Programmatic display advertising set to rise in Europe

IAB Europe surveyed more than 1,000 advertisers, agencies and publishers from 29 markets in Europe to provide clarity on the current adoption of programmatic and stakeholder perspectives on its potential for strategic competitive advantage.

Programmatic trading investments and revenues set to increase

Over 90% of all stakeholders say they will increase their programmatic investment or revenue over the next 12 months and 40% expect an increase of more than a third.

Many stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing this technology to gain efficiencies, meet client demand and deliver brand campaigns at scale.

Stakeholder adoption of and attitudes towards programmatic advertising vary

Publishers show a controlled, cautious approach with an emphasis on managing their own data and maximising value and margins by monetising inventory more effectively‏.

Agencies see themselves at the forefront of programmatic adoption, gaining trading, operational and audience targeting benefits.

Advertisers are the stakeholder group least likely have programmatic in-house at this point in time.

Further learning and education is needed

Stakeholders recognise that inefficiencies need to be tackled in order to empower programmatic to deliver maximum value. Barriers to adoption exist with hiring and training people with the right skill set the top obstacle‏.

This demonstrates the need for further learning and education and the recently published IAB Europe Road to Programmatic White Paper (link is external)provides an analysis of the decisions facing advertisers, agencies and publishers in considering how to capitalise on the programmatic opportunity and address the accompanying challenges.

As the IAB Europe report demonstrates, further education and clarity on the programmatic ecosystem are needed in order to encourage adoption. It’s important for advertisers to be able to define and engage their audience with greater cost efficiency.” says Txema Garitano Plágaro, Innovation, Business Analytics & Search Management, SEAT.

Full article available at (link is external)