Spending on programmatic display advertising in the US is expected to reach nearly $33bn in 2017, according to eMarketer. It also forecasted that 84% of US display ad dollars will be spent on programmatic this year, a figure that is expected to increase to nearly 80% by 2019. It also found that the amount of programmatic media purchased through open exchanges is falling because ad buyers and sellers are turning to private marketplaces instead. It also found that more than half of all US digital video ad dollars were traded programmatically for the first time in 2016.
Spending on programmatic display advertising in the US is expected to reach nearly $33bn in 2017, according to eMarketer. It also forecasted that nearly 80% of US display ad dollars will be spent on programmatic this year, a figure that is expected to increase to 84% by 2019. It also found that the amount of programmatic media purchased through open exchanges is falling because ad buyers and sellers are turning to private marketplaces instead. It also found that more than half of all US digital video ad dollars were traded programmatically for the first time in 2016.