Discover the programmatic advertising trends for 2027
Learn how marketers are managing complexity across channels, measurement, customer data, and AI in StackAdapt’s global research on the latest trends in programmatic advertising.
ABOUT THE REPORT
Where the programmatic advertising market is headed in 2027
Programmatic advertising is becoming more powerful, but also harder to manage. The State of Programmatic Advertising 2027 helps marketers understand where complexity is increasing, why added capability doesn’t always translate into stronger performance, and what top performers are doing differently across display, video, connected TV, audio, digital out-of-home, native, social, email, conversational AI, and other digital channels.
Based on a global survey of 885 senior marketing and advertising professionals, the report brings together new programmatic advertising statistics on performance, coordination, budget waste, data connectivity, and AI adoption. The findings show that as programmatic advertising becomes more sophisticated, the advantage comes from building stronger connections across planning, execution, optimization, and measurement.
GLOBAL TRENDS
Key programmatic advertising trends for 2027
The trends below show where programmatic advertising is becoming more complex and where marketers are building new ways to manage it.
Each trend combines survey findings with StackAdapt platform data to show how planning, execution, optimization, and measurement are changing, including the AI trends for programmatic advertising that are shaping coordination across the media mix.
Trend 01
Marketing is outgrowing single-system measurement
Marketers are using more than one way to evaluate performance. Only 8% of marketers rely primarily on one measurement methodology, and just 7% have a fully unified measurement strategy.
Trend 02
The next channel doesn’t guarantee the next performance gain
Channel expansion is increasing reach, but it isn’t always producing truly coordinated execution. While most marketers have added new channels, only 10% say they almost always run truly omnichannel campaigns.
Trend 03
More capability increases the coordination burden
High-spend advertisers use more platform capabilities, audience strategies, and media options. As the media operation expands, so does the number of workflows and decisions that need to stay aligned. Among high-spend advertisers, 44% estimate that fragmented execution affects a significant share of programmatic budget performance.
Trend 04
Connected customer data is becoming marketing’s performance divide
Only 45% of marketers say their customer and prospect data is mostly or fully connected across acquisition, conversion, and retention. Those with more connected data report higher measurement confidence, stronger omnichannel execution, and greater AI-driven coordination benefits.
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REGIONAL TRENDS
Programmatic trends around the world
Coming Soon
The state of programmatic in EMEA
Based on regional findings from The State of Programmatic Advertising 2027, this infographic explores how EMEA marketers are building the capacity to coordinate across media, measurement, and execution as budgets tighten and fragmentation persists. It shows where marketers have made progress, where complexity is creating pressure, and how stronger coordination can help teams get more from the capabilities already in place.
Coming Soon
The state of programmatic in APAC
APAC marketers are adopting new channels and AI quickly, while integration pressure is building across customer data, measurement, audiences, and workflows. Explore how APAC marketers are pairing rapid media adoption with stronger coordination across channels, customer data, measurement, audiences, and AI.
INDUSTRY TRENDS
What the trends mean for your industry
Coming Soon
B2B programmatic advertising trends
B2B marketers are influencing larger buying groups across more channels and stages, while investment decisions still rely heavily on audiences and metrics tied to near term conversion.
This guide explores how the difficulty of proving upper-funnel impact can limit growth, drawing on responses from B2B marketers about measurement, budgeting, and cross-channel attribution.
Coming Soon
Commerce programmatic advertising trends
Commerce marketers are expanding across more channels and adapting to AI-powered shopping experiences, while success is increasingly measured by more than the immediate sale.
This guide explores how marketers can decide where each channel fits, allocate ad spend more intentionally, and evaluate campaign performance against outcomes such as new-to-brand customers, incremental sales, and customer lifetime value.
Beyond the trends: What sets top marketers apart in 2027
Join StackAdapt experts for a closer look at the global research, the trends shaping 2027, and what marketers can do next.
12pm ET
Dec 3, 2026
Resources
Find more insights, content, and answers to common questions about the 2027 programmatic advertising research.
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Explore Past Research
Discover previous reports and insights to see how the advertising landscape has evolved over time.
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FAQs
The State of Programmatic Advertising 2027 is StackAdapt’s global research report on the programmatic advertising trends shaping marketing performance, measurement, channel strategy, customer data, and AI.
The report covers the major trends in programmatic advertising for 2027, including measurement complexity, channel expansion, budget waste, connected customer data, and AI-driven coordination.
The report is based on a global survey of 885 senior marketing and advertising professionals, fielded by NewtonX in July 2026. Respondents included brands and agencies across North America, EMEA, and APAC.
The trends were developed from survey findings and anonymized StackAdapt platform data. Together, these sources show how marketers say they’re approaching 2027 and how advertisers are using programmatic capabilities in practice.
The research includes respondents from North America, EMEA, and APAC, including the United States, Canada, Mexico, Germany, the United Kingdom, France, Spain, Australia, Japan, Indonesia, Malaysia, Singapore, and Thailand.
No. Once you sign up, you’ll get access to StackAdapt’s gated content, including the full report and related research assets as they become available.
