Magna Global Projects Big Increases In Programmatic Sales Of Online Ad Inventory
October 15, 2013 at 4:20 AM (PT)
A MAGNA GLOBAL study of programmatic ad buying of digital media projects that $7.4 billion of U.S. digital media inventory will be sold this year by programmatic/automated platforms, with $3.9 billion through Real-Time Bidding (RTB) and $3.5 billion through other means, including social media. The research agency, which says that "most traditional media will be affected, to some extent, in the long term: television, radio, digital out-of-home being first in line," sees the volume of programmatic buying increasing to $17 billion by 2017 ($10.5 billion RTB), and projects RTB-based buying of display ads to grow from 28% today to 52% by 2017. Worldwide, MAGNA GLOBAL says that programmatic buying represents $12 billion in sales this year, and projects that to nearly triple to $33 billion in 2017.
MAGNA GLOBAL is involved in the programmatic sales operation MAGNA CONSORTIUM with CLEAR CHANNEL, ESPN, TRIBUNE, A&E, AOL, and CABLEVISION.