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 37 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 17 challengers

• Sell-side resistance to ad tech consolidation and the resulting degradation of programmatic advertising unit economics

• The financial impact of audience signal loss and content signal loss

This paid report additionally includes detailed market sizing metrics from 2017 through 2023.