US, Programmatic advertising expenditure

An overview of programmatic advertising expenditure in the United States between 2013–2018.

Data from WARC and MAGNA Global show that programmatic, the automated buying and selling of ad inventory, accounted for a third of the value of US ad trade in 2016. We expect this share to rise closer to 39% this year, more than double the level recorded in 2013.

Programmatic spend has grown at a compound annual rate of 23.6% over this time, compared to 18.2% growth for all digital spend and 4.5% for the total US ad market.

This definition incorporates social and search, which are inherently programmatic formats, as well as non-social banner and video ads. Adding...

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