Programmatic advertising is on the rise in the Brazilian market, according to a new report. IAB Brazil has published a report on digital advertising in the country, finding that 2016 saw industry-wide revenues of 10.3 billion Brazilian Real, or 2.5 billion US dollars. This represents an annual increase of 12% which will continue into 2017 at a forecasted “double digit growth” rate, predominantly driven by advertising in search, social media and video. Edmardo Galli, the CEO of IgnitionOne Brazil, said that he predicted the trends in 2017 to be “the same trends of 2016, but in a more developed way”. However, he added that “search will suffer in the next years” due to better alternatives for programmatic such as video.
