Post by samsparrow74 on Feb 15, 2024 3:46:25 GMT -7
Programmatic advertising continues to enjoy good health. Although it would seem like a somewhat obsolete model in the era of the technological revolution, these types of advertisements continue to be on the rise. Of course, advertisers continue to demand transparency , greater control, access to quality environments and inventory. These are findings from the IAB Europe report Attitudes to Programmatic Advertising , which reveal that entities are developing their own internal strategies to achieve these demands. In terms of results, and leaving aside the concerns of advertisers, income continues to grow.
In 2018 they reached 16.7 billion euros , which represents an increase of 33% in programmatic income. The study also indicates that advertisers' favorite model is internal, that is, they execute negotiations through internal Malaysia Phone Number List operations . In fact, 40% of those analyzed do it this way. It is the publishers and agencies that stand out in this area. 50% of publishers have an internal model and 62% of agencies have an internal negotiation table. Even though programmatic commerce is becoming the norm, ad fraud is putting a brake on the growth of investment.
As reported by The Drum , 70% of viewing and 50% of all video inventory is marketed through programming. Social media shopping dominates the schedule, but even when it was removed from the equation, the market still saw impressive growth of 26.6% to a total of €5.5 billion . In Spain, programmatic investment is estimated at 30%, a figure very far from that of other European countries and the United States, where the percentage reaches 80%. Still, according to the study, it is believed that investments will continue to increase. The amount of screen, mobile and video inventory that agencies and publishers exchange programmatically has continued to increase.
In 2018 they reached 16.7 billion euros , which represents an increase of 33% in programmatic income. The study also indicates that advertisers' favorite model is internal, that is, they execute negotiations through internal Malaysia Phone Number List operations . In fact, 40% of those analyzed do it this way. It is the publishers and agencies that stand out in this area. 50% of publishers have an internal model and 62% of agencies have an internal negotiation table. Even though programmatic commerce is becoming the norm, ad fraud is putting a brake on the growth of investment.
As reported by The Drum , 70% of viewing and 50% of all video inventory is marketed through programming. Social media shopping dominates the schedule, but even when it was removed from the equation, the market still saw impressive growth of 26.6% to a total of €5.5 billion . In Spain, programmatic investment is estimated at 30%, a figure very far from that of other European countries and the United States, where the percentage reaches 80%. Still, according to the study, it is believed that investments will continue to increase. The amount of screen, mobile and video inventory that agencies and publishers exchange programmatically has continued to increase.