Online advertisers have no shortage of options for purchasing ad space online — and those options increasingly feature programmatic inventories serving virtually every type of ad you could want.
According to eMarketer, four of every five display advertising dollars were spent on programmatic inventories in 2017, and it's quickly taking over other types of advertising, too. Adobe Digital Insights reported that programmatic's share of TV advertising, for example, is projected to soon rise from 28 percent to 39 percent in both the U.S. and the U.K.
Options are great, but only if you understand where the most effective advertising can be found. Programmatic ad buying is a much-needed product to serve the ad world, but it isn't always better than direct ad buying. Advertisers need to understand how to choose one over the other in any given situation.