IAB Europe - Attitudes towards Programmatic Advertising

Posted on: Thursday 06 August 2015

Programmatic advertising has increased in importance to a market value of more than €2bn or 20% of the total European display market, according to IAB Europe’s 2013 Programmatic Market Sizing study.

During the past few years programmatic has risen from being a backroom tactical tool understood by specialist media traders to being a key imperative for every online brand strategist.

The IAB Europe Programmatic Trading Committee, a multi-stakeholder initiative aiming to increase understanding of the programmatic ecosystem, saw the need for research which would illustrate attitudes towards, the current adoption and the future of programmatic display (online, video and mobile) advertising on both the buy-side and sell-side of the digital advertising industry, and developed the IAB Europe Attitudes towards Programmatic Advertising survey. The survey report presented in this document forms part of a comprehensive pan-European programme of educational activities produced by the Committee.

Complimentary to the insight from the survey in this report, IAB Europe has recently published a Road to Programmatic White Paper, which aims to help advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration.

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Topics

Related content

computer program

Cross-industry Programmatic Taskforce announces mission & objectives

The taskforce was formed following the release of the ISBA/PwC Programmatic Supply Chain Transparency Study last year

Learn more
Emma Newman headshot

How to optimise your supply path in four steps: A guide for buyers

From internal assessment to ongoing optimisation, find out how buyers can optimise the supply path with top tips from PubMatic’s Emma Newman

Learn more
Transparency

Transparency in the programmatic supply chain

This handy ‘how to guide’ demystifies programmatic and how it works, taking a look at each stage in the supply chain.

Learn more
Programmatic

Programmatic ads outperform direct buys for the first time ever

The second half of 2018 saw programmatic advertising viewability rates perform better than publisher direct buys in a UK first.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.