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Follow us on Instagram. Episode Transcript:. Max:. Publishers have been able to say with a straight face that they do deliver immense value to their audiences, but it's been really hard to kind of tell that story in a consistently convincing way to advertisers. Marcus:. Hey, gang. It's Friday, January 10th. Max. Geoff and listeners, welcome to Behind the Numbers, an eMarketer podcast. I'm Marcus.

Programmatic鈥檚 share of the US display ad market continues to inch upward, despite ongoing disruption from privacy changes. This deck will:. Contextualize programmatic ad spending growth. Explore major challenges shaping programmatic budget allocations. Examine the position of retail media in the programmatic ecosystem.

The US is one of only two countries (New Zealand being the other) where D2C pharma advertising is completely legal. Kennedy believes lax pharma ad rules have led to an overreliance on prescription medications among Americans. He also believes pharma companies account for too much of TV ad spending, leaving media companies less likely to cover the sector critically.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

Retail media ad spend is on track to claim nearly 1 in every 5 dollars spent on US digital advertising in 2024, as advertiser demand for first-party data fuels growth. Verticals outside of retail are taking notice and adapting the retail media playbook in order to monetize their own first-party data. What is commerce media?

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

Reddit launches AMA Ads and Pro Trends: New tools enable branded Q&As, real-time insights, and improved brand safety for advertisers.

The first $12 billion ad spend US presidential election is underway. That ad spend figure breaks 2020鈥檚 by more than $2 billion. Whether or not brands engage in political messaging, they will be impacted by the volume of ad inventory and how the election influences consumer sentiment.

US omnichannel retail media ad spend will hit $129.93 billion in 2028, according to our forecast, up from $54.85 billion this year.

CES 2025 emphasized a shift to platform-agnostic ecosystems as cloud gaming, e-sports, and cross-platform play redefine the industry

鈥淲e want to help clients see programmatic OOH as a medium that will actually drive an impact,鈥� said Lucy Markowitz, senior vice president, general manager, US marketplace at OOH agency Vistar Media. We forecast digital OOH ad spend will grow 11.5% to $3.54 billion this year. Only 10% of US brand and agency marketers cited OOH/digital OOH as a leading investment priority in 2025, per InMarket.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports

Fintech ad spending surges 45%: Klarna, Brex, and Mercury lead a shift to mainstream messaging, emphasizing transparency and trust amid regulatory scrutiny.

Zooming out: Universal Ads meets a desire both from small businesses to reach streaming audiences as well as an ad industrywide push to open doors for small- to midsize business ad spending. Ad product launches throughout 2024 signaled that advertising platforms of all sizes were looking to attract small business spending as competition for big-budget brands heats up.

The impact: Venu will combine the linear sports assets of Disney, Fox, and WBD, creating a titan of sports streaming that will put significant pressure on YouTube TV (the current home to NFL Sunday Ticket and the largest digital pay TV provider in the US). Venu鈥檚 $42.99 monthly launch price will put significant pressure on YouTube鈥檚 Sunday Ticket offering.

Programmatic will account for more than 9 in 10 display ad dollars in the US this year. But programmatic advertisers and publishers face new challenges as they adapt to signal loss from data protection legislation and other privacy changes from browsers and operating systems.

We expect influencer marketing spending in the US to reach $9.29 billion in 2025, up 14.2% YoY. That growth rate will outpace both digital鈥檚 and social鈥檚 ad spend growth in the US鈥攖hough influencer marketing鈥檚 share of marketing dollars will remain significantly smaller.

But in-store retail media spend is powering digital OOH spend, making up 15% of the channel鈥檚 ad dollars this year, per our November 2024 forecast.

Instagram will surpass Facebook to become the largest social ad business in the US, a development that might have been hard to fathom when Facebook bought Instagram for $1 billion 12 years ago.

Mavely campaigns deliver three to five times the return on ad spend across various marketing channels. Why it matters: The creator economy is driving significant M&A activity as the industry shifts toward measurable, creator-led growth. Major deals reflect this momentum:.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.