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...