These days it seems, programmatic advertising is very much a dominating force when it comes to ad spending. For those of you who are unaware, programmatic advertising denotes utilizing software and algorithms to automatically purchase data-based and highly targeted digital ads.
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The latest scoop via eMarketer is that for the past year, programmatic advertising accounts for 73% of all digital display ad budgets, which signifies $25.23 billion in ad spending for 2016. The prediction is that by 2018, programmatic advertising is going to account for 82% of all U.S. digital video ad spending thanks to growth in technology and advertisers’ ad buying habits.
“Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting,” says eMarketer Senior Analyst Lauren Fisher. “Buyers and sellers are also becoming more comfortable with the technology. As a result, it is being rapidly adopted across a variety of channels and ad formats.”