Programmatic trading

This IAB whitepaper sets out the changes taking place in programmatic trading, analysis and control of data, and its relationship to advertising.
  • Warc and AppNexus, IAB Europe polled over 600 publishers, advertisers and agencies across the frontline of the advertising industry in Europe, and found that 89% of them believe that programmatic will have a significant impact on digital advertising; 30% expect it to be dominant.
  • Programmatic now reaches 4 different marketplaces: performance, RTB, deals, and direct marketplaces.
  • Programmatic Trading is being hindered by a lack of technical and commercial understanding in the advertising community.
  • The technology needs to evolve to enable better inventory discovery, more collaborative deals and greater consistency in the metrics and measures used to define...

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