The vast majority of advertisers (85%) are currently using a programmatic approach to media buying, with 64% saying they are doing so "aggressively." Within two years, 91% of advertisers expect to be using programmatic.
Publishers are behind advertisers in their adoption of the tech, but a full 72% say they are using a programmatic approach to selling, with 83% saying they expect to within two years.
The data comes from the Winterberry Group in conjunction with IAB in a white paper titled "Programmatic Everywhere? Data, Technology and the Future of Audience Engagement." Over 250 advertising executives were surveyed for the report.