The manner in which programmatic platforms price inventory has undergone a sizable shift. In March of 2018, 338 billion ad impressions across 39 US supply-side platforms were analyzed by Getintent. Their findings revealed that 43.3% of these impressions were sold through first-price auctions, meaning that the highest bid wins an impression. Just last December (2017) the figure was significantly lower, when only 5.8% of the 171 billion impressions analyzed were sold in the same manner.
But is programmatic STILL the best way to get results? Mark Twain once said, “The best predictor of future behavior is past behavior.” Looking at programmatic’s performance in just the last four years, we see a steady year-over-year increase in the percentage of advertising budget it captures. Emarketer predicts programmatic will capture 84% of each marketing dollar in 2019, up a whopping 49% from 2014. Why is programmatic capturing a larger share of advertising dollars each year? Digital marketers invest their money where they see results, and programmatic advertising is driving billions in revenue. As is usually the case, “the proof is in the pudding.”