Home AdExchanger Talks Podcast: Programmatic By The Numbers

Podcast: Programmatic By The Numbers

SHARE:

Lauren Fisher, Principal Analyst at eMarketer, will speak at AdExchanger’s upcoming Programmatic IO San Francisco conference, taking place April 29-30. 

Programmatic is still growing like a weed.

In its October forecast, eMarketer predicted programmatic in digital display will grow from $47 billion in 2018 to $69 billion in 2020. This week on the podcast, eMarketer Principal Analyst Lauren Fisher describes how her team arrived at those numbers.

EMarketer defines programmatic as “automation in the buying, selling or fulfillment of display ads.” It’s an intentionally broad definition that includes open exchange buying, private marketplaces and guaranteed deals for video and connected TV. Private deal types in particular have surged dramatically and will capture 80% of all programmatic dollars by 2020, the researcher predicts.

Fisher acknowledges an industry correction is underway that could shift spending back to open exchanges.

“If we get transparency and viewability and fraud to a point where it isn’t as much of an issue, will that money move back into the open markets? Truthfully, I don’t know,” she says. “I think there’s a lot that would need to happen to get buyers and sellers to feel comfortable enough to put it back into the open markets.”

Even if open RTB does come roaring back, there are incentives on both sides to maintain robust private deal structures.

“A lot of what’s beneficial for some of these private deals is that you’re getting a premium asset with it,” Fisher says. “A publisher is not going to put their first-party data into the open markets, but they’ll make it available in a private marketplace or in some sort of a programmatic guarantee.”

Also in this episode: Duopoly challengers! What people get wrong about in-housing.

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.