Connected TV to be key growth driver of programmatic investment in 2023

Celeste Huang

An overview of IAB Europe’s Attitudes to Programmatic Advertising Study 2022.

Most agencies, advertisers, and publishers expect an increase in investment in programmatic trading over the next year, with connected TV (CTV) identified as a key growth area, according to IAB Europe’s latest Attitudes to Programmatic Advertising Study.

In 2022, more than one-third of surveyed advertisers spent 21-40% of their overall programmatic advertising budgets on connected TV.  Over half of all stakeholder groups surveyed cite CTV as a key to programmatic growth over the next 12 months. 

A quarter of publishers spend 41-60% of their overall programmatic ad budgets on audio. Voice - almost non-existent...

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