Programmatic in the USA

Researches & Insights
April 19, 2022 / Author: Elizaweta Zhuk

Thanks to increasing internet penetration rates and the ever-expanding popularity of digital platforms, digital advertising has grown to become one of the most significant forms of advertising in the USA. This also applies to the programmatic advertising market.

Digital ads market

The US ads market continues to be the front-runner in the global programmatic ad market. Media buyers are increasing investments and devoting higher shares of their digital ad budgets towards programmatic advertising. In 2021, advertisers in the United States spent $105.99 billion on programmatic ads. It is expected to increase to nearly $142 billion by 2023.

Source: Statista

Available audience

There are 92.05% of internet users in the USA. As a result of digitalization and technology development, the amount of internet users is constantly growing. According to DataReportal research, internet users in the USA increased by 8.4 million (2.8%) between 2021 and 2022. Also, the amount of social network users increased as well. Thus, social media users in the USA increased by 30 million (12.5%) between 2021 and 2022. Currently, there are 270.1. million social internet users in the USA.

Ad formats

The market’s largest segment is Search Advertising with a market volume of $88.083m in 2022. The average ad spending per user in the Search Advertising segment is projected to amount to $286.60m in 2022.

The COVID-19 pandemic drove more users than ever to increase their time spent with video services like YouTube, Hulu, TikTok, etc. So we can observe increasing focus on video advertising. To get more efficiency and scale, the USA advertisers are turning to programmatic video. In 2022, US advertisers will spend $62.96 billion on programmatic digital video, up from $52.17 billion in 2021.

One more noticeable tendency is to focus video ads on mobile devices. Mobile represents two-thirds of programmatic video advertising.

Source: ROIrevolution

Moreover, CTV is increasing programmatic video ad spending as well. In 2022, CTV is expected to account for more than one-fifth of total programmatic video ad spending for the first time in the USA.


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Top SSP in the USA
  • OpenX
  • Pubmatic
  • Magnite
  • Xandr
  • Verizon Media
  • Sovrn
  • SpotX
  • Google Ad Manager
  • Index Exchange
Top Data Providers in the USA
  • PlaceIQ
  • PushSpring
  • comScore Inc.
  • LiveRamp
  • Lotame
  • Tapad

E-commerce market in the USA

E-commerce sales have been growing for over a decade, with significant growth in the previous two years. According to The U.S. Department of Commerce, total US e-commerce sales reached $870.7 billion, a 14.3% year-over-year increase from $759.6 billion in 2020. US e-commerce sales are expected to grow 16.1%, reaching $1.06 trillion in 2022.

Most US consumers shop and buy all kinds of products from various channels, making the whole buying process longer and more complicated. However, Social networks can help companies to achieve their conversion goals and influence consumers’ online behavior. In fact, 31% of consumers use social media to discover products in the USA. The percentage is even higher for younger users — 43% of 18 to 24 y.o. and 47% of users 25 to 34 y.o.

Social media gives opportunities for almost every type of brand to engage with their customers. For instance, food and foodservice brands have the highest overall social media following, with clothing and footwear companies in second place. Therefore, it is extremely important to reach these shoppers via Facebook, Instagram, YouTube, and other social media.

Source: Datareportal

Market peculiarities

Programmatic ads has proven its value to the brands, and companies are devoting higher shares of their digital ad spend to programmatic technology than ever before. Based on Statista research, almost 20% of US brands completely moved on programmatic ads to increase cost-efficiency, control and campaign effectiveness, while another 50% did so partially.

According to Market Research Future, it will grow as an effect of the COVID-19 pandemic and US programmatic market development will continue in the future.