Data and targeting efficiencies drive programmatic ad spend growth

New research into programmatic advertising spend has shown revenues grew by 23% in 2019 to top €23bn, with 77% of display and over 50% of video now traded via programmatic methods. The 2020 IAB Europe Attitudes to Programmatic study was informed by 350 advertisers, publishers, agencies and ad-tech vendors from 31 markets, illuminating several key growth drivers. The Drum explores its findings.

The new programmatic landscape

The Attitudes to Programmatic report showed ‘better use of data‘ was the greatest driver of programmatic investment, with the proportion citing this influence jumping from 69% to 80% over the past year.

Brand safety concerns have reached a turning point

Over the past year, the proportion of advertisers citing the issue as a hindrance dropped from 34% to just 10%. Among publishers he equivalent drop saw citation fall from 27 to 9%.

A stand-out year for connected TV

Connected television (CTV) stood apart from the pack as a clear winner across all categories despite current investments remaining low, with 60% of agencies and partners committing just 20% of their programmatic budgets to the sector.

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