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Published: March 22, 2016
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Programmatic advertising, an automated method of buying, selling or fulfilling advertising, already accounts for more than half of US digital display ad spending. Rapid growth and adoption of programmatic advertising in areas such as video and mobile are trends in their own right, but they aren’t the only advancements buyers and sellers need to know about when it comes to ad automation.
"US advertisers are investing heavily in programmatic, but significant obstacles remain. A December 2015 survey found multidevice measurement, fraud and ad blocking were the top problems plaguing US advertisers."
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Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 2015 (% of respondents)
US Programmatic Digital Display Ad Spending, 2014-2017 (billions, % change and % of total digital display ad spending*)
Percent of Digital Ad Budget Allocated to Programmatic According to US Marketers, 2013-2015 (% of respondents)
US Programmatic Digital Display Ad Spending, by Transaction Method, 2014-2017 (billions, % change and % of total programmatic digital display ad spending)
US Ad Agency Executives Who Are Running Dynamic Ads as Part of Their Programmatic Ad Buying, July 2015 (% of respondents)
Data-Driven Buying Will Push Programmatic Deeper into TV
Usage of Programmatic for TV Advertising Among US Senior Ad Buyers, 2014 & 2015 (% of respondents)
Buyers and Sellers Will Pare Back Platforms and Partnerships
Number of Ad Tech Partners with Whom US Publishing Professionals* Work, Sep 2015 (% of respondents)
Platforms Will See Pressure to Combine Cross-Channel and Cross-Screen Efforts
Important Factors When Buying Programmatically According to US Media Practitioners, Oct 2015 (% of respondents)
Improving Ad Quality Will Help Fix Fraud, Viewability Problems
Leading Obstacles to Programmatic Advertising Usage According to Digital Marketers in North America and the UK, May 2015 (% of respondents)
Important Factors When Evaluating Partners from Whom to Buy Impressions Programmatically According to US Media Practitioners, Oct 2015 (% of respondents)
US Digital Display Ads that Are Fraudulent*, by Purchase Method, Q4 2015 (% of impressions in each group)
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