Programmatic buying is gaining traction among top brands and publishers with the emergence of "programmatic direct," which allows them to use real-time bidding while maintaining the customary direct publisher contact. The premium non-auction approach will help propel spending on programmatic ads from $7.5 billion in 2013 to about $17 billion by 2017, even as growth in this booming field is expected to slow down, according to Magna Global.

Full Story:

Related Summaries