The programmatic ecosystem spent the last 10 years in a state of hyper growth, and programmatic spending surpassed $100 billion dollars globally for the first time in 2019.

While the next 10 years will likely bring a slowdown due to market maturation and data regulations, it’s indisputable that programmatic buying and the rise of ad tech changed the face of digital advertising.

Here are 10 of the biggest trends to impact ad tech, digital marketing and the programmatic space since, in the words of MediaMath CEO Joe Zawadzki, the math men took over.