Among the top 500 publishers, volume of direct sales impressions dropped 8% while programmatic impressions sold rose 9% from the December 2012-2013 period.
In a larger group of 3,000 publishers, Adomic saw a larger drop of 55% of impressions sold in direct sales in December 2012 to 41% a year later. This coincided with a rise of programmatic sales from 29% to 40% over the same period.
Top 3,000 Publishers: Direct, programmatic, ad network impression volumes on average across the top 3,000 publishers over the last one and a half years.
Growth of programmatic adoption was led by direct-response advertisers in gifts and occasions, dating, and fitness and weight loss.
Leading Programmatic Advertisers: The verticals that used programmatic the most as a percentage of their volume among the top 1,000 advertisers in 2013.
Adomic collected its data via Web crawlers on its PathSource platform, which mines publisher websites and records the method of delivery for each ad impression.