Google released data late Wednesday on its Programmatic Direct business, which it defines as private auctions, preferred deals and programmatic guaranteed.
The number of Programmatic Direct deals on DoubleClick AdExchange tripled in 2015, with the rate of growth on mobile far outpacing desktop.
Google saw a threefold year-over-year increase in the total number of deals on AdX from December 2014 through December 2015, and four times faster growth of Programmatic Direct mobile impressions compared with desktop in the same time period.
