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Cross-device programmatic advertising is expected to grow out of its infancy stage this year, as the technology and data capabilities give marketers more chances than ever to holistically target consumers on multiple devices.
Programmatic digital display ad spending in the U.S. is expected by eMarketer to increase to $21.55 billion this year, up from $15.43 billion last year. And with the rapid growth projected to continue to total $26.78 billion in 2017, brands hoping to get an edge with consumers—and with the competition—need to consider not just what they want their strategy to be but how they want to executive it effectively.