Social ad revenue is on the up and up. By 2018, social spending looks to double to account for $14 billion in ad spend according to a new forecast from BI Intelligence.

What is causing growth at this break-neck pace Mobile and programmatic are the reason. Improved targeting on mobile, the increase in options with regards to programmatic buying and the newfound reach that mobile provides are just some of the factors at play here.

As of this year, mobile spending will pass the halfway mark for social media, accounting for 55 percent of of all social media spending as the mobile shift is never more evident than it is on social media, with many new platforms being mobile-only.

According to a survey from Duke University, social media’s share of overall marketing budgets is set to increase, too, from 9 percent this year to over 13 percent next year.