APIs to more standardized real-time bidding (RTB) technology, and includes advertising that appears on desktop and laptop computers as well as 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 of 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.