Dive Brief: 

• A report from the Interactive Advertising Bureau shows that programmatic advertising adoption is widespread among enterprise-level marketers, with 85% saying they have purchased through real-time bidding platforms. 
• According to the report, 55% of enterprise-level advertisers are using programmatic to target consumers more effectively, and 49% are motivated by the ability to improve ad-buying efficiency. 
• Publishers were also included in the report, with 72% reporting they now support programmatic buying. Both enterprise advertisers (91%) and publishers (83%) expect to increase programmatic within the next two years. 

Dive Insight: 

Overall, this report supports the trend that advertising as a whole will be transitioning to programmatic and real-time bidding. Even with obstacles like the less control over where ads appear, as well as mobile concerns, both advertisers and publishers, even at the enterprise level, stand to benefit from programmatic.