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How will programmatic trading evolve and what attitudes will shape its future – contribute to the industry benchmark survey on the development of programmatic

Author: Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Senior Director, Exchanges and Supply, Ad Platforms, Verizon Media

We are one year on from a sizeable change to how the industry operates following regulatory changes.  Programmatic revenue continues to grow, and we now know that programmatic is mainstream as more than half of display ad spend in Europe is traded programmatically

We want to learn how the industry has reacted to these changes, and how we as an industry feel about the upcoming opportunities with the development of 5G, and increasing shifts in auction mechanics to first price and supply optimisation.  What attitudes, trends and technologies will shape its future? The IAB Europe Programmatic Trading Committee aims to find out in its latest Attitudes to Programmatic Advertising survey.

The survey has become the industry benchmark on the development of programmatic in Europe and in 2018 it revealed that in-house is now the favoured advertiser model with nearly 40% executing their programmatic trading via in-house operations.

Now in its fifth year, the survey asks about:

  •       The percentage of digital advertising traded programmatically
  •       The benefits and challenges of programmatic trading
  •       Operational models and strategies for programmatic trading
  •       The measurement of programmatic display campaigns
  •       The future of programmatic advertising investment

If you are involved in programmatic trading, media buying. selling or planning then please take the survey – it won’t take any longer than 15 minutes and could help

The survey will close on Friday 12 July. Please pass on the survey link to any relevant colleagues. Your response will be treated in the strictest confidence. 

Find out more about the IAB Europe Programmatic Trading Committee and its recent activities here or email Marie-Clare Puffett, Marketing & Business Programmes Manager at IAB Europe – puffett@iabeurope.eu

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