Programmatic buying is set to rise 56% this year to reach $7.4 billion in the U.S., roughly 53% of the display ad market, according to a study from Magna Global. About $3.9 billion of that total will come through real-time bidding platforms. "Digital media has reached scale and a level of standardization where you can trade it as a commodity," said Vincent Letang, Magna Global's executive vice president of global forecasting.

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