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Programmatic advertising in the United States - statistics & facts

Programmatic advertising refers to the automated buying, selling, placement, and optimization of digital ad space. Over the past few years, this data-driven form of digital ad-buying has proven popular with marketers worldwide, and global programmatic ad spending is set to reach 493 billion U.S. dollars in 2022. Adoption is exceptionally high in the United States, the largest programmatic ad market worldwide. Media buyers across the U.S. are ramping up programmatic investments and devoting higher shares of their digital ad budgets towards programmatic purchases than ever, slowly making direct-sold inventory a thing of the past. After years of double-digit growth, programmatic ad spend in the U.S. is on track to surpass 200 billion dollars in 2023.

Programmatic approaches and leading ad formats

A recent survey revealed that U.S. media buyers and marketers planned to devote just over 50 percent of their budgets to programmatically purchased media in 2021. Data on their preferred media channels further indicated that mobile was the most invested-in programmatic ad medium that year, with over 60 percent of brand and agency executives allocating at least half of their programmatic budgets towards mobile campaigns. Another format that keeps garnering the attention of programmatic advertisers is CTV. In 2022, CTV programmatic ad spend is expected to reach 8.88 billion U.S. dollars, compared with an estimated 3.6 billion flowing towards linear TV. Data also showed that expenditures on programmatic display and video advertising more than doubled between 2019 and 2022, highlighting the advertising industry’s rapid programmatic restructuring.

Market leaders and challenges to the programmatic spectrum

The global marketing automation technology market continues to see impressive annual revenue growth as marketers look to expedite repetitive tasks and analyze larger amounts of data each year. In the United States, the top marketing automation solution providers are Hubspot, Adobe Marketing Cloud, and Oracle Marketing Cloud, which held a combined market share of nearly 50 percent in 2021. When asked about the top metrics to measure the success of programmatic ad campaigns, industry experts predominantly mentioned conversions, clicks, and return on ad spend (ROAS) in 2021. Interestingly, a majority of U.S. media professionals also agreed that the deprecation of third-party cookies will be the top digital media challenge in the future. After all, targeting individual consumers based on their browsing behavior will no longer be an option after Google phases out third-party cookies on its Chrome browser by 2024.

Interesting statistics

In the following 4 chapters, you will quickly find the 37 most important statistics relating to "Programmatic advertising in the United States".

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