How big is programmatic advertising? It’s on track to be $20 billion big.
This once small piece of the ad industry—the automated buying and selling of digital ads—is set to double from this year’s $10 billion to $20 billion in 2016, according to eMarketer’s latest report.
These are the kinds of numbers you get when global companies like Mondelez International and smaller brands like Newcastle push more of their budgets to digital. Programmatic comes in many forms, including exchanges where ads are bought and sold in real time like stocks and direct buying where advertisers reserve inventory like the old days, only with better technology for targeted delivery and measurement.
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