Programmatic advertising will be 60% of digital display in 2016

Programmatic advertising will account for more than half of digital display advertising (53%) for the first time this year, and will increase its share to 60% in 2016, according to ZenithOptimedia’s new Programmatic Marketing Forecasts.

Programmatic advertising has risen to dominate the digital display market in just a few years, having accounted for just 12% of display adspend in 2012. Programmatic adspend grew from US$5bn in 2012 to US$38bn in 2015, at an average rate of 100% a year. Its growth is slowing down as it extends its dominance of the display market, but we expect programmatic advertising to grow another 34% in 2016 and 26% in 2017, at which point two thirds of global display will be programmatic.

The US is the biggest programmatic ad market by a long distance, worth US$16.8bn in 2015 and accounting for 44% of global programmatic adspend. The UK comes second, worth US$2.6bn and accounting for 7%.