Agency powerhouse Magna Global and research giant eMarketer released updated forecasts for US display advertising marketplace.  The report is aptly titled: Programmatic Ad Spend Set to Soar.
In it are a few interesting facts about the 2017 programmatic market:
- Market revenue: $17B business
- Programmatic will represent 83% of all display ads
- Real Time Bidding (RTB) is the fastest segment of programmatic media, set to be $8.5B
This forecast shows the market for advertising’s operating system is bullish. Programmatic media maintains relevancy as long as media companies look for more efficient operational processes, greater campaign insights, and more equitable pricing opportunities.
Increasingly, as the agency model gets trampled with ever lower fees large agency holding company trading desks drive margins that sustain the efforts of optimization personal, analytics work and technology innovation. US display advertising will continue to increase.
