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Why Cross-Device Programmatic Targeting Is Primed & Ready

  • Adweek, Monday, January 25, 2016 10:05 AM
Adweek reports that 2016 will be cross-device programmatic's big year. In 2015,  eMarketer predicted programmatic digital display ad spending in the U.S. to total $15.43 billion, with projected growth to $21.55 billion in 2016 and $26.78 billion in 2017. "It's becoming less and less the case that marketers or brands are just looking to reach their chosen audience on a single device or screen at a time—they're looking to get a lot more holistic," said Joe Laszlo, vp of industry initiatives at Interactive Advertising Bureau (IAB), which is holding its Annual Leadership Meeting in Palm Desert, Calif., today.

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