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Programmatic Advertising Takes Off in Finland

Concerns about ad quality top the list of leading challenges

March 23, 2016 | Marketing Technology | Media Buying

Programmatic is quickly becoming a key part of the media buying landscape in Finland. According to the Association of Finnish Advertisers, three-quarters (75%) of advertisers in the country bought ads programmatically as of December 2015. Over half (57%) did so using an outside media agency, while 18% handled programmatic buying internally.

Advertisers in Finland Who Buy Ads Programmatically, Dec 2015 (% of respondents)

Yet, the survey also showed that advertisers in Finland still face some difficulties when it comes to programmatic. The leading challenge was the quality of ad space and environment, cited by 52% of advertisers polled, followed by a lack of transparency (44%). One-quarter were concerned about the shortage of in-house expertise, which may help to explain why the majority of respondents outsourced programmatic buying.

Leading Challenges of Programmatic Buying According to Advertisers in Finland, Dec 2015 (% of respondents)

In all, programmatic accounted for 15% of digital display ad spending in Finland last year, according to a February 2016 estimate from the Interactive Advertising Bureau Finland (IAB Finland). This was up from 6% in 2014 and just 1.5% in 2013. IAB Finland’s figures exclude directly purchased advertising, such as Facebook and search engine marketing, however.

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