• Marketing Week, Friday, December 11, 2015 3:32 AM

A Forrester report projects that programmatic adoption will ‘skyrocket’ within Europe, with the share of online display ads that are traded programmatically jumping from 37.5% in 2015 to 61% in 2020. And by the end of 2020, over half of video advertising revenue will be sold and executed programmatically, Marketing Week reports. However, despite the rise of programmatic and, in particular, video advertising, Forrester has advised marketers to not look at either as “mass mediums” just yet. In addition, the report notes that "European online display advertising revenue will grow at 12.1% annually between 2015 and 2020, and will reach €17.7 billion by 2020 — more than double 2014 levels. The UK and Germany alone will represent almost 50% of this growth."

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