That’s according to the latest research from eMarketer. The firm says programmatic ad spending will continue to grow at double-digit rates for years to come. The radio industry is just now getting into programmatic, and that was a hot topic at the Radio Show in Nashville last week. eMarketer says in 2016, programmatic display ad spending will reach $25.23 billion, that’s billions more than previously projected. Facebook will get the lion’s share, over $11 billion. Taking the next biggest share is Google, which will take in just under $2.4 billion.
The research firm also reports that mobile is huge in the programmatic category. “This year, mobile programmatic ad spending will grow 65.7% to $17.7 Billion, far exceeding desktop spending levels, which it overtook last year. By next year, mobile will account for about three-quarters of all programmatic ad spending, while desktop will account for just one-quarter.”
