With consumers spending ever more time online and using digital networks, Chinese Internet companies such as Baidu, Alibaba and Tencent (collectively referred to as BAT) will dominate programmatic ad spend in 2018.
According to research by eMarketer, programmatic ad expenditure in China totaled $16.69 billion last year, representing a 48.6% increase compared to 2016.
The results are hardly surprising given that China is a mobile-first market. Last year, 79.9% of programmatic outlays were dedicated to mobile ads.
Meanwhile, mobile continues to drive programmatic drive. With the three BAT companies being leaders in the field, most companies continue to buy programmatically through them. Direct sales of programmatic digital display adverts accounted for 63.5% spending in 2017. Meanwhile, real-time bidding represented 36.5%.
However, the share of programmatic within overall digital ad spending in China (60%) still ranked behind the US (78%) and the UK (70%) last year.