69 per cent of all mobile display advertising will be purchased programmatically in the US this year.
That's according to eMarketer forecasts, which predict programmatic spend will jump to $15.5bn (£11bn) in 2016, up 59.6 per cent year-on-year. Including desktop, $22.1bn will be spent programmatically overall this year– meaning that mobile will account for over two-thirds of all programmatic buying.
Programmatic's grip is only going to tighten, accounting for 78 per cent of all mobile spend by 2017, some $21.2bn, and $21.2bn.
In video, meanwhile, mobile programmatic is predicted to take the lead for the first time during 2017, at $3.9bn compared to $3.7bn on desktop.
To find out more about programmatic, join us in London on Thursday 29 September for the Mobile Marketing Programmatic Summit.