MAGNA GLOBAL expects that programmatic ad buying will continue to constitute an ever-larger slice of display-related ad buying in the US, and that RTB ad buying will make up the largest share of programmatic buying. According to the company, RTB will account for 28% of display ad buying in the US in 2013, while non-RTB programmatic ad buying will make up 25%. But by 2017 RTB will grow to 52% of display-related ad buying, with non-RTB programmatic accounting for 31% and nonprogrammatic ad buying making up the balance. Read the rest at eMarketer.
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