Programmatic advertisers face a yearlong road filled with potholes as Google slowly deprecates third-party cookies in Chrome. Some will continue hand-wringing; others will double down on new testing opportunities. But spending won’t let up.
Key Question: Will cookie deprecation disrupt long-standing spending dynamics in programmatic advertising?
Key Stat: Although non-programmatic display ad spending growth will accelerate in 2024, it will be three times slower than that of programmatic, which closely aligns with growth of the overall display market.
Here’s what’s in the full report
- 3 Exportable files for easy reading, analysis and sharing.
- 7 Charts: Reliable data in simple displays for presentations and quick decision making.
- 3 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- Programmatic shoulders the digital display ad market
- Cookie deprecation won’t change advertisers’ preferred transaction methods and devices
- Walled gardens are in a deadlock against the open web
- What’s next for programmatic advertising?
- Insider Intelligence Interviews
- Sources
- Media Gallery
Charts in This Report
- Programmatic Display Ad Spending Will Grow 3 Times as Fast as Nonprogrammatic in 2024
- US Programmatic Digital Display Ad Spending, 2019-2025 (billions, % change, and % of total digital display ad spending)
- In Less Than a Decade, the Open Exchange Went From Most to Least Popular Transaction Method
- CTV Continues to Gain Share of the Programmatic Market at Desktop/Laptop's Expense
- In 2024, Advertisers Will Spend Over $1 Billion Less on Programmatic CTV Than Previously Expected
- Walled Gardens Started Slowly Losing Share of Programmatic Ad Spending in 2021
- Made-for-Advertising (MFA) Websites Accounted for More Than 1-in10 Open Programmatic Ad Dollars in Oct 2023
