While programmatic ad spending has been growing rapidly over the past few years, it still has a lot of room for growth. In some areas of the world, such as South East Asia, the market is just beginning to realize the potential of programmatic ads. In India, programmatic accounted for just 6% of the country’s ad spend in 2018.

Data from the Adjust platform also shows that only 3% of app installs originate from purely programmatic partners (excluding Facebook and Google, who are considered private marketplaces), suggesting our industry has yet to realize the full potential of this growth channel.

Learn more about the next generation in DSPs in The Modern Age of Mobile DSPs.