Commentary

Dear Humans: 82.5% Of Display Ad Buys Are Now Done By Machines

From its early roots as a largely open bidding marketplace, the U.S. programmatic display ad marketplace has blossomed into a $46.55 billion arena comprised mostly of direct and/or "private" deals enabled by programmatic trading technology.

Those are the top lines of eMarketer's revised U.S. programmatic display advertising estimates and forecast, …

5 comments about "Dear Humans: 82.5% Of Display Ad Buys Are Now Done By Machines".
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  1. Donald Hinman from dhConsulting, April 9, 2018 at 11:41 a.m.

    Why is the larger dollar amount ($10.56B for Private Marketplace) a smaller percentage 19.7% than the small dollar amount of $8.99B in Open RTB represented as 22.7%?

  2. Joe Mandese from MediaPost Inc., April 9, 2018 at 12:01 p.m.

    Sorry about that Donald, the wrong version of the graphic went out transposing the headings for the open RTB and Private Marketplace shares and totals. We've updated it and will publish a correction in the next edition. Thanks for pointing it out. -- Joe

  3. Donald Hinman from dhConsulting replied, April 9, 2018 at 12:12 p.m.

    Appreciate the correction.

  4. Jack Mollins from VerticalScope, April 9, 2018 at 12:56 p.m.

    Can you clarify what falls under Programmatic Direct?  Preferred Deals and Programmatic Guaranteed? If so, would be interesting to see a study of the number of PMP's set up versus PD.  In my experience it seems that advertisers seem to set up a ton more PMP's b/c it's relatively easy, but with no spend commitments, it makes sense more dollars flow through the PD pipes.

  5. Joe Mandese from MediaPost Inc., April 9, 2018 at 1:30 p.m.

    @Jack Mollins: eMarketer's definition of Programmatic Direct includes "all programmatic ads that are transacted as blocks of inventory using a non-auction-based approach using an API."

    eMarketer's definition for private marketplace includes "ads transacted through an invitation-only-RTB auction where one publisher or a select group of publishers invite a select number of buyers to bid on its inventory."








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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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