The gist: Over half of marketers spent more than 50% of their yearly budgets on programmatic in 2016.
More information: “The overall investment in programmatic has increased rapidly in recent years,” wrote Adweek, citing a new AdRoll report. “In 2013, only 7 percent of marketers spent more than 50 percent of their budget on programmatic solutions, but throughout 2016, 50 percent of marketers spent more than one-half of their yearly budgets on programmatic.”
“This investment in programmatic isn’t speculative or experimental—there are some real, proven benefits from programmatic advertising,” Adweek added. “Nearly 70 percent of marketers reported that programmatic yields a greater return on investment than traditional ad buying.”