Why and how 'programmatic' is emerging as key to real-time marketing success

This report looks at the current state of programmatic in Europe and explores why and how it is viewed as pivotal to the future of real-time marketing.
  • More than 600 agencies, publishers and marketers from across Europe shared their thinking on digital marketing and programmatic as part of this research.
  • Targeting is the most important factor in advertising success, with programmatic a key driver of this.
  • Marketers are determined to overcome barriers to forecast programmatic growth, including budget and skills issues.
  • Closing the current knowledge gap will be crucial as the industry expects advertising agencies to coordinate technical and creative sides of programmatic....

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Insights Team
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