蘑菇AV

Nearly all retail media display advertising will be bought programmatically by 2026. Programmatic鈥檚 dominance over retail media display will continue to inch north through our forecast period, reaching 96.0% by 2026. Coupled with the growth of RMN display advertising, the share of total programmatic ad dollars from retail media is growing.

Help publishers and solution providers assess whether their search and display ad revenue mix is in line with industry trends.

Programmatic display advertising broadly mirrors the overall digital market. Like digital鈥檚 influence on the overall ad market, programmatic essentially shapes the display space. And in this space, digital video is becoming more prevalent, while open exchanges continue to lose influence. Index of Benchmarks.

How retail search and display ads perform in Brazil.

For retailers, this started within search ads, but has moved up the funnel to display ads, in-store placements, and streaming channels. For networks from airlines and rideshare apps, out-of-home ads could be a potential growth area with captive audiences, so long as the ads don鈥檛 make the travel experience more miserable than it needs to be.

Globally, programmatic digital display advertising will rise from $253.31 billion in 2022 to $435.86 billion in 2026, representing a 72% increase over five years. The peak annual growth rate is forecast for 2024 at 16.7%, before tapering to 12.6% in 2026. In the US alone, programmatic digital display spending is projected to grow from $135.76 billion in 2023 to $228.72 billion by 2027.

Display ad spending鈥檚 share of the digital ad pie will grow going forward. For years, search鈥檚 share of digital ad spending has wavered between 40% and 45%, but it will drop below 40% in 2028. It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media.

Meta, on the other hand, will generate $73.11 billion in mobile display ad revenues in 2025, nearly 30 times the size of AppLovin鈥檚 total revenues. AppLovin鈥檚 growth has generated buzz. The company鈥檚 ad mediation platform controls more than 60% of the mobile in-app market, according Kunal Nagpal, chief business officer at mobile marketing platform InMobi.

Programmatic direct includes the vast majority of social media display ads, which are directly purchased at a fixed price with a particular platform and served programmatically. By removing social networks from the equation, it鈥檚 easier to see the boost RMNs and streaming platforms have given programmatic direct.

Advertisers must develop ad formats designed for pause screens rather than repurposing traditional video or display ads. Instant visual impact, clear value propositions, and messaging that connects within a short attention span will prove critical. Interactivity will promote effectiveness.

Why it mattered: Google's ongoing changes to search have dramatically affected long-held best practices regarding SEO, display advertising, and many other standards of digital marketing. By expanding its AI initiatives, Google is keeping more consumers on the search page, with publishers seeing fewer visits.

Digital ad spending includes banner ads and other (static display ads such as Facebook's Feed Ads and X's Promoted Posts).

WARC, citing Omdia, reports the company鈥檚 display ad revenues will have doubled over four years by the close of 2025. Amazon still dominates across the global ecommerce market, seeing an average of 2.5 billion users monthly, outperforming Chinese-based retailers Shein and Temu. Amazon is tied with TikTok as the top media platform for advertising, according to Kantar Media research cited by WARC.

RMNs are limited in on-site ad inventory; there are only so many search and display ads that can go on a website before they harm customer experience. Scaling RMNs often prioritize volume over quality, leading to:. Repetitive or poorly placed ads on product pages. Lack of premium ad formats (video, branded content). Limited high-intent off-site inventory.

Note: Digital ad spending includes banner ads and other (static display ads such as Facebook's 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, and excluding display-oriented formats on social