This IDC study explores advertising transacted using programmatic technology. It covers digital advertising spending managed using programmatic technology in the United States, the regions, and the world. For the United States, this study analyzes current programmatic trends in different advertising formats (online display, online video, mobile display and video, and TV) and in different sales channels (RTB, private marketplaces, and automated guaranteed). Long-term trends such as forward markets, marketing automation, and declining vendor margins are discussed as well.
"Spending managed on programmatic platforms will grow more than sixfold in the United States by 2019," said Karsten Weide, IDC's VP of Media and Entertainment. "Most of that growth will take place in the automation of guaranteed sales where vast efficiencies can be realized."
Follow Karsten Weide on Twitter at @karstenw.