Dive Brief:

• The Interactive Advertising Bureau released a report on programmatic ad revenue finding a robust marketplace.
• Online programmatic display revenue in 2014 was $10.1 billion, 20% of overall ad revenues.
• Banner ads are the leader in programmatic ad revenue at 80%, but both mobile and video are rising channels.

Dive Insight:

Other findings from the IAB report include 70% of programmatic revenue came from open auctions and ad firms and publishers splitting programmatic revenues 55% to 45% respectively. IAB Senior Vice President Sherrill Mane said the report provides “deeper understanding” into programmatic advertising and will provide “insights into where greater opportunities exist for publishers and advertisers to capitalize on programmatic channels.”

The organization is also seeking to improve transparency around the programmatic marketplace. Carl Kalapesi, vice president of industry initiatives, IAB, told Marketing Land, “Limited transparency around fees in programmatic has the potential to undermine trust and liquidity in the marketplace." He added that “the IAB Programmatic Fee Transparency project will develop guidance around fee disclosure and transparency within the programmatic ecosystem.”