In 10 years time from now more than 80% of all media will probably be digital and programmatic. Any exact guess about the future is almost always wrong, but I see that there are some trends clearly driving towards a future where digital and programmatic media constitute the vast majority of media:

1) Internet of things trend – That anything that can be connected will be connected. This also goes for more traditional media such as TVs, outdoor signs etc.

2) Automation trend – That if something is done more efficiently by computers it will be done by computers.

In the world of media, this would lead to a future where the vast majority of media is digital and accessed via programmatic buying.

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