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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