NEW YORK, August 30, 2016 — By Helen Leggatt, BizReport
Programmatic buying has risen significantly over the past year, according to recently released data from Accordant Media, including mobile.
More brands are migrating their campaigns to programmatic channels, according to Accordant’s Q2 2016 Programmatic Media Market Pulse report. Programmatic auction volume rose a whopping 151% year-on-year globally,
In North America alone the rise was 103% year-on-year and 27% quarter-over-quarter. In fact, the U.S. continues to grab the larger share of the global programmatic market (36% – more than all of the other top 10 countries combined) followed by the UK (5%).
Mobile programmatic advertising also saw increases; the 320×50 mobile leaderboard unit accounted for 13% of all programmatic ads in Q2 2016, even including desktop-sized units.
Smartphones were also shown to have taken a larger share of the mobile market this year. Seventy percent of impressions were on smartphones, compared to 30% of impressions on tablets.
Viewability rates improved 31% year-over-year, found Accordant, and “noteworthy progress” made in the battle against non-human traffic (NHT) evidenced by a 59% decrease over the same time period.
“As brands and advertisers become more sophisticated, the incidence of non-human traffic can quickly decrease,” said Arthur Muldoon, Accordant Media CEO & co-founder [to MediaPost]. “The loudest cry over NHT comes from those less sophisticated buyers.”