Marketecture: Get Smart. Fast. Episode 111: Ross Benes on eMarketer and Juggalos
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Feb 21, 2025 
Ross Benes, a senior analyst at eMarketer and author, dives deep into the world of advertising metrics and insights. He shares fascinating stats about digital advertising, revealing how transparency and new metrics are reshaping the industry. The conversation takes a wild turn as he discusses the unexpected cultural impact of Juggalos and the Insane Clown Posse. Benes also explores the evolving retail media landscape and the growing influence of AI, making it a blend of data and pop culture that keeps listeners engaged.
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Defining Programmatic
- eMarketer's broad definition of programmatic ad spending, including any automation, results in higher estimates.
- Some argue that programmatic guaranteed and automated ad fulfillment shouldn't be considered true programmatic, leading to different figures.
Advertising Market Size
- The global advertising market, including traditional formats, surpasses $1 trillion, with digital advertising close to $776 billion.
- The US programmatic market is estimated at $181 billion, 90% of US digital ad spending, but half is attributed to social media.
RTB Market Size and The Trade Desk
- The US real-time bidding (RTB) market, excluding social and walled gardens, is around $44 billion.
- The Trade Desk, with an estimated $12-14 billion media spend, holds a significant but not dominant share of the RTB market.