Programmatic CTV ad spending will grow by 36.3% by the end of 2020 as advertisers continue to push into streaming, although the channel is still much less programmatic compared with mobile.
TikTok’s growth in 2020 has been, in a word, extraordinary. While the pandemic helped stoke user gains for all the major social platforms, it lit a particularly large fire under TikTok.
The biggest demand-side platforms (DSPs), like Amazon and Google, are the companies best poised to navigate the shift away from third-party cookies, according to US marketers, which could see the companies gain market share as cookies are phased out.
Programmatic digital display ad spending will grow 10.4% this year, outpacing overall digital ad spending because of its cost-effectiveness and the transparency it provides.
One of the major themes to emerge from the pandemic has been the growing divide between the haves and have-nots. Some trends that have deepened the divide—such as the shift to ecommerce—are hardly new. But others will be short-lived trends that none of us could have predicted at the beginning of 2020. It remains to be seen when things will return to normal, but one thing is for certain: New habits formed in 2020 have altered the future of retail.
eMarketer senior analyst Bill Fisher and principal analyst at Insider Intelligence Karin von Abrams discuss what they're paying attention to in 2021 and why: How Brexit will impact online shopping, Amazon's European rivals, and new EU tech regulations.