If it seems like the deluge of online holiday advertising is starting earlier every year, you're not just imagining things: According to new data from ad tech company Index Exchange, the beginning of the 2016 holiday advertising season started several weeks earlier than usual. This year's other big holiday ad trend? Programmatic, of course, which saw a steep rise around the globe. "With more holiday budgets moving into programmatic, and with more guaranteed deals, negotiations between buyers and sellers must happen earlier than ever," advised Index Exchange vp, business development Will Doherty. "Although global markets vary in pacing their holiday budgets, investing time in quality conversations with partners to optimize spend will ensure higher ROI for buyers and publishers alike."