Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer report. Also notable is the quick growth of programmatic advertising in video and mobile. Yet some serious questions remain about just how mature the programmatic market is and what its ultimate growth potential is, due to a number of stubbornly troublesome obstacles.

We’ve heard all about the three horsemen of the programmatic apocalypse: fraud, viewability and ad blocking. The industry is working hard to meet these challenges.

And while there is a lot of work to be done in terms of honing technology and processes, as well as architecting better user experiences, progress is being made, and there is a sense of optimism that we will rise to these challenges, if not conquer them.

Read the full Marketing Land article here.