The most talked about aspect of ad tech is now moving beyond the buzz, says Nourah al Fayez, DoubleClick agency head at Google
The global programmatic market has grown from $5bn in 2012 to $40bn in 2016 – an average growth rate of 71 per cent a year, according to Zenith. In MENA, however, between 2013 and 2016 programmatic buying grew at an average yearly growth rate of about 200 per cent. Yet it still only accounts for 10-15 per cent of display buying, compared with about 50 per cent globally.
Programmatic is no longer a buzzword or a fad. It’s here to stay, and the focus is not on whether you’re using it or not; now it is on the value you’re deriving from this technology and how
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