• eMarketer, Wednesday, November 2, 2016 9:50 AM

Programmatic ad spending in China will increase 71.1% to $11.05 billion in 2016, representing 51.0% of the country’s digital display ad spending, according to an article highlighting eMarketer’s latest forecast of the country’s programmatic ad investment. That means 2016 "will be the first year that programmatic ad spending overtakes the dollar value of traditional buying of digital display ads in China," the article reports. Further, eMarketer projects "that mobile programmatic digital display ad spending will more than double this year to $8.95 billion, which would represent the first time programmatic was responsible for more than half of China’s mobile display ad spending. Overall, mobile’s share of total programmatic digital display ad spending in China will rise to 81.0% this year, after beating desktop by that measure for the first time last year," the article states.

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