For Programmatic to Matter, It Must Reach the SMB Level.
This has been a banner year for the practice of programmatic ad buying, with “the most dramatic growth and expansion” to date, according to eMarketer. It won’t stop here, either -- forecasts show the market growing from $10 billion to $14.9 billion by the end of 2015. That’s slower than 2014, but it’s still nearly 50% in growth, and more importantly, it accounts for 55% of the display ad market.
This is a sign of investment from the biggest brands and agencies, but perhaps more importantly, it’s also a sign that the market is opening up to small and midsize businesses (SMBs), who are finally starting to have access to programmatic advertising in a way that makes sense for their marketing needs and budgets.