Our first-ever estimates for US programmatic ad spending are based on an exhaustive analysis of dozens of data sources as well as in-depth interviews with executives at ad agencies, brands, publishers, media companies and advertising technology firms—more than 50 in all.
2014 has seen the most dramatic growth and expansion in programmatic advertising to date, and eMarketer expects significant increases ahead thanks to the build-out of private marketplaces and programmatic direct deals, as well as continued maturation in both mobile and video advertising. We expect spending to increase another 47.9% next year and to double this year’s total by 2016, when it will reach $20.41 billion, or 63.0% of US digital display ad spending.
“Programmatic advertising has gotten a lot of hype in the past 12 to 24 months, but it’s finally fair to say that today, holdouts on participation are proving the exception, not the norm,” said Lauren Fisher, analyst for eMarketer. “2014 has proven a pivotal year, and with the majority of infrastructure now laid and testing well in progress, we’ll see programmatic ad spending explode from 2015 into 2016.”
Programmatic is one of the hottest buzzwords in today’s advertising market, and with good reason. According to new figures from eMarketer, US programmatic digital display ad spending will grow 137.1% to eclipse $10 billion this year, accounting for 45.0% of the US digital display advertising market.
Read more:
http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312/
