Programmatic buying share will approach 60% by 2017 in markets like the UK and France
MAGNA GLOBAL in a recent report forecasts robust growth for programmatic buying of digital media inventory.
Globally, over the nine key markets (US, UK, Germany, France, The Netherlands, Australia, Japan, China, Spain) surveyed, programmatic buying already represents $12 billion in 2013 and will nearly triple in the next four years to reach $33 billion in 2017.
The US is and will remain the largest programmatic market.The share of programmatic spend in US digital media (display-related) transactions will expand from 38% in 2012 to 53% this year and to 83% by 2017.
The Netherlands, the UK , France and Australia are the markets where programmatic trading is going to become the most prominent in the short and medium term. The Netherlands and the UK will lead among European markets, with programmatic penetration ratios of 60% and 59% respectively. France and Australia will follow closely, at 56% and 52% respectively. That proportion will be significantly smaller in Japan (40%), Germany (33%), Spain (31%) and China (23%).
For more information, you can download the press release here.