Mobile drives Canada’s programmatic growth
Programmatic ad spending in Canada lags behind that of the US and UK, in terms of its share of overall digital display ad spending, according to eMarketer’s first comprehensive forecast of programmatic ad spending in Canada. Programmatic digital display ad spending in Canada will reach C$881.8m ($798.5m) in 2015, up 62.4 per cent from last year. That represents 48.0 per cent of total digital display.
Programmatic’s current share of the digital ad market puts Canada about 12 months behind the programmatic markets of the US and UK. By 2016, eMarketer expects, programmatic will account for more than half (58 per cent) of total digital display ad spending in Canada.
eMarketer defines programmatic digital display ad spending as including API-driven spending on social media platforms, as well as other digital display ads purchased via real-time bidding or programmatic direct methods.
“Programmatic advertising in Canada trails other comparable markets in terms of its share of total digital ad spending due primarily to the structure of the market—relatively few publishers offering advertisers options for programmatic inventory,” said eMarketer analyst Paul Briggs. “What remains an obstacle to programmatic globally, and applies to Canada as well, are persisting concerns for advertisers regarding transparency in ad delivery and ad fraud.”
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