Programmatic display ad prices tipped to surge 20% by 2018

The cost of display advertising inventory bought using programmatic buying technologies will rise sharply by as much as 20% across North America by 2018 due to publishers taking advantage of improved yield optimization technologies, according to a study. 
Publishers’s continued adoption of header bidding, a generic shift from fixed CPMs to more dynamic pricing models (or dCPMs), as well as improved price-discovery software (including artificial intelligence) will result in a 15-to-20%