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Through its partnership with Amazon, TripleLift functions like an SSP, turning product copy and creative into ads that can run as display ads on other publishers鈥� sites. That means Amazon sellers do not have to spend time and money on ad creative, and can use TripleLift鈥檚 integration to serve display ads across the web, expanding off-site. Big partners: Amazon.

But with $389.49 billion going to total US media ad spend this year and $156.82 billion of that going to programmatic digital display advertising, per our forecast, MFAs still present a multibillion-dollar issue. MFA compounds with other forms of waste and uncertainty regarding ad placement.

Mercado Libre released a programmatic solution for display ads in Q1 2023. It gives advertisers greater control over their campaigns through transparent, real-time metrics, and more flexibility in deploying different types of text- and image-based ad content. Programmatic is the next frontier.

The forecast: The US programmatic digital display advertising sector has seen significant growth, rising 11.5% to over $135 billion last year. Spending in the segment is expected to approach $180 billion by 2025. The shift toward programmatic ads, which made up 90% of all digital display advertising in 2023, seems set to continue as more companies adopt algorithm-driven marketing strategies.

With these challenges in mind, now鈥檚 the time to take stock of your Amazon search and display ad strategies. Balance keywords with product targeting:. Identify low-performing keywords and plug them into the right marketplace data software to find high-volume keywords with lower competition. Avoid cost-per-click (CPC) battles and keyword bidding by prioritizing lower competition in keywords.

Digital video will prop up display advertising. Digital video ad spending will decelerate along with the rest of the market, but less dramatically. We forecast at least four more years of low double-digit growth for the format. Video advertising is on the fast track to the $100 billion mark.

CTV is already the third-most commonly used digital marketing channel, behind paid social and search and display ads. CTV as a performance marketing channel. The survey also revealed that the way marketers are using CTV is evolving. Where TV has been primarily used as a brand marketing and awareness tool, CTV has transformed the big screen into a performance channel.

Display ads: Banner ads that follow customers across the website, like on the homepage. Shopper鈥檚 journey: A shopper searches Walmart.com for protein powder. They may see ads within search for a specific product and banner ads now and in the future for a given brand. These ads are close to the point of purchase. 2. Off-site display ads leverage retailer data but are served through partnerships.

Consumers鈥� relative acceptance of ads on shopping sites is good news for retail media search and display ads on retailer websites. While consumers being receptive to ads on news and entertainment sites is good news for advertisers, it may be more difficult to convert on these sites, as consumers usually aren鈥檛 browsing with the intention to shop. Use this chart:. Evaluate where to place ads.

Next year, Walmart Connect plans to add courses on display ads, Walmart鈥檚 demand-side platform, in-store advertising, and its new Brand Shops, which the retailer just announced at its first seller summit in August. Why it matters: In 2024, we expect Walmart to grow its retail media ad revenues by 38.5%, more than every other retailer, including Amazon, per our forecast.

Google鈥檚 app store will claim most of the search spending that Apple doesn鈥檛 absorb, while Meta鈥檚 platforms will remain the most common destinations for display ads from mobile app marketers. Prediction. Apple will secure the largest share of new spending in this category for years to come鈥攂ut it won鈥檛 stop there.

Publisher display revenues would decrease. If publishers can鈥檛 rely on ad revenues to sustain their businesses, the quality of searchable content will suffer.

Lyft announced it would serve display ads on the Lyft app to capitalize on the ad success Uber has seen recently. Intuit. Intuit launched its own B2B ad network for small businesses, SMB MediaLabs.

Display advertising is dominant in the US, but not for travel. Only travel and the healthcare and pharma industries favor search ads over display ads. Travel advertisers in the US will spend $3.92 billion of their collective $6.79 billion total on search this year.

Why it matters: The integration of ads within SGE signals a significant change in the way Google displays ads, moving from the standard top and bottom placements to embedding them within the conversational chat. This change could potentially increase click-through rates (CTR), although Google hasn鈥檛 shared any metrics about these early tests yet.

Google鈥檚 app store will claim most of the search spending that Apple doesn鈥檛 absorb, while Meta鈥檚 platforms will remain the most common destinations for display ads from mobile app marketers. To see the full forecast, click here. Prediction. Apple will secure the largest share of new spending in this category for years to come鈥攂ut it won鈥檛 stop there.

Amazon鈥檚 US ecommerce channel display ad revenues will total $5.48 billion this year, up 11.3% from 2022, according to our forecast. Prime Day serves as a concentrated period of activity during which Amazon can push advertisers to other formats, like display and video. Outside of Amazon: Prime Day is a major retail holiday for all US ecommerce, not just Amazon.

Display revenues, which include video, are projected to outpace overall growth at 16%. However, there could be additional upside if LinkedIn continues to embrace video in a brand-safe way.