Programmatic special edition: Ads get political

Political ad spend is nearly triple what it was in 2016 [Insider Intelligence]( [Emarketer Daily Special Edition]( Daily Special Edition]( This programmatic special edition is made possible by StackAdapt. JUNE 3, 2024 Divisive topic: Most US programmatic ad spend goes to which device? A) Connected TV B) Desktop/laptop C) Mobile [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Political ads have gone programmatic. That will impact the whole ad ecosystem]( With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report. Political advertising’s move toward programmatic has implications for all advertisers. Because political ad spend is starting earlier in the election season and is increasing so much, it will impact other advertisers more and more. “If as a [non-political] advertiser, you said, ‘I'm just going to close my eyes and wake me up when politics is over,’ you're not waking up,” said Tyler Goldberg, director of political strategy at Assembly Global. [How programmatic political ads will impact the ad ecosystem from CTV to social media and more]( [Keep reading]( AT THE POLLS [Political ad spend is nearly triple what it was in 2016]( Our view: Political ad spend will impact other segments of advertising as well, considering ad buys from political groups mean less inventory for everybody else. [US advertisers are pulling money from linear TV to increase programmatic CTV spend]( Our view: CTV is considered a “must-buy” for 69% of advertisers, according to a March 2024 study from the Interactive Advertising Bureau (IAB) and Advertiser Perceptions and Guideline. [Only 32% of publishers are prepared for the end of cookies]( Our view: Publishers and advertisers should use the latest Privacy Sandbox delay to work on cookieless plans. While there may be an upfront signal loss or revenue decline during the transition period, companies stand to lose much more if they stumble into the cookieless future unprepared. ANALYSIS [Cookie deprecation won’t change advertisers’ preferred transaction methods]( A lot will change when third-party cookies are deprecated in Chrome, but some general programmatic ad spending patterns will stay the same. Programmatic direct will remain the most popular transaction method, while mobile will keep its sizable lead over other device categories. [Cookie deprecation won’t change advertisers’ preferred transaction methods ]( [Keep reading]( TALKING POINTS 😴 [5 key stats on marketing fatigue on CTV, email, and beyond]( 🍪 [5 charts on how third-party cookie deprecation will change ad buys]( 🗑️ [CTV ad dollars are going to waste—advertisers need to know where their money is going]( 📺 [CTV is vulnerable to disruption from signal loss]( PODCAST [Behind the Numbers: How the way creators make money is changing, virtual influencers, and who Americans trust with AI]( Today’s podcast explores what a TikTok ban could do to the creator economy, if chatbot influencers are the future, and the changing ways creators are earning. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Roundel. [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](