60% Of US Video Ad Spend To Be Programmatic In 2016

A new report by eMarketer has revealed that this year, 60% of all digital video ad spend in America will be executed through programmatic. This represents a huge rise in spend since last year, when the programmatic share was under 40%, and an even larger increase since 2014 when the share was just 10%. The report also forecasts that by 2018, programmatic advertising will account for around 75% of video ad spend in the country, which eMarketer says is due to maturing video ad technology. Also viewed as the reason behind the high growth levels is the increasing portion of premium advertising space made available for programmatic ads by publishers.