Advertiser adoption of programmatic video has finally taken off, with 60.0% of US digital video ad spending expected to be transacted through programmatic channels this year. This will be a substantial increase from the 39.0% share programmatic video claimed in 2015, as explored in a new eMarketer report, “US Programmatic Ad Spending Forecast: Most Mobile Display and Video Ad Dollars to Be Automated by 2018”.
However, when one looks at the programmatic ad category in general, video’s share of total US programmatic digital display ad dollars is somewhat smaller (24.5%). This can be largely attributed to the limited supply of video ad inventory.
