In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its ninth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.
The survey attracted respondents who command significant volumes of advertising supply and demand. The vast majority of the respondents manage annual advertising budgets of over €11m.
The survey asked about the following areas:
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