The promise offered by programmatic video advertising is finally turning into a promise fulfilled: Among U.S. publishers, programmatic will drive the majority of ad spending in 2016.
According to a new report from eMarketer, 60 percent of all digital video ad spending will come through programmatic. That's a significant increase from 2015, when just 39 percent of video ad spending was run through programmatic solutions.
There are no signs this trend will slow down, either. eMarketer estimates programmatic's share of overall digital video ad spending will increase annually in 2017 and 2018, eclipsing $10 billion in spending by the end of that period. It will also approach an overall market share of close to 75 percent.