Advertisers Continue Rapid Adoption of Programmatic Buying


By 2017, advertisers will spend more than $9 billion on RTB

Advertisers are spending more than expected on real-time bidding, which is expected to account for a significant share of all display ad spending in the US this year and in the near future, according to a new eMarketer report, “Programmatic Advertising: Forecast and Future Growth Trends.”

The growth comes as programmatic advertising—which includes RTB—continues its rapid transition from infancy to a well-established display purchase method in just a few years.

eMarketer projects RTB digital display ad spending in the US will account for 29.0% of total US digital display ad spending by 2017, or $9.03 billion. In 2013, it will account for 19.0%, or $3.37 billion. These estimates are revised slightly upward from our previous forecast in August 2013, which expected $3.34 billion in RTB spending this year. The revisions are due to an overall increase in projected digital display advertising.

RTB’s maturity as a purchase channel is evidenced in the closely aligned estimates from multiple research firms. MAGNA GLOBAL, for example, forecasts $3.9 billion in US RTB digital display ad spending for 2013—the highest of all firms. Forecasts from JMP Securities and International Data Corporation (IDC) are in line with eMarketer’s projections, at $3.4 billion and $3.1 billion, respectively.

eMarketer anticipates RTB ad spending will see healthy gains over the next few years, thanks to continued interest in improving the quality of digital display ad inventory, as well as continued a! doption among publishers and media buyers seeking greater advertising efficiency.

By: Dr. Augustine Fou Tuesday, November 26th, 2013 news

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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