Magna Global Report: The U.S. is leading the global adoption of programmatic buying

The purchase of digital media is being revolutionized by programmatic ad spend, according to a study by Magna Global. The research -which analyzed 41 countries- estimates that the inventory of display and video operated through programmatic methods will reach US$14.2 billion globally this year, a 49% increase compared to 2014. Transactions for US$7.7 billion are expected for 2015. According to the report, the US represents 54% of the global programmatic market and, this year, programmatic ad spend will account for 43% of video and display expenditures, reaching 62% for 2019 in the US.Latin America has an average programmatic penetration of 21%, with a 40% estimated growth for 2019. Video for desktops represents a significantly higher share for programmatic ad spend in the region compared to what it is at a global level. It will reach 42% of the total in 2019. The biggest share of programmatic ad spend in Latin America belongs to Brazil, Argentina and Mexico, which represent more than 80% total programmatic ad spend for LatAm. Some of the main drivers of this growth are the opportunity to cut costs of transactions, both for the consumer as well as the marketer, the opportunity to monetize a broader range of impressions in digital media and also to increase effectiveness.