![[eMarketer] Over half of marketers expect a decline in programmatic ad spending in 2023](Article Images/Key Industy Images/Programatic advertising.png)
[eMarketer] Over half of marketers expect a decline in programmatic ad spending in 2023
More than one in two marketers (53%) expect programmatic advertising expenditures will fall in the coming year, owing in part to increased investments in walled gardens.
Ultimately, 15% expect to reduce programmatic spending by more than 50%, and an additional 20% expect to cut it by 26% to 50%, according to a survey commissioned by identity platform Lotame and conducted by PureSpectrum.
Only one in three marketers indicate they intend to increase programmatic spending next year.
The survey included over 1,400 industry professionals, marketers, and publishers in the US, UK, Australia, Colombia, India, Mexico, and Singapore.
According to eMarketer, identity solutions are increasingly seen as a priority by marketers and publishers alike. In fact, the Lotame study found that marketers who see selection of identity solutions as a “most urgent” priority jumped from 18% to 37% in just one year; for publishers, that jump was 14% to 35%.
Read the full eMarketer article here
