Programmatic advertising has been widely well received, particularly in America, but research shows that in Europe one in four marketers have never heard of it. However, research from IAB Europe,
AppNexus and WARC has found that four in five companies are actually using programmatic advertising. The report concludes that this ignorance about the channel is the biggest barrier to more
widespread adoption in Europe. Its publication coincided with P&G and American Express shifting U.S. spend to programmatic.
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