Adform present this European RTB Trend report for the fourth quarter of 2014, and as a general wrap-up of programmatic advertising in 2014.

2014 was another banner year for programmatic across Europe, with spending growing 250% from 2013 to 2014. Interestingly, programmatic spending in 4Q13 declined due to advertisers and publishers locking in direct buys in advance of the holiday season. In 4Q14, however, programmatic ad spend grew substantially, perhaps an indication of the ecosystem’s confidence that the tactic is better suited to meet their goals.