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United StatesDigital Ad Spending, China
Real-Time Bidding (RTB) Ad Spending
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Overall
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Digital Ad Spending
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Digital Ad Spending, per Internet User
by Company
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Digital Ad Revenues, by Company
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Digital Ad Revenue Penetration, by Company
by Device
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Digital Ad Spending, by Device
by Format
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Digital Ad Spending, by Format
by Transaction Method
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Programmatic Digital Display Ad Spending
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Programmatic Digital Display Ad Spending, by Device
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Real-Time Bidding (RTB) Ad Spending
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China Real-Time Bidding (RTB) Ad Spending

Timeframe20202021202220232024
Open Exchange*
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital display ad spendingMaximum 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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– % of total RTB digital display ad spendingMaximum of two rows can be charted.
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– % of worldwide open exchange digital display ad spendingMaximum of two rows can be charted.
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Private Marketplace**
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital display ad spendingMaximum 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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– % of total RTB digital display ad spendingMaximum of two rows can be charted.
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– % of worldwide private marketplace digital display ad spendingMaximum of two rows can be charted.
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Real-Time Bidding
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital display ad spendingMaximum 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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– % of worldwide RTB digital display ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes ads on ecommerce websites like Alibaba properties; includes advertising that appears on desktop/laptop computers, mobile phones, tablets and other internet-connected devices; includes programmatic ads that are transacted in real time, at the impression level; *includes ads transacted through a public RTB auction in which any buyer or seller can participate, also known as open auction or open marketplace; **includes ads transacted through an invitation-only RTB auction where one publisher or a select group of publishers invite a select number of buyers to bid on its inventory

Additional Note: Programmatic digital display ads are digital display ads transacted via an API, 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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