Video advertising is poised to become the dominant format in the
programmatic digital display marketplace this year, according to new estimates released by eMarketer.
"This year, video will account for more than half of all programmatic display ad spending
for the first time," eMarketer Senior Analyst Ross Benes writes in a post on the eMarketer site Wednesday, adding that "three-fourths of
U.S. CTV display ad spending will transact programmatically in 2022.
"Part of the reason our programmatic CTV forecast is so high is because we include YouTube in our CTV definition, and
nearly all of YouTube’s advertising is sold through automation."
As a result, video is now the dominant programmatic digital display format, and is projected to rise at healthy
double-digit increases over the next two years (see chart above).
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