How big is programmatic advertising? It’s on track to be $20 billion big. This once small piece of the ad industry—the automated buying and selling of digital ads—is set to double from this year’s $10 billion to $20 billion in 2016, according to eMarketer’s latest report. These are the kinds of numbers you get when ..
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, ..
Horizon Media, the largest standalone media agency in the US with some $4.5 billion in ad spend across 100 clients, has not been a major participant in the programmatic trend. But that may be changing. Horizon is rolling out a programmatic division, dubbed HX, to handle its machine-driven ad buys for clients. The initiative, supported ..
For years, the display advertising space has targeted users based on inferred data, which is derived from the types of media people consume, rather than who they are and what they do offline. This approach relies on third parties that collect behavioral data across websites by using cookies and tags to determine the sites a ..