Programmatic advertising emerged as an automated way to buy and sell ad inventory through exchanges that connect advertisers to publishers. The exchanges started with search, but today they cover all channels ranging from display, social, and mobile to television, radio and out-of-home.
As the ability to target audiences via programmatic became more apparent, marketers enthusiastically adopted it. In 2016, U.S. programmatic digital display ad spend alone was estimated to reach $22.10 billion, according to eMarketer. That’s a jump of nearly 40% during the previous year, and represents 67% of all U.S. digital display ad spend.
