This Week in Digital Advertising Data (February 18th, 2022)

Let’s see what this week’s numbers say about online advertising, shall we?

  • According to eMarketer, programmatic display advertising is thriving. US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. Growth will slow to 16.3% this year; but will continue gaining ground in years to come.
  • Walmart reveals ad profits: earlier this year, analysts suggested “advertising is a hidden potential profit stream” for Walmart and estimated annual ad revenue at about $500m, with the potential to reach $4bn by 2025.

  • New data on Adweek shows that publishers feel better prepped for a cookie-free future. The percentage of publishers that view this as an opportunity increased 100% year over year, as 50% of participants responded that the shift gave them the opportunity to differentiate through their first-party data and the quality of their content. 30% of publishers said to have a strong understanding of all the new initiatives in the industry and their benefits/drawbacks, up from 23% in 2021.
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