Programmatic Advertising Trends in 2017

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Free research can be downloaded by adding it to your cart and proceeding to checkout.  Other titles can be purchased for a fee.

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    Written by David Daniels with Peggy Reinders Programmatic Advertising, DSP, Madtech, Adtech, Adoption Trends, 2017

    About: Published in February 2017, The Relevancy Group investigates Programmatic Advertising Trends and finds that confidence, adoption and budgets are increasing. Industry consolidation looms.

    Key Questions:

    What are the latest Programmatic Advertising adoption trends?
    Is Programmatic Advertising growing in importance from the advertiser’s perspective?
    Has Programmatic Advertising captured more spend over the last few years and if so, by how much?

    Report Excerpt: Key Findings:

    Programmatic Advertising promises to create efficiency and effectiveness and as such advertisers are increasing adoption. When asked about the importance of programmatic ad purchasing in their advertising marketing plans, the Winter 2017 Relevancy Group Executive Marketer survey respondents appear to be even more tethered to programmatic than forecasts suggest. The Relevancy Group has been tracking programmatic ad expenditures for the last three years, and has witnessed the share of programmatic ad spend relative to total digital budgets continue to increase.  While the outlook is rosy, buyers must be prepared for the looming consolidation of the Programmatic Advertising vendors. 

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