The changing role of programmatic in Europe: a buy-side perspective

This article demonstrates how programmatic advertising is being used by agencies and advertisers in Europe, and offers recommendations for employing it.

The changing role of programmatic in Europe: a buy-side perspective

Paul Coffey and Alison FennahGoogle and IAB Europe

As adoption of programmatic trading amongst advertisers and agencies across Europe accelerates, different trends are starting to emerge in the buy-side market.

The future's bright: Programmatic adoption in Europe is growing

Digital advertising has shown consistent growth in recent years despite volatility in macroeconomic factors. Figures from IAB Europe's AdEx Benchmark 2014 report show a year-on-year increase of 11.8% in gross online advertising revenues to €30.7 billion – the fifth consecutive year of double-digit growth. Programmatic advertising,...

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