More than one-third (38%) of the publishing professionals surveyed said they make a “large” or “very large” portion of their revenue from programmatic ads. In fact, 85% of respondents said programmatic makes up at least a “very small” portion as of Q1 2023, up from 78% just six months ago.
Moving forward, 84% of respondents said they are going to put focus on growing their programmatic business over the next six months, with 45% saying it will be a large or very large focus for them. “This is consistent with the 43% who said the same in Q3 2022,” the article says, “but it is a big jump from the 32% who said so in Q1 of last year.”
Digiday did contrast how dependent larger and smaller publishers are on programmatic, with “a whopping 93% of large publishers [getting] at least a very small portion of their revenue from programmatic ads,” Digiday says. “That percentage drops to 72% among small publishers.”
More than a quarter of publishers (27%) who saw revenue from programmatic said a large portion comes from open market programmatic ads, another number that “saw a big jump in the last six months.” Only 15% of publishers saw their biggest slice from direct-sold programmatic ads, a number that actually fell since Q3 2022.
“Among publishers who get revenue from programmatic ads, Digiday’s survey found that they’re much more likely to make a large amount from open market programmatic ads over direct-sold programmatic ads.”