A new report posits that 2016 represents a tipping point for programmatic buying of video ads in the United States, claiming 56% of all digital ad spending.
A report from eMarketer said 2016 programmatic video ad spend could top $5.51 billion, nearly a quarter of all digital display ad spending.
Overall, two-thirds of the $22.1 billion in digital display ad spending, also is expected to be programmatic.
Programmatic video ad spending is expected to surge in 2017 to $3.89 billion, with eMarketer forecasting mobile video programmatic spending will pass desktop video spending, forecast to reach $3.73 billion, for the first time.
“Programmatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting,” said Lauren Fisher, senior analyst at eMarketer. “Buyers and sellers are also becoming more comfortable with the technology. As a result, it is being rapidly adopted across a variety of channels and ad formats.”
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