Nearly One-fifth of US Display Spending Will Be Automated This Year – eMarketer

source: http://www.emarketer.com/Article/Nearly-One-fifth-of-US-Display-Spending-Will-Automated-This-Year/1010156

Programmatic buying will continue to gain a greater portion of display spending in the US this year, according to eMarketer’s latest estimates on US real-time bidding (RTB) and digital display advertising.

The growth of RTB comes as more advertisers familiarize themselves with a complex automated buying ecosystem, and seek to reach audiences through a more targeted, and—in some cases—cost-effective process.

eMarketer has revised its projections for RTB digital display advertising in the US upward, due to upward revisions in the overall digital display ad market.

The company’s latest forecast of US ad spending predicts marketers will spend $3.34 billion this year on real-time-bidded ads, up 73.9% from last year. Previously, in June, eMarketer forecast RTB spending would reach $3.32 billion, for growth of 72.7%. eMarketer has similarly revised upward growth rates and total dollars spent on RTB for future years. eMarketer now expects US advertisers to spend $8.69 billion on RTB ads by 2017, up from $8.51 billion previously forecast.

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By: Dr. Augustine Fou Friday, August 23rd, 2013 news

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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