Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
IAB Europe's Programmatic Advertising Spend Research reveals that revenue from programmatic ad models grew by 23% in 2019, topping EUR23bn, with 77% of display and more than 50% of video now traded
via programmatic methods.
"Improved transparency" is the main factor driving programmatic trading models among the world's biggest marketers, according to findings of a new report from the World Federation of Advertisers.
Other top factors include "data strategy," "ease of control," and "flexibility."
The world's biggest advertisers have largely embraced programmatic media-buying and as they increasingly shift to independent and/or in-house trading models, the primary effect is greater transparency
in terms of the actual cost of acquiring inventory. That's the finding of a just-released survey of member of the World Federation of Advertisers, the fourth in a series of studies first benchmarked