Programmatic advertising continues its upward trend and translation across mediums.
To compare the first half of 2018 with the first half of 2019 is to highlight this growth: total programmatic ad spend increased by over 40 percent year-over-year.
Out of the top 20 brands advertising programmatically, eight remained the same from 2018 to 2019. Out of these 8, five stand out in terms of year-over-year growth.
Walmart increased its programmatic spend by 150 percent YoY. From January to June of 2019, nearly two-thirds of its ad spend was programmatic. The retail giant used 25 buy-side technologies and 18 sell-side technologies in its spend.
SmileDirectClub has the second-largest programmatic spend – which is saying quite a bit since the largest is Walmart. The DTC brand grew its programmatic spend by 2000 percent YoY, from 25 percent in the first half of 2018 to 74 percent in the first half of 2019. SmileDirect Club has used 12 buy-side technologies and 9 sell-side technologies in the past 12 months.
The telecommunications mainstay increased its programmatic spend from 37 percent to 61 percent from 2018 to 2019. AT&T used 26 buy-side technologies and 15 sell-side technologies in the same period.
Verizon increased its programmatic spend by 70 percent YoY, to nearly 40 percent in the first half of 2019. The communications company is used 19 buy-side and 13 sell-side technologies.
Amazon is increasing its programmatic spend even as it expands its own programmatic capabilities. The eCommerce giant increased programmatic ad spend by 70 percent YoY, and put a total of 51 technologies to work.