Social ads to attract major share of programmatic spending in 2020

Anne Freier | November 29, 2019

Mobile Advertising

Programmatic digital display advertising in the US is predicted to attract $57 billion in spending in 2020. That’s according to the latest estimate by eMarketer.

Programmatic advertising will account for 84% of total digital display ad spend in 2019. But continued investment in digital audio, social video and OTT are driving up spending to almost $80 billion.

Banners, video and other display formats are performing strongly this year, attracting over half (56%) of digital display ad spend.

The research firm estimates that social’s share of programmatic ad dollars will continue to grow in 2021 (58%).

“Advertising in a cookie-free mobile app environment where users spend much of their digital time is complicated and difficult,” said Eric Haggstrom, forecasting analyst at eMarketer. “Social networks prove to be the major exception. They’ve made it relatively easy to target audiences at scale in an in-app environment.”

The forecast had been adjusted for social programmatic ads due to strong performance.

“These sites have the scale and identity capabilities that advertisers want,” said Lauren Fisher, principal analyst at eMarketer. “That matters, particularly as we enter into a world where privacy restrictions are making it harder for advertisers to track, target and measure.”

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