Over half of publishers now generate more revenue from programmatic advertising than any other channel. Fifty-five percent of 187 publishers surveyed by Digiday in November said programmatic advertising is now their largest driver of ad revenue, and 23 percent of respondents said private marketplaces or programmatic direct or guaranteed deals specifically are their biggest sources of ad revenue.
Publishers have proven their willingness to allocate their inventory to programmatic buying. Roughly two-thirds of publisher respondents in the Digiday survey said over half of their inventory is now made available to programmatic purchasing, signaling that programmatic isn’t just about remnant inventory anymore.
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