Programmatic advertising appears to be stronger than ever

Ad placement controversies be damned, programmatic advertising appears to be stronger than ever.

In fact, almost four of five US digital display dollars will transact programmatically in 2017, resulting in an estimated $32.56 billion, according to a report by eMarketer.

The report also predicts that, following the forecast period of the report, an 84% increase of that share is expected, proving without a shadow of a doubt that brands and marketers remain invested in automated ad buying.

Well, according to Lauren Fisher, programmatic analyst at eMarketer, it is not simply to automate the process, but to gain access to precise, real-time audience data.

“The programmatic technology has evolved to a point, where a buyer doesn't necessarily need a publisher, just a platform or interface, where it can interact directly with the consumer,” says Fisher.

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