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A Look at the State of Programmatic Buying and Selling

April 21, 2015 | By Research Team—DCN

PulsePoint recently released its Global Programmatic Platform Intelligence Report. The global data in the report examines trends and changes in inventory, ad spend and contextual categories on mobile and desktop in 2014.

Key findings include:

  • Programmatic Continues to Move Mobile: Mobile programmatic inventory and ad spend increased significantly in 2014 and will continue to grow exponentially in the next three years.
  • Contextual Targeting Will Move RTB Beyond the Cookie and Up the Funnel: Contextual targeting is a fundamental building block of advertising and will be more critical than ever. Why? Because together, contextual and programmatic data technology will enable smarter audience targeting where 1st and 3rd party cookie data is less prevalent.
  • North American Market Share Will Shift To Europe & Asia: As Europe and Asia ramp up programmatic buying, they have the benefit of learning from early challenges and innovations made in the US, including targeting options beyond the cookie. Both markets are in a prime position to benefit from programmatic and will continue to capture more of the market share in 2015.


eMarketer examines PulsePoint’s research in its post Programmatic Sellers vs. Buyers: Who’s More Hooked On Mobile?

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