Report: Programmatic ad buying shows big growth

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New York—Almost one-fifth of U.S. display advertising expenditures will be automated this year, according to a report from eMarketer Inc. The consultancy projects that real-time bidding spending this year will hit $3.34 billion, 74% higher than the $1.92 billion spent on RTB in 2012 and representing a 19% share of all U.S. digital display advertising. eMarketer attributed RTB growth to its cost-effectiveness, increasing advertiser familiarity with the automated bidding system and the need to better target prospects. eMarketer projected RTB for display advertising will continue to experience double-digit growth through 2017, hitting $8.69 billion annually by then and accounting for 29% of all U.S. digital display advertising expenditures.
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