New IAB Europe library illustrates strategic opportunity of programmatic advertising

Brussels, 17 February 2016 – The Interactive Advertising Bureau Europe (IAB Europe) has launched the Library of Programmatic case studies today to illustrate good practice and increase understanding. Programmatic display advertising in Europe continues strong growth, jumping 70.5% from €2.14bn in 2013 to €3.65bn in 2014,1 yet there remains a lack of understanding in the advertising industry. Hiring and training people with the right skill set was cited as a barrier to adoption by more than half of the advertisers, agencies and publishers in the IAB Europe Attitudes towards Programmatic Advertising research.2

Assessing the impact of programmatic trading on total revenue was cited as another key barrier. These barriers are consistent across markets of different programmatic development levels analysed (advanced, mid-development and new to programmatic).

The library fulfills part of IAB Europe’s objective to educate the industry on the strategic opportunity that programmatic offers and brings together buy-side and sell-side case studies from across Europe.The case studies cover a range of European markets and a variety of advertiser and publisher brands including BurberryCondé Nast, eBay, Google, Mercedes-Benz, Nescafé, Pandora, The Telegraph and TUI.

Alison Fennah, Executive Business Advisor at IAB Europe said “This initiative is important to illustrate the impact of programmatic in strategy development. We look forward to further collaboration with our members on programmatic trading education through white papers, guides, research and thought-leadership content in 2016.

Simon Burgess, Publisher Development Director at PubMatic said “To compete successfully in today’s media landscape, every company requires employees that have the knowledge and training to manage this technology so that it delivers successful outcomes. Scaling knowledge is a challenge and initiatives such as the programmatic library from IAB Europe play a key role in ensuring that we as an industry are educating on a global scale.

David Nelson, VP Product EMEA at Rocket Fuel said “The IAB Europe Library of Programmatic case studies is a great initiative.  There is a need for sharing best practice to elevate understanding of the strategic opportunity that programmatic offers. We find the library an important platform to share our case studies to educate buy-side stakeholders in order to help them deliver effective campaigns.

Find out more about programmatic as a strategic opportunity in these webinars:

The Library of Programmatic case studies is an ongoing initiative and if you are an IAB Europe member or National IAB member and would like to find out about featuring your case studies then please contact puffett@iabeurope.eu.


Resources: 

  1. IAB Europe European Programmatic Market Sizing 2014 report.
  2. IAB Europe Attitudes towards Programmatic Advertising research report.

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