Programmatic Advertising To Break The $200 Billion Mark Next Year (New Report)

While programmatic display ad spending growth is forecast to decelerate over the next few years — from the 16.9% seen in 2024 to 11.6% in 2026 — its growth is still enough to “[sustain] a market weighed down by sluggish growth in nonprogrammatic display,” according to EMARKETER.

(Source: EMARKETER)

As part of its recent Programmatic Advertising Forecast and Ad Tech Trends H1 2025 report, EMARKETER has programmatic advertisers surpassing the $200 billion mark by next year, at which point it will be accounting for 92.6% of total display ad spending.

“The programmatic market will grow despite privacy whiplash and regulatory uncertainty,” the report says, highlighting the growth of retail media specifically, which will “continue gaining share of programmatic ad spending at the expense of social networks — and everyone else.”

The report offers a number of tips that advertisers and marketers should incorporate into their programmatic strategies, including:

• “Appraise first-party consumer data and organize it for activation”
• “Conduct thorough due diligence on curated inventory.”
• “Build internal competency around ad tech”