Programmatically purchased ads are on an adolescent-style growth spurt. They’re escalating from half of all dollars spent on digital ads last year to two thirds this year, and are on a track to nearly three quarters next year, according to projections fromeMarketer. In dollars, the trend traverses from $15.8 billion spent programmatically in 2015 to $27.5 billion in 2017.
“Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting,” says Lauren Fisher, a senior analyst for the research company. “Buyers and sellers are becoming more comfortable with the technology.”
