Programmatic ad buying is growing rapidly, and its impact on technology marketing is significant. The proliferation of Big Data—along with the abilities to parse those data and to automate ad buying and serving—is helping tech marketers better reach technology decision-makers with relevant messages and offers.

Almost one-fifth of U.S. display advertising expenditures will be automated this year, according to a report from eMarketer Inc. The consultancy projected that spending on real-time bidding this year will hit $3.34 billion, 74% higher than last year and representing a 19% share of all U.S. digital display advertising.

eMarketer attributed RTB growth to the need to better target prospects, increasing advertiser familiarity with automated bidding and its cost-effectiveness. It projected RTB for display advertising will continue to experience double-digit growth through 2017, reaching $8.69 billion by then and accounting for 29% of all U.S. digital display ad expenditures.

“Where this is getting interesting is leveraging some of the underlying technology capabilities that are part of the programmatic world for direct programs,” said Mike Kisseberth, chief revenue officer at TechMedia Network, a technology and science publisher that relies on programmatic advertising to reach subscribers to the publications in its network. Its brands include BusinessNews, Laptop, Tom’s Hardware and TopTenREVIEWS.

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