More revenue now. Faster growth in the future. A stronger position in the marketplace. How can more digital publishers seize these opportunities?
Programmatic, or automated, spending on display advertising (desktop and mobile) is a $9 billion market that is expanding at almost 30 percent a year. Spending is expected to exceed $30 billion in 2019. Growth in programmatic revenue for all types of publishers—from print to e-commerce companies—is outpacing traditional direct sales of desktop and mobile advertising across display and video, and market forecasts point to programmatic overtaking direct sales globally between 2017 and 2019. The development of “programmatic guaranteed” is further blurring the line between direct and programmatic channels. (See the sidebar “The Evolving Definitions of Direct and Programmatic Sales”; for definitions of terms used in this report, see the glossary in the Appendix.)