Estimated % of the UK digital display market which is traded programmatically

• 72% of digital display was traded programmatically in 2016, up from 63% in 2015

• Mobile display and mobile video sales are largely traded using programmatic direct, at 65% and 63% respectively

• Generally more inventory is being traded via programmatic direct - offering advertisers more control of where their inventory will be shown

• 80% - 90% of digital display is forecast to be programmatic by 2019