Programmatic passing 50% of display
The IAB are reporting that the share of display ads bought through programmatic technologies in the UK was expected to grow to 47% in 2014. And it won’t stop there.
Why? Well, it lets marketers make sense of the astonishing range of media choices and it improves effectiveness. As more agencies use programmatic, we’ll see it grow and grow. By 2017, anything between 60% and 75% of all display ads could be bought programmatically.
Not unexpectedly, the take up varies across channels. Programmatic is strongest in Mobile and lagging in Internet Video. Mobiles limited real estate and complex ecosystem has allowed more technologies to launch. Not all will flourish.
Source: IAB “Media Owners Sales Techniques” report