In the US, programmatic advertising is digital display advertising. eMarketer estimates that more than four of every five digital display ad dollars in the US today transact via programmatic means. More than four fifths of mobile display and video ad dollars also already flow through programmatic channels.

eMarketer’s latest forecast and report, “US Programmatic Ad Spending Forecast Update: Video Powers Significant Growth Through 2020,” expects the vast majority of US digital display ad dollars (86.3%) will transact programmatically by 2020, up from 82.5% this year.

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Digital advertising analysts Lauren Fisher and Nicole Perrin, and marketing technology writer Ross Benes discuss the programmatic advertising world. They explain how many programmatic ad dollars will go to video? How companies are thinking about first and second party data? And what the importance of private setups tells us?

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