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Programmatic digital display ad spending in Finland totaled €36.3 million ($40.3 million) in 2016, up 97% over 2015. This rapid growth has brought programmatic’s share of all digital display advertising in the country to 26%, according to Interactive Advertising Bureau Finland (IAB Finland). That excludes major ad platforms like Facebook, Google’s display ad network and YouTube advertising.
But when factoring in advertising on those three platforms, programmatic digital display ad spending grew to €92.4 million ($102.5 million), equaling nearly half of all digital display advertising.
Though such growth is high, it’s not particularly uncommon in Nordic countries. For example, the latest data available from Institutet för Reklam-och Mediestatistik (IRM) showed programmatic digital display ad spending in Norway jumped 144% in 2015 vs. a year earlier, while Sweden saw growth of 134% in the same comparison.
A December 2016 survey of advertisers in Finland conducted by the Association of Finnish Advertisers found that 86% of respondents were buying ads programmatically, with 72% doing so via a media agency and 25% doing so in-house.
eMarketer estimates display ad spending in Finland will reach $196.9 million in 2017, making just over half (50.1%) of total digital ad spending in the country for the first time.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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