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© 2016 eMarketer Inc.
Programmatic Advertising:
Rising Investment and New Realities
Lauren T. Fisher
Senior Analyst
September, 2016
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© 2016 eMarketer Inc.
Agenda
 Defining programmatic display advertising
 Quantifying programmatic ad investment
 Highlighting five key trends moving the market

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© 2016 eMarketer Inc.
What is programmatic advertising?
 An automated,
technology-driven
method of buying,
selling or fulfilling ad
placements
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
When we say ‘digital display’ ads at eMarketer:
 Banners
 Sponsorships
 Rich Media
 Video
Native
Social

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© 2016 eMarketer Inc.
Marketers’
use of
programmatic
permeates
the majority
of all
display-based
ad formats
and channels
in the US

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Within
programmatic,
there are two
main transaction
methods:
real-time bidding
(RTB) and
programmatic
direct

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© 2016 eMarketer Inc.
A word about programmatic direct and private
marketplaces (PMPs):
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
Programmatic Investment
in the US

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Nearly
three-quarters
of US digital
display ad dollars
will be traded
programmatically
in 2016

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© 2016 eMarketer Inc.
More than half
of those
dollars will
transact via
programmatic
direct
channels

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© 2016 eMarketer Inc.
But when excluding social giants Facebook and
Twitter, that number is much, much smaller
53.0%
Programmatic direct share of total
programmatic ad spending in 2016
22.0%
Programmatic direct portion
excluding Facebook and Twitter


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© 2016 eMarketer Inc.
Within RTB,
open exchanges
will maintain a
majority share
through 2018,
but private
marketplaces’
portion will
grow each year

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© 2016 eMarketer Inc.
Many of today’s biggest digital advertising
challenges push buyers and sellers toward PMPs
“Buyers are a lot more attracted to
the private exchanges where
they can effectively manage fraud and
address viewability issues. ”
—Paulina Klimenko, Senior Vice President,
Corporate and Business Development,
Pubmatic

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© 2016 eMarketer Inc.
Combined, private and direct setups dominate
the programmatic landscape through 2018
76.2%
of total
programmatic ad
spending by 2018
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
Three-quarters of all mobile display ad dollars
will be spent programmatically in 2016
That portion will
climb to
83.0%, or
$29.44 billion, by
2018
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
Here again, big players Facebook and Twitter
significantly skew percentages
 Programmatic
direct’s share of
mobile programmatic
ad spending
excluding Facebook
and Twitter in 2016:
22.5%

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© 2016 eMarketer Inc.
The scales will finally tip on programmatic video
advertising in 2016:
60.0%
of US digital video
ads will transact
programmatically,
rising to 74.0% by
2018

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© 2016 eMarketer Inc.
Greater comfort with audience-driven buying is
drawing in both buyers and sellers
“We are seeing premium publishers
recognizing the power of using data
to find coveted audiences in
different ways other than targeting on
content or shows. However, they are
mostly looking to do that in private
and more direct settings.”
—Lauren Wiener, President, Buyer Platforms,
Tremor Video

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© 2016 eMarketer Inc.
But for now,
desktop will
see the bulk of
programmatic
video ad action

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© 2016 eMarketer Inc.
Interest in programmatic TV advertising will also
drive programmatic video growth
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
But
programmatic
TV’s rise is
just getting
underway

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© 2016 eMarketer Inc.
Forecast Recap:
 Programmatic advertising is now the norm across the
majority of channels and digital display ad formats
 More private setups, such as programmatic direct and
PMPs, will prevail
 Growth in big players like Facebook and Google will
continue to drive programmatic, particularly mobile
 Publishers and brands are finally coming around to
programmatic’s use for digital video advertising

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© 2016 eMarketer Inc.
Five Driving Forces to Watch

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Cross-device consciousness will drive
added investment in mobile and video
1

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Today, walled garden players like Facebook and
Google still have an advantage
Image Credit: Shutterstock

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Added improvements to bridging digital and
offline data are also driving growth
Image Credit: Shutterstock

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But how fast dollars shift depends on how
quickly metrics and measurement are enabled

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The demand for first-party data will fuel
interest in private deals and cross-
platform integrations
2

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First-party
data is now
critical for
reaching the
right
audiences
within digital

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© 2016 eMarketer Inc.
That premium is manifesting in a variety of ways
 Greater use of PMPs and programmatic direct
 Greater desire for programmatic platforms supporting
cross-device and cross-channel efforts
 Greater convergence between ad tech and marketing
tech

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© 2016 eMarketer Inc.
The end goal is using first-party data from all
channels and inputs
“Marketers are leaning in [to programmatic]
because they are starting to isolate
data sets much better than they ever
have. They are using those for marketing,
for in-store work and for site behavior, and
they want to enable those same data
insights on their digital advertising. ”
—Sean Downey, Vice President, Media
Platforms, Google

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© 2016 eMarketer Inc.
The desire for more holistic efforts
breeds desire for fewer but more
holistic tools
3

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© 2016 eMarketer Inc.
Many buyers and sellers seek to simplify their
tech stacks
“If you’re in the platform business
explicitly, your customer is going to
ask you to make your platform as
comprehensive as possible,
because no one wants to use
multiple platforms.”
—Matt Greitzer, Co-Founder and COO,
Accordant Media

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© 2016 eMarketer Inc.
The industry’s ability to address ad
quality issues will make or break
brands’ investment in programmatic
4

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© 2016 eMarketer Inc.
Fraud,
viewability and
transparency are
all top-of-mind,
but cleanup is far
from done

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© 2016 eMarketer Inc.
Until resolution arrives, brand spend will remain
at bay
“There’s definitely demand for
programmatic video, and our
advertisers want to spend more
money here. But the hesitation is
there is a lot of fraud in
online video. There needs to be a
lot of scrutiny in that space.”
—Carol Chung, Senior Vice President,
Media Technology, Digitas LBi

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© 2016 eMarketer Inc.
Publishers will continue to lean on
header bidding to drive greater
revenues and advertiser competition
5

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© 2016 eMarketer Inc.
With header bidding, programmatic is promoted
to the head of the class
“The idea of programmatic being remnant
or farther down the waterfall is officially
dead. With the rise of header bidding, it
means that every impression is
now up for auction.”
—Jeremy Hlavacek, Vice President, Global
Automated Monetization, The Weather Company

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© 2016 eMarketer Inc.
Header bidding’s future is bright but uncertain
Image Credit: Shutterstock

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© 2016 eMarketer Inc.
Key Takeaways
 Interest in cross-device and an audience-centric view will
continue to drive additional mobile and video growth
 First-party data—from all channels and sources—will serve as
prime programmatic ammunition
 As brands center programs on first-party data, they will
inevitably look to platforms most compatible to do so
 Issues of ad quality will temper programmatic investment so
long as they remain
 Header bidding will prove pivotal to drive added value for
publishers and advertisers

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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Creative
Audience Media
Audience
Manager,
Analytics
Media
Optimizer
Dynamic Creative
Optimization
Adobe’s
Programmatic
Ad Stack

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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Media
Search Display Social
Programmatic Ad Buying
Across Channels & Inventory
Partners
Adobe Media Optimizer

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© 2016 Adobe Systems Incorporated. All Rights Reserved.
ADOBE
MEDIA OPTIMIZER
ADOBE
ANALYTICS
Audience
ADOBE
MARKETING CLOUD
ADOBE
AUDIENCE
MANAGER

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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Creative
Dynamic Creative
Optimization
Deliver the most relevant &
personalized display ad in real-
time to drive user engagement

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© 2016 Adobe Systems Incorporated. All Rights Reserved.
Pete Kluge
kluge@adobe.com
www.adobe.com/marketing-cloud/online-advertising-management
Adobe Media Optimizer YouTube Channel
Blogs.adobe.com/digitalmarketing/advertising

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© 2016 eMarketer Inc.
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Lauren T. Fisher
Programmatic Advertising:
Rising Investment and New
Realities
 US Programmatic Ad Spending Forecast: Most Mobile Display
and Video Ad Dollars to Be Automated by 2018
 UK Programmatic Advertising Forecast: Market Maturation
Leads to Greater Confidence in Automated Trading
 App Inventory: Programmatic’s Diamond in the Rough
 Header Bidding: What’s Behind This Popular Trend?
 Television Update Q2 2016: Advanced TV’s Progress
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