Programmatic trading is on the ascendency with it set to reach the waypoint of 67% of the digital display market by 2019, according to research from Zenith.
Currently, around 59% of these ads are traded programmatically. Over the next two years, the value of these ads will increase at an average of 21% a year, from $57.5bn in 2017 to $84.9bn in 2019.
The Programmatic Marketing Forecasts marks a transformation in programmatic from a tool to sell off remnant inventory to the go-to system for sales in premium environments. Canada, the US and the UK remain the leaders in the space, with 81%, 78% and 77% of digital display comprised of programmatic respectively in 2017. Denmark and France follow.
Despite having the second highest saturation of programmatic, the US market remains the most valuable, sitting at $32.6bn (or 57% of the global total) in 2017. China follows at $5.3bn despite only 29% of these ads being traded programmatically, showing dramatic room for growth.
From its berth in the internet, programmatic trading will make its way further into other advertising mediums too. An estimated $5.6bn will be spent programmatically across television, radio, cinema and outdoor in the US this year, representing 6.0% of total ad expenditure in these media.
“The most advanced display markets will be 90% programmatic by 2019. It won’t be many years after that until the global display market is fully programmatic,” said Jonathan Barnard, Zenith’s head of forecasting and director of global intelligence.
“The question then is how rapidly programmatic techniques will spread to other media. We will be keeping a close eye on developments in the US as a guide to likely developments in the rest of the world,” he added.
Access to data will be imperative in serving the right ads to the right people at the right time. In Europe there appears to be a spanner thrown into the works as the European Commission issues regulations over consumer data through its GDPR ruling.