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Why programmatic is the future

By Barry Eitel on Aug 25, 2015

Programmatic ad buying is undoubtedly a buzzworthy young field making waves in the marketing world, even though many agencies don’t have a viable programmatic strategy yet. As the service matures throughout this year, though, it is becoming more clear programmatic represents a major chunk of the future of digital advertising. A report released this month from the market analysts at Business Insider Intelligence found the number of ads sold through programmatic platforms has seen an impressive rise since last summer, when the firm released its first-ever wide report on the programmatic market. “We find that the US digital-ad market will reach a programmatic ‘tipping-point’: For the first time this year, programmatic transactions will be a majority (52 percent) of non-search digital-ad spend