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iabeurope.eu
REPORT – SEPTEMBER 2019
ATTITUDES TO
PROGRAMMATIC
ADVERTISING
2019
Attitudes to Programmatic Advertising – September 2019
TABLE OF CONTENTS
EXECUTIVE SUMMARY ….. 3
1. INTRODUCTION ….. 5
2. METHODOLOGY ….. 6
3. CURRENT ADOPTION & STRATEGIES ….. 7
4. DRIVERS & BARRIERS ….. 14
5. MEASUREMENT & DATA STRATEGY ….. 20
6. FUTURE OF PROGRAMMATIC ….. 24
7. WITH THANKS ….. 26
CONTACT DETAILS ….. 27
2
Attitudes to Programmatic Advertising – September 2019
EXECUTIVE SUMMARY
The 2019 IAB Europe Attitudes to
Programmatic study highlights the following:
• There is a continued push for a quality
and safe advertising environment
• Ads.txt is well established amongst
publishers but awareness and adoption
on the buy-side is low
• Talent and skills remain a barrier to
investment
• Supply chain transparency is still an issue
• The number of advertisers with in-house
operations for programmatic is now
higher than the number that outsource to
an agency
• Programmatic continues to be a catalyst
for delivering brand campaigns at scale
• In light of GDPR, stakeholders are looking
to use more first party data, private
market places and contextual targeting
Investment in programmatic trading for
display has continued to increase, with
advertiser investments focused on video. The
outlook is also positive with the majority of
all stakeholders expecting an increase in
investments over the next 12 months. The
growth is likely to come from areas other
than display; digital out-of-home, audio and
connected TV are identified as areas that
stakeholders will invest in.
However, there are still challenges that exist
and hamper adoption of programmatic
trading; namely, fraud, brand safety and
supply chain transparency. Brands want to
able to use programmatic to target a specific
audience under safe and premium
conditions. The challenge is, these are
bespoke to each buyer, not to mention the
controls to deliver on these KPIs are different
on every platform and the skills needed to
protect the brand through programmatic
mediums is even more challenging to find.
There is also more market awareness and
education needed as the number of buyers
buying ads.txt verified inventory is low
compared to the number of publishers
selling ads.txt inventory.
The study shows a clear shift to hybrid
models for programmatic trading as the
number of advertisers with an in-house
operation overtakes the number outsourcing
to an agency, alongside an increase in the
number using external consultancies.
3
Attitudes to Programmatic Advertising – September 2019
In terms of measurement, buyers are still
looking at sales KPIs as the key metrics for
evaluating their investment in programmatic
display. In large part this can be attributed to
an overarching shift in the market, where
agencies are shifting from impression-focus
to action-focus and tailoring campaigns
around the brands core-business goals.
It’s clear that advertisers now hold greater
programmatic knowledge, thus the strategic
alignment of programmatic to a brand’s key
business objectives is diversifying how
advertisers engage with media buying.
4
In this dynamic industry we still see marketing fundamentals hold true –
to deliver effective campaigns, buyers want the ability to define and reach
their audiences cross-channel. The need for great data and accurate
audience targeting remain key reasons for investing in programmatic.
We’re also seeing an evolution in digital as its ability to deliver brand
campaigns is increasingly recognised. Yes, there are continued concerns
around fraud. But, as the industry develops tools, practices and
approaches to drive quality and increase transparency, this is all helping
build greater trust and confidence in digital advertising.
Lisa Kalyuzhny,
Senior Director
Advertiser
Solutions EMEA,
PubMatic
“
Attitudes to Programmatic Advertising – September 2019
1. INTRODUCTION
In order to understand the status of
programmatic adoption across Europe on
both the buy-side and sell-side of the digital
advertising industry, IAB Europe’s
Programmatic Trading Committee developed
the Attitudes to Programmatic Advertising
survey in 2015. Now in its fifth year, the study
has become an industry benchmark to show
how programmatic advertising attitudes,
adoption and strategies are evolving.
The survey attracted respondents who
command significant volumes of advertising
supply and demand. Over 70% of the
respondents across advertisers, agencies
and publishers manage annual advertising
budgets of €1m or above. For the first time,
IAB Europe surveyed ad tech vendors in the
2019 study.
The survey asked about the following areas:
• How much programmatic is used for
different formats (display, mobile and
video)
• Drivers and barriers to programmatic
investment
• Operational models used for
programmatic
• Measurement and data strategy
• The future of programmatic investment
The report, written by industry experts from
IAB Europe’s membership, forms part of a
comprehensive programme of pan-
European educational and guidance outputs
published by the IAB Europe Programmatic
Trading Committee. Other outputs that may
be of interest:
• Transparency Guide for the Digital
Advertising Supply Chain
• Header Bidding and Auction Dynamics
White Paper
• Programmatic Mobile White Paper
• Key considerations for buy-side and sell-
side programmatic strategies
• Using Data Effectively in Programmatic
White Paper V2.0 with GDPR updates
The previous versions of the Attitudes to
Programmatic report can be accessed via
the following links:
• 2018
• 2017
• 2016
• 2015
5
Attitudes to Programmatic Advertising – September 2019
2. METHODOLOGY
An online survey was used with the help of
the national IAB network to ensure a
representative sample across European
markets. The survey received approximately
530 respondents between May and July
2019. The responses came from advertisers,
agencies, publishers and ad tech vendors in
31 markets and respondents with both pan-
European and Global remits.
The majority of respondents were
programmatic or media buying specialists.
IAB Europe members can access the full data
set by contacting Marie-Clare Puffett (contact
details at the back of this report).
6
77%
11%
12%
Local remit Pan-European remit Global remit
Advertisers – 58
Agencies – 194
Publishers – 131
Ad Tech Vendors - 153
1%
2%
3%
3%
5%
5%
5%
5%
7%
7%
7%
9%
23%
Audience Planning Director
Media Planner
Brand Manager/Director
Programmatic Trader
Marketer
Media Strategist
Technology Director
Programmatic Media Sales
Media Director
Media Sales
Advertising Operations
Programmatic Media Director
Head of Programmatic
Figure 1
Breakdown of respondents
Figure 2
Respondents job roles
Attitudes to Programmatic Advertising – September 2019
3. CURRENT ADOPTION & STRATEGIES
Investment
Digital advertising budgets continue to
increase, with programmatic once again
benefitting from greater investment. The
percentage of advertisers investing more
than 41% of their display inventory via
programmatic methods increased to 55% in
2019 from 42% in 2018. When looking at
agencies, we see that the number buying
over 41% of their mobile inventory via
programmatic has almost doubled since
2017; in 2019, 55% of agencies bought more
than 41% of their mobile inventory via
programmatic up from 28% in 2017.
Video is a key driver of programmatic
investment amongst advertisers; 55% of
advertisers now buy more than 41% of their
video inventory via programmatic compared
to 32% in 2018. However, for agencies (55%
in 2018; 50% in 2019) and publishers (32% in
2018; 16% in 2019) there has been a
decrease in the amount of video inventory
that they have traded programmatically.
Where it is traded programmatically, video is
traded via private market places (PMP); 16%
of advertisers and 20% of agencies state that
the majority of their video advertising is
bought via a PMP. Open auctions are mostly
used for trading display and mobile
inventory, with 18% of agencies, 13% of
advertisers and 14% of publishers using an
open auction to buy or sell more than 80%
of their display inventory. The same is true
for mobile, where 19% of agencies, 13% of
advertisers and 16% of publishers use an
open auction to buy / sell more than 80% of
their mobile inventory.
7
52%
34%
26%
44%
28%
25%
41%
33%
15%
42%
57%
30%
41%
54%
41%
32%
55%
32%
55%
59%
48%
42%
55%
45%
55%
50%
16%
0%
10%
20%
30%
40%
50%
60%
70%
Advertisers Agencies Publishers Advertisers Agencies Publishers Advertisers Agencies Publishers
Display Mobile Video
2017 2018 2019
Figure 3
Percentage of stakeholders that use programmatic to buy / sell more than 41% of
their display, mobile video inventory
Attitudes to Programmatic Advertising – September 2019
Interestingly, agencies have cited a marginal
increase in traditional (non-automated)
buying methods. While the increase is only
slight, with a rise to 17% of agencies trading
over 61% of their display using traditional
methods, up from 15% in 2018, it’s still a
potential unexpected trend. This could be
due to the fact that the lines between direct
and programmatic guaranteed have begun
to blur and programmatic guaranteed is
increasingly sitting within teams that
managed traditional digital buys for all
stakeholders.
Programmatic native
Programmatic investment in native
advertising remains low; 52% of advertisers,
74% of agencies and 59% of publishers
stated that less than 20% of their
programmatic trading budget is invested in
native advertising. 24% of publishers also
stated that 0% of their programmatic trading
revenue is invested in native advertising.
8
The low adoption of programmatic trading for native advertising
shows that this is still a huge opportunity for growth in the market.
While programmatic buying for display is standard practice today,
there is still a knowledge gap among marketers on how to adapt their
programmatic strategies for native. The shift of display campaigns
toward native has started but there is still a lot more that needs to be
done around customizing bidding, targeting, data and reporting before
marketers can truly scale with native.
Ads.txt adoption
With the rise in advertiser investment in
programmatic, it’s surprising more have not
been taking advantage of industry initiatives
designed to help improve the supply path of
inventory and reduce auction arbitrage. Only
6% of advertisers and 26% of agencies are
buying more than 81% of verified ads.txt
verified, this is despite a significant
percentage of both buy-side stakeholders
that are concerned with the levels of fraud
and brand safety (see section 4).
Amongst publishers, ads.txt adoption is
much higher with 56% of them selling more
than 81% of their inventory with an ads.txt
file attached. This suggests that the ads.txt
inventory exists but more buyer education
and awareness is needed.
“Agathe Rakowicz,
Global Director,
Programmatic
Business, Outbrain
Attitudes to Programmatic Advertising – September 2019
GDPR and consent
For the first time IAB Europe asked
stakeholders about the percentage of
inventory bought that uses a consent
management platform (CMP) to gain
consent. 38% of publishers stated that 81%
or more of their inventory is being bought via
a CMP, and 17% of buyers stated that they
are buying 81% of inventory with consent
being passed. This data was collected before
ICO, CNIL and other regulatory bodies
released their stance on GDPR. There is likely
to be a sharp rise in the percentage of
inventory that is being bought and sold with
a consent signal following these.
9
I hope the release of this year’s Attitudes to Programmatic report will be
the catalyst for greater levels of APP-ads.txt for publishers, thus
increasing the number of publishers in the higher percentiles of
inventory that is verified, whilst also increasing buyside awareness of
this simple, yet effective tool to tackle transparency and quality
concerns.
What is ads.txt?
By creating a public record of Authorized Digital Sellers, ads.txt creates
transparency in the inventory supply chain and gives publishers control
over their inventory in the market, making it harder for bad actors to profit
from selling counterfeit inventory across the ecosystem. As publishers
adopt ads.txt, buyers will be able to more easily identify the Authorised
Digital Sellers for a participating publisher, allowing brands to have
confidence they are buying authentic publisher inventory.
Find out more here.
David Goddard,
VP Global
Programmatic
Strategy, BBC
Global News
“
Attitudes to Programmatic Advertising – September 2019
Operating models
In-house models continue to increase
amongst publishers but remain stagnant
across buy-side stakeholders. 65% of
publishers now have an in-house model
compared to 50% in 2018 and 66% of
agencies have an in-house trading desk
compared to 62% in 2018. Whilst the
number of advertisers with an in-house
model hasn’t increased since 2018 (38% in
2019 and in 2018), the number of with in-
house operations is now higher than the
number that outsource to an agency (24%).
Therefore 2019 has really been about the
emergence and development of hybrid
models. 21% (up from 16% in 2018) of
advertisers now have a hybrid model.
Where advertisers have previously worked
with independent trading desks or DSPs,
they are now aligning with consultancies.
Advertisers using consultancies for
programmatic buying was 0% in 2018, rising
to 7% in 2019. It’s worth considering that the
definitions of in-house operations may differ
slightly from 2018, based on the
respondents of the survey. Where Brand
Managers/Directors made up 9% of the total
respondents in 2018, it was 3% in 2019,
while Media Directors now represent 7%
(down from 15%). In 2018 it was Media
Directors and Heads of Programmatic which
were the main contributors, where in 2019
this is now Programmatic Media Directors
and Heads of Programmatic. Whilst this shift
may indicate a change in advertiser roles due
to the importance of programmatic in the
marketing mix, it may also indicate a bias in
respondents towards advertisers with
disproportionately advanced programmatic
programs, when compared to the wider
marketplace.
10
Attitudes to Programmatic Advertising – September 2019
11
11%
14%
27%
48%
9%
12%
26%
54%
6%
9%
24%
62%
4%
15% 15%
66%
0%
10%
20%
30%
40%
50%
60%
70%
Outsourced to an
independent trading desk
Outsourced to a DSP Hybridmodel (more than one
of the above)
In-house agency trading desk
2016 2017 2018 2019
0%
3% 1%
16%
63%
16%
0%
9% 9%
14%
46%
23%
0% 3%
8%
16%
35% 38%
7% 7%
3%
21%
24%
38%
0%
10%
20%
30%
40%
50%
60%
70%
Utilisationof a
consultancy
Outsourced to an
independent
trading desk
Outsourced to a
DSP
Hybridmodel
(more than one of
the above)
Outsourced to an
agency
In-house
operations
2016 2017 2018 2019
Figure 4
Operating models by stakeholder
Agencies
Advertisers
9%
17%
40%
34%
8% 8%
40%
44%
9%
13%
29%
50%
1%
4%
30%
65%
0%
10%
20%
30%
40%
50%
60%
70%
Outsourced to a third-party
network
Outsourced to an SSP Hybridmodel (more than
one of the above)
In-house operations
2016 2017 2018 2019
Publishers
Attitudes to Programmatic Advertising – September 2019
Amongst the advertisers in-housing, there is
a clear drive for control and transparency.
The key drivers for building in-house
operations are to increase operational
control (50%), reduce media costs (42%) and
gain greater transparency on where
campaigns run (33%). However, what is
observed is less of a drive due to agency
costs (17% in 2019 down from 38% in 2018).
Agencies with in-house trading desks are
driven by better access to audience insight
that programmatic provides (60%) and
operational control (42%). A third of
publishers (35%) are developing in-house
operations to gain greater transparency and
control of their programmatic operations.
12
Advertisers Agencies Publishers
Increase operational control
/
Reduce operational control
50%
Better ability to
access audience
insight
60%
Better monetisation of
inventory
63%
Reduce media costs 42%
Increase operational
control
42%
Gain greater
transparency and
control of operations
35%
Gain greater transparency
on where campaigns run /
Integrate programmatic with
other in-house teams like
CRM, customer service etc.
33%
Deliver brand
campaigns at scale
more effectively
40%
Opportunity to scale
premium ad formats
30%
Figure 5
Stakeholders with an in-house strategy – top 3 drivers
Attitudes to Programmatic Advertising – September 2019
13
Figure 6
Stakeholders with an in-house strategy – top 3 barriers
Advertisers Agencies Publishers
Data quality 42%
Training people
adequately
53%
Campaign
optimisation
51%
Hiring people with the
right skill set
33%
Hiring people with the
right skill set
47%
Hiring people with
the right skill set
51%
Training people
adequately
33% Data quality 44%
Training people
adequately
42%
We can expect to see an increase in hybrid
models in the future; 52% of advertisers cite
that they are considering taking
programmatic in-house in the next 12
months whilst 50% also cite they plan to use
an external consultancy.
Two thirds of publishers that don’t have in-
house operations are planning to do so in
the next 12 months whilst 25% are also
planning to use an external consultancy.
Attitudes to Programmatic Advertising – September 2019
4. DRIVERS & BARRIERS
Drivers of programmatic investment
For buyers, just as in 2018, data remains a
key driver for investment in programmatic,
coupled with this is what data can deliver –
targeting efficiencies. When it comes to
delivering campaigns, audience is always the
starting point so these continue to be the
top priorities for advertisers and agencies.
Both buy-side stakeholder groups are also
recognising the ability of programmatic to
deliver brand campaigns at scale.
Traditionally seen as a performance media,
this highlights a change in perception to
digital and a recognition of how it can
support brand campaigns. This may also
reflect the rise of video and the fact it can be
a proxy for TV in delivering brand awareness.
Beyond this, for advertisers the ability to
access premium inventory is also a driver, as
is the desire for trading and operational
efficiencies to make processes easier and
more streamlined. Meanwhile, agencies see
it as a means of having greater control of
media and accessing it at a lower cost which
could be an indication of the move towards
supply path optimisation.
For publishers, buyers want to transact
programmatically so client demand for this
remains the number one reason for them to
invest in programmatic. The other key
reasons are all based, not surprisingly,
around greater monetisation. Making
premium inventory available at scale, what
advertisers are looking for, and monetising
all their opportunities, with ‘maximising
media value’ and ‘increasing the value of
inventory’ all scoring highly as reasons for
investment.
Ad tech vendor responses were more
aligned to the buyers, with better use of data
and access to premium inventory scoring
highly. However, more than two thirds of
them cited the ability to offer a transparent
business model as a key driver of
investment, recognising the market demand
for increased transparency and trust.
14
Attitudes to Programmatic Advertising – September 2019
15
Figure 7
Drivers of programmatic investment by stakeholder 2016-2019
Advertisers Agencies Publishers
Ad Tech
Vendors
2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2019
Lower cost of
media
53% 22% 38% 28% 41% 28% 29% 36% N/A N/A N/A N/A N/A
Targeting
efficiencies
76% 71% 68% 69% 78% 75% 73% 78% N/A N/A N/A N/A N/A
Better use of
data
62% 69% 72% 86% 42% 38% 67%
Maximising
media value
N/A N/A N/A N/A N/A N/A N/A N/A 55% 37% 34% 41% N/A
Trading /
operational
efficiencies
29% 29% 35% 34% 55% 60% 42% 46% 49% 34% 30% 28% N/A
Gain
competitive
advantage
26% 29% 24% 24% 45% 38% 46% 30% 44% 48% 30% 27% 43%
Increased
value of
inventory
N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A 51% 39% N/A
Delivery of
brand
advertising
campaigns at
scale to target
audience
49% 40% 27% 55% 45% 44% 36% 38% N/A N/A N/A N/A N/A
Gaining
access to
premium
inventory at
scale
21% 23% 19% 34% 30% 28% 24% 36% N/A N/A N/A N/A 57%
Delivering
audiences via
programmatic
mobile
N/A N/A N/A N/A N/A N/A N/A N/A 30% 25% 20% 18% 35%
Reaching
audiences via
programmatic
mobile
30% 26% 35% 28% 41% 35% 27% 24% N/A N/A N/A N/A N/A
Increased
engagement
via
programmatic
video
19% 49% 24% 24% 23% 21% 20% 22% 15% 21% 15% 21% 36%
Agency
recommenda
tion
17% 14% 17% N/A N/A N/A N/A N/A N/A N/A N/A N/A
Client
demand
N/A N/A N/A N/A 29% 29% 24% 30% 60% 71% 54% 55% N/A
Increased
granular
control of
media /
inventory
23% 48% 24% 31% 37% 41% 50% 50% 27% 29% 34% 20% N/A
Offering a
fully
transparent
business
model
N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A 65%
Attitudes to Programmatic Advertising – September 2019
16
Barriers to investment
A number of barriers to programmatic
investment remain at the forefront this year,
faced by advertisers, agencies, publishers
and ad tech vendors.
As the demand for premium inventory
increases so has the concern around brand
safety amongst advertisers. 34% of
advertisers cite brand safety as a barrier to
investment, a 10% increase from 2018 of
24%, while brand safety has either remained
constant or decreased as a concern for both
agencies and publishers. This discrepancy
may be due to the outsized risk that brand
safety violations pose to brand reputation
and brand equity, with the consequences
borne directly by brands. This is in spite of all
the work the industry has been doing to
address these areas.
In contrast, hiring people with the right
skillset in programmatic trading has
decreased as a barrier for advertisers from
32% in 2018 to 24% in 2019, while it
continues to constitute a significant barrier
for other stakeholder groups. In fact, 43% of
agencies, 48% of publishers and 45% of ad
tech vendors cite hiring people with the right
skill set as a barrier. This gap may be due to
increased competition for qualified talent as
a result of greater programmatic in-housing
by brands.
Fraud also remains a barrier for at least a
third of all stakeholders. Approximately one
third of advertisers, agencies and publishers
cite fraud as a barrier. Ad tech vendors,
however, represented the most significant
cohort in this area with 42% citing fraud as a
barrier to investment. This supports the
premise that it is incumbent upon
programmatic intermediaries to
demonstrate value-add through heightened
quality assurance. Overall this suggests the
industry still has some way to go in
addressing this issue, especially with
emerging channels such as mobile app and
programmatic TV attracting the attention of
fraudsters.
Viewability remained a concern for sell-side
stakeholders but less so for buy-side. 18% of
publishers in 2019 cited viewability as a
barrier to programmatic investment
compared with 17% in 2018, and 27% of ad
tech vendors considered viewability a
barrier. In contrast, 17% of advertisers cited
viewability as a barrier compared with 24% in
2018, and 14% of agencies cited viewability
as a barrier compared with 24% in 2018.
Attitudes to Programmatic Advertising – September 2019
17
Supply chain transparency decreased as a
concern among agencies but remained
constant as a concern for advertisers and
publishers; perhaps reflective of the growing
interest in supply path optimisation (SPO)
and the desire to work with fewer vendors
and only those that deliver value. Of note, ad
tech vendors again represented the highest
cohort citing this as a barrier, with 48% of
them noting transparency as a barrier to
investment – perhaps due to increased
margin compression among intermediaries
and the perceived commoditisation of supply
by programmatic buyers.
The buy-side still has concerns around
identifying the financial benefits of
programmatic with the cost of tech and
identifying a clear understanding of the
impact of programmatic on total revenue
cited as barriers.
Interestingly, there was a decrease in
advertisers concerned about data protection
(14% in 2019; 24% in 2018). This may be due
to the tightening of data protection laws
meaning advertisers are feeling more
comfortable, however they are now having to
look down different avenues to find their
audiences. While user match rates diminish
due to ITP 2.0 and the inability to use
cookies; 80% of advertisers now rely on their
first party data and over 50% are now
turning to contextual data as a viable
targeting solution (see section 5).
Overall, quality and transparency in programmatic remains critical for
the entire ecosystem. This need is even more acute on premium,
emerging media inventory. It underscores the need for objective
authentication of media, engendering trust and confidence in
programmatic trading.
Dan Slivjanovski,
CMO,
DoubleVerify“
Attitudes to Programmatic Advertising – September 2019
18
Figure 8
Barriers to programmatic investment by stakeholder 2016-2019
Advertisers Agencies Publishers
Ad Tech
Vendors
2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2019
Hiring people
with the right
skill set
31% 43% 32% 24% 42% 52% 29% 43% 46% 46% 46% 48% 45%
Training
people
adequately
21% 34% 38% 28% 35% 42% 25% 36% 40% 37% 38% 37% 28%
Cost of
technology
20% 42% 35% 31% 35% 29% 29% 31% 37% 48% 39% 27% 20%
Cost of data 19% 26% 16% 21% 23% 20% 20% 12% 18% 20% 17% 6% 6%
Quality of data 37% 34% 27% 31% 45% 53% 38% 36% 27% 27% 32% 24% 31%
Data
protection
concerns
N/A N/A 24% 14% N/A N/A 24% 28% N/A N/A 30% 28% 41%
Supply chain
transparency
N/A N/A 35% 38% N/A N/A 56% 34% N/A N/A 41% 37% 48%
Selecting and
setting up the
right
technology
27% 26% 11% 24% 29% 22% 32% 18% 40% 37% 31% 24% 31%
Having a clear
understanding
of the impact
of
programmatic
trading on
total revenue
31% 23% 35% 41% 31% 30% 25% 43% 42% 43% 32% 18% 30%
Brand safety 30% 37% 24% 34% 40% 44% 49% 28% 23% 33% 27% 27% 32%
Fraud 26% 46% 30% 31% 45% 40% 32% 34% 25% 33% 27% 30% 42%
Viewability 30% 14% 24% 17% 37% 30% 24% 14% 24% 22% 17% 18% 27%
Creative
optimisation
17% 9% 11% 14% 17% 15% 10% 15% 11% 10% 4% 3% 3%
Campaign
performance
N/A 11% 19% 21% N/A 18% 17% 16% N/A 14% 18% 11% 8%
Campaign
measurement
and reporting
27% 20% 27% 17% 17% 2% 33% 14% 19% 16% 11% 15% 21%
Attitudes to Programmatic Advertising – September 2019
19
Key business impacts
Similarly to last year, for the buy side, the
core impact of programmatic trading
continues to be more effective campaigns.
Better targeting, less wastage, access to
media at a lower rate and greater campaign
flexibility were the key reasons cited by
advertisers and agencies. These efficiencies
were also representative of the responses
from the ad tech vendors.
For publishers, while efficiencies were the
number one impact of programmatic
investment, it was also helping them achieve
a greater return on their inventory by helping
them increase the value of their media.
Attitudes to Programmatic Advertising – September 2019
5. MEASUREMENT & DATA STRATEGY
KPIs used to evaluate programmatic
campaigns
The majority of buy-side stakeholders are
using the same success metrics for
programmatically traded display campaigns
as those traded non-programmatically.
There is a significant variance in KPIs used by
buy and sell-side stakeholders to evaluate
programmatic campaigns. Among buyers, for
the second year running, lower funnel KPIs
dominated as success metrics, with sales
KPIs cited by 50% of advertisers, 41% of
agencies and 43% of ad tech vendors. In
addition, 25% of advertisers and 18% of
agencies cited purchase intent in their top
responses.
For the second consecutive year advertisers
and agencies’ primary focus for
programmatic campaigns has shifted from
viewability to sales KPIs. In large part this can
be attributed to an overarching shift in the
market, where agencies are shifting from
impression-focus to action-focus metrics and
tailoring campaigns around the brands core-
business goals. This shift also supports the
idea that programmatic buyers are taking
advantage of efficient programmatic pricing
to optimise toward conversions on a cost
per mille (CPM) basis, in addition to relying
on performance pricing such as cost per
click (CPC) and cost per acquisition (CPA) to
drive outcomes.
In contrast, publishers showed a bias toward
transactional metrics, with 34% of publishers
citing CPM as the most significant KPI and
28% citing viewability.
20
Attitudes to Programmatic Advertising – September 2019
21
Figure 9
Top 3 metrics used by stakeholder
Advertisers Agencies Publishers
Sales KPIs 50% Sales KPIs 41%
Cost per mille
(CPM)
34%
Purchase intent 25% Reach and frequency 38%
Sales KPIs /
Viewability
28%
Brand awareness 21% Viewability 25% Brand awareness 26%
Audience data
With the implementation of GDPR and
concerns around data control, it is perhaps
not surprising to see that of all audience
data types, first-party is the principal source
used by the majority of stakeholders and this
has remained stable since 2016.
There has been a slight increase in the use of
third-party data amongst advertisers with
63% using it in 2019 vs. 52% in 2018.
79%
84%
81% 81%
70%
82% 84%
80%
72%
79%
73%
43%
50%
42% 41%
48%
53%
66%
57%
27%
31%
27%
44%
69%
52%
63%
69%
77%
87%
77%
40%
46% 45%
5% 3% 3% 0%
6% 3% 2% 3%
14%
7% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018
Advertiser Agency Publisher
First party data Second party data Third party data None
Figure 10
Type of audience data used by stakeholder
Attitudes to Programmatic Advertising – September 2019
22
Data sources
For the first time we asked the industry
about the solutions they are looking at to
find new audiences, given the impact of new
data protection regulations and browser
cookie controls. Over three quarters of
advertisers and 80% of agencies are looking
to leverage first-party data, whilst two thirds
are looking to private market places (PMP) as
a solution. Over 50% of all stakeholders also
consider contextual targeting as a solution.
Similarly to 2018, DMPs are considered a
primary source of data for all stakeholders.
The number of advertisers and agencies
using a DSP to source data has increased.
Over two thirds of publishers are using data
from their own platforms compared to 48%
in 2018 suggesting an increase in
sophisticated programmatic strategies.
Attitudes to Programmatic Advertising – September 2019
23
Figure 10
Data sources used by stakeholder 2017-2019
56%
78%
65%
53%
57%
13%
53%
56%
56%
47%
55%
34%
31%
40%
18%
28%
44%
17%
19%
34%
27%
65%
81%
55%
39%
46%
15%
52%
56%
48%
23%
56%
19%
26%
27%
18%
26%
44%
2%
23%
22%
18%
56%
58%
26%
59%
72%
58%
59%
57%
14%
41%
36%
63%
33%
43%
17%
11%
20%
8%
30%
34%
17%
15%
15%
19%
33%
48%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Advertiser
Agency
Publisher
Datamanagement
platform(DMP)
Demand-sideplatform
(DSP)
Ownplatform/
propertiesDataproviderAdexchangesDatamarketplace
Supply-sideplatform
(SSP)
Advertiser/agency/
publisherpartnership
2019 2018 2017
Attitudes to Programmatic Advertising – September 2019
6. FUTURE OF PROGRAMMATIC
Since 2017, the Attitudes to Programmatic
Advertising study has observed advertisers,
agencies and publishers all citing that their
programmatic investment was to increase
year on year. 2019 is no different, with the
inclusion of the ad tech vendors, ensuring
that growth is expected from four key
groups. However, with greater penetration
comes a slower rate of increase, with 74% of
advertisers expecting growth, down from
94% in 2018.
Despite growth slowing, the level expected is
still impressive, with agencies and publishers
expecting growth of over 80% in 2019. Whilst
slowing more across ad tech vendors and
advertisers, growth across these groups is
still expected at circa 75%. With many
emerging platforms and formats yet to move
into full automation, the opportunity for
programmatic investment will continue.
The key growth areas identified across
advertisers, agencies, publishers and ad
tech, seem to suggest there is a differing of
opinion on the readiness across Europe for
new format adoption. Advertisers are seeing
DOOH (digital out of home) as the largest
growth opportunity over the next 12 months,
with the other three groups all seeing the
greatest opportunities across Audio and
Connected TV, where there has arguably
been greater traction for programmatic
already. It’s worth noting that outside of
programmatic buying, DOOH is tipped to be
one of the fastest growing areas of
investment for advertisers, with non-digital
OOH expected to be one of the only growth
areas amongst ‘traditional’ media in the UK
according to eMarketer. Thus, advertisers
who may have scope outside of
programmatic would be witnessing this as a
general growth opportunity for their
marketing activities.
Outside of DOOH, advertisers seem more
conservative and most aligned to their
agency counterparts. Where publishers see
Audio as the key growth opportunity and ad
tech see the same in Connected TV, agencies
are hedging their bets, expecting growth
almost in equal opportunity from Audio,
Connected TV, DOOH and AI (Artificial
Intelligence) based solutions.
24
Attitudes to Programmatic Advertising – September 2019
25
Figure 11
Drivers of programmatic investment by stakeholder 2016-2019
37%
39%
52%
32%
7%
15%
13%
5%
30%
39%
43%
68%
19%
8%
21%
27%
44%
34%
25%
37%
33%
30%
29%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Advertisers
Agencies
Publishers
Ad Tech
AI DOOH OTT Connected TV Voice Audio
Attitudes to Programmatic Advertising – September 2019
7. WITH THANKS
26
David Goddard, VP Global Programmatic Strategy,
BBC Global News
Roy Rosenfeld, SVP and GM of Isreal, DoubleVerify
Jamie Irving, Managing Partner, Programmatic, OMD
EMEA
Agathe Rakowicz, Global Director, Programmatic
Business, Outbrain
Lisa Kalyuzhny, Director Advertising Solutions,
PubMatic
Roger Williams, VP International Marketing,
PubMatic
Andre Buckman, COO, Sublime
Ryan Cook, VP Programmatic and Business
Development EMEA, Teads
IAB Europe would like to thank the following members that helped to compile this report
GET IN TOUCH
Marie-Clare Puffett
Marketing & Business Programmes Manager
IAB Europe
puffett@iabeurop.eu
iabeurope.eu
@iabeurope
/iab-europe

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IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019

  • 1. iabeurope.eu REPORT – SEPTEMBER 2019 ATTITUDES TO PROGRAMMATIC ADVERTISING 2019
  • 2. Attitudes to Programmatic Advertising – September 2019 TABLE OF CONTENTS EXECUTIVE SUMMARY ….. 3 1. INTRODUCTION ….. 5 2. METHODOLOGY ….. 6 3. CURRENT ADOPTION & STRATEGIES ….. 7 4. DRIVERS & BARRIERS ….. 14 5. MEASUREMENT & DATA STRATEGY ….. 20 6. FUTURE OF PROGRAMMATIC ….. 24 7. WITH THANKS ….. 26 CONTACT DETAILS ….. 27 2
  • 3. Attitudes to Programmatic Advertising – September 2019 EXECUTIVE SUMMARY The 2019 IAB Europe Attitudes to Programmatic study highlights the following: • There is a continued push for a quality and safe advertising environment • Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low • Talent and skills remain a barrier to investment • Supply chain transparency is still an issue • The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency • Programmatic continues to be a catalyst for delivering brand campaigns at scale • In light of GDPR, stakeholders are looking to use more first party data, private market places and contextual targeting Investment in programmatic trading for display has continued to increase, with advertiser investments focused on video. The outlook is also positive with the majority of all stakeholders expecting an increase in investments over the next 12 months. The growth is likely to come from areas other than display; digital out-of-home, audio and connected TV are identified as areas that stakeholders will invest in. However, there are still challenges that exist and hamper adoption of programmatic trading; namely, fraud, brand safety and supply chain transparency. Brands want to able to use programmatic to target a specific audience under safe and premium conditions. The challenge is, these are bespoke to each buyer, not to mention the controls to deliver on these KPIs are different on every platform and the skills needed to protect the brand through programmatic mediums is even more challenging to find. There is also more market awareness and education needed as the number of buyers buying ads.txt verified inventory is low compared to the number of publishers selling ads.txt inventory. The study shows a clear shift to hybrid models for programmatic trading as the number of advertisers with an in-house operation overtakes the number outsourcing to an agency, alongside an increase in the number using external consultancies. 3
  • 4. Attitudes to Programmatic Advertising – September 2019 In terms of measurement, buyers are still looking at sales KPIs as the key metrics for evaluating their investment in programmatic display. In large part this can be attributed to an overarching shift in the market, where agencies are shifting from impression-focus to action-focus and tailoring campaigns around the brands core-business goals. It’s clear that advertisers now hold greater programmatic knowledge, thus the strategic alignment of programmatic to a brand’s key business objectives is diversifying how advertisers engage with media buying. 4 In this dynamic industry we still see marketing fundamentals hold true – to deliver effective campaigns, buyers want the ability to define and reach their audiences cross-channel. The need for great data and accurate audience targeting remain key reasons for investing in programmatic. We’re also seeing an evolution in digital as its ability to deliver brand campaigns is increasingly recognised. Yes, there are continued concerns around fraud. But, as the industry develops tools, practices and approaches to drive quality and increase transparency, this is all helping build greater trust and confidence in digital advertising. Lisa Kalyuzhny, Senior Director Advertiser Solutions EMEA, PubMatic “
  • 5. Attitudes to Programmatic Advertising – September 2019 1. INTRODUCTION In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its fifth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving. The survey attracted respondents who command significant volumes of advertising supply and demand. Over 70% of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above. For the first time, IAB Europe surveyed ad tech vendors in the 2019 study. The survey asked about the following areas: • How much programmatic is used for different formats (display, mobile and video) • Drivers and barriers to programmatic investment • Operational models used for programmatic • Measurement and data strategy • The future of programmatic investment The report, written by industry experts from IAB Europe’s membership, forms part of a comprehensive programme of pan- European educational and guidance outputs published by the IAB Europe Programmatic Trading Committee. Other outputs that may be of interest: • Transparency Guide for the Digital Advertising Supply Chain • Header Bidding and Auction Dynamics White Paper • Programmatic Mobile White Paper • Key considerations for buy-side and sell- side programmatic strategies • Using Data Effectively in Programmatic White Paper V2.0 with GDPR updates The previous versions of the Attitudes to Programmatic report can be accessed via the following links: • 2018 • 2017 • 2016 • 2015 5
  • 6. Attitudes to Programmatic Advertising – September 2019 2. METHODOLOGY An online survey was used with the help of the national IAB network to ensure a representative sample across European markets. The survey received approximately 530 respondents between May and July 2019. The responses came from advertisers, agencies, publishers and ad tech vendors in 31 markets and respondents with both pan- European and Global remits. The majority of respondents were programmatic or media buying specialists. IAB Europe members can access the full data set by contacting Marie-Clare Puffett (contact details at the back of this report). 6 77% 11% 12% Local remit Pan-European remit Global remit Advertisers – 58 Agencies – 194 Publishers – 131 Ad Tech Vendors - 153 1% 2% 3% 3% 5% 5% 5% 5% 7% 7% 7% 9% 23% Audience Planning Director Media Planner Brand Manager/Director Programmatic Trader Marketer Media Strategist Technology Director Programmatic Media Sales Media Director Media Sales Advertising Operations Programmatic Media Director Head of Programmatic Figure 1 Breakdown of respondents Figure 2 Respondents job roles
  • 7. Attitudes to Programmatic Advertising – September 2019 3. CURRENT ADOPTION & STRATEGIES Investment Digital advertising budgets continue to increase, with programmatic once again benefitting from greater investment. The percentage of advertisers investing more than 41% of their display inventory via programmatic methods increased to 55% in 2019 from 42% in 2018. When looking at agencies, we see that the number buying over 41% of their mobile inventory via programmatic has almost doubled since 2017; in 2019, 55% of agencies bought more than 41% of their mobile inventory via programmatic up from 28% in 2017. Video is a key driver of programmatic investment amongst advertisers; 55% of advertisers now buy more than 41% of their video inventory via programmatic compared to 32% in 2018. However, for agencies (55% in 2018; 50% in 2019) and publishers (32% in 2018; 16% in 2019) there has been a decrease in the amount of video inventory that they have traded programmatically. Where it is traded programmatically, video is traded via private market places (PMP); 16% of advertisers and 20% of agencies state that the majority of their video advertising is bought via a PMP. Open auctions are mostly used for trading display and mobile inventory, with 18% of agencies, 13% of advertisers and 14% of publishers using an open auction to buy or sell more than 80% of their display inventory. The same is true for mobile, where 19% of agencies, 13% of advertisers and 16% of publishers use an open auction to buy / sell more than 80% of their mobile inventory. 7 52% 34% 26% 44% 28% 25% 41% 33% 15% 42% 57% 30% 41% 54% 41% 32% 55% 32% 55% 59% 48% 42% 55% 45% 55% 50% 16% 0% 10% 20% 30% 40% 50% 60% 70% Advertisers Agencies Publishers Advertisers Agencies Publishers Advertisers Agencies Publishers Display Mobile Video 2017 2018 2019 Figure 3 Percentage of stakeholders that use programmatic to buy / sell more than 41% of their display, mobile video inventory
  • 8. Attitudes to Programmatic Advertising – September 2019 Interestingly, agencies have cited a marginal increase in traditional (non-automated) buying methods. While the increase is only slight, with a rise to 17% of agencies trading over 61% of their display using traditional methods, up from 15% in 2018, it’s still a potential unexpected trend. This could be due to the fact that the lines between direct and programmatic guaranteed have begun to blur and programmatic guaranteed is increasingly sitting within teams that managed traditional digital buys for all stakeholders. Programmatic native Programmatic investment in native advertising remains low; 52% of advertisers, 74% of agencies and 59% of publishers stated that less than 20% of their programmatic trading budget is invested in native advertising. 24% of publishers also stated that 0% of their programmatic trading revenue is invested in native advertising. 8 The low adoption of programmatic trading for native advertising shows that this is still a huge opportunity for growth in the market. While programmatic buying for display is standard practice today, there is still a knowledge gap among marketers on how to adapt their programmatic strategies for native. The shift of display campaigns toward native has started but there is still a lot more that needs to be done around customizing bidding, targeting, data and reporting before marketers can truly scale with native. Ads.txt adoption With the rise in advertiser investment in programmatic, it’s surprising more have not been taking advantage of industry initiatives designed to help improve the supply path of inventory and reduce auction arbitrage. Only 6% of advertisers and 26% of agencies are buying more than 81% of verified ads.txt verified, this is despite a significant percentage of both buy-side stakeholders that are concerned with the levels of fraud and brand safety (see section 4). Amongst publishers, ads.txt adoption is much higher with 56% of them selling more than 81% of their inventory with an ads.txt file attached. This suggests that the ads.txt inventory exists but more buyer education and awareness is needed. “Agathe Rakowicz, Global Director, Programmatic Business, Outbrain
  • 9. Attitudes to Programmatic Advertising – September 2019 GDPR and consent For the first time IAB Europe asked stakeholders about the percentage of inventory bought that uses a consent management platform (CMP) to gain consent. 38% of publishers stated that 81% or more of their inventory is being bought via a CMP, and 17% of buyers stated that they are buying 81% of inventory with consent being passed. This data was collected before ICO, CNIL and other regulatory bodies released their stance on GDPR. There is likely to be a sharp rise in the percentage of inventory that is being bought and sold with a consent signal following these. 9 I hope the release of this year’s Attitudes to Programmatic report will be the catalyst for greater levels of APP-ads.txt for publishers, thus increasing the number of publishers in the higher percentiles of inventory that is verified, whilst also increasing buyside awareness of this simple, yet effective tool to tackle transparency and quality concerns. What is ads.txt? By creating a public record of Authorized Digital Sellers, ads.txt creates transparency in the inventory supply chain and gives publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory across the ecosystem. As publishers adopt ads.txt, buyers will be able to more easily identify the Authorised Digital Sellers for a participating publisher, allowing brands to have confidence they are buying authentic publisher inventory. Find out more here. David Goddard, VP Global Programmatic Strategy, BBC Global News “
  • 10. Attitudes to Programmatic Advertising – September 2019 Operating models In-house models continue to increase amongst publishers but remain stagnant across buy-side stakeholders. 65% of publishers now have an in-house model compared to 50% in 2018 and 66% of agencies have an in-house trading desk compared to 62% in 2018. Whilst the number of advertisers with an in-house model hasn’t increased since 2018 (38% in 2019 and in 2018), the number of with in- house operations is now higher than the number that outsource to an agency (24%). Therefore 2019 has really been about the emergence and development of hybrid models. 21% (up from 16% in 2018) of advertisers now have a hybrid model. Where advertisers have previously worked with independent trading desks or DSPs, they are now aligning with consultancies. Advertisers using consultancies for programmatic buying was 0% in 2018, rising to 7% in 2019. It’s worth considering that the definitions of in-house operations may differ slightly from 2018, based on the respondents of the survey. Where Brand Managers/Directors made up 9% of the total respondents in 2018, it was 3% in 2019, while Media Directors now represent 7% (down from 15%). In 2018 it was Media Directors and Heads of Programmatic which were the main contributors, where in 2019 this is now Programmatic Media Directors and Heads of Programmatic. Whilst this shift may indicate a change in advertiser roles due to the importance of programmatic in the marketing mix, it may also indicate a bias in respondents towards advertisers with disproportionately advanced programmatic programs, when compared to the wider marketplace. 10
  • 11. Attitudes to Programmatic Advertising – September 2019 11 11% 14% 27% 48% 9% 12% 26% 54% 6% 9% 24% 62% 4% 15% 15% 66% 0% 10% 20% 30% 40% 50% 60% 70% Outsourced to an independent trading desk Outsourced to a DSP Hybridmodel (more than one of the above) In-house agency trading desk 2016 2017 2018 2019 0% 3% 1% 16% 63% 16% 0% 9% 9% 14% 46% 23% 0% 3% 8% 16% 35% 38% 7% 7% 3% 21% 24% 38% 0% 10% 20% 30% 40% 50% 60% 70% Utilisationof a consultancy Outsourced to an independent trading desk Outsourced to a DSP Hybridmodel (more than one of the above) Outsourced to an agency In-house operations 2016 2017 2018 2019 Figure 4 Operating models by stakeholder Agencies Advertisers 9% 17% 40% 34% 8% 8% 40% 44% 9% 13% 29% 50% 1% 4% 30% 65% 0% 10% 20% 30% 40% 50% 60% 70% Outsourced to a third-party network Outsourced to an SSP Hybridmodel (more than one of the above) In-house operations 2016 2017 2018 2019 Publishers
  • 12. Attitudes to Programmatic Advertising – September 2019 Amongst the advertisers in-housing, there is a clear drive for control and transparency. The key drivers for building in-house operations are to increase operational control (50%), reduce media costs (42%) and gain greater transparency on where campaigns run (33%). However, what is observed is less of a drive due to agency costs (17% in 2019 down from 38% in 2018). Agencies with in-house trading desks are driven by better access to audience insight that programmatic provides (60%) and operational control (42%). A third of publishers (35%) are developing in-house operations to gain greater transparency and control of their programmatic operations. 12 Advertisers Agencies Publishers Increase operational control / Reduce operational control 50% Better ability to access audience insight 60% Better monetisation of inventory 63% Reduce media costs 42% Increase operational control 42% Gain greater transparency and control of operations 35% Gain greater transparency on where campaigns run / Integrate programmatic with other in-house teams like CRM, customer service etc. 33% Deliver brand campaigns at scale more effectively 40% Opportunity to scale premium ad formats 30% Figure 5 Stakeholders with an in-house strategy – top 3 drivers
  • 13. Attitudes to Programmatic Advertising – September 2019 13 Figure 6 Stakeholders with an in-house strategy – top 3 barriers Advertisers Agencies Publishers Data quality 42% Training people adequately 53% Campaign optimisation 51% Hiring people with the right skill set 33% Hiring people with the right skill set 47% Hiring people with the right skill set 51% Training people adequately 33% Data quality 44% Training people adequately 42% We can expect to see an increase in hybrid models in the future; 52% of advertisers cite that they are considering taking programmatic in-house in the next 12 months whilst 50% also cite they plan to use an external consultancy. Two thirds of publishers that don’t have in- house operations are planning to do so in the next 12 months whilst 25% are also planning to use an external consultancy.
  • 14. Attitudes to Programmatic Advertising – September 2019 4. DRIVERS & BARRIERS Drivers of programmatic investment For buyers, just as in 2018, data remains a key driver for investment in programmatic, coupled with this is what data can deliver – targeting efficiencies. When it comes to delivering campaigns, audience is always the starting point so these continue to be the top priorities for advertisers and agencies. Both buy-side stakeholder groups are also recognising the ability of programmatic to deliver brand campaigns at scale. Traditionally seen as a performance media, this highlights a change in perception to digital and a recognition of how it can support brand campaigns. This may also reflect the rise of video and the fact it can be a proxy for TV in delivering brand awareness. Beyond this, for advertisers the ability to access premium inventory is also a driver, as is the desire for trading and operational efficiencies to make processes easier and more streamlined. Meanwhile, agencies see it as a means of having greater control of media and accessing it at a lower cost which could be an indication of the move towards supply path optimisation. For publishers, buyers want to transact programmatically so client demand for this remains the number one reason for them to invest in programmatic. The other key reasons are all based, not surprisingly, around greater monetisation. Making premium inventory available at scale, what advertisers are looking for, and monetising all their opportunities, with ‘maximising media value’ and ‘increasing the value of inventory’ all scoring highly as reasons for investment. Ad tech vendor responses were more aligned to the buyers, with better use of data and access to premium inventory scoring highly. However, more than two thirds of them cited the ability to offer a transparent business model as a key driver of investment, recognising the market demand for increased transparency and trust. 14
  • 15. Attitudes to Programmatic Advertising – September 2019 15 Figure 7 Drivers of programmatic investment by stakeholder 2016-2019 Advertisers Agencies Publishers Ad Tech Vendors 2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2019 Lower cost of media 53% 22% 38% 28% 41% 28% 29% 36% N/A N/A N/A N/A N/A Targeting efficiencies 76% 71% 68% 69% 78% 75% 73% 78% N/A N/A N/A N/A N/A Better use of data 62% 69% 72% 86% 42% 38% 67% Maximising media value N/A N/A N/A N/A N/A N/A N/A N/A 55% 37% 34% 41% N/A Trading / operational efficiencies 29% 29% 35% 34% 55% 60% 42% 46% 49% 34% 30% 28% N/A Gain competitive advantage 26% 29% 24% 24% 45% 38% 46% 30% 44% 48% 30% 27% 43% Increased value of inventory N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A 51% 39% N/A Delivery of brand advertising campaigns at scale to target audience 49% 40% 27% 55% 45% 44% 36% 38% N/A N/A N/A N/A N/A Gaining access to premium inventory at scale 21% 23% 19% 34% 30% 28% 24% 36% N/A N/A N/A N/A 57% Delivering audiences via programmatic mobile N/A N/A N/A N/A N/A N/A N/A N/A 30% 25% 20% 18% 35% Reaching audiences via programmatic mobile 30% 26% 35% 28% 41% 35% 27% 24% N/A N/A N/A N/A N/A Increased engagement via programmatic video 19% 49% 24% 24% 23% 21% 20% 22% 15% 21% 15% 21% 36% Agency recommenda tion 17% 14% 17% N/A N/A N/A N/A N/A N/A N/A N/A N/A Client demand N/A N/A N/A N/A 29% 29% 24% 30% 60% 71% 54% 55% N/A Increased granular control of media / inventory 23% 48% 24% 31% 37% 41% 50% 50% 27% 29% 34% 20% N/A Offering a fully transparent business model N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A 65%
  • 16. Attitudes to Programmatic Advertising – September 2019 16 Barriers to investment A number of barriers to programmatic investment remain at the forefront this year, faced by advertisers, agencies, publishers and ad tech vendors. As the demand for premium inventory increases so has the concern around brand safety amongst advertisers. 34% of advertisers cite brand safety as a barrier to investment, a 10% increase from 2018 of 24%, while brand safety has either remained constant or decreased as a concern for both agencies and publishers. This discrepancy may be due to the outsized risk that brand safety violations pose to brand reputation and brand equity, with the consequences borne directly by brands. This is in spite of all the work the industry has been doing to address these areas. In contrast, hiring people with the right skillset in programmatic trading has decreased as a barrier for advertisers from 32% in 2018 to 24% in 2019, while it continues to constitute a significant barrier for other stakeholder groups. In fact, 43% of agencies, 48% of publishers and 45% of ad tech vendors cite hiring people with the right skill set as a barrier. This gap may be due to increased competition for qualified talent as a result of greater programmatic in-housing by brands. Fraud also remains a barrier for at least a third of all stakeholders. Approximately one third of advertisers, agencies and publishers cite fraud as a barrier. Ad tech vendors, however, represented the most significant cohort in this area with 42% citing fraud as a barrier to investment. This supports the premise that it is incumbent upon programmatic intermediaries to demonstrate value-add through heightened quality assurance. Overall this suggests the industry still has some way to go in addressing this issue, especially with emerging channels such as mobile app and programmatic TV attracting the attention of fraudsters. Viewability remained a concern for sell-side stakeholders but less so for buy-side. 18% of publishers in 2019 cited viewability as a barrier to programmatic investment compared with 17% in 2018, and 27% of ad tech vendors considered viewability a barrier. In contrast, 17% of advertisers cited viewability as a barrier compared with 24% in 2018, and 14% of agencies cited viewability as a barrier compared with 24% in 2018.
  • 17. Attitudes to Programmatic Advertising – September 2019 17 Supply chain transparency decreased as a concern among agencies but remained constant as a concern for advertisers and publishers; perhaps reflective of the growing interest in supply path optimisation (SPO) and the desire to work with fewer vendors and only those that deliver value. Of note, ad tech vendors again represented the highest cohort citing this as a barrier, with 48% of them noting transparency as a barrier to investment – perhaps due to increased margin compression among intermediaries and the perceived commoditisation of supply by programmatic buyers. The buy-side still has concerns around identifying the financial benefits of programmatic with the cost of tech and identifying a clear understanding of the impact of programmatic on total revenue cited as barriers. Interestingly, there was a decrease in advertisers concerned about data protection (14% in 2019; 24% in 2018). This may be due to the tightening of data protection laws meaning advertisers are feeling more comfortable, however they are now having to look down different avenues to find their audiences. While user match rates diminish due to ITP 2.0 and the inability to use cookies; 80% of advertisers now rely on their first party data and over 50% are now turning to contextual data as a viable targeting solution (see section 5). Overall, quality and transparency in programmatic remains critical for the entire ecosystem. This need is even more acute on premium, emerging media inventory. It underscores the need for objective authentication of media, engendering trust and confidence in programmatic trading. Dan Slivjanovski, CMO, DoubleVerify“
  • 18. Attitudes to Programmatic Advertising – September 2019 18 Figure 8 Barriers to programmatic investment by stakeholder 2016-2019 Advertisers Agencies Publishers Ad Tech Vendors 2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 2019 2019 Hiring people with the right skill set 31% 43% 32% 24% 42% 52% 29% 43% 46% 46% 46% 48% 45% Training people adequately 21% 34% 38% 28% 35% 42% 25% 36% 40% 37% 38% 37% 28% Cost of technology 20% 42% 35% 31% 35% 29% 29% 31% 37% 48% 39% 27% 20% Cost of data 19% 26% 16% 21% 23% 20% 20% 12% 18% 20% 17% 6% 6% Quality of data 37% 34% 27% 31% 45% 53% 38% 36% 27% 27% 32% 24% 31% Data protection concerns N/A N/A 24% 14% N/A N/A 24% 28% N/A N/A 30% 28% 41% Supply chain transparency N/A N/A 35% 38% N/A N/A 56% 34% N/A N/A 41% 37% 48% Selecting and setting up the right technology 27% 26% 11% 24% 29% 22% 32% 18% 40% 37% 31% 24% 31% Having a clear understanding of the impact of programmatic trading on total revenue 31% 23% 35% 41% 31% 30% 25% 43% 42% 43% 32% 18% 30% Brand safety 30% 37% 24% 34% 40% 44% 49% 28% 23% 33% 27% 27% 32% Fraud 26% 46% 30% 31% 45% 40% 32% 34% 25% 33% 27% 30% 42% Viewability 30% 14% 24% 17% 37% 30% 24% 14% 24% 22% 17% 18% 27% Creative optimisation 17% 9% 11% 14% 17% 15% 10% 15% 11% 10% 4% 3% 3% Campaign performance N/A 11% 19% 21% N/A 18% 17% 16% N/A 14% 18% 11% 8% Campaign measurement and reporting 27% 20% 27% 17% 17% 2% 33% 14% 19% 16% 11% 15% 21%
  • 19. Attitudes to Programmatic Advertising – September 2019 19 Key business impacts Similarly to last year, for the buy side, the core impact of programmatic trading continues to be more effective campaigns. Better targeting, less wastage, access to media at a lower rate and greater campaign flexibility were the key reasons cited by advertisers and agencies. These efficiencies were also representative of the responses from the ad tech vendors. For publishers, while efficiencies were the number one impact of programmatic investment, it was also helping them achieve a greater return on their inventory by helping them increase the value of their media.
  • 20. Attitudes to Programmatic Advertising – September 2019 5. MEASUREMENT & DATA STRATEGY KPIs used to evaluate programmatic campaigns The majority of buy-side stakeholders are using the same success metrics for programmatically traded display campaigns as those traded non-programmatically. There is a significant variance in KPIs used by buy and sell-side stakeholders to evaluate programmatic campaigns. Among buyers, for the second year running, lower funnel KPIs dominated as success metrics, with sales KPIs cited by 50% of advertisers, 41% of agencies and 43% of ad tech vendors. In addition, 25% of advertisers and 18% of agencies cited purchase intent in their top responses. For the second consecutive year advertisers and agencies’ primary focus for programmatic campaigns has shifted from viewability to sales KPIs. In large part this can be attributed to an overarching shift in the market, where agencies are shifting from impression-focus to action-focus metrics and tailoring campaigns around the brands core- business goals. This shift also supports the idea that programmatic buyers are taking advantage of efficient programmatic pricing to optimise toward conversions on a cost per mille (CPM) basis, in addition to relying on performance pricing such as cost per click (CPC) and cost per acquisition (CPA) to drive outcomes. In contrast, publishers showed a bias toward transactional metrics, with 34% of publishers citing CPM as the most significant KPI and 28% citing viewability. 20
  • 21. Attitudes to Programmatic Advertising – September 2019 21 Figure 9 Top 3 metrics used by stakeholder Advertisers Agencies Publishers Sales KPIs 50% Sales KPIs 41% Cost per mille (CPM) 34% Purchase intent 25% Reach and frequency 38% Sales KPIs / Viewability 28% Brand awareness 21% Viewability 25% Brand awareness 26% Audience data With the implementation of GDPR and concerns around data control, it is perhaps not surprising to see that of all audience data types, first-party is the principal source used by the majority of stakeholders and this has remained stable since 2016. There has been a slight increase in the use of third-party data amongst advertisers with 63% using it in 2019 vs. 52% in 2018. 79% 84% 81% 81% 70% 82% 84% 80% 72% 79% 73% 43% 50% 42% 41% 48% 53% 66% 57% 27% 31% 27% 44% 69% 52% 63% 69% 77% 87% 77% 40% 46% 45% 5% 3% 3% 0% 6% 3% 2% 3% 14% 7% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2016 2017 2018 2019 2016 2017 2018 2019 2016 2017 2018 Advertiser Agency Publisher First party data Second party data Third party data None Figure 10 Type of audience data used by stakeholder
  • 22. Attitudes to Programmatic Advertising – September 2019 22 Data sources For the first time we asked the industry about the solutions they are looking at to find new audiences, given the impact of new data protection regulations and browser cookie controls. Over three quarters of advertisers and 80% of agencies are looking to leverage first-party data, whilst two thirds are looking to private market places (PMP) as a solution. Over 50% of all stakeholders also consider contextual targeting as a solution. Similarly to 2018, DMPs are considered a primary source of data for all stakeholders. The number of advertisers and agencies using a DSP to source data has increased. Over two thirds of publishers are using data from their own platforms compared to 48% in 2018 suggesting an increase in sophisticated programmatic strategies.
  • 23. Attitudes to Programmatic Advertising – September 2019 23 Figure 10 Data sources used by stakeholder 2017-2019 56% 78% 65% 53% 57% 13% 53% 56% 56% 47% 55% 34% 31% 40% 18% 28% 44% 17% 19% 34% 27% 65% 81% 55% 39% 46% 15% 52% 56% 48% 23% 56% 19% 26% 27% 18% 26% 44% 2% 23% 22% 18% 56% 58% 26% 59% 72% 58% 59% 57% 14% 41% 36% 63% 33% 43% 17% 11% 20% 8% 30% 34% 17% 15% 15% 19% 33% 48% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Advertiser Agency Publisher Datamanagement platform(DMP) Demand-sideplatform (DSP) Ownplatform/ propertiesDataproviderAdexchangesDatamarketplace Supply-sideplatform (SSP) Advertiser/agency/ publisherpartnership 2019 2018 2017
  • 24. Attitudes to Programmatic Advertising – September 2019 6. FUTURE OF PROGRAMMATIC Since 2017, the Attitudes to Programmatic Advertising study has observed advertisers, agencies and publishers all citing that their programmatic investment was to increase year on year. 2019 is no different, with the inclusion of the ad tech vendors, ensuring that growth is expected from four key groups. However, with greater penetration comes a slower rate of increase, with 74% of advertisers expecting growth, down from 94% in 2018. Despite growth slowing, the level expected is still impressive, with agencies and publishers expecting growth of over 80% in 2019. Whilst slowing more across ad tech vendors and advertisers, growth across these groups is still expected at circa 75%. With many emerging platforms and formats yet to move into full automation, the opportunity for programmatic investment will continue. The key growth areas identified across advertisers, agencies, publishers and ad tech, seem to suggest there is a differing of opinion on the readiness across Europe for new format adoption. Advertisers are seeing DOOH (digital out of home) as the largest growth opportunity over the next 12 months, with the other three groups all seeing the greatest opportunities across Audio and Connected TV, where there has arguably been greater traction for programmatic already. It’s worth noting that outside of programmatic buying, DOOH is tipped to be one of the fastest growing areas of investment for advertisers, with non-digital OOH expected to be one of the only growth areas amongst ‘traditional’ media in the UK according to eMarketer. Thus, advertisers who may have scope outside of programmatic would be witnessing this as a general growth opportunity for their marketing activities. Outside of DOOH, advertisers seem more conservative and most aligned to their agency counterparts. Where publishers see Audio as the key growth opportunity and ad tech see the same in Connected TV, agencies are hedging their bets, expecting growth almost in equal opportunity from Audio, Connected TV, DOOH and AI (Artificial Intelligence) based solutions. 24
  • 25. Attitudes to Programmatic Advertising – September 2019 25 Figure 11 Drivers of programmatic investment by stakeholder 2016-2019 37% 39% 52% 32% 7% 15% 13% 5% 30% 39% 43% 68% 19% 8% 21% 27% 44% 34% 25% 37% 33% 30% 29% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% Advertisers Agencies Publishers Ad Tech AI DOOH OTT Connected TV Voice Audio
  • 26. Attitudes to Programmatic Advertising – September 2019 7. WITH THANKS 26 David Goddard, VP Global Programmatic Strategy, BBC Global News Roy Rosenfeld, SVP and GM of Isreal, DoubleVerify Jamie Irving, Managing Partner, Programmatic, OMD EMEA Agathe Rakowicz, Global Director, Programmatic Business, Outbrain Lisa Kalyuzhny, Director Advertising Solutions, PubMatic Roger Williams, VP International Marketing, PubMatic Andre Buckman, COO, Sublime Ryan Cook, VP Programmatic and Business Development EMEA, Teads IAB Europe would like to thank the following members that helped to compile this report
  • 27. GET IN TOUCH Marie-Clare Puffett Marketing & Business Programmes Manager IAB Europe puffett@iabeurop.eu iabeurope.eu @iabeurope /iab-europe