The programmatic advertising phenomenon, already widely accepted in the US and Western European markets, is global and irreversible. Programmatic advertising technologies are reshaping the way digital media inventory is bought and sold.
Programmatic advertising has evolved from being a novelty to quickly becoming one of the leading growth drivers in digital advertising. Magna Global projects that programmatic ad spend reached $21bn globally in 2014, a 52% increase from 2013, of which $9.3bn was transacted through real-time bidding (RTB) methods. Growth will remain strong over the next four years, with an average annual growth rate of 27%, to reach $53bn by 2018.
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