Programmatic advertising is growing rapidly and is now a major part of the digital advertising economy across Europe. But while much has been written about WHAT programmatic is, and analysts repeatedly increase their predictions of how big it will be, very little has been said about WHY and HOW the programmatic market is growing.
This report, produced by Circle, Appnexus, WARC and IAB Europe, addresses the knowledge gap.
In April and May 2014 we spoke with 626 Marketers, Media Buyers, Publishers and Advertising Agencies to explore:
- The secrets of a successful ad campaign
- The perceived role of programmatic in driving success – its benefits
- The way in which programmatic is being used
- The challenges and barriers to using programmatic