Major media companies increasingly have adopted programmatic advertising, according to a recent study from RBC Capital Markets, which forecasts ad spending processed using the technology could reach $60 billion by 2017.
RBC said programmatic is becoming increasingly popular with nearly one-quarter (22%) of brands and media companies saying they will “significantly” increase their programmatic ad spend, driven by the need to leverage mobile and video advertising.
The number of senior ad buyers open to using programmatic for buying traditional TV ads is expected to exceed 67% as brands look to leverage audience data and targeting , according to a recent study.
Currently fewer than 20% use programmatic for TV ads, the study, from Cowan and Company said.
Following in the footsteps of an increasing number of brands, Heineken says its 2015 digital ad spend will increase to 30% of its total budget this year, up from 20% in 2014. And, the importer told Ad Age, it plans to use programmatic for 10% of its ad buys.