Dive Brief:

• A recent report from AdExchanger paints a picture of rapid growth when it comes to the percentage of ad budgets that programmatic buying will consume. 
• Of the marketers that responded to the survey, the majority spent at least 20% of their ad budgets on programmatic and two-thirds had plans to double that in the next 12 months. 
• The report also says that a quarter of marketers plan to spend 80% of their ad budgets on programmatic. 

Dive Insight: 

The AdExchanger data supports what many others have predicted about the growth of programmatic. As more money is spent on programmatic, more publishers will offer the option, which will in turn inspire more growth in the space. The process is much more streamlined and efficient than other methods, so it should come as no surprise that marketers and agencies are interested in utilizing the practice more.