US Programmatic Digital Display Ad Spending Publisher Revenues

Timeframe20202021202220232024
Programmatic digital display ad spending publisher revenues (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total Real-time bidding (RTB) digital display ad spendingMaximum of two rows can be charted.
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Source: eMarketer

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; these 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

Additional 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. These 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.

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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