In this report, we quantify the total addressable market for DSPs, SSPs, and ad networks across the web, mobile app, and CTV supply landscape. We additionally quantify share shift among the major programmatic advertising platforms including Google, Amazon, Meta, and The Trade Desk.

This 43 page report draws on Jounce’s proprietary supply chain data set to quantify:

• Growth of programmatically traded web, mobile app, and CTV inventory

• Concentration of programmatic demand with Google, Amazon, Meta, Criteo, and The Trade Desk and the remaining addressable market for independent DSPs and ad networks

• Growth of commerce media walled gardens including Amazon, Walmart, and 16 challengers

• Emergence of scaled monetization engines for open internet supply with case studies of The Arena Group, Zynga, CafeMedia, Washington Post Zeus, and Vizio

• Cannibalization of premium publisher revenue caused by ad arbitrage “made for advertising” properties

• Evolution of DSPs and SSPs from partners to competitors with case studies of Magnite, TripleLift, and FreeWheel

This paid report additionally includes detailed market sizing metrics from 2017 through 2022.