IAB Europe’s Attitudes to Programmatic Advertising Report 2024

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 tenth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption, and strategies are evolving across Europe. 

The study tracks the evolution of programmatic advertising attitudes, adoptions, and strategies across Europe, and the issues and concerns that shape the years ahead. It also acts as an indicator of any areas where programmatic trading requires improvement.

The survey attracted 254 respondents with both pan-European and global remits, with over half managing annual advertising budgets exceeding €1 million.

The survey asked about the following areas:

• How much programmatic is used for different formats (display, mobile and video)
• Drivers and barriers to programmatic investment
• Operational models used for programmatic
• Measurement and data strategy
• The importance of sustainability in programmatic trading
• The future of programmatic investment
• The future beyond the third-party cookie and the industry’s readiness for the new addressability era

Check out the press release here, and download the report below to discover the following highlights and more:

• Programmatic Investment Trends: Discover how programmatic buying is evolving, and how agencies are driving growth in programmatic buying.
• Emerging Channels in Programmatic: Learn why CTV and Retail Media are becoming essential programmatic channels.
• Top Growth Drivers for 2024 and Beyond: Find out why AI and CTV are top growth areas, and explore the continued importance of first-party data in a post-cookie landscape.
• Addressing Media Quality and Brand Safety Challenges: Understand the growing importance of transparency and quality assurance to strengthen audience trust.
• Sustainability Progress Across the Industry: Gain insights on sustainability priorities, and see how data science is enhancing carbon transparency and efficiency.