Real-time bidding to dominate programmatic ad budgets

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New York—Programmatic buying of digital ads in the U.S. will reach $7.4 billion this year, of which 52.7%, or $3.9 billion, will be transacted through real-time bidding, according to Magna Global, the Interpublic Group of Cos. forecasting and media buying unit. The company forecast that publishers, advertisers and agencies will increasingly use programmatic technologies, boosting spending to $17.0 billion by 2017 in the U.S., of which 61.8%, or $10.5 billion, will be based on real-time bidding. Programmatic trading of online video ad formats has lagged display but will reach 25.0% of programmatically traded inventory this year, climbing to 69.0% by 2017, the company said.
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