IAB Europe Report: Attitudes to Programmatic Advertising 2018

The IAB Europe Attitudes to Programmatic Advertising Report shows that advertisers continue to demand transparency, greater control, access to quality environments and inventory and are developing in-house strategies to achieve these. According to the research, in-house is now the favoured advertiser model with nearly 40% executing their programmatic trading via in-house operations. It also remains the primary model for publishers (50% now have an in-house model) and agencies (62% now have an in-house trading desk).

Now in its fourth year, the research highlights four key findings:

1. Programmatic in-housing continues to increase and is now the favoured model for advertisers
2. Whilst programmatic trading is becoming the norm for most stakeholders, issues such as ad fraud remain key barriers to increasing investment
3. Private marketplaces are the dominant trading mechanism used for programmatic
4. Investments in programmatic are set to continue to increase

The amount of display, mobile and video inventory that agencies and publishers trade programmatically has continued to increase whilst the level of investment from advertisers has seen weaker growth. However, more than 90% of all stakeholder groups state that they think their programmatic investment will increase over the next 12 months.

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