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Brands continue to lean heavily on programmatic advertising, IAB says

IAB’s latest report follows years of growth in the programmatic category and comes as the pandemic accelerates consumer digital consumption and changes marketers’ data-related needs in the face of growing regulations and third-party cookie degradation.

Programmatic is expected to reach $98 billion in ad spend by 2021, making up 68% of digital media advertising, according to a report from Zenith cited by IAB, underscoring the important role that automated digital media supply chains have across the marketing industry. U.S. advertisers are the primary driver of this programmatic spend globally, and the region will continue to see growth, the report forecasts.

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