Programmatic Traders Expect to See Spending Growth in These Areas
In what areas are programmatic traders concentrating their spending? In a survey of 250 programmatic traders in the US, Adelphic found that the largest portions of respondents will be increasing their focus on digital video and mobile. More than 70% of programmatic traders say they will be increasing their programmatic ad spend on digital video while, to a lesser extent, roughly 4 in 10 traders expect that they or their clients will hike their spending on CTV/OTT. This comes on the heels of data from earlier this year that revealed the bulk of total digital video ad spend is transacted programmatically.