Programmatic advertising is essential for travel marketers to match the right travel options with the right audience—helping marketers serve the right ad at the right time. And the use of programmatic advertising continues to grow. By the year 2020, almost 90% of all mobile display ads will transact programmatically, and this year alone $46 billion will go towards programmatic advertising in the US. Used to be that if you wanted to find a traveler online, you’d buy an ad on Yahoo! Travel and hope that user was searching for your market. This wasn’t very accurate, because a lot of time travelers who viewed that ad wasn’t going to your market or looking at your type of hotel. Yes, they were a traveler, but nobody that you could ever target. Fast forward to today. Programmatic allows you to understand an audience and target against them, no matter where they are online. Get the full story at Sojern