Advancing Programmatic Advertising: Buyers and Sellers Seek Greater Control Over Ad Campaigns and Audiences Reached - eMarketer
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eMarketer Report

Advancing Programmatic Advertising: Buyers and Sellers Seek Greater Control Over Ad Campaigns and Audiences Reached

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Executive Summary

As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.

  • Investment in programmatic ad buying in the US may be nearing its peak, but spending continues to rise. By 2019, programmatic ad outlays will reach $45.94 billion, accounting for 84.0% of all US digital display ad dollars.
  • As dollar amounts advance, so has the technology and its adoption among buyers and sellers. Many publishers and advertisers have moved past the familiarity phase of programmatic buying and are now looking to advance their abilities to more tightly control ad placements and audience targeting.
  • The desire for greater control is moving both parties toward more private setups and a focus on better understanding and owning their audiences. For sellers, header bidding has emerged as a direct means of increasing control over ad prices and monetization. For buyers, it serves as a potential method of accessing ad buys that were once off-limits.

"US advertisers will spend $32.56 billion procuring digital display ads programmatically in 2017. By 2019, investment will climb further, making up 84.0% of all US digital display ad expenditures."

Programmatic Advertising Today

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Private Setups Prevail

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Owning One’s Audience—and All the Data Appended to It

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Header Bidding Brings Buyers Greater Access, Publishers Greater Revenues

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10 charts are included in the full report:

Advancing Programmatic Advertising: Buyers and Sellers Seek Greater Control Over Ad Campaigns and Audiences Reached

US Programmatic Digital Display Ad Spending, 2015-2019 (billions, % change and % of total digital display ad spending*)

Programmatic Advertising Today

US Programmatic Digital Display Ad Spending, 2015-2019 (billions, % change and % of total digital display ad spending*)

Percent of Digital Ad Budget Spent on Programmatic Advertising According to Marketing Professionals in Europe and the US, 2013-2016 (% of respondents)

US Mobile Programmatic Display Ad Spending, 2015-2019 (billions, % change and % of total mobile display ad spending)

US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)

Private Setups Prevail

US Programmatic Digital Display Ad Spending, by Transaction Method, 2016-2019 (billions)

Owning One’s Audience—and All the Data Appended to It

Important Factors Driving Data-Driven Marketing and Media Initiatives According to US Digital Marketing/Media Practitioners, 2016 & 2017 (% of respondents)

Following Audiences Beyond Digital

Channels with the Greatest Opportunity for Digital Advertising According to US Digital Advertising Professionals, Dec 2016 (% of respondents)

Data Sources that US Marketers Use/Are Interested in Using to Inform Programmatic TV Buys, March 2016 (% of respondents)

Header Bidding Brings Buyers Greater Access, Publishers Greater Revenues

Benefits Derived from Header Bidding Technology Adoption According to US Publishers, Aug 2016 (% of respondents)

Interviews included in the full report:

Still Targeting Devices Rather than Users? Why that Is Problematic for Programmatic

Interview conducted on February 23, 2017

For B2Bs, Powering Programmatic with First-Party Data a Core Requirement

Interview conducted on February 17, 2017

Programmatic TV Ventures into Advanced Audience Targeting and Attribution

Interview conducted on February 13, 2017

Interview conducted on February 13, 2017

Interview conducted on February 8, 2017

Interview conducted on December 8, 2016

Interview conducted on February 7, 2017

Interview conducted on February 13, 2017

Interview conducted on February 7, 2017

Interview conducted on February 13, 2017

Interview conducted on February 14, 2017

Interview conducted on February 9, 2017

Interview conducted on December 14, 2016

Interview conducted on February 16, 2017

Interview conducted on February 7, 2017

Interview conducted on February 6, 2017

Interview conducted on February 22, 2017