Programmatic is every now and then wrong as a way to buy/sell low best, remnant stock that publishers could not sell at once. This is a false impression, as programmatic is the preferred kind of transacting within the commercials ecosystem. According to eMarketer, 2015 marked the 1st year where more US exhibit dollars were transacted programmatically than via basic direct sales. While most folk think RTB once they hear programmatic advertisements, the industry is shifting to programmatic direct.
According to eMarketer, in 2016 programmatic direct will account for 53% of all US programmatic ad spending. Programmatic buying is most well known the charge across electronic reveal, mobile, social, and video. Data driven viewers focused on and automation are making inroads into native and television; although, the spending continues to be restricted. Native programmatic advertisements has become much easier than before, after the IAB up-to-date OpenRTB protocols in 2015. Publishers and technology providers are moving simply to satisfy a high demand for automation in the native space. Programmatic TV advertisements has a bigger hurdle to clear, with only 1% of TV ad spending forecasted to be transacted programmatically in 2016, rising to only 6% in 2018, as stated by eMarketer.
The industry must adapt to shift away from panel based demographically transacted inventory to viewers transacted stock.