Written by Dominique Catabay
Yahoo Gemini has now officially launched custom audience targeting for search and native ads in the U.S. They can retarget site visitors based on page visits and actions taken or import their own lists using mobile advertiser IDs.
A recent study done by OwnerIQ has brought up some more information about the growing use of programmatic advertising. The findings portray a future where everybody is going programmatic in display advertising! 96% of marketers buy display advertising using programmatic leading to 55% of total US display ads being purchased through the medium. This is valued at about $15.88 billion with this number expected to grow to $32 billion by the end of 2017. The study estimates that 90% of advertising will be purchased programmatically within a decade. The biggest things keeping programmatic advertising from growing quicker are URL masking, inventory quality, and the lack of ability to track well on mobile devices.
See the infographic to learn even more!