Programmatic trade approaching two-thirds of digital display spend

James McDonald

An overview of programmatic's share of global online display adspend.

Almost two-thirds of online display advertising spend will be traded by machines this year, according to the latest projections from Zenith. The forecast 65.3% share would mark a 3.5pp rise from 2018, and is over three times greater than the share recorded in 2013. The figures do not include paid search and social media, which are programmatic by design.

The meteoric rise comes despite almost half of programmatic ads not meeting the Media Ratings Council standard – that at least half of the ad be seen for one continuous second. Even if the ad is viewable, issues around negative adjacency...

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