Paid Social Performs Better Than Expected This Year, New Report Says

Social networks will account for a greater share of programmatic digital display ad dollars in 2019 than originally expected. According to a new report from eMarketer, estimates for social as a portion of total programmatic are up compared to what was forecasted in April 2019. In total, US advertisers will spend more than $57 billion on programmatic digital display advertising. More than half of that will go to digital display ads on social networks. Lauren Fisher, principal analyst at eMarketer, attributes the strong performance to the scale and identity capabilities of social media sites. This is mattering more to advertisers as privacy restrictions make it harder to track, target, and gather data from users.