Programmatic advertising in the U.S. - 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, with global programmatic ad spend set to reach 155 billion U.S. dollars in 2021. Adoption is particularly high in the United States, the largest programmatic ad market worldwide. Media buyers are ramping up programmatic investments and devoting higher shares of their digital ad budgets towards programmatic purchases than ever, so that after years of double-digit growth, programmatic ad spend in the U.S. is on track to surpass 90 billion U.S. dollars in 2021.

Market leaders in the programmatic spectrum

The global marketing automation technology market continues to see impressive annual revenue growth as marketing professionals look to expedite repetitive tasks and analyze large amounts of data. 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 almost 50 percent in 2020. On the publisher’s side of the programmatic ecosystem, Google Ad Manager stands out as the most used supply-side platform (SSP) to manage ad inventory.

Programmatic ad formats

While programmatic has an increased impact on various digital ad formats, display advertising has undergone the most significant transformation. In 2020, programmatic digital display advertising spending in the U.S. stood at 64 billion dollars, with expenditures poised to reach 95 billion in 2022. By then, almost 90 percent of U.S. display ad spend will stem from programmatic campaigns. A similar upward trend in programmatic adoption can be found in video advertising, where over 40 percent of digital ads are already bought programmatically. Unsurprisingly, the lion’s share of programmatic digital ad spend in the U.S. is invested in mobile ads, as marketers adapt their campaign strategies to match the latest trends in user behavior. As a case in point, spending on programmatic CTV advertising is also accelerating in line with the audience shift from cable TV to OTT streaming.

Trends in programmatic ad buying

Programmatic has proven its value to the industry, and companies are devoting higher shares of their digital ad spend to programmatic technology than ever before. While certain programmatic buying functions are commonly being outsourced to specialist partner agencies, many brands move their marketing campaigns in-house to increase cost-efficiency, control, and campaign effectiveness. According to a recent survey, almost 20 percent of U.S. brands have completely moved programmatic buying in-house, while another 50 percent did so partially. The future of the programmatic ad ecosystem will primarily be affected by advances in technology, changes in user behavior, and the deprecation of third-party cookies, which was named the top digital media challenge by U.S. media professionals in 2021.

Key figures

The most important key figures provide you with a compact summary of the topic of "Programmatic advertising in the U.S." and take you straight to the corresponding statistics.

Market leaders

Formats

Trends

Interesting statistics

In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Programmatic advertising in the U.S.".

Programmatic advertising in the U.S.

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Programmatic advertising in the U.S. - 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, with global programmatic ad spend set to reach 155 billion U.S. dollars in 2021. Adoption is particularly high in the United States, the largest programmatic ad market worldwide. Media buyers are ramping up programmatic investments and devoting higher shares of their digital ad budgets towards programmatic purchases than ever, so that after years of double-digit growth, programmatic ad spend in the U.S. is on track to surpass 90 billion U.S. dollars in 2021.

Market leaders in the programmatic spectrum

The global marketing automation technology market continues to see impressive annual revenue growth as marketing professionals look to expedite repetitive tasks and analyze large amounts of data. 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 almost 50 percent in 2020. On the publisher’s side of the programmatic ecosystem, Google Ad Manager stands out as the most used supply-side platform (SSP) to manage ad inventory.

Programmatic ad formats

While programmatic has an increased impact on various digital ad formats, display advertising has undergone the most significant transformation. In 2020, programmatic digital display advertising spending in the U.S. stood at 64 billion dollars, with expenditures poised to reach 95 billion in 2022. By then, almost 90 percent of U.S. display ad spend will stem from programmatic campaigns. A similar upward trend in programmatic adoption can be found in video advertising, where over 40 percent of digital ads are already bought programmatically. Unsurprisingly, the lion’s share of programmatic digital ad spend in the U.S. is invested in mobile ads, as marketers adapt their campaign strategies to match the latest trends in user behavior. As a case in point, spending on programmatic CTV advertising is also accelerating in line with the audience shift from cable TV to OTT streaming.

Trends in programmatic ad buying

Programmatic has proven its value to the industry, and companies are devoting higher shares of their digital ad spend to programmatic technology than ever before. While certain programmatic buying functions are commonly being outsourced to specialist partner agencies, many brands move their marketing campaigns in-house to increase cost-efficiency, control, and campaign effectiveness. According to a recent survey, almost 20 percent of U.S. brands have completely moved programmatic buying in-house, while another 50 percent did so partially. The future of the programmatic ad ecosystem will primarily be affected by advances in technology, changes in user behavior, and the deprecation of third-party cookies, which was named the top digital media challenge by U.S. media professionals in 2021.

Interesting statistics

In the following 5 chapters, you will quickly find the {amountStatistics} most important statistics relating to "Programmatic advertising in the U.S.".

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