Programmatic Ad Spend Is Forecast At $157.35 Billion For This Year

Programmatic ad spending is just now starting what should be a very good year — relatively speaking.

Of all ad dollars, over $157.35 billion will go to programmatic, according to Programmatic Ad Spending Forecast H1 2024, a study by Insider Intelligence/eMarketer, presented by LiveRamp. That reflects a 15.9% growth rate and is 91.3% of all ad spending.

The year 2025 will be even better, with programmatic spending expected to total $178.25.

In contrast, nonprogrammatic will grow at only a third of that rate in 2024 at 5.3%.

However, cookie depreciation has hit ad spending — programmatic advertisers have been “refocusing strategies around first-party data and investing more heavily in closed and private ecosystems,” the study says. “This will leave the open exchange with less than 10% market share by the end of 2024.

Open exchange ad spending represented 74.5% of the programmatic display market when eMarketer began tracking it in 2013.