The embrace of programmatic ad-buying tools is fuelling a dramatic uptick in the share of digital ads sold through programmatic platforms, particularly those focused on real-time bidding or RTB.
As a demographic, women—whose spending power in the U.S. was estimated by Merrill Lynch to be $5 trillion—continue to grow in power and in appeal to marketers.
With fewer markets to colonize, social media ad spending is expected to slow considerably, new data suggests.
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