Programmatic Advertising Trends Q4 2023 (Insider Intelligence subscription required). Amazon to expand other ad services after announcing exit from ad-serving business. AI will exacerbate some programmatic ad issues and alleviate others. Interoperability, the right evaluation criteria are key to identity solution adoption.
Article
| Dec 7, 2023
Spending on TV ads overall will resume growing in 2024. After a dip in 2023 caused by traditional TV’s long decline and a relatively weak period for CTV, combined spending on TV and CTV will grow every year through 2027 and close in on $100 billion. Except for 2020 and 2023, this combined market will have grown every year since we started tracking CTV in 2018.
Article
| Dec 8, 2023
The past decade saw programmatic ads diversify and become more mobile-dominated. Looking ahead, our analysts believe technology will continue to influence the programmatic ad channel. Addressability, driven by the impending demise of third-party cookies, will drive a surge in alternative identity solutions; ad tech will face consolidation fueled by demands for transparency and control; and AI will open advanced targeting and measurement capabilities.
Article
| Dec 19, 2023
Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV’s inevitable eclipse of its linear counterpart.
Report
| Jun 1, 2023
For the second half of 2023, US retail media ad spending will reach $46.38 billion, per Insider Intelligence’s forecast. Meanwhile, connected TV (CTV) ad spending will also post growth of 20.0%. In response, marketers in 2024 will create dedicated retail and media strategies to leverage retail data sets in CTV.
Article
| Dec 4, 2023
It’s December, which means marketers should already have plans in place for 2024. The next year will be punctuated by increasing retail media and connected TV (CTV) ad spend, creator economy evolution, and even more AI. Here are five charts to prepare you for what’s ahead.
Article
| Dec 4, 2023
Brands that engage in non-endemic advertising by purchasing ad inventory from a retailer that does not sell its goods or services are well positioned to take advantage of the partner platform’s first-party data, audience segmentation, and overall reach.
Article
| Nov 27, 2023
Forecasts
| May 24, 2023
Source: Insider Intelligence | eMarketer
Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.
Report
| Apr 26, 2023
Forecasts
| Apr 25, 2023
Source: Insider Intelligence | eMarketer
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.
Article
| Aug 17, 2023
It’s been a year since Netflix launched its “Basic With Ads” tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here’s a look at what’s new, what’s working, and what needs more attention at Netflix.
Article
| Nov 14, 2023
Chart
| Dec 5, 2023
Source: Association of National Advertisers (ANA)
Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.
Article
| Nov 8, 2023
Chart
| Dec 1, 2023
Source: Insider Intelligence | eMarketer
Article
| Aug 7, 2023
Chart
| Sep 12, 2023
Source: VIOOH
Retail media networks are rolling out more advanced targeting capabilities as advertisers seek to more accurately and effectively reach their audiences. Here are two recent examples.
Article
| Oct 30, 2023
Respondents were digital media experts who use programmatic advertising and include ad tech, brands, agencies, and publishers.
Article
| Feb 15, 2024
The news: Advertiser Perceptions expects a 30% rise in US retail media spending for 2024, driven predominantly by offsite programmatic advertising, which could draw over $20 billion from marketers. That would represent 167% growth over 2023’s $7.5 billion offsite programmatic tally.
Article
| Mar 25, 2024
Programmatic display ad spending is growing despite challenging economic conditions. Where it’s growing, and how fast, depends on how much data advertisers can access.
Report
| Feb 24, 2023
Respondents were digital media experts who use programmatic advertising and include ad tech, brands, agencies, and publishers.
Article
| Jan 30, 2024
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.
Article
| Oct 9, 2023
AI agents are reminiscent of how search algorithms and programmatic advertising have changed decision-making. Both of these shifts have forced marketers (both B2C and B2B) to find ways to game technology to stay attractive, even when some element of consumer choice is taken away.
Article
| Apr 11, 2024
What happens to programmatic advertising when cookies are gone? In the short term, chaos. Programmatic advertising has been built around the technology. As a result, third-party cookies play a role in every phase of the buying process. As recently as Q3 2023, ad tech platform 33Across observed more than three-quarters of programmatic ad spending going to cookied inventory across verticals.
Article
| Jan 23, 2024