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Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Though programmatic nonvideo digital display ad spend will continue to grow through 2026 when it will hit $70.99 billion, its share of total programmatic digital display ad spend is declining, according to our forecast.

While they are bought, sold, and distributed very differently, most affiliate ads were regarded by consumers about as negatively as native display ads, or right-rail banner ads. They were viewed much less negatively than mid-roll ads, floating display ads, or pre-roll video ads. Exclusive coupons and discount codes were seen as 鈥渧ery intrusive鈥� by the smallest percentage of US consumers in our survey.

By 2025, LinkedIn鈥檚 B2B display revenues, which includes video, are projected to reach $3.72 billion, and YouTube鈥檚 B2B ad revenues will reach $355.8 million. Overall, B2B video advertising鈥檚 share of digital ad spending is increasing and is projected to be 13.9% by next year. There has been a steady YoY increase over the past nine years. User-generated video content drives higher engagement.

But as search results on retailer websites got more cluttered and as the path to purchase has become more complex, media networks have found ways via display ads and off-site ads to make commerce media a full-funnel channel. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

And more and more of the spending on display ads will start happening away from retailers鈥� websites. Advertisers will spend nearly identical amounts on on-site and off-site display ads in 2024. Off-site and on-site display ad spending will each more than double over the next five years.

How can ad buyers calibrate their ad spending and budget allocations against average for their industry, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's News Feed Ads and X's Promoted Posts), classified ads, email (embedded ads only), mobile messaging (SMS, MMS, and P2P messaging), rich media (including in-stream and outstream video ads), search ads (including contextual text links, paid inclusion, and paid listings), sponsorships, lead generation (referrals);

Deploying 50+ LLMs, Google blocked 39.2 million advertiser accounts in 2024, making AI the main enforcer of ad safety at global scale.

With limited transparency on causes, these failures remind users that platform dominance doesn鈥檛 guarantee stability or uninterrupted access.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.

60% of US digital media professionals agree that social media is most vulnerable to ad fraud, according to a September 2023 survey from Integral Ad Science.

In 2023, we predict that walled gardens will lose share of total programmatic digital display ad spending for the first time since 2017, when we first began forecasting this segment, according to our Programmatic Ad Spending Forecast Q3 2023 report.