Video Poised To Become Dominant Programmatic Display Ad Format

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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