Similarly, JCDecaux, a global OOH company, announced a programmatic offering in France. Starting in July 2021, its digital inventory in cities and airports became available for programmatic buying via a premium marketplace on the VIOOH platform.

Our November 2019 update, “UK Programmatic Digital Display Ad Spending: Growth Underpinned by Social Spend and Programmatic Direct,” noted that GDPR hadn’t been much of a growth inhibitor in terms of programmatic display ad spending, once the initial disruption was past—though it had helped steer more euros to private marketplaces (PMPs) and programmatic direct deals.

The UK digital ad market is thriving. It will grow 11.9% this year, reaching £25.84 billion ($35.54 billion). Video will be a big contributor to this growth, as will social network spending, which is being disrupted by the likes of TikTok.

The US market accounts for a solid majority of worldwide spending on programmatic targeting data, according to this research. Global investment will reach $52.26 billion this year. China is a distant second place with almost $7.3 billion in spending expected this year, followed by the UK with $3.59 billion. Data Types Used for Ad Targeting and Audience Segmentation.

For example, studies have indicated that total UK online media spend increased by 5% last year, and connected TV has taken its place as one of the fastest growth areas for programmatic display. Efforts to enhance trust across the digital ecosystem are ongoing. It’s critical to also acknowledge the progress of entities like the Global Alliance for Responsible Media (GARM).

That figure is a bit of a misnomer because most OOH ad spending belongs to traditional OOH, which doesn’t have programmatic capabilities. Programmatic is a subset of digital outdoor advertising, and when viewed in that light, programmatic will account for 12.5% of DOOH ad spending in 2021 and 16.4% in 2022.

We do forecast such spending for the US and the UK. About one-fifth (20.5%) of all media advertising in the US will be in social media this year. In the UK, that share will be even higher—25.5% of all media advertising. Canada is more like the UK in this respect, IAB Canada told us in February. The bureau reports annually on digital ad spending in Canada in partnership with PwC.

Programmatic direct spending, which is mainly made up of social ads, will account for more than three-quarters of total digital display expenditures in Canada in 2022. Brands should ensure their media mix is somewhat in line with these industry norms. Spread Social Budgets Across Multiple Platforms.

Despite this frustration, campaign reporting and measurement ranked last among other strategic priorities for marketers, data analysts, and business intelligence analysts in the US, UK, and Germany, according to an August 2021 Sirkin Research survey commissioned by Adverity. When it released its “State of Data Report” in February 2022, the Interactive Advertising Bureau (IAB) sounded the alarm.

In the December 2020 Cheetah Digital and Econsultancy survey of consumers in the US, UK, Australia, Spain, France, and Japan, respondents evaluated brand interactions on whether they perceived them as “cool” or “creepy.” About two-thirds felt that ads that follow them across devices are creepy. In the US, 54% felt this was creepy.

Brands purchase directly from Vevo in Canada with only 5% secured via programmatic channels (compare with 15% in the US). The Vevo catalogue contains hundreds of thousands music videos, including official releases, live performances, and original Vevo-produced content. This includes live performance from Canadian artists like Justin Bieber and The Weeknd.

“Before these [collaboration tools] existed, we needed to have hundreds of meetings which isn’t practical,” said Andy Cocker, co-founder and COO of programmatic agency Infectious Media. “These tools can help employees know what is going on and have a positive influence.”.

“Ultimately, we couldn’t see it getting to a fully programmatic value chain and software platform over the next five years,” said Keith Eadie, vice president and general manager of Adobe Advertising Cloud on an AdExchanger podcast. “We were trying to change an industry that has a lot of foundational technology that is not programmatic friendly.”.

Digital video viewership in the UK will continue to rise this year. The pandemic has provided a particularly significant impetus for subscription video-on-demand services, while connected TVs have become the consumption device of choice.

Programmatic buying of DOOH inventory is still a small slice of that, around 3% to 5%. “This pandemic has given opportunity to programmatic DOOH because of its flexibility and targetability,” said Debbie Drutz, president of Novus Media. “For example, capabilities that can target key neighborhoods that were open.

Digital ad fraud is still a major problem in the programmatic ecosystem, with advertiser losses estimated in the billions of dollars annually. This report explores how advertisers, publishers and partners are protecting themselves.

According to the IAB and Accenture’s “2020 International Programmatic In-Housing” report, 21% of respondents had completely moved programmatic buying in-house and planned to continue, and 48% had partially moved it in-house and planned to continue. The report states: “As the prominence of programmatic continues to rise, there is a desire for more control over this medium.

“We put a lot of emphasis with the creative agencies we work for—and in the media we buy in—to not create intrusive ads, especially on mobile,” said Tom Morningstar, vice president and director of programmatic at Mediahub. “On mobile, it’s rampant.

We do forecast such spending for the US and the UK. About one-fifth (18.2%) of all media advertising in the US will be in social media this year. In the UK, that share will be even higher—23.6% of all media advertising. How does Canada compare? Closer to the UK, according to Sonia Carreno, president of IAB Canada, which reports annually on digital ad spending in Canada in partnership with PwC.