Programmatic advertising has gotten some bad press over the past year, but according to a new report from eMarketer, not enough to cause it any real trouble. The latest report found that 78% of all display ads in 2017 will be purchased through programmatic systems. This works out to about $32.56 billion over the course of the year.
There are certainly a lot of advantages to programmatic advertising, not the least of which is cost and convenience. Companies can really push their brand out in front of likely buyers without having to invest too much time or money into determining where to place the ads. The automated systems do all that on their behalf.
Even when something goes a little wrong and a major company ends up having ads on questionable websites, the company can simply state that their ads are purchased through automated systems and they will take steps to correct the problem. This is true, and it seems most consumers will happily accept this type of excuse.
The report also found that programmatic will keep on gaining market share, reaching as much as 84% by 2019, which is expected to be worth about $45.94 billion.
This is really good news for all publishers as well since a growing percentage of programmatic ads are being displayed on smaller websites and services (including apps).
To see the full report on digital ad spend from eMarketer, click HERE.