EMarketer – Programmatic Advertising Forecast and Ad Tech Trends, 2H

The eMarketer report highlights that US programmatic display ad spending will continue to grow significantly until 2026. While Connected TV (CTV) is gaining traction in the programmatic market, mobile advertising still dominates. Privacy changes, such as the potential phase-out of third-party cookies, pose a threat to the current advertising landscape. Ad tech companies are focusing on data-rich sections of the internet to drive revenue growth. Retail media is also playing a significant role in the programmatic ecosystem through data partnerships. The report defines programmatic advertising as any automated ad transaction, ranging from publisher APIs to real-time bidding technology. It explains different types of programmatic ad transactions, including open exchanges, private marketplaces, programmatic direct deals, walled garden advertising, and open web advertising.