Programmatic Buys Expected To Jump 21% This Year

Programmatic media-buying is growing fast, but in an apparent paradox, it is growing faster among advertisers and agencies than the big publishers and ad networks they do business with. That paradox, which was uncovered in a new study being released this week by ad industry researcher Perceptions Group, suggests much of that growth might be coming from the supply-side’s long tail.

While ad execs — both advertisers and agencies responding to Perceptions Group’s survey — said they plan to boost the percentage of their digital media buys managed programmatically by 21% this year, media suppliers said they only expected to boost their programmatic sales by 4% this year.

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