2020

GLOBAL
DIGITAL
AD TRENDS
 Innovation is a constant force driving the
evolution of the digital media ecosystem.
Digital channels are expected to provide
nearly all incremental spend flowing into
global ad budgets through 2020, and
programmatic will account for most of that
growth. Publishers and media buyers must
understand the nuances and key trends
impacting the market in order to capitalize
on the vast opportunities available.

In such a fast-evolving industry, reliable data

is the foundation of good business decisions.
This is a compilation of the most significant
market developments in the programmatic
ecosystem to inform your 2020 strategies.
This guide includes global advertising
forecasts, growth trends for emerging and
evolving formats, trends in header bidding,
private marketplaces, and more! 
TABLE OF CONTENT
US DIGITAL & PROGRAMMATIC MARKET 2
GLOBAL DIGITAL & PROGRAMMATIC MARKET 11
MOBILE ADVERTISING 19
VIDEO ADVERTISING 25
PRIVATE MARKETPLACES 34

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 US DIGITAL &
PROGRAMMATIC
MARKET

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 PROJECTED AD

13.2%
REVENUE GROWTH

11.8%
9.5%
IN THE UNITED STATES,

3.6%
3.0%
BY MEDIA TYPE

-0.4%

-2.6%
-3.3%

-4.4%
-14.8%
Digital media will continue to drive a

-16.3%
L O C A L T V -17.9%
significant amount of advertising growth
in 2020. The Summer Olympics and US

OUT OF HOME
NATIONAL T V
Presidential elections in 2020 will bring

(I N C. C E)

(I N C. C E)
DIGITAL
incremental advertising revenue and drive

RADIO
PRINT
local television spending.

2019 2020

Source: Magna Global

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 $201.8
PROJECTED US $200

Billions
$187.8

DIGITAL AD SPEND $151.3

$172.3

$150
$129.3
64.7% 66.7%
62.2%
58.5%
54.2%
$100

$50
For the first time, US digital ad
spending surpassed traditional media
spending in 2019. Digital is projected
to reach over two-thirds of total media $0
2019 2020 2021 2022 2023
spending by 2023. Digital ad spend % of total media ad spend

Source: eMarketer

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 PROJECTED US $120

Billions
$108.9
DIGITAL DISPLAY $100 $101.1

AD SPEND $80 $80.6

$92.2

$68.6
$60
53.1% 53.2% 53.5% 53.8% 54.0%

The share of digital spend allocated $40

to display advertising is expected to
remain flat over the next four years. $20
However, as digital advertising as
a whole rises, display ad spend is
projected to grow 59% between 2019 $0
2019 2020 2021 2022 2023
and 2023. Digital display ad spend % of total digital ad spend

Source: eMarketer

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 PROJECTED SHARE OF US DIGITAL DISPLAY
AD SPEND, BY PURCHASE METHOD
N O N-P R O G R A M M A T I C
2020
15.0%

2019
16.5%

PROGRAMMATIC
2020
The benefits of automation drives
85.0%
nearly all digital display ads
through programmatic advertising. 2019
Only a sliver of ad buys are sold 83.5%
directly and manually.

Source: eMarketer

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 PROJECTED SHARE OF US REAL-TIME BIDDING
(RTB) AD SPENDING
OPEN
EXCHANGE
2020
49%
PMP
2020
51%
Thanks to continued brand safety and
ad quality issues, buyers and sellers
are directing more dollars to private
marketplaces (PMP) in the US. Private
marketplaces will overtake open
exchange ad spending for the first
time in 2020.

Source: eMarketer

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 PROJECTED SHARE OF US PROGRAMMATIC
DIGITAL DISPLAY AD SPEND, BY DEVICE
CONNECTED T V
7.2%

DESK TOP MOBILE

9.5% 83.3%
Mobile ad spending will represent the
majority of programmatic transactions
in the US come 2020. While the share
of desktop ad spending declines,
connected TV is expected to grow and
capture almost 7% of the market.

Source: eMarketer

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 US PROGRAMMATIC VIDEO AD SPENDING,
BY DEVICE
$39.4

Billions
$40
Video
ad spend
$33.4

$30 $27.2

$20.7 75.1%
$20 74.4% Mobile
$16.2
Half of all programmatic 73.2%
ad dollars in the US will 70.9%
come from video by 2021, $10 67.4% Desktop/
9.0% Laptop
with mobile accounting 14.4%
11.2%
for three-quarters of the 25.3% 19.6%
14.3% 15.9%
7.3% 9.5% 12.5% Connected TV
spending. $0
2017 2018 2019 2020 2021

Source: eMarketer

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 BUYERS’ SUPPLY PATH OPTIMIZATION
PLANS IN 2020
N O T A C T I V E LY A C T I V E LY
IMPLEMENTING IMPLEMENTING
B U T P L A N T O* 45%
28%

Transparency and efficiency have

now become key considerations
for marketers. Most US buyers are
either actively implementing supply
path optimization (SPO) or planning NO PLANS TO
to start within the next year. I M P L E M E N T*
27%

Source: Digiday/PubMatic *within the next 12 months

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 GLOBAL DIGITAL
& PROGRAMMATIC
MARKET

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 PROJECTED TOTAL MEDIA AD SPENDING SHARE
WORLDWIDE, BY MEDIA, 2018 AND 2021
28.5%
Television 31.9%
Internet Display
26.7%
21.3%
Internet Paid Search
18.8%
17.3%
6.2%
Digital display ads, including Newspaper
8.1%
video, is the fastest growing 6.4%
Outdoor
ad format. It will account for 6.5%
over a quarter of total media ad Radio
5.5%
spending in 2021, up from a fifth 5.9%
3.1%
in 2018. Digital as a whole will Magazines
4.4%
contribute to half of total media 3.9%
Internet Classified
ad spending worldwide. 3.7%
Cinema
0.9%
0.7%
2018 2021

Source: Zenith

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 PROJECTED

Billions
$600

WORLDWIDE $500 $479.2

$517.5

DIGITAL AD SPEND $385.0

$435.8

$400
$333.3 60.5%
58.8%
$300 56.6%
53.6%
50.1%
$200

Global digital ad spend growth $100

rates remain strong. By 2020,
digital advertising will represent
$0
that majority of total media ad 2018 2019 2020 2021 2022
spend worldwide
Digital ad spending (billions) % of total media ad spend

Source: eMarketer

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 TOP 5 DIGITAL AD SPEND MARKETS WORLDWIDE
$ billions and % YOY change
Digital ad spending in China and the US are expected to grow faster than the global average
of 16% between 2019 and 2020—expanding their lead as the largest ad markets in the world

+17%
YOY C H A N G E
$151.3
$140
Billions

$129.3
$120
+19%
$100 YOY C H A N G E
$94.6
$80
$79.8

$60

$40
+10% +6%
$20
YOY C H A N G E
$21.6
YOY C H A N G E
+9%
$19.6 YOY C H A N G E
$13.4 $14.2
$8.6 $9.4
$0
US CHINA UK JAPAN GERMANY
Source: eMarketer
2019 2020

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 MAJOR DIGITAL AD SPEND MARKETS WORLDWIDE
$ billions and % YOY change
India is the fastest-growing digital advertising market in the world, followed by Russia. Both are
home to large populations of increasingly digital and mobile users.
+12.5%

$9
Billions

+7.5%

+11.7%

$8 +13.0%
$7

+22.5%
$6
+7.5%

$5

+11.5%

+11.6%

+13.6%
$4

+24.0%

+10.4%
+9.8%

+12.0%
$3

+8.5%

+8.2%
$2

$1

$0
CANADA

AUSTRALIA

FRANCE

BRAZIL

SOUTH KOREA

RUSSIA

ITALY

NE THERLANDS

SPAIN

SWITZERLAND

INDIA

SWEDEN

ME XICO

NORWAY

DENMARK
2019 2020
Source: eMarketer

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 PROJECTED PROGRAMMATIC
AD SPEND WORLDWIDE
$ billions and % of digital display ad spend

Billions $100 $98.2

$83.8
$80
$70.2

$60 $56.5
Programmatic 68%
$42.9 65%
transactions will 62%
$40
44% 57%
represent more than 51%
37% $30.6
two-thirds of digital
display ad spend around 20% $19.9
$20
the globe in 2020.
10% $8.6
$3.7
$0
2012 2013 2014 2015 2016 2017 2018 2019 2020
Programmatic ad spend % of digital display ad spend
Source: Zenith

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 TOP 5 PROGRAMMATIC* DIGITAL AD SPEND
MARKETS WORLDWIDE
$ billions and % YOY change
Double-digit YOY growth rates remain the norm among the largest programmatic advertising markets
in the world. China (+19%), Japan (+18%) stand out, however, highlighting revenue growth opportunities
for APAC publishers whom are prepared to offer ad inventory through automation next year.

+14%
Billions

$25 YOY C H A N G E
$22.3
$20
$19.5

$16

$12 +19%
YOY C H A N G E
$8 $8.3
+15% +18%
$4
$6.9
YOY C H A N G E
$3.8
YOY C H A N G E +17%
YOY C H A N G E
$3.3 $2.8 $3.4
$1.4 $1.7
$0
US CHINA UK JAPAN GERMANY
Source: Magna Global; PubMatic calculations 2019 2020
*excludes search and social media

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 MAJOR PROGRAMMATIC* DIGITAL AD SPEND
MARKETS WORLDWIDE
$ millions and % YOY change
Indonesia, India and Brazil will be the fastest-growing programmatic digital ad markets in 2020. Brazil
will become the seventh largest programmatic market to reach a billion-dollar valuation next year.
+20%
Millions

$1,600
+38%

$1,400

$1,200
+18%

$1,000
+9%

$800
+11%

+21%

+48%

+54%
+8%

+18%

+12%
$600

+29%

+36%

+29%
$400

+9%
$200

$0
AUSTRALIA

BRAZIL

FRANCE

ITALY

NE THERLANDS

SPAIN

CANADA

INDIA

INDONESIA

ME XICO

SWEDEN

HONG KONG SAR

ARGENTINA

KOREA

NORWAY
Source: Magna Global; PubMatic calculations
*excludes search and social media 2019 2020

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 MOBILE
ADVERTISING

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 PROJECTED
MOBILE AD SPEND

Billions
$430

WORLDWIDE $401.8

$380 $368.0

$330.4 80.2%
$330
79.2%

$286.5 77.9%
$280
75.9%
Mobile advertising surpassed $241.0
$200 billion worldwide in 2019.
$230
It is expected reach $400 billion 73.1%
by 2023, at which point mobile
is projected to represent 80% of
$180
global digital ad spend. 2019 2020 2021 2022 2023

Mobile ad spend % of digital ad spend

Source: eMarketer

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 TOP 5 MOBILE AD SPEND MARKETS WORLDWIDE
$ billions and % YOY change

The top 5 markets account for 85% of the worldwide mobile ad spending. The US will expand
most in absolute terms, adding more than half of the incremental spending between 2019 and
2020. China is expected to grow the fastest among the five largest mobile advertising markets.​

+22%
YOY C H A N G E
$120
Billions

$120.4

$90
$99.2
+19%
YOY C H A N G E
$72.2
$60 $61.4

$30 +15% +12% +17%

YOY C H A N G E
YOY C H A N G E YOY C H A N G E
$13.7 $15.4 $5.4 $6.2
$10.1 $11.3
$0
US CHINA UK JAPAN GERMANY
Source: eMarketer 2019 2020

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 MAJOR MOBILE AD SPEND MARKETS WORLDWIDE
$ billions and % YOY change
India and Thailand will see the fastest mobile advertising growth in 2020, with each market
expected to rise over 40% year-over-year. Additionally, Denmark is projected to surpass $1 billion
in mobile ad spend for the first time in 2020, coming in at 19th largest market in the world.
+14%

+23%

$6
Billions

$5
+33%

+24%

+14%

$4
+34%

+30%

+19%
$3

+15%

+17%

+18%

+42%

+17%

+14%
$2

+19%

+46%
$1

$0
AUSTRALIA

CANADA

BRAZIL

FRANCE

SOUTH KOREA

RUSSIA

ME XICO

ITALY

NE THERLANDS

SWEDEN

SPAIN

INDIA

NORWAY

DENMARK

NE W ZEALAND

THAILAND
2019 2020
Source: eMarketer

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 MOBILE INTERNET
$6

Billions
USERS WORLDWIDE $4.8 $4.9 $5.0 $5.0 $5.1

90%
$4
89%
89%

87%
$2
Mobile internet uptake has reached
maturation among consumers, with 86%
over 85 percent of internet users
accessing the it via handheld devices.
This provides advertisers and publishers $0
2019 2020 2021 2022 2023
alike with a strong incentive to increase
investment in mobile strategies. Mobile internet users % of internet users

Source: eMarketer

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 PROJECTED SHARE OF US MOBILE AD SPEND,
BY PLATFORM
MOBILE WEB
2020
15.4%
In-app continues to drive incremental
mobile ad spend in US. Spending will 2019
surpass $100 billion by 2020, with 85% 17.5%
of mobile ad dollars being purchased
in-app. Similar estimates are not yet
available worldwide, but growing app
uptake among global consumers is
I N-A P P
likely to spur in-app ad spend around 2020
2019
the globe next year. In Q3 2019 alone, 84.6%
82.5%
nearly 31 billion apps were downloaded
worldwide, up 10% year-over-year.

Source: eMarketer; AppAnnie

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 VIDEO
ADVERTISING

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 PROJECTED $70

Billions
$61.3
DIGITAL VIDEO $60
$52.1
AD SPEND $50
$44.6
WORLDWIDE $40 $37.2
$30.6
$30
$24.0 30.5%
29.0%
27.9%
$20 $17.5 26.8% 26.6%
26.0%
Video will remain a key driver 23.2%
$10
of advertising expenditures on
display, projected to account $0
for 31% of overall display ad 2015 2016 2017 2018 2019 2020 2021
spending next year. Video display ad spend % of total display

Source: Zenith; PubMatic calculations

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 PROJECTED $100

Billions
$110.6

DIGITAL VIDEO $80

$97.0
25%
AD SPEND $83.9
26%
WORLDWIDE, $60 $71.5
29%

BY PLATFORM $48.2
$59.6
32%
$40 35%
$37.5 75%
40% 74%
Two-thirds of all global video ad 46% 71%
$20 68%
spend is purchased on a mobile 65%
60%
device. The continued shift 54%
towards mobile dominance will $0
push this share to three-quarters 2018 2019 2020 2021 2022 2023 2024

of all video ad spend by 2024. Mobile Desktop

Source: Cowen and Company; PubMatic calculations

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 DIGITAL VIDEO METRICS WORLDWIDE
Mobile has secured a stronghold in its share of global digital video ad spending and video viewership.
While its continued growth is cannibalizing from desktop viewership, ad spending on desktop
continues to grow.

DESKTOP MOBILE

2019 2020 2019 2020

Video ad spend ($ billions) $19.3 $20.8 $28.9 $38.8

% YOY change 11% 8% 44% 34%

% share of digital video ad spend, 40% 35% 60% 65%
by device

Viewership (billions) 0.47 0.49 2.2 2.3

% YOY change -2% -3% 9% 8%

% penetration of digital video viewers 12.4% 11.6% 56.4% 58.6%

Source: eMarketer, Cowen and Company; PubMatic calculations

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 DIGITAL VIDEO AD SPEND INTENT IN THE NEXT
12 MONTHS AMONG US AD BUYERS
% of Respondents, April 2019

DIGITAL VIDEO
(DESKTOP 72% 27% 1%
AND MOBILE)

ADVANCED TV 59% 38% 3%

Nearly three quarters of
advertisers plan to increase their OTT / CONNECTED TV 50% 44% 6%
digital video ad budgets between
2019 and 2020. Only 1% of
advertisers reported a decrease BROADCAST
/ CABLE TV 40% 41% 19%
in their digital video ad spending.
Increase Maintain Decrease

Source: Interactive Advertising Bureau

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 IMPORTANCE OF A CROSS-PLATFORM VIDEO
BUYING SOLUTION ACCORDING TO ADVERTISERS
% of Respondents, April 2019

VERY SOMEWHAT
IMPORTANT IMPORTANT
40% 43%
8 in 10 advertisers consider a
cross-platform video (CTV, OTT, and
digital video) buying solution to be
important to them in 2019.

Source: Interactive Advertising Bureau

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 PROJECTED DIGITAL VIDEO AD SPEND SHARE
WORLDWIDE, BY PURCHASE METHOD
N O N-P R O G R A M M A T I C
2020
24.7%

2019
32.1%

Two-thirds of digital video ad PROGRAMMATIC

2020
spend outside the walled gardens
75.3%
of social media was transacted
programmatically in 2019. The 2019
programmatic share worldwide 67.1%
should rise above 75% in 2020.

Source: PubMatic calculations based on Zenith and Magna Global estimates; *excludes search and social media

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 TOP 5 PROGRAMMATIC* VIDEO AD SPEND
MARKETS WORLDWIDE
$ billions and % YOY change
Programmatic video ad placements are accelerating worldwide, thanks to the rapid growth in
automation technology. Large markets like the US are still seeing robust double-digit growth rates.
China will be the fastest-growing market in this group, rising 36% to surpassing $5 billion in 2020.

$15
+34%
YOY C H A N G E
Billions

$14.0
$12
$10.1
$9

+36%
$6 YOY C H A N G E
$5.5
+28% +32%
$3
$4.3
YOY C H A N G E
$2.6
YOY C H A N G E +29%
$2.2 $2.3 YOY C H A N G E
$1.8 $0.9
$1.1
$0
US CHINA UK JAPAN AUSTRALIA
2019 2020
Source: Magna Global; PubMatic calculations; *excludes social media

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 MAJOR PROGRAMMATIC* VIDEO AD SPEND
MARKETS WORLDWIDE
$ millions and % YOY change
Indonesia will see programmatic video ad spend almost double in 2020, making it the fastest-
growing market for the format in the world. Brazil will reach $1 billion in 2020, making it the 6th
largest programmatic video ad market in the world.
+46%

$1,200
Millions

+32%

$1,000

$800
+29%

+26%

$600
+21%

+85%

+33%

+37%

+73%

+27%

+40%
$400

+26%
+48%
$200

$0
BRAZIL

GERMANY

FRANCE

ITALY

CANADA

INDONESIA

ME XICO

SPAIN

INDIA

NE THERLANDS

HONG KONG SAR

ARGENTINA

SWEDEN
Source: Magna Global; PubMatic calculations; *excludes social media 2019 2020

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 PRIVATE
MARKETPLACES

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 GLOBAL $60

Billions
PROGRAMMATIC
$51.0
$50

AD SPEND, BY $40
$43.6

TRANSACTION 62%

METHOD​ $30
65%

$ billions and % of programmatic ad spend

$20

Global private marketplaces (PMPs) account $10 35% 38%

for a third of all programmatic spending. As
concerns for fraud and brand safety persist, $0
ad budgets will increasingly swing into the 2019 2020
safe shelters of restricted auctions. PMP Open Exchange

Source: eMarketer; *excludes programmatic direct

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 53%

PROJECTED $14

Billions
$13.9
$12.3
US PRIVATE $12
$10.6 51%
MARKETPLACE $10

DIGITAL DISPLAY $8
$8.6
49%
AD SPEND $6

46%
$4
US private marketplaces (PMPs) will
be the dominant transaction method $2
in 2020. It will grow at double digit
rates through 2021 as buyers and $0
sellers of digital impressions seek 2018 2019 2020 2021
more control over their transactions. PMP ad spend % of Real-Time Bidding ad spend

Source: eMarketer

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 $13.9
PROJECTED $14

Billions
$12.3
US PRIVATE $12
$10.6
MARKETPLACE $10

AD SPENDING,
$8.6 69%
63%
$8

BY DEVICE $6 57%
60%

$4

Mobile will account for two-thirds $2 40% 37% 31%

43%
of all US PMP ad spending by 2020.
However, it will continue to trail the $0
share the device achieves of overall 2018 2019 2020 2021
programmatic ad spend. Desktop Mobile

Source: eMarketer; *excludes programmatic direct

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 $1.7
PROJECTED $2.0

Billions
$1.5 54%
UK PRIVATE $1.3
MARKETPLACE $1.5
$1.1 50%
DIGITAL DISPLAY
AD SPEND $1.0 48%

45%
UK private marketplaces (PMPs) will $0.5
reach half of all real-time ad buys
in 2020. It will grow at double digit
rates through 2021 as buyers and $0
sellers seek more control over their 2018 2019 2020 2021
transactions.​ PMP ad spend % of Real-Time Bidding ad spend

Source: eMarketer

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 $1.7
PROJECTED $2.0

Billions
$1.5
UK PRIVATE $1.3
MARKETPLACE $1.5
$1.1
AD SPENDING, 73%
73%

BY DEVICE $1.0
63%
71%

$0.5
27
37% 29% % 27%
Mobile will almost reach
three-quarters of all PMP ad $0
spending in 2020, ahead of 2018 2019 2020 2021
the US market. Desktop Mobile

Source: eMarketer; *excludes programmatic direct

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 MONETIZED MOBILE PRIVATE MARKETPLACE
MARKET SHARE, BY REGION
Globally, the expansion of mobile private marketplace volume has been fueled by the Americas
region; its share accounts for half of all worldwide mobile PMP ad impressions.

EMEA
Q2 2019
29%
AMERICAS Q2 2018
Q2 2019 56%
50%
Q2 2018 APAC
15% Q2 2019
21%
Q2 2018
29%

Source: PubMatic

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 About PubMatic
PubMatic is a digital advertising technology company for premium content
creators. The PubMatic platform empowers independent app developers
and publishers to control and maximize their digital advertising businesses.
PubMatic’s publisher-centric approach enables advertisers to maximize ROI
by reaching and engaging their target audiences in brand-safe, premium
environments across ad formats anddevices. Since 2006, PubMatic has created
an efficient, global infrastructure and remains at the forefront of programmatic
innovation. Headquartered in Redwood City, California, PubMatic operates 13
offices and six data centers worldwide.
PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the
property of their respective owners.

PUBMATIC CONTACT
Research Contact: Press Contact:
SUSAN WU NORTH 6TH AGENCY
Director, Marketing Research pubmatic@N6A.com
susan.wu@pubmatic.com

Sales Contacts:
JEFFREY HIRSCH EMMA NEWMAN JASON BARNES JAAN JANES KYLE DOZEMAN
Chief Commercial Officer Chief Revenue Officer, EMEA Chief Revenue Officer, APAC VP, Customer Success, US VP, Advertiser Solutions, US
jeffrey.hirsch@pubmatic.com emma.newman@pubmatic.com jason.barnes@pubmatic.com jaan.janes@pubmatic.com kyle.dozeman@pubmatic.com

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