In 2015, programmatic was adopted extensively. Over 30 per cent of digital inventory was available for purchase programmatically. All of a sudden the machines took over, and it was considered a welcome change. India is slow in moving into programmatic. Other markets such as North America, Australia and Europe have moved into this space faster. India is catching up, but considering the speed at which India is moving,we shall be on par with the world by 2016. There is hectic collection of audience profiles. New programmatic platforms are being launched. Perhaps, by 2016, around 70-75 per cent of digital inventory will be bought programmatically. TV inventory will sure be falling into programmatic space.