Adform present this European RTB Trend report for the second quarter of 2015.
Programmatic marketing continues to take root throughout Europe, with advertisers earmarking more of their budgets for RTB purchased inventory, and publishers realizing better yields. Spending and CPMs continue to experience double-digit growth, and will probably do so for the foreseeable future.
Spending by banner and device type, as well as open market vs. private marketplaces saw little change. One change worth noting: Adform introduced a mobile in-app targeting option in April 2015, which was enthusiastically embraced by marketers. Though spending started at 0 euros in April, by May it shot up 717%, demonstrating pent up demand. Spending continued to increase, though less dramatically (28%).