Efficiency Rules for Programmatic Buyers, Sellers in Europe - eMarketer

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Efficiency Rules for Programmatic Buyers, Sellers in Europe

Targeting capabilities rule the buy side

August 27, 2015

Whether you're an advertiser or agency, or a publisher in Europe, investing in programmatic is attractive for its efficiency, according to research from the Interactive Advertising Bureau Europe (IAB Europe). In June 2015 polling, targeting efficiencies were the No. 1 reason for both advertisers and agencies to invest in programmatic. On the sell side, publishers were looking to maximize the value of their inventory.

Top 5 Reasons for Investing in Programmatic According to Advertisers, Agencies and Publishers in Europe, June 2015 (% of respondents)

Other efficiencies were cited by large numbers of respondents, including majorities of agency and publisher respondents who looked to trading and operational efficiencies. Among advertisers, 53% were investing because it simply made paid media cheaper.

The reasons for bringing programmatic capabilities in-house were a bit different. Advertisers and agencies were both most interested in keeping first-party data under control. Publishers were still looking to the bottom line, with 71% indicating they had in-house programmatic operations to better monetize their inventory.

Programmatic has risen to prominence in Europe, as in the US. In Sweden, two-thirds of publishers offer programmatic inventory. Programmatic ad spending in the Netherlands is soaring. And a decidedly programmatic future awaits the UK as well.

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