In the first six months of 2015, programmatic advertising has been at the centre of discussions across the advertising industry.

From Advertising Week in London and Interact in Berlin to the Festival of Creativity in Cannes, it has been never been far from the headlines. Indeed, at IAB Europe the small Programmatic Trading Task Force formed in 2014 with a handful of members is now a full Committee with a significant membership across the European market.

Where in the first IAB Europe Programmatic Whitepaper the focus was on defining programmatic and explaining why it was the subject of so much discussion, this whitepaper 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.