According to research by the Interpublic Group media investment unit, the amount of global ad inventory bought and sold using programmatic methods in the next four years will rise 49% compared to last year, reaching $14.2bn worldwide. The study predicted that programmatic buying will grow at an average rate of 31% annually over 2015, reaching $36.8bn by 2019. This level of growth is expected despite the issues surrounding ad fraud, viewability and ad-blockers. The US lead the way in programmatic buying with $7.7bn worth of transactions expected this year, representing 54% of the global market.
According to research by the Interpublic Group media investment unit, the amount of global ad inventory bought and sold using programmatic methods in 2015 will rise 49% compared to last year, reaching $14.2bn worldwide. The study predicted that programmatic buying will grow at an average rate of 31% annually over the next four years, reaching $36.8bn by 2019. This level of growth is expected despite the issues surrounding ad fraud, viewability and ad-blockers. The US lead the way in programmatic buying with $7.7bn worth of transactions expected this year, representing 54% of the global market.