Interactive Advertising Bureau
22 March 2016

IAB Europe survey: What is driving or preventing programmatic investment?

Programmatic advertising has been at the centre of discussions and events across the advertising industry. From Advertising Week in London and Interact in Berlin to the Festival of Creativity in Cannes, it has never been far from the headlines.

However IAB Europe’s Attitudes towards Programmatic Advertising research in 2015 found that whilst 90% of respondents were planning to increase their programmatic investment or revenue some key barriers to adoption still exist, namely hiring and training people with the right skill set.  It is, therefore, one of IAB Europe’s objectives to educate the industry on the strategic opportunity that programmatic offers for both buy and sell-side stakeholders.

Assessing the current adoption of and attitudes towards programmatic advertising is key to this to elevate industry understanding and identify areas for guidance. The 2016 Attitudes towards Programmatic Advertising survey aims to dive deeper into drivers, barriers and operational models.

Advertisers, agencies and publishers are invited to share their latest thoughts on programmatic advertising in this survey which should take no longer than 15 minutes to complete.

The survey will close on Friday 6th May. Participants will be among the first to see the results and your input will help shape future IAB Europe work streams. Please pass on the survey link to any relevant colleagues. Your response will be treated in the strictest confidence.

Please contact us if you have any comments or questions.

Thank you for helping us to create another important asset for the European digital industry!


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