Hint: It's all about location data

Header bidding, a specific programmatic advertising setup that grants ad buyers greater access to publisher inventory, is reaching maturity on the web. What does that mean? And will header come to video and in-app environments? Read on.

More than four of every five digital display ad dollars in the US today goes through programmatic.

Today, more than four of every five US digital display ad dollars transact programmatically. This report looks at the trends driving programmatic ad spending to $68.87 billion by 2020, breaking it down by transaction type, format and device.

John Egan, head of demand, EMEA, at mobile app ad exchange MoPub, a Twitter company, discusses how marketers are continuing to work on cracking the code on in-app programmatic advertising.

Matt Prohaska, CEO and principal of Prohaska Consulting, discusses why ad buyers continue to shift away from open markets despite much-awaited improvements to transparency.

Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models.

Scott Rosenberg, Roku’s senior vice president and general manager of platform, spoke about how the digital video company approaches programmatic ad selling.

Data privacy concerns are driving ad buyers to work closer with their publisher partners.

Nearly $47 billion in US digital ad spending will transact programmatically in 2018. By 2020, programmatic will account for 86.2% of digital display ad dollars. What’s driving spend? Read on for eMarketer’s latest US programmatic forecast.

Sara Badler, head of programmatic revenue and strategy at Dotdash, talks about programmatic sales strategies and how ad tech integrations might look in the future.