The rapid growth in European programmatic advertising means that it now accounts for three-quarters (77%) of digital display investment, according to the latest data from IAB Europe. This compares to just 20% in 2013 and one-half (54%) in 2016.
Programmatic proves less popular in digital video advertising, accounting for nearly three-fifths (58%) in 2019. This compares to just 9% in 2013 and two-fifths (39%) in 2016.
Gross digital display advertising spend brought programmatically has seen consistent double-digit growth since 2014, rising 23.0% last year. However, the more manual process of insertion orders saw growth of just 1.1% in...