Programmatic advertising has dominated digital marketing for years seeing significant growth year-to-year. However, the unexpected healthcare and economic crisis of 2020 disrupted expectations and analysts' predictions. For instance, in a recent report
, eMarketer had to adjust the expected digital ad spending of 2020 in the US from 17% to a mere 1.7% ($22 billion to $2.2 billion). While the triopoly of Google-Facebook-Amazon will continue to rule the market, the search giant is expected to lose revenue, while the other two companies are supposed to increase their market shares.
The growth of digital ad expenses is not reliant on search ads, but display advertising instead, as the video remains the most sought-after media among advertisers. Traditional media channels, such as radio, print, and TV, will see a slump, losing profits in the double-digits.
Compared to March eMarketer forecasts, June predictions are less optimistic. Still, the analysts predict the expenses on the digital ads will continue to grow throughout 2024, even if the ascending trajectory won't be as steep. US expenses of 2020 are expected to exceed $134 billion and should reach $225 billion in 2024.