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On today's podcast episode, we discuss why Omnicom and IPG are merging, and who will be most impacted as a result. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst Daniel Konstantinovic.

We forecast that $156.82 billion will be spent on US programmatic digital display ads this year, meaning a substantial portion of ad budgets will end up on low-quality ad space.

Telecom leans heavily on display ads (64.7%), focusing on nationwide campaigns. 3. Politics is pulling weight in the 鈥渙ther鈥� category, driving US digital ad spend growth to 19.5%. This year鈥檚 presidential election is making the 鈥渙ther鈥� category鈥檚 ad growth skyrocket. That is unusual, Cramer-Flood said. 鈥淚t won鈥檛 be [this big] next year, and it wasn鈥檛 last year.鈥�.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

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.

Google no longer plans to unilaterally eliminate cookies from its Chrome browser. After four years of begrudging preparation, the advertising industry is reeling.

Brands can help consumers connect what they鈥檙e seeing on TV or display ads and then mirror that experience in-store.鈥�. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

The overall programmatic display advertising market is set to grow by 12.6% in 2024, with mobile programmatic ad spending tracking at about the same rate (12.7%). But CTV鈥檚 performance will outpace that by 8 percentage points, at 20.7%.

Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event.

On today's podcast episode, we discuss what might happen to just a select few traditional media companies, what AI rules might look like, and how a Trump presidency will affect the US ad market. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Gadjo Sevilla, and Vice President of Content Paul Verna.

Mobile ad units will capture 70.6% of US programmatic digital display ad spend in 2023, up from its 39.3% share in 2013, according to our April 2023 forecast. Over the last 10 years, mobile has stolen share from desktops and laptops, which now only claim 12.9% of US programmatic digital display ad spend, compared with its 60.7% share in 2013.

Programmatic advertising digital display ad spend will make up 90% of digital display ad spend in the US this year, and that share is growing, according to our forecast. Most of the $132.96 billion in spend will go to video, but non-video ads still make up a large portion. Here are five charts summarizing where programmatic ad spend is headed and the identity challenges it faces right now.

National CineMedia (NCM) announced Monday that it will sell movie screen inventory programmatically starting in Q4 of this year. Most US programmatic display ad spend growth comes from video, which will grow 30.2% between 2023 and 2025 for a total of $96.98 billion, per our forecast. NCM wants in on that growth.