News You Can Use: US Programmatic Spend Reaches $46bn
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This week we take a deep dive into a new US programmatic ad spend report from eMarketer, as well as taking a look at the latest viewability initiative from IAB Tech Lab.
Elsewhere the AOP and Deloitte released the latest publisher revenue figures.
A new report published by eMarketer this week forecasts that US programmatic ad spend will reach $46bn by the end of 2018 – with 86% of all digital display spend happening programmatically.
The report also suggests that 74% of all digital video dollars will be spent programmatically by the end of the year – amounting to more than $13bn. eMarketer’s research also shows a change in tact when it comes to programmatic buying methods, with PMP budgets increasing at a faster rate than open market. PMP spend for digital display will reach $9b by the end of 2018, and rise to $13bn by 2020.
The IAB Technology Laboratory released its Open Measurement Software Development Kit this week, a set of tools designed to seamlessly facilitate third-party viewability and verification measurement for ads served in mobile app environments—without the various measurement provider SDKs and systems previously required.
Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab said “Historically, publishers have integrated separately with each of many vendors’ SDKs to ensure proper measurement and verification, and buyers have been frustrated when publishers didn’t support a preferred vendor. With the OM SDK, key parties came together to make this seamless.”
Findings from the latest Digital Publishers Revenue Index (DPRI), a quarterly report on UK publishing from the Association for Online Publishing (AOP) and Deloitte, reveals publishers experienced a 5.6% growth in total digital revenue in 2017 compared to 2016, rising to £365.5m. The increase was fuelled by a 27% annual revenue increase from display advertising.
Dan Ison, lead partner for media and entertainment at Deloitte, commented: “Publishers generally ended 2017 on a positive note when compared to the previous year. Almost a third of respondents recording year-on-year growth of more than 25% in the final quarter of the year, which was double the share of respondents from Q4 2016. Significantly, total digital revenue for Q4 2017 was £102.3m, the first time that the £100m barrier for a quarter has been broken since our research began”.