More than half of marketers studied didn’t understand programmatic well enough to buy and execute campaigns with it.
Social and display advertising have become more competitive and seen a 64% and 21% year-over-year increase, respectively, in average eCPM from January through April 2014.
Nearly one-quarter of US client-side marketers understood programmatic buying and had run campaigns on this basis.
Spending on premium programmatic online display advertising will rise 165.4% in the US this year.
RTB is primarily used to purchase impression-level inventory in order to meet a performance-based goal.
MAGNA GLOBAL estimates US programmatic display ad spending will reach $7.5 billion this year.