U.S. programmatic digital display ad spending will reach $15.43 billion this year, up 49.5 percent over 2014 spending levels, according to the latest eMarketer forecasts.

“In our latest forecast for programmatic ad spending in the U.S., we expect programmatic direct buys to account for a majority of all spending this year,” the research specialists tell us.

Programmatic now accounts for the majority of digital display ad spending in the U.S. in 2015.

“In just two years, nearly three in four display ad dollars in the country will be spent programmatically,” notes eMarketer. “As that growth continues, programmatic direct will continue to increase more quickly than real-time bidding, growing from 52.0 percent of all programmatic spending this year to 54.0 percent by 2017.”

And guess where else programmatic digital display ad spending is going?

Yes, you guessed it: mobile.

In 2014, U.S. advertisers allocated 43.0 percent of programmatic spending to mobile impressions. And 2015? That slice of the pie could reach 60.5 percent. By 2019, mobile will account for 76.3 percent of the total.