Video to surpass half of programmatic display ad spending for the first time in US

As video ad spending continues to expand, its share of total programmatic ad dollars will grow. This year, video will account for more than half of all programmatic display ad spending for the first time.

In 2023, the amount of money US advertisers spend on digital video programmatically will surpass linear TV ad spending. Nearly 9 in 10 of all digital video ad dollars will transact programmatically for the next few years.

Connected TV (CTV) is fueling programmatic video ad spending. In 2022, CTV will account for more than one-fifth of total programmatic video ad spending for the first time, as well as one-tenth of total programmatic digital display.

We forecast that three-fourths of US CTV display ad spending will transact programmatically in 2022. Part of the reason our programmatic CTV forecast is so high is because we include YouTube in our CTV definition, and nearly all of YouTube’s advertising is sold through automation.