With digital advertising on track to comprise the lion’s share of advertising dollars, programmatic advertising will continue to gain prominence in the digital media-buying space.

Here are six digital media buying trends to expect in 2017.

1. Going Once, Going Twice, Sold!: Increased Buying on Open Auction. The industry will see robust buying through the open buying environment as advertisers recognize they have ample data and just need access to premium ad inventory at scale. Today’s advertisers are more reliant on their own customer data and less in need of publishers to provide reader data. The biggest question advertisers […READ MORE at: Original Article: www.mediapost.com]