The adtech ecosystem is in the middle of a fundamental shift in the way it conducts user targeting. With the amount of user intelligence and precise location technology capabilities available today, combined with an audience that is increasingly more receptive to relevant messaging, advertisers need to have a plan.
To structure your strategy for programmatic, native and mobile ad spend, here are some stats to help you wrap your head around the ad tech ecosystem and some notable rising trends:
Programmatic Advertising
1. According to a new study from the Interactive Advertising Bureau (IAB), which was conducted by Ovum and is based off answers from 200 marketing executives, Seventy-six percent of marketers polled cited mobile programmatic buying as important, and 41% said the tactic would help them reach a specific audience. - adweek 
2. Nearly all of the 145 American publishers polled for an IAB study (98.3%) are currently engaged in programmatic marketing strategies for audience development in the U.S. Yet, abroad, participation drops to 72.4%. - Marketing Land
3. Marketer spending on programmatic advertising is strong and growing. Over the next 12 months, the majority of marketers (66%) plan on spending almost half (40%) of their digital media budget programmatically, while a quarter of marketers plan on doing so for at least 80% of their budget. - AdExchanger
4. When it comes to programmatic advertising challenges, brand marketers cited inventory quality (64%), transparency (72%), and technology complexity (48%) as the biggest hurdles. - Forbes
5. Only 8% of marketers and 9% of agency execs admitted to not using programmatic for any media. - Forbes
Mobile Ad Spend
6. Mobile Will Account for 72% of US Digital Ad Spend by 2019. - eMarketer
7. Desktop and mobile currently net nearly equal spend. By 2019, the gap between desktop and mobile spending will widen by more than 40%. Desktop spending (as a percentage of overall digital spend) will drop from 51.0% to 30.3% while mobile rises from 49% to 69.7%. - eMarketer
8. TV is still the largest advertising format in the US, but digital will take over in 2018. While TV ad dollars will rise more than $10 billion by 2019, digital ad investments will overtake TV by $4 billion in just three years driven in large part by mobile ad spending. - eMarketer
9. 2016 will be the tipping point where mobile ad spending surpasses desktop. And while desktop advertising will remain a significant portion of marketers’ budgets—approximately $25 billion in each year throughout eMarketer’s forecast period—mobile will continue growing in the double digits to gain more and more market share while desktop spending remains flat. - eMarketer
10. When mobile spending will surpass advertising on the desktop for the first time in 2016, app ad dollars will continue to gain steam, increasing 42.6% to nearly $30 billion, or 73.2% of all US mobile ad spending. - eMarketer
11. Mobile will be the fastest-growing advertising channel and buoy spending on each of the digital formats. US mobile ad revenue will rise by a 26.5% CAGR through of 2020. - Business Insider
12. Mobile search will overtake desktop search ad revenue by 2019. Mobile search ad spend will rise by a 25.2% CAGR, while desktop search ad revenue will decline during the same period. - Business Insider
Native Advertising
13. Native Advertising Grows Despite Budget and Transparency Concerns But it's still only 5% of marketers' spending. - adweek14. 58% of the marketers surveyed by the Association of National Advertisers said their company used native advertising in the past year. - adweek
15. Spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. - BI Intelligence
