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Programmatic Digital Display Ads Now Account for Nearly 80% of US Display Spending

By 2019, that number will rise to 85%

programmatic-spending-CONTENT-2017 — Almost 80% of U.S. mobile digital display ads are purchased programmatically.Getty Images

Programmatic display spending will reach nearly $33 billion in 2017, according to a new study by eMarketer.

Despite the risks, as YouTube and Google have shown, programmatic advertising has continued to rise in popularity; eMarketer also forecasts that spending will reach over $45 billion by 2019.

Although placing ads programmatically can surprise advertisers by where their ads show up, 74 percent of U.S. digital display ad dollars spent in 2017 will go to private marketplaces and programmatic direct setups to ideally eliminate any outlying risk.

The mobile landscape is also growing in programmatic display advertising as almost 80 percent of all U.S.