{"page":"/blog/what-is-programmatic-advertising","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Channel","What is sold","OpenRTB object (in the standard since)","Size signal (all buying methods unless stated)","Deeper page"],"rows":[["Display and native","Banners and ads styled like the page","Banner (2.0, January 2012); Native (2.3, January 2015)","US display revenue $81.6 billion in 2025 (IAB, 16 April 2026)","DSP vs SSP"],["Online video and CTV","Pre-roll, mid-roll and ad pods on streaming TV","Video (2.0); ad pods (2.6, April 2022)","US digital video revenue $78 billion in 2025 (IAB, 16 April 2026); CTV 41.6% of ANA-tracked programmatic spend in Q2 2026 (ANA via Fiducia, 6 August 2026)","FAST channels advertising"],["Audio","Streaming radio, music and podcast spots","Audio (2.4, March 2016)","US podcast revenue $2.9 billion in 2025 (IAB, 16 April 2026)","Programmatic audio platforms"],["Digital out-of-home (DOOH)","Screens in stations, malls, shops and roadsides","DOOH (2.6-202211, November 2022)","n/d on this page","Programmatic DOOH platforms"],["Retail media","Retailer audiences on and off the retailer's sites","Same objects; retailer data added by the buyer or the retailer","Global retail media $200.4 billion forecast for 2026 (The Desk on WARC, August 2026)","Retail media hub"],["Social and search","Feeds, stories, search results","Not OpenRTB; each platform runs its own automated auction","Counted as programmatic by eMarketer, not by every source (eMarketer, 17 July 2026)","n/a"]],"sourceUrls":[["https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/"],["https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/","https://www.fiducia.eco/post/ana-programmatic-transparency-benchmark-q2-2026-working-media-efficiency-reaches-a-record-45"],["https://www.iab.com/news/digital-ad-revenue-climbs-to-nearly-300b-as-iab-celebrates-30-year-anniversary/"],[],["https://thedesk.net/2026/08/warc-retail-media-ad-market-to-top-200-billion-as-growth-slows/"],["https://www.emarketer.com/content/us-programmatic-advertising-forecast-ad-tech-trends-h2-2026"]]}