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Programmatic advertising adoption in the Netherlands is high—the highest in Europe, in fact—and most publishers view it as an essential part of their marketing strategy. In a February 2014 study conducted by FaR for Improve Digital, 89% of publishers said they were selling between 51% and 100% of their inventory programmatically. In addition, more than one-third reported getting over half of their revenues from programmatic trading, and three-quarters expected this to be the case in the next 12 months.
Standard display and high-impact display tied for the No. 1 types of digital inventory sold programmatically, each cited by 89%. While standard display is common digital inventory sold for programmatic advertising, the fact that high-impact formats—not common in less mature programmatic markets—saw the same percentage of respondents indicates just how advanced the Netherlands’ programmatic landscape is.
Display media may have dominated, but video, mobile and tablet inventory were also gaining ground, each used by more than half of respondents.
The future for those three formats was even brighter. Publishers in the Netherlands expected to sell 86% of both mobile and tablet ads programmatically in five years. Video also saw an impressive share, with 83% of inventory expected to be traded via programmatic in five years.
Looking at programmatic display ads—which included both real-time bidding and other programmatic or automated platforms for banner, social and video ads on desktop and mobile devices—MAGNA GLOBAL estimated in October 2013 that the Netherlands would lead all other countries studied in terms of programmatic display spending as a percentage of all investments in display ads in 2017. The source forecast that 60% of display ad spending in the country would be programmatic that year.
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