Automated buying and selling of digital ads now accounts for 90% of all digital advertising spend in major markets. The programmatic revolution has fundamentally changed how ads are bought and sold online.
The Trade Desk reported record quarterly revenue as more advertisers shift budgets to programmatic channels. The platform now processes over 13 million ad impressions per second across connected TV, mobile, and desktop.
Connected TV (CTV) has emerged as the fastest-growing programmatic category, with spend increasing 45% year-over-year. Netflix and Disney+ ad-supported tiers are driving much of this growth.
"Programmatic CTV combines the targeting precision of digital with the impact of television," said industry analyst Maria Santos. "It is the holy grail marketers have been seeking for decades."
Privacy regulations continue to reshape programmatic advertising. The deprecation of third-party cookies is pushing the industry toward contextual targeting and first-party data strategies. Google's Privacy Sandbox and similar initiatives are still evolving.
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