3 trends from Programmatic I/O: MFA, commerce media, and ad buying

Offsite programmatic retail media ad spending is surging [Insider Intelligence]( [Emarketer Daily Special Edition]( Daily Special Edition]( This programmatic special edition is made possible by StackAdapt. MAY 31, 2024 Programmatic advertising is everywhere, including out-of-home (OOH). True or false: Programmatic advertising will make up over 25% of US digital OOH (DOOH) ad spend for the first time this year. [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [3 trends from Programmatic I/O: MFA, commerce media, and ad buying]( Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event. [3 trends from Programmatic I/O: MFA, commerce media, and ad buying]( [Keep reading]( PROGRAMMATIC POINTS [US programmatic ad spending set to reach nearly $180 billion by 2025]( view: Despite the challenges ahead, the programmatic advertising sector is still growing significantly, especially on the open web, where spending is rising at a faster rate than in walled gardens and could surpass $50 billion by 2025. [Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024]( view: Although transacting programmatically can lead to challenges in transparency and control, often with unknown intermediaries and limited performance reporting, there are still many benefits. Automation enables greater control over spending cadence and channel mix. [CTV, identity consolidation, and more: Ad trends that cookie deprecation will—and won’t—change]( view: Advertisers are relying more on the consumer data they have available. Six in 10 brands and agencies say they will be more focused on ad placements with publishers with ANALYSIS [Offsite programmatic retail media ad spending is surging]( Advertiser Perceptions expects a 30% rise in US retail media spending for 2024, driven predominantly by offsite programmatic advertising, which could draw over $20 billion from marketers. That would represent 167% growth over 2023’s $7.5 billion offsite programmatic tally. [Offsite programmatic retail media ad spending is surging]( [Keep reading]( INFO EXCHANGE 📈 [Guide to programmatic advertising: Market, types, and buying process explained]( 📺 [Guide to connected TV: Content, measurement, and advertising]( 🎞️ [For the TV industry, what’s old is new again]( 👥 [The new golden rule of programmatic ad buys: Cutting consumers in]( PODCAST [Behind the Numbers: Caitlin Clark's effect on the WNBA, Netflix now shows NFL games, and is TikTok already YouTube?]( Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Awin. [The Weekly Listen: Caitlin Clark's effect on the WNBA, Netflix now shows NFL games, and is TikTok already YouTube?]( [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](