An industry study conducted by PwC and sponsored by the Interactive Advertising Bureau

An industry study conducted by PwC and sponsored by the Interactive Advertising Bureau

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Interactive Advertising Bureau

Over the last several years, publishers and advertisers have continued to adopt programmatic buying and selling of digital inventory into their media strategies; however, within the complex programmatic ecosystem there has been a lack of consensus around the definition of programmatic and its associated types and formats and the size of the programmatic market in comparison with the overall internet advertising market. This study, commissioned by the IAB, seeks to estimate revenue associated with programmatic selling and buying of advertising and establish a benchmark for measuring the growth of programmatic.

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