Programmatic is from time to time improper on the way to buy/sell low first-rate, remnant inventory that publishers could not sell at once. This is a false impression, as programmatic is the favorite kind of transacting in the advertisements environment. According to eMarketer, 2015 marked the 1st year where more US demonstrate dollars were transacted programmatically than via basic direct sales. While most people think RTB after they hear programmatic advertising, the marketplace is moving to programmatic direct. According to eMarketer, in 2016 programmatic direct will account for 53% of all US programmatic ad spending.
Programmatic buying is premier the charge across digital show, mobile, social, and video. Data driven audience focused on and automation are making inroads into native and tv; although, the spending continues to be restricted. Native programmatic advertising has become much easier than before, after the IAB up-to-date OpenRTB protocols in 2015. Publishers and generation suppliers are moving simply to meet a high demand for automation in the native space. Programmatic TV ads has a bigger hurdle to clear, with only 1% of TV ad spending forecasted to be transacted programmatically in 2016, rising to simply 6% in 2018, as stated by eMarketer. The industry must adapt to shift away from panel based demographically transacted stock to viewers transacted inventory.