Programmatic advertising in the United States will account for about 84% of digital display in 2019, according to numbers just released by eMarketer. This accounts for $57.3 billion in digital display to be transacted this year (2019). By 2021, US programmatic spend will reach $79.75 billion.
(EMarketer’s definition of digital display includes native ads, network ads and advertising that shows up on pretty much any internet-connected device). “Over the next two years, continued investment in areas such as digital audio, social video, connected TV and over-the-top (OTT) advertising will drive US programmatic ad spending to nearly $80 billion.”