STAT WATCH: The Rise of Programmatic Display Advertising
The research indicates that over $46 billion will go to programmatic advertising in the US this year (which is approximately $10 billion more than in 2017).
Perhaps more important, however, is how/where those programmatic dollars will be spent. According to eMarketer's research, of the nearly $19 billion in ad dollars that will be spent in the programmatic display space between 2018 and 2020, the majority will go to "private setups" such as private marketplaces (PMPs) and programmatic direct transactions.
“Significant momentum behind programmatic ad buying now focuses on its rich audience targeting capabilities,” said eMarketer principal analyst Lauren Fisher. “Buyers have come to rely on programmatic as the primary way to infuse their ad campaigns with first-, second- or third-party data insights.”