Dive Brief:
- A study by Magna Global projects programmatic display and video ads will grow 31% per year over the next four years, reaching $36.8 billion spent on programmatic globally by 2019.
- This year should see an especially large jump, with programmatic spend worldwide rising 48% over 2014 to $14.2 billion.
- The forecast was based on 41 markets of Magna Global’s worldwide partners as well as third party resources.
Dive Insight:
Even though there are concerns about programmatic advertising, particularly ad blocking and ad fraud, programmatic display and video ads remain on the rise, according a forecast from Magna Global.
“Growth hasn’t been slowed by the concerns you’ve heard this year around viewability and ad fraud and things of that nature,” Luke Stillman, associate director of forecasting for Magna Global, said in an Ad Exchanger article. “When we look at the spend numbers, it’s clear that the improvements in efficiency and the better targeting and better reporting just outweighs that.”
“We’ve done this total global programmatic market size estimate for several years now, and every year when we look at the current year it’s a little higher than we previously estimated," Stillman added. "It’s moving only up and to the right.”