Digiday+ Research: How programmatic shook out for publishers in 2024

Of the revenue sources from which publishers make their money, programmatic ads would be counted as one of the more volatile ones. While they have remained significant throughout 2024, many expect that publishers may shift their focus away from programmatic in 2025. This insight from Digiday’s surveys, involving around 50 publisher professionals, indicates a concerning trend on the horizon.

The research conducted revealed that, as 2024 ends, programmatic ads still provide a revenue stream for the majority of publishers, with 86% reporting at least some revenue from programmatic. Notably, the percentage of those receiving a large or very large portion of revenue increased slightly to 36% from 33% earlier in the year, showing a potential but cautious leaning towards programmatic.

Despite the increasing participation in programmatic advertising, the sentiment about future investment in this area is mixed. While 47% of publisher professionals indicated they would focus less on building their programmatic ads business in the next six months, there's also a notable rise (25% from 17%) in the number who receive a minimal amount of revenue from programmatic. This highlights the evolving landscape for media monetization.

Read at Digiday