Everyone knows that programmatic is growing and is increasingly becoming the way we transact digital advertising. But what’s the deal with programmatic deals, or as we say, Programmatic Direct?
To answer that question, we dug into the data to analyze the key drivers of Programmatic Direct growth on our platforms.
Looking through Ad Exchange data from October 2014 to December 2015, one thing became incredibly clear: In every region, across every platform and publisher category, there are fascinating trends of adoption to be found.
Programmatic Direct has gone mainstream...Depending on whom you ask, the history of programmatic exchanges can be traced back nearly a decade. However, it was only a few years ago that some of the world’s largest global spenders started making big commitments to programmatic and “programmatic” became ANA’s Marketing Word of the Year.
It hasn’t taken as long for advertisers and publishers to use programmatic technologies to transact the deals they’d traditionally buy and sell directly. In reviewing the data from DoubleClick Ad Exchange, we found that:
- 90+ marketers on the Ad Age Top 100 Global Marketers list made Programmatic Direct deals in 20152.
- More than half of the publishers in the US comScore top 50 list from December 2015 offered their inventory through Programmatic Direct deals3.
… On every screenProgrammatic may have been born on the desktop, but Programmatic Direct is taking off on mobile — probably not a surprise if you’re reading this article on your phone. Programmatic Direct impressions served on mobile and tablet grew 4x faster than desktop in the period surveyed4.
… In every regionThe growth of Programmatic Direct isn’t limited to any specific country or region. So, where is it well adopted and where is it growing fast?
- Programmatic Direct impressions in Ukraine, Turkey and Spain each more than doubled in just 12 months5.
- Japan was the strongest adopter in APAC but Taiwan and Indonesia saw Programmatic Direct impressions grow more than 20% monthly6.
2 DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Minimum $1K spend.
3 DoubleClick Ad Exchange data, Oct 2014-Dec 2015. Cross-referenced with comScore 50 US list, December 2015.
4 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.
5 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.
6 DoubleClick Ad Exchange data, Oct 2014 - Dec 2015.