UK advertisers will have spent an estimated £3.39bn ($4.53bn) on programmatic ads by the end of the year, with 23.5% of it going on mobile ads, according to forecasts from eMarketer. It revealed 79% of all UK digital ad spend is on programmatic, a 78% rise on 2016, and the figure is predicted to rise to 84% by 2019, thanks to "better practices, better behaviour and better transparency", said eMarketer analyst Bill Fisher. A recent survey by QueryClick found 70% of UK brands would match or increase their programmatic ad spend during 2018, despite 41% having reservations about fraud.
UK advertisers will have spent an estimated £3.39bn ($4.53bn) on programmatic ads by the end of the year, with 78% of it going on mobile ads, according to forecasts from eMarketer. It revealed 79% of all UK digital ad spend is on programmatic, a 23.5% rise on 2016, and the figure is predicted to rise to 84% by 2019, thanks to "better practices, better behaviour and better transparency", said eMarketer analyst Bill Fisher. A recent survey by QueryClick found 70% of UK brands would match or increase their programmatic ad spend during 2018, despite 41% having reservations about fraud.