While Billions have been invested in programmatic media year after year, it’s predicted that more than $46 billion will go to programmatic marketing in 2018. This is a $10 billion increase from last year.
What this means for marketers: While programmatic advertising is nothing new to brands in the digital industry, how those dollars are invested is taking shape. Many marketers rely on first, second, and/or third-party data to enrich their marketing plans via programmatic buying. While the open exchange marketplace is vast, more and more focus is being placed upon private setups such as PMPs and direct transactions. It’s predicted that between 2018 and 2020, almost $19 billion of additional ad budget will go exclusively to private programmatic transactions. Although PMP deals and the like will be a driving force for many brands, it’s important to strike a balance between reach, efficiency, and effective performance. Oftentimes successful media buys are transacted in real-time bidding environments in combination with private inventory deals. Not only is the method of transacting a trend, but the ad environment as well. Mobile-only programmatic takes the lion share at roughly 70% of display budgets this year! As brands venture into new content plans, it’ll be crucial to consider not only where the creative will run (desktop / tablet / mobile), but how it will be consumed (inventory selection).