‘Programmatic Isn’t Going Anywhere,’ Says eMarketer


Say what you want about “fake news” and advertiser uproar over real ads appearing on websites that are less than legit: Programmatic buying is here to stay.

That’s the key finding from eMarketer‘s latest digital advertising forecast, which estimates that close to four of every five U.S. digital display dollars will transact programmatically in 2017, totaling $32.56 billion.

By the end of the forecast period, that share will rise to 84% — “leaving little doubt that buyers and sellers are continuing to invest in automated ad buying,” eMarketer says.

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