Consumers increasingly get their content across smartphones, laptops and desktops, so brands are eager to run campaigns that reach consumers on every one of those screens. With technology catching up to demand, marketers are predicting that 2016 will be cross-device programmatic's great leap forward. The era of targeting only to a particular device appears to be on the way out.
It's no secret that consumption habits are rapidly changing, and digital marketing is reflective of this seismic shift. In 2015, eMarketer predicted programmatic digital display ad spending in the U.S. to total $15.43 billion, with projected growth to $21.55 billion in 2016 and $26.78 billion in 2017.
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