Don’t think that programmatic is going to be replaced as a sales/buying mechanism any time soon.
Programmatic display buying is seeing sustained growth in Europe despite a
certain maturing, according to the 2024 Attitudes to Programmatic Advertising Report, a study by IAB Europe’s Programmatic Trading Committee.
Among publishers polled, 42% now use programmatic to sell 41% of their display inventory. up from 31% in 2023. And 61% of agencies sell that same percentage via programmatic, along 40% of
advertisers.
In addition, 41% of publishers sell 41% of their mobile inventory through programmatic, compared to 40% last year. However, publishers cited Audio and
Retail Media as their top two programmatic growth areas.
For publishers, the main barriers to adoption or growth of programmatic trading are:
- Quality of
media (e.g. fraud, brand safety, viewability, transparency)—30%
- Operational elements (e.g. measurement, performance, use of data)—25%
- Costs—10%
- Sustainability—5%
- Hiring and training staff—20%
- Political and economic
environment—10%
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There have been several changes this year. For one, quality of media is up from 15% in 2023. On the other
hand, costs were cited by 26% in 2023.
The drivers of programmatic investment for publishers include:
- Ability to discovery
audiences—25%
- Granularity of controls and transparency reporting—13%
- Availability and scale of inventory—33%
- Cost
efficiencies—10%
- Operational efficiencies (e.g. automation)—20%
Asked if they are ready for they are
prepared for the deprecations of third-party cookies, publishers answered:
- Strongly agree—29%
- Agree-29%
- Neither
agree nor disagree—26%
- Disagree—9%
- Strongly disagree—9%
IAB surveyed
254 advertisers, agencies, publishers, and ad tech vendors across 31 markets.