IAB Europe announced at dmexco that the total programmatic display advertising market in Europe jumped 70.3% from €3.4bn in 2014 to €5.7bn in 2015.
The report reveals that mobile programmatic grew by an exponential 165% in Europe largely driven by the growth in social media advertising and mobile display is the “most” programmatic format in 2015 with 45% of mobile display traded programmatically. Programmatic video grew by 95% in 2015 and now accounts for almost a quarter of online video ad spend.
The European Programmatic Market Sizing research is produced by IAB Europe and IHS, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark report, the definitive guide to the state of the European online advertising market. This year the research also provides a market by market breakdown for 8 key European markets, these breakdown numbers will be published after dmexco.
"Header Bidding is one of the most discussed topics in the programmatic industry. Now it is being implemented and tested by leading publishers in the Dutch market. For IAB Netherlands this is a perfect moment to have a chat with industry specialists and understand their point of view about Header Bidding. There are many questions and assumptions around and with this white paper IAB Netherlands is hoping to provide more information, knowledge and understanding of the subject. I’m really curious to see how Header Bidding develops in the coming months. What does this really means for advertisers? What does it means for publishers? Are agencies and advertisers going to implement their tags directly on the publishers websites?"
Jeremy Noya, Manager Digital Trading, Voetbal International, and project owner: Header Bidding for the Programmatic Task Force, IAB Netherlands
Download the case study below.
For Bannerconnect, executing sophisticated segmentation strategies often leads to complexity in one of two ways: buyers either need to juggle multiple micro-targeted campaigns themselves, or they must work with an array ad tech partners in order to achieve their goals.
Bannerconnect sought a more cost-effective way to employ highly sophisticated targeting and bidding techniques in order to achieve its automotive brand client’s direct response campaign objectives.
Bannerconnect also wanted to avoid working with a “black box” bidder, which lacks transparency and doesn’t allow clients to exert control over how their data is used, or how bidding decisions are made.
Bannerconnect tested the AppNexus Programmable Bidder (APB) to see if it could extract additional value by deploying customized bid strategies in a leading automotive brand’s campaign. The campaign performance objective was to reach viewers who had previously viewed vehicle models on the company’s website.
Download the case study below.
Wayfair, a leading online destination for furniture, home furnishings, décor, and goods, sought to turbo-charge the performance of its digital marketing campaigns. With an emphasis on continually optimizing its supply chains, Wayfair is laser focused on developing and deploying proprietary algorithms and data science-driven models across its business, from digital advertising to order fulfillment and delivery.
To meet its sophisticated digital advertising objectives, Wayfair chose AppNexus. With the AppNexus Programmable Bidder (APB), Wayfair built brand-customized buying algorithms that drive increased advertising effectiveness and return on ad spend.
Download the case study below.
eBay Kleinanzeigen, Germany’s largest classified ads marketplace and subsidiary of the global online marketplace eBay, has been renowned as a pioneer in the programmatic advertising space since 2012.
So when header bidding, a method also known as pre-bid, emerged as the latest in programmatic technology, eBay Kleinanzeigen recognized the opportunity to both secure their place in the evolving advertising landscape and increase revenue. Header bidding enables publishers to manage yield at the impression level by moving the valuation process ahead of the call to the publisher’s ad server.
Looking to ensure complete transparency and control for long term success, eBay Kleinanzeigen sought an agile and complete technology solution. They decided upon prebid.js, the independent, open source wrapper supported by AppNexus.
Click the document below to download the case study.
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Download the document here.
dmexco is the global business and innovation platform of the digital economy. It enables visitors to experience disruptive trends and defines the business potential of tomorrow. This is the meeting place for makers and shakers, visionaries marketing and media professionals, techies, and creative thinkers. dmexco combines the leading trade fair for digital marketing with an extraordinary conference – and it’s the sector’s top event of the year.
Click here to register.
Remember to also join IAB Europe for our Policy Panel, Programmatic Panel, and Fireside Chat!
With header bidding now confirmed as the most disruptive and innovative technology in ad tech in recent years, and with almost 70% of publishers using it as part of their monetisation strategy, the panel will review the most important lessons we’ve learnt from the rise of the technology over the last eighteen months. We will discuss how it has impacted publisher’s monetisation strategies, how and if, as a result, they allocate sales resources and inventory differently, as well as best practices for achieving maximum yield and managing multiple header tags through the use of containers.
The panel will also address what’s next in header bidding as the technology is applied to mobile and video. Is it as simple as mirroring its use on desktop or are there specifics to the mobile environment? And finally, the conversation will touch on the evolution of header bidding. Does Google offering Enhanced Dynamic Allocation change anything? Is the best use of the technology for it to stay on the browser side, or is the server-to-server connection the way forward. What problems would that solve and is it scalable? Join our executives and guests for this exclusive dmexco workshop.
More info here.
About the Expo
Within just a few years, dmexco has developed into the most important meeting point for the global digital economy. This is where visitors can conclude direct business deals, make valuable new contacts, and evaluate business ideas. The expo presents all the relevant brands of the digiconomy. The focus is on dialogue – and that certainly pays off. Around 50,000 visitors and more than 950 exhibitors are expected in 2016.
About the Conference
Thanks to its outstanding international conference program, for two days dmexco will be the hotspot of the digiconomy. The leading thinkers of the digital economy will be coming here from all over the world in order to present and discuss the latest trends and innovations. Visitors can look forward to a full program of practice-oriented presentations by top international speakers, lively discussions, and a wealth of new impulses.
