Dive Brief:

• AOL has released a survey of 177 advertiser, agency, and publisher clients that reveals programmatic has become ubiquitous among ad buys. 
• Of agency respondents, 86% were using programmatic and 76% of brand marketers admitted to programmatic buys. 
• The majority of agencies and brand marketers are utilizing programmatic for mobile buys — 60% for agencies and 56% for brand marketers. 

Dive Insight:

Despite it being a fairly new phenomenon, marketers seem to have whole heartedly embraced programmatic. That trend will likely continue— according to the survey 90% of respondents plan to increase programmatic use in the next six months— so anyone not on the programmatic bandwagon could be left behind.