Dive Brief:

• eMarketer's new data predicts that programmatic display ad spending will hit $10 billion by the end of 2014. 
• The new data suggests that popularity in programmatic will cause the spending to double by 2016. 
• Real-time bidding, which consists of 92% of programmatic spend in 2014, will continue to make up the majority of programmatic—but programmatic direct is expected to grow from 8% of the spend to 41% of spend by 2016. 

Dive Insight: 

Programmatic is reaching a tipping point. The infrastructure has been laid out and the process has been tested enough to be effective. As marketers, brands, and companies see others succeeding with programmatic—more spending will continue to follow.