includes native ads and ads on social media; includes advertising that appears on desktop/laptop computers as well as mobile phones, tablets and other internet-connected devices
Supplementary notes
* Forecast. The source provided the following note: "Open exchange includes ads transacted through a public RTB auction in which any buyer or seller can participate, also known as open auction or open marketplace."
Citation formats
Programmatic display ad spending in the U.S. 2016-2020, by channel
The graph shows data on the programmatic digital display advertising spending in the United States from 2016 to 2020, broken down by channel. In 2017, open exchange spending amounted to *** billion U.S. dollars, and this figure was forecast to further grow to billion by the end of 2020.
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eMarketer. (April 6, 2018). Programmatic digital display ad spending in the United States from 2016 to 2020, by channel (in billion U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 06, 2026, from /statistics/329217/programmatic-display-ad-spend-channel-usa/
eMarketer. "Programmatic digital display ad spending in the United States from 2016 to 2020, by channel (in billion U.S. dollars)." Chart. April 6, 2018. ÌÇÐÄÆƽâ°æ. Accessed August 06, 2026. /statistics/329217/programmatic-display-ad-spend-channel-usa/
eMarketer. (2018). Programmatic digital display ad spending in the United States from 2016 to 2020, by channel (in billion U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 06, 2026. /statistics/329217/programmatic-display-ad-spend-channel-usa/
eMarketer. "Programmatic Digital Display Ad Spending in The United States from 2016 to 2020, by Channel (in Billion U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 6 Apr 2018, /statistics/329217/programmatic-display-ad-spend-channel-usa/
eMarketer, Programmatic digital display ad spending in the United States from 2016 to 2020, by channel (in billion U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/329217/programmatic-display-ad-spend-channel-usa/ (last visited August 06, 2026)
Programmatic digital display ad spending in the United States from 2016 to 2020, by channel (in billion U.S. dollars) [Graph], eMarketer, April 6, 2018. [Online]. Available: /statistics/329217/programmatic-display-ad-spend-channel-usa/
