Internet Ad Buying = Programmatic Gains vs. Direct Continue… Negatively Impacting Pricing Programmatic Buying – % Digital Display Advertising, Global 80% obal l G , 62% c ati m am ogr Spend Pr40% ng i s ti er Adv ay pl 10% Dis % 0% 2012 2013 2014 2015 2016 2017 2018 Source: Publicis / Zenith 2018 Programmatic Marketing Forecast. Note: Programmatic refers to ads bought both via real-time bidding & non real-time algorithmically-driven ad purchases. Does not include non-display advertising (e.g., Search) Internet Trends 26 2019