US Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now - eMarketer
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US Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now

eMarketer Report

By: eMarketer

Published: March 22, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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.

  • As comfort and sophistication with programmatic advertising climbs, buyers and sellers are expanding its application to newer channels, formats and functions. This year, eMarketer anticipates programmatic native will start growing rapidly, and we also expect both sides of the industry will continue applying automation to nondigital channels, including linear (traditional) television.
  • Maturity on the automation and targeting aspects of programmatic means that stakeholders can focus on building more dynamic, data-driven creative ad content—a long-available capability that has yet to be widely adopted.
  • Programmatic’s application will expand, but buyers and sellers will look to streamline and simplify their programmatic partnerships and required ad tech. Such consolidation will inevitably pare down the tools, platforms and partners companies look to do business with. It will also drive greater demand for more holistic cross-screen solutions, which many believe are lacking from today’s ecosystem.
  • Issues of ad quality, namely fraud and viewability, will also continue to plague buyers and sellers. While greater standards and resolution might be on the horizon, added issues such as ad blocking remain unresolved.

"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."

Table of Contents

The Current State of Programmatic Advertising

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Seven Things Buyers and Sellers Need to Know Now

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Related eMarketer Reports and Briefs

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11 charts are included in the full report:

US Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now

Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 2015 (% of respondents)

The Current State of Programmatic Advertising

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)

Seven Things Buyers and Sellers Need to Know Now

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)

Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 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)