Advertisers Look for Better Transparency Through Private Programmatic Deals

EMarketer report predicts private marketplace and programmatic direct deals will make up the majority of trading by 2020

In 2018, spend using programmatic direct in the U.S. will reach $27.47 billion, according to eMarketer. iStock

Programmatic advertising is no longer a niche segment of the digital market, as four out of five U.S. online display ads are now delivered using ad tech, with the market forecast to top $47.3 billion this year. And by 2020 this will increase to $69 billion.

@ronan_shields Ronan Shields is Adweek's programmatic editor.