The 2014 Global Programmatic Insights Report is the first study of both buying and selling behaviors in the OpenX marketplace, covering programmatic trading across screen types and buying models.
Our unique visibility into programmatic trends provides us with a more comprehensive picture of the health and direction of the market. Key findings from 2014 include:
The growth in sophistication is particularly notable. In 2014, programmatic campaigns routinely included more screens, formats and buying models.
For example, mobile programmatic continued its upward trajectory.
The expansion and adoption, of newer models for transacting programmatic campaigns, also point to increasing sophistication among buyers and sellers.
PMP spending will more than double in 2015, generating $2.53 billion in revenue, bringing new ad dollars to programmatic.eMarketer
The global programmatic industry saw substantial growth in 2014, driven in large part to the increasing sophistication among buyers and sellers. We continue to see important trends emerging such as the substantial growth of mobile channels and configurable buying/selling models making programmatic an increasingly desirable transaction method for digital advertisers who are now more than ever interested in collecting and executing deals backed by audience data.
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