News Byte: Programmatic Ad Buying Growing Faster Than Expected

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Programmatic buying will top $6 billion by 2015.
Programmatic buying will top $6 billion by 2015.
In a study released today, research aggregator eMarketer increased programmatic ad buying estimates it made during the summer, reporting that 2013 spending will hit $3.37 billion or 19% of the total digital ad budget. The media buying method also known as real-time-bidding (RTB) will account for 29% of digital ad dollars by 2017, when eMarketer estimates spending will top $9 billion.

eMarketer tracks population, economic, and technological trends plus data from research firms, government agencies, and company reports in making its predictions. Its new report notes that Magna Global pegged 2013 RTB spending at $3.9 billion, JMP Securities at $3.4 billion, and International Data Corp. at $3.1 billion.

Programmatic ad buys will see a 38% increase next year to $4.7 billion, followed by a 32% jump to $6.2 billion in 2015, eMarketer predicted. Its report bases the trend on a continued interest in improving the display ad quality of digital display ad inventory, as well as continued adoption of RTB among publishers and media buyers.


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