This data, sourced directly from some of the leading media buying agencies, shows that year-on-year programmatic advertising spend has surged by 61.6% during the first three quarters, whilst overall ad spend reached 4.6% growth for the year.
While programmatic crept further ahead, the overall market suffered throughout the third quarter, due in large part to the widely-expected slump following this summer’s World Cup in Brazil.
Alberto Leyes, SMI Director of Business Development, explained:
“The growth of programmatic will be unstoppable. Some of the bigger media owners in the UK could be selling almost half their inventory this way by as early as next year. Advertisers and media owners originally used programmatic to buy and sell unsold and low-quality inventory, he added. Now the premium and high-quality inventory is starting to be sold through programmatic too. It’s here to stay and is expected to keep growing over the next few years.