US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.View this Report
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Mobile Programmatic Display Ad Spending in the US, by Transaction Method, 2019 (% of total, April 2019 forecast vs. Oct 2019 forecast)
Do US Advertisers Pay Tech Fees for Programmatic Services Provided by a Media Agency or Other Third-Party Specialist? (% of respondents, April 2019)
Agency Compensation Methods for Select Programmatic Service Tech Fees According to US Advertisers, April 2019 (% of respondents)
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eMarketer’s New Ad Tech Tax Estimates Show One-Third of Spending Goes to Intermediaries
Aug 05, 2019
The programmatic ad supply chain can be opaque, making it difficult for buy- and sell-side platforms to quantify how much money is being paid to vendors. Our new estimates on programmatic fees may shed some light for advertisers and publishers on how much share of all nonsocial programmatic display ad spending is going to fees.
Five Charts: The State of Header Bidding
May 30, 2019
As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.
TV Ads Still More Relevant to Consumers than Streaming Video Ads
May 15, 2019
Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.
Ad Spending on Private Marketplaces Will Pass Open Exchanges Next Year
May 08, 2019
We estimate US advertisers will spend $12.22 billion on open exchanges and $11.56 billion on PMPs this year. By 2021, $15.97 billion will be spent on PMPs, and $13.77 billion will be spent on open exchanges.