Research and Markets found that the U.S. remains the largest market for programmatic display advertising.
That’s not such a surprise, really. The U.S. has been involved in programmatic display for some time now. In April, eMarketer’s forecast for U.S. programmatic display advertising projected that in 2016, more than two-thirds of all digital
display advertising will be purchased programmatically.
And also this year, eMarketer projected that U.S. programmatic digital display ad spending will reach $22.10 billion. That’s an
increase of 39.7% over last year, and represents 67.0% of total digital display ad spending in the U.S. Programmatic is efficient because it pairs audience data with ad inventory and targeting
capabilities.
Also, mobile programmatic spending will reach $15.45 billion in the U.S. this year, representing 69% of all programmatic digital display ad spending, according to eMarketer. And
the research firm projects that in 2017 mobile video programmatic spending will exceed its desktop counterpart for the first time.
Research and Markets found that programmatic display
advertising market in the U.S. was worth a little over $10 billion in 2015. This represents more than 100% growth in revenue over the previous year. It indicates how lucrative the market is, and that
advertisers are beginning to realize higher profits through systematic and targeted advertising.
R&M said that APAC hasn’t quite shown the growth the U.S. has.
Mobile devices
contribute the highest share to the programmatic display advertising market. Some ecommerce sites are coming out with mobile apps and not desktop Web sites, which means mobile devices are becoming a
de facto tool. It’s estimated that nearly 50% of all programmatic ads worldwide are viewed through a mobile device.
Real-time bidding (RTB) is the main type of programmatic display
advertising employed. More than 90% of all programmatic ads that are sold are through RTB. However, the number of direct deals is expected to grow.