We read in the trade media all the time how digital media expenditure keeps on growing with predictions it will overtake television in the USA this year. A sizeable proportion of that digital media spend is programmatic trading with reports of it contributing to anywhere between 10% and more than 50% of digital media buying. But is it really that dominant and will the trend continue, especially with more advertisers questioning the effectiveness and performance of programmatic in relation to brand safety, ad fraud and transparency? On the flip side we have heard that many other media are working towards offering inventory in a programmatic format, so will the addition of outdoor and television give programmatic trading another boost?
So this all makes us wonder and ask:
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