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Study: Advertisers flock to programmatic buying

Published on .

New York—Advertisers continue to embrace real-time bidding, which is expected to account for a significant share of all display ad spending in the U.S. this year and in the near future, according to a new report by eMarketer. According to eMarketer's "Programmatic Advertising: Forecast and Future Growth Trends," RTB digital display ad spending in the U.S. will hit $3.4 billion this year, accounting for 19.0% of total U.S. digital display ad spending. That represents an increase of 75.3% over 2012 spending of $1.9 billion, which represented 13.0% of all digital display spending. eMarketer projects that RTB display ad spending will continue to increase by double digits each year through 2017, when it will reach $9.0 billion and account for 29.0% of digital display ad spending in the U.S.
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