In the Netherlands, Programmatic Advertising's a Hit with 'the Locals' - eMarketer
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In the Netherlands, Programmatic Advertising's a Hit with 'the Locals'

Spending share for medium-sized publishers especially pronounced

July 11, 2017 | Media Buying

Programmatic ad spending grew modestly in the Netherlands in 2016 when compared with leading Western markets. Nevertheless, programmatic became the dominant method for selling digital ad space among the country’s smaller local publishers for the first time, a recent study found.

The value of digital display ad spending transacted programmatically in the Netherlands rose by 20% in 2016 to €225 million ($249 million), according to figures released by the Interactive Advertising Bureau Netherlands (IAB Netherlands) and Deloitte.

Programmatic Digital Display Ad Spending in the Netherlands, 2012-2016 (millions of €)

Last year’s increase in spending boosted programmatic’s share of overall digital display ad investment in the country to 33%, up from 30% in 2015.

The Netherlands’ nearly one-third share was well below the rates seen last year in leading markets like the US (73.0%), the UK (70.0%) and France (64.0%), according to eMarketer estimates. Yet programmatic’s prominence is much more pronounced among the country’s homegrown publishers than its share of overall display investment would suggest.

Stripping global platforms from the calculation, the IAB Netherlands/Deloitte figures show that 62% of display ad spending with homegrown publishers occurred via programmatic means in 2016.

All told, programmatic buying methods were of rising influence on spending for online radio and digital video, according to the report. “High-impact” rich media ad formats bookable via programmatic means saw greater availability and were especially popular.

“Last year, several publishers renewed their focus on the direct and guaranteed selling of high-impact formats,” Nomkwazi Hooplot, managing director of data management platform Weborama’s Netherlands unit, told IAB and Deloitte. “On top of the renewed focus on direct sales, more rich media inventory has been made available on the programmatic exchanges. Programmatic rich media has become an essential part of each programmatic campaign.”

—Cliff Annicelli

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