Robert Hof, writing for Forbes.com, reports on the expected significant growth of Programmatic advertising. “The use of data-driven software to automate online advertising, already a fast-growing phenomenon known as programmatic buying, is on the cusp of taking over the way most digital ad budgets are spent.” Key findings, based on a survey by AdExchanger are:
- “The majority of marketers are managing at least 20% of their ad spend programmatically, but almost two-thirds plan to spend double that much this way over the next 12 months. And a quarter of marketers plan to spend at least 80% of their budgets programmatically.”
- “Currently more than two-thirds of agencies use automated ad buying for at least 20% of their budget, and more than a third are up to at least 60%. Almost half plan to get to 60% by 2015.”
