Executive Summary

Over 90% of digital display advertising transacts programmatically. What does that mean, exactly? We dive into the fundamentals, define important terms, clear up jargon, introduce major players, and explore standard processes, while busting some myths along the way.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. What, exactly, is programmatic advertising, and how big is the programmatic market?
2. Who are the major players in programmatic advertising, and what purpose does each player serve?
3. What does the typical programmatic bid look like?

WHAT’S IN THIS REPORT? A review of essential concepts and tech foundations that enable programmatic advertising. It features our most recent programmatic digital display ad spending forecast, which includes estimates of walled garden spending.