4 out of 5 US display dollars will transact programmatically in 2017, says eMarketer
For control and transparency, advertisers and publishers continue to transact more heavily in private marketplaces.
It may not have a great rep these days, with flare-ups over inappropriate placements, fraud and transparency concerns, but automated ad buying continues to gain share.
An estimated $32.56 billion will transact programmatically on display advertising in the US this year. That works out to 78 percent, or roughly four out of five ad dollars spent on display ads in the US, according to eMarketer’s most recent estimates. But as capabilities and access to premium inventory improve and media buyers and advertisers seek greater control and transparency, private marketplaces continue to gain momentum.
The share of transactions occurring on open exchanges is on the decline. Programmatic direct is expected to account for 56 percent of all programmatic display spend, and open exchange RTB buying will make up 44 percent.
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