Advertisers in the U.S. will spend more than $57 billion on programmatic digital display ads this year, according to new estimates by digital market research company eMarketer.
Programmatic media buying, or the practice of display ad placement that’s entirely automated, will account for 83.5 percent of total digital display ad spending in 2019, according to eMarketer.
Programmatic digital display ad spending in the U.S., 2016-2021 (billions).
eMarketer further predicts that U.S. programmatic display ad spending could top $68 billion next year, to gain 85 percent of the digital display market, and could hit $86.5 billion in 2021, accounting for 86 percent of all digital display ads.
One interesting detail—or a troubling one, depending on where you stand—is the revelation that social media networks now take an even greater share of programmatic digital display ad spending pie than ever before.
This year, more than half of the total programmatic digital display ad spending in the U.S.— 56.3 percent— will go toward digital display ads on social media networks, either in the form of banners, video or other display ad units across social networks.
eMarketer further predicts that social will take 57.6 percent of all programmatic digital display ads in 2021.
Both figures beat out eMarketer’s previous forecasts, which predicted earlier this year that programmatic would account for 51.3 percent of digital display ad spending in 2019 and 52 percent of digital display ad spending in 2021.