What’s the state of Canadian programmatic?

Private marketplace trading is healthier in Canada than the U.S., but according to eMarketer, local video inventory is low.

After nearly a decade of automated ad buying, programmatic now makes up the vast majority of digital display spending, according to a new study from eMarketer.This is the second study in one week that shows this; earlier this week, Zenith released its global programmatic study which found that for every dollar spent on digital media, 69 cents were spent programmatically.EMarketer’s estimations were different due to slightly different categorization, but it found that an estimated 86.4% of digital display dollars ($3.91 billion) are spent programmatically. That makes up 44.5% of digital advertising overall and 23.8% of total media spend.

Of that display spend, $2.6 billion goes to mobile programmatic display, up 28.9% from last year. However, because of new features to prevent tracking in mobile browsers, eMarkter says attribution is becoming more difficult across the mobile web, which may impede such rapid growth in years to come.

Video programmatic spending is growing still, and is estimated to bring in $983.9 million this year. However, according to eMarketer, local publishers “have been slow to produce video inventory and fully monetize a healthy video audience.”

Like Zenith, eMarketer found that programmatic direct is the most popular form of programmatic transactions, with 62.6% of dollars traded through this method. The remainder goes to real-time bidding. Within real-time bidding, private marketplace spending outpaces open exchange ad investments (this differs from our neighbours to the south; in the U.S., private marketplaces hold a smaller share of real-time buying dollars).