Summary
Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad appeared online in 1994. For nearly 20 years, companies purchased online impressions in the same high-touch, directly negotiated way as traditional forms of advertising. Today — as the variety of formats grows and text and image banners give way to an expanding array of rich media and video formats — programmatic mechanisms for purchasing and targeting impressions are entering the mainstream. This update to the forecast revisits model assumptions and the size of digital display ad market for the US across different devices, across different industry types, and by different trading type.
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