Programmatic buying has become the centerpiece of digital media. According to eMarketer, programmatic accounted for 45% of digital display ad buys in 2014, and by 2016 it will assume the majority, accounting for over 60%. Programmatic has grown in prominence due to its ability to predict moments when consumer and brand can come into contact in a meaningful way. As technology continues to improve and connected data continues to grow this will only accelerate further. Because of the drastic increase in data collected in the coming years, advertisers will soon programmatically deliver ads based on everything a person does and on the most appropriate screen given the situation, rather than based on digital behavior alone.