Chinese Internet giants Baidu, Alibaba and Tencent (BAT) will account for the lion share of programmatic expenditures in China as advertisers are predicted to invest $22.81 billion on programmatic digital display ads this year in the Asian country, with mobile accounting for 83.7% of that total.
This is according to eMarketer’s latest forecast of programmatic ad spending, which also found that by the end of 2019, programmatic digital display ad spending in China will reach $29.61bn, representing 69.0% of total digital display ad spending in the country.
The forecast also predicts that because of the high smartphone penetration in China, mobile will continue to be a major growth driver of programmatic spend.
