Australia has become one of the world's top four most active markets for programmatic media trading, according to Magna Global.
Magna has predicted the new channel will exceed 50% of all Australian display, video and mobile advertising spending by 2016.
The IPG Mediabrands agency took part in a worldwide research program to assess the current extent and prospects for programmatic media trading. The data shows Australia's programmatic trading in display, video and mobile passing 50% of spend in 2016, beaten only by the USA, Netherlands and the UK.
"Programmatic trading had a relatively slow start in Australia because it took time for the technology infrastructure from the US to be set up,” said Magna Global Australia managing director Victor Corones (pictured).
“Now we expect in 2013 it will account for 28% of spend, up from 19% in 2012. It is clearly one of the most dynamic sectors in media.”
Within IPG Mediabrands Australia programmatic trading is handled by specialist division Cadreon.
Marc Lomas, general manager at Cadreon Australia, said: “Market adoption of programmatic trading has been rapid, with the vast majority of Australian publishers now having solid real time buying offerings. We are at the point where it is possible to run an entire digital media buy programmatically and we are going to see this become the norm. The growth curve we are seeing is driven by the operational efficiencies on both sides, superior performance and the ability to fuse 1st and 3rd party data sets.”
Magna Global predicts that global growth in programmatic buying will be higher than the forecasts for Australia. The research estimates that globally $7.6 Billion was spent in the channel last year, rising to $12 Billion in 2013 and on to $32.5 Billion by 2017.