The World’s Biggest Brands Are Spending More in Programmatic

It comes just as Big Tech and regulators are making targeted advertising more challenging

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Some of the world’s largest brands are spending more on programmatic advertising, just as the practice is set to become much harder.

Members of the World Federation of Advertisers (WFA) are directing 41% of their digital media budgets to programmatic channels, up from 16% in 2016. Exact figures for how much of their budgets those percentages represent were not disclosed.

Overall, programmatic is projected to account 84.5% of total display ad spend, according to eMarketer. The members of the WFA spend largely in video and on brand awareness campaigns, areas that typically haven’t lended themselves to the combination of automation and targeting.


The study from the WFA, in partnership with Iponweb, surveyed 37 global brands with a combined marketing budget of approximately $76 billion.



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