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.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Global programmatic ad spend: 493bn USD

Programmatic ad spend in the U.S.: 197.8bn USD

Programmatic share in U.S. media budgets: 54%

Editor’s Picks Current statistics on this topic

Leading programmatic advertising markets worldwide in 2021, by spending (in billion U.S. dollars)

Online Advertising

Largest programmatic markets worldwide 2021

Connected TV (CTV) programmatic display advertising spending in the United States from 2019 to 2022 (in billion U.S. dollars)

Online Advertising

Connected TV programmatic ad spend in the U.S. 2019-2022

Leading programmatic targeting approaches of executives in the United States as of July 2021

Online Advertising

Top programmatic targeting approaches in the U.S. 2021

Recommended statistics

Overview

Premium Statistic Largest programmatic markets worldwide 2021
Largest programmatic markets worldwide 2021
Leading programmatic advertising markets worldwide in 2021, by spending (in billion U.S. dollars)
Premium Statistic Programmatic ad spending in the U.S. 2017-2026
Programmatic ad spending in the U.S. 2017-2026
Programmatic advertising spending in the United States from 2017 to 2026 (in billion U.S. dollars)
Premium Statistic Programmatic ad spend growth in the U.S. 2018-2026
Programmatic ad spend growth in the U.S. 2018-2026
Change in programmatic advertising spending in the United States from 2018 to 2026
Premium Statistic Media budgets in the U.S. 2021, by purchase model
Media budgets in the U.S. 2021, by purchase model
Distribution of media budgets in the United States in 2021, by purchase model
Premium Statistic Number of programmatic native advertisers in the U.S. 2020-2021
Number of programmatic native advertisers in the U.S. 2020-2021
Number of programmatic native advertisers in the United States between January and May 2020 and 2021
Premium Statistic Digital ad impressions in the U.S. 2018.2021, by site type
Digital ad impressions in the U.S. 2018.2021, by site type
Distribution of digital ad impressions in the United States from 2018 to 2021, by site type
Premium Statistic B2B programmatic ad spend in the U.S. 2020-2021
B2B programmatic ad spend in the U.S. 2020-2021
Business-to-business (B2B) programmatic advertising spending in the United States between January and July 2020 and 2021 (in million U.S. dollars)
Premium Statistic Number of B2B programmatic advertisers in the U.S. 2020-2021
Number of B2B programmatic advertisers in the U.S. 2020-2021
Number of business-to-business (B2B) programmatic advertisers in the United States between January and July 2020 and 2021 (in 1,000s)
Premium Statistic Marketing automation solutions market share in the U.S. 2021
Marketing automation solutions market share in the U.S. 2021
Market share of the leading marketing automation solution providers in the United States as of June 2021
Basic Statistic Advertising revenue of misinformation publishers worldwide 2021
Advertising revenue of misinformation publishers worldwide 2021
Programmatic advertising revenue of misinformation publishing sites in the United States and worldwide in 2021 (in billion U.S. dollars)

Formats

Premium Statistic Programmatic budgets in the U.S. 2021, by medium
Programmatic budgets in the U.S. 2021, by medium
Share of programmatic advertising budgets dedicated to selected media in the United States as of July 2021
Premium Statistic Programmatic display ad spending in the U.S. 2019-2023
Programmatic display ad spending in the U.S. 2019-2023
Programmatic digital display advertising spending in the United States from 2019 to 2023 (in billion U.S. dollars)
Premium Statistic Programmatic digital video ad spend in the U.S. 2019-2023
Programmatic digital video ad spend in the U.S. 2019-2023
Programmatic digital video advertising spending in the United States from 2019 to 2023 (in billion U.S. dollars)
Premium Statistic Premium digital video ad views in the U.S. 2021-2022, by transaction type
Premium digital video ad views in the U.S. 2021-2022, by transaction type
Distribution of premium digital video ad views in the United States in 1st half 2021 and 1st half 2022, by transaction type
Premium Statistic Platforms with programmatically purchased video ads in the U.S. 2021
Platforms with programmatically purchased video ads in the U.S. 2021
Leading platforms types with programmatically purchased video ads in the United States as of October 2021
Premium Statistic Linear addressable TV ad spend in the U.S. 2015-2023
Linear addressable TV ad spend in the U.S. 2015-2023
Linear addressable TV advertising spending in the United States from 2015 to 2023 (in billion U.S. dollars)
Premium Statistic Connected TV programmatic ad spend in the U.S. 2019-2022
Connected TV programmatic ad spend in the U.S. 2019-2022
Connected TV (CTV) programmatic display advertising spending in the United States from 2019 to 2022 (in billion U.S. dollars)
Premium Statistic Programmatic radio ad spend in the U.S. 2019-2022
Programmatic radio ad spend in the U.S. 2019-2022
Programmatic digital radio advertising expenditure in the United States from 2019 to 2022 (in million U.S. dollars)
Premium Statistic Programmatic DOOH ad spend in the U.S. 2019-2022
Programmatic DOOH ad spend in the U.S. 2019-2022
Programmatic digital out-of-home advertising spending in the United States from 2019 to 2022 (in billion U.S. dollars)

Marketer insights

Premium Statistic Challenges of digital advertising in the U.S. 2021
Challenges of digital advertising in the U.S. 2021
Leading challenges of digital advertising according to marketers in the United States as of September 2021
Premium Statistic Top programmatic targeting approaches in the U.S. 2021
Top programmatic targeting approaches in the U.S. 2021
Leading programmatic targeting approaches of executives in the United States as of July 2021
Premium Statistic Most popular B2C marketing direct response channels in the U.S. 2021
Most popular B2C marketing direct response channels in the U.S. 2021
Most popular B2C marketing direct response channels according to marketers in the United States in 2022
Premium Statistic Top programmatic success metrics in the U.S. 2021
Top programmatic success metrics in the U.S. 2021
Leading metrics used to measure the success of programmatic advertising according to executives in the United States as of July 2021
Premium Statistic Top factors for choosing a programmatic vendor in the U.S. 2021
Top factors for choosing a programmatic vendor in the U.S. 2021
Factors taken into account while choosing a programmatic vendor according to executives in the United States as of July 2021
Premium Statistic Ways of improving brand suitability in video advertising in the UK & the U.S. 2021
Ways of improving brand suitability in video advertising in the UK & the U.S. 2021
Steps undertaken by marketers to improve brand suitability strategies in video advertising in the United Kingdom and in the United States as of August 2021
Premium Statistic Leading brand suitability tactics in video advertising in the UK & the U.S. 2021
Leading brand suitability tactics in video advertising in the UK & the U.S. 2021
Most-used brand suitability tactics for video advertising according to marketers in the United Kingdom and the United States as of August 2021
Premium Statistic Weaknesses of brand suitability strategies in video advertising U.S. & UK 2021
Weaknesses of brand suitability strategies in video advertising U.S. & UK 2021
Weaknesses of brand suitability strategies in video advertising according to marketers in the United Kingdom and in the United States as of August 2021
Premium Statistic Challenges of connected TV advertising in the U.S. 2022
Challenges of connected TV advertising in the U.S. 2022
Challenges most likely to impact connected TV (CTV) advertising in the United States as of March 2022
Premium Statistic Number of SSPs used by U.S. publishers 2020-2022
Number of SSPs used by U.S. publishers 2020-2022
Average number of supply-side platforms (SSPs) used by publishers in the United States from 2020 to 2022

Consumer insights

Premium Statistic Impact of ad adjacency on purchase decision in the U.S. 2021
Impact of ad adjacency on purchase decision in the U.S. 2021
Likelihood of consumers buying products based on where ads appeared in the United States as of March 2021
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Top issues reported by consumers vis-à-vis online product recommendations U.S. 2022
Leading issues reported by consumers when facing product recommendations from brands online in the United States as of January 2022
Premium Statistic Consumer perception of brand safety in the U.S. 2021
Consumer perception of brand safety in the U.S. 2021
Share of consumers who thought that brands should be concerned about their ads appearing next to negative content on a website or app in the United States as of November 2021
Premium Statistic Share of TV viewers feeling positive about having ads aimed at them in the U.S. 2021
Share of TV viewers feeling positive about having ads aimed at them in the U.S. 2021
Share of TV viewers who feel comfortable with ads targeted to them based on their personal information in the United States as of December 2021
Premium Statistic Necessity to vet digital news properties before advertising in the U.S. 2021
Necessity to vet digital news properties before advertising in the U.S. 2021
Share of consumers who believed that brands should vet digital news sources before advertising on their properties in the United States as of November 2021
Premium Statistic Impact of adjacency to news content on ad perception in the U.S. 2021
Impact of adjacency to news content on ad perception in the U.S. 2021
Impact of adjacency to news content on digital advertising perception among consumers in the United States as of November 2021
Premium Statistic Impact of adjacency to news on ad perception in the U.S. 2021, by news genre
Impact of adjacency to news on ad perception in the U.S. 2021, by news genre
Impact of adjacency to news content on digital advertising perception among consumers in the United States as of November 2021, by news genre
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Ways to make targeted advertising more acceptable for consumers in the U.S. 2021
Ways to make consumers more comfortable with targeted advertising in the United States as of July 2021
Premium Statistic Number of RTB transfers of U.S. consumer data 2021, by state
Number of RTB transfers of U.S. consumer data 2021, by state
Number of real-time bidding (RTB) U.S. consumer data transfers per person per day worldwide in 2021, by state of origin
Premium Statistic RTB transfers of U.S. consumer data 2021, by company
RTB transfers of U.S. consumer data 2021, by company
Distribution of real-time bidding (RTB) U.S. consumer data transfers worldwide in 2021, by broadcaster

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