Programmatic advertising is a term used in digital marketing that describes the fast-growing computer-based automated buying, selling, placement, and optimization of digital advertising. In contrast with traditional advertising, programmatic ad buying involves the use of non-human software machines to purchase digital ads. Programmatic advertising technology ensures efficiency and reduced advertising cost.
As of March 2016, marketers in the United States were most interested in programmatic purchasing of national cable networks inventory. In a 2016 survey, Californian-based TubeMogul, was considered the leading company in programmatic television. Other serious players in the area of programmatic TV include: Videology, Yume, Google Doubleclick, and Rocketfuel. The leading methods of purchasing ads programmatically are though demand-side platforms, trading desk or via private marketplaces. All the while, fraud and viewability concerns are one of the major barriers to programmatic adoption for buyers and marketers. These concerns are not ungrounded, as it was calculated that U.S. marketers lost 7.95 billion U.S. dollars to ad fraud in 2016 alone. The losses are believed to grow further to 15.09 billion by the end of 2021.
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In the following 6 chapters, you will quickly find the 46 most important statistics relating to "Programmatic advertising".