The programmatic media-buying marketplace is projected to expand 27% this year to about $18.7 billion, according to a just-released update from Interpublic Mediabrands’ Magna Global unit. While that is less total volume than Magna projected in its last update a year ago, the agency continues to see most of the growth coming from the open RTB marketplace, not from other “non-RTB programmatic” forms of trading, including private marketplace deals that many big agencies have been touting as the trend in programmatic trading.
Magna estimates that only about 16% of programmatic trading this year will be from non-RTB media buys. And while private market trading will continue to expand, it will only grow to about 19% of total programmatic trading by 2019, the last year of Magna’s current forecast, when the overall programmatic marketplace is projected to be about $19.5 billion.