The global programmatic advertising market is expected to reach $75.0 billion this year, according to the latest data from's 'Global Data Market Size' report. This is up 25.9% from 2017, with further growth to $89.5 billion expected in 2019.

The US continues to dominate the global total, but its share is expected to fall. In 2017, it accounted for 54.7% of the total (at $32.6 billion), but this share is forecast to drop 3.6 percentage points (pp) by 2019. On the other hand, China registers the largest growth in share over the three years. While accounting for 11.4% in 2017, this is expected to rise 4.9pp to $14.6 billion in 2019. All other countries see far smaller changes, under 1.0pp.

Despite this growth, almost half of programmatic ads do not meet Media Rating Council standards. As a result, almost one-fifth of US advertisers have moved programmatic buying fully in-house. Of those who have moved programmatic in-house, particular focus is given to cost-savings and 'speed to market'.