PDF The Digital Advertising Stats You Need for 2018

2018 The Digital Advertising Stats You Need for

Intro

2017 was another big year for advertisers, publishers, and ad tech providers. We saw the continued dominance of clientside header bidding as well as the advent of server-to-server; the announcement of a new ad tech consortium to make cookieless, cross-device targeting a reality; a promising industry response to fraud in the form of ads.txt; and the beginnings of a potential machine learning revolution in ad tech.

But if there's one thing that's clear about our industry, it's this: Change is the rule, not the exception ? so, you can expect a whole lot more of it in 2018. In order to help you prepare, we've compiled this data-driven guide. Inside, you'll find the numbers, charts, and graphs you need to refine your 2018 strategy, including information on emerging formats, header bidding adoption, the state of the duopoly, and more! Read on, arm yourself with knowledge, and get ready for a productive 2018!

Table of Contents

The U.S. Digital and Programmatic Landscape

4

Digital Advertising Around the World

9

Video

15

Native

23

Mobile

28

Ad Fraud

34

Machine Learning and AI

39

Header Bidding

43

Duopoly

48

The U.S. Digital and Programmatic Landscape

4

Total Projected U.S. Digital Ad Spend

Digital Ad Spending (billions) Percent of Total U.S. Ad Spend

$140

$120

$100

Some good news: Digital ad spend continues to rise and take up a bigger share of all ad dollars. By 2021, digital ad spend is expected to represent a majority of all U.S. ad spend.

Source: eMarketer

$80

$71.60

$59.82

$60

$40

36.71%

$20

32.70%

$0 2015

2016

Total Spend (Billions) Percent of Total U.S. Ad Spend

$83.00 40.48%

2017

$93.75

$117.53 $105.44

48.94%

$129.26 51.31%

46.56%

43.62%

2018

2019

2020

2021

55% 50% 45% 40% 35% 30%

5

Total Projected U.S. Programmatic Ad Spend (Display)

Programmatic Digital Ad Spending (billions)

$50

Percent of Total Digital Display Ad Spend

$45

$40

$35

$30

$25

Even better,

2017 saw total

$20

programmatic

spend increase more

$15

and take up a bigger

piece of the total

$10

digital pie, though

growth seems to be

$5

levelling off.

$0

Source: eMarketer

Total Spend (Billions) Percent of Total U.S. Digital Display Ad Spend

$39.10

$45.72

$32.56

$17.50

$25.48

78.00%

81.50%

83.60%

73.00%

65.00%

2015

2016

2017

2018

2019

100% 95% 90% 85% 80% 75% 70% 65% 60%

6

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