News Byte: Programmatic Ad Buying Growing Faster Than Expected

Share this article:
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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.