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.
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 NewmanLearn more
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
The Power of First-Price Auctions
Why first price auctions should be winning over the programmatic community.Learn more
Nigel Huddleston MP: Politicians must understand how online advertising actually works
New technology can be confusing, but with advertising funding so many of the online services we use daily, Conservative MP Nigel Huddleston explains why...Learn more