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United StatesProgrammatic Ad Spending, US
Walled Garden Programmatic Digital Display Ad Spending
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Overall
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Programmatic Digital Display Ad Spending
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Programmatic Digital Video Ad Spending
by Media
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Programmatic Digital Out-of-Home Ad Spending
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Programmatic Digital Audio Services Ad Spending
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Programmatic Podcast Ad Spending
by Device
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Programmatic Digital Display Ad Spending, by Device
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Programmatic Video Ad Spending, by Device
by Transaction Method
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Programmatic Direct Digital Display Ad Spending
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Real-Time Bidding (RTB) Ad Spending
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Mobile Programmatic Direct Display Ad Spending
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Mobile Real-Time Bidding (RTB) Ad Spending
by Type
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Walled Garden Programmatic Digital Display Ad Spending
Fees & Publisher Revenues
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Programmatic Digital Display Ad Spending Fees
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Programmatic Digital Display Ad Spending Publisher Revenues
Connected TV
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Connected TV Programmatic Display Ad Spending
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Connected TV Programmatic Video Ad Spending
Non-Video
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Non-Video Programmatic Digital Display Ad Spending
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Non-Video Mobile Programmatic Display Ad Spending
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US Walled Garden Programmatic Digital Display Ad Spending

Timeframe20202021202220232024
Walled garden programmatic digital display ad spending (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 programmatic digital display ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: includes programmatic digital display ads transacted in a closed ad ecosystem where the publisher has access to first-party data and owns and controls all operations in the entire ad tech stack, such as ad buying, serving, tracking, and reporting; its inventory is not available for purchase through third-party sellers or resellers; examples include Amazon, Meta, and Google-owned and -operated properties

Additional Note: Programmatic digital display ads are digital display ads transacted and fulfilled via automation, including everything from publisher-erected APIs to more standardized RTB technology.

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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