B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
90%
90% -- programmatic share of digital display ads for digital display advertising (2025)
Nearly 90% of digital display ads are bought and sold programmatically.
- The source specifies 'nearly 90%'
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Dentsu/eMarketer
Primary
Tier C
https://qa.outfront.dev/blog/ooh-faq-programmatic-digital-out-of-home ↗
Source Article
OOH FAQ: Programmatic Digital Out of Home | Brand Central Station | OUTFRONT
OOH FAQ: Programmatic Digital Out of Home
April 17, 2025
If you work for an agency or as a brand marketer, it’s likely that you eat, breathe, and sleep programmatic. But imagine you’re a small business owner dipping your toe in for the first time – DSP, SSP, PMP, RTB, OMG! You can see how it might b…
Original Research
Dentsu/eMarketer
· Original study ↗
Methodology
Cited by OUTFRONT blog; sources Dentsu, eMarketer
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
digital display advertising: 90% programmatic share of digital display ads. Source: Dentsu/eMarketer (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/programmatic-display-share-2025
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<blockquote cite="https://lighthousedata.io/data/programmatic-display-share-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- programmatic share of digital display ads for digital display advertising<br><small>Source: Dentsu/eMarketer (2025) · <a href="https://lighthousedata.io/data/programmatic-display-share-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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