This document summarizes a virtual programmatic day event hosted by IAB Europe on November 14, 2018. It includes an agenda for sessions on the size and growth of programmatic advertising in Europe, attitudes toward programmatic advertising, transparency and trust in digital advertising, and the impact of GDPR on programmatic advertising. The first session provides data on the rapid growth of the European programmatic advertising market, which reached €12 billion in 2017. It notes that programmatic now accounts for over 60% of digital ad spend and is growing faster in mobile and video. The second session discusses surveys finding that advertisers, agencies and publishers prioritize supply chain transparency, control, and brand safety. The third session defines transparency and outlines efforts by
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.
Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.
Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.
Programmatic revenues by format:
Mobile – €6.8bn
Video – €3.9bn
Programmatic revenues by region:
Western Europe – €10.8bn
Central and Eastern Europe – €1.2bn
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
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 marketplaces and contextual targeting
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.
Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.
Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.
Programmatic revenues by format:
Mobile – €6.8bn
Video – €3.9bn
Programmatic revenues by region:
Western Europe – €10.8bn
Central and Eastern Europe – €1.2bn
IAB Europe Report: Attitudes to Programmatic Advertising 2017Romain Fonnier
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Quality of advertising and transparency of fees are bottlenecks to investment
The business impacts of programmatic advertising beyond efficiencies are being realised
In-house strategies are becoming more prevalent
Investments in programmatic are set to continue to increase
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
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 marketplaces and contextual targeting
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018e-dialog GmbH
Insights from the latest IAB Europe Attitudes to Programmatic Advertising and European Programmatic Market Sizing reports, the industry benchmarks on the development of programmatic in Europe will be shared to reveal the latest buy-side and sell-side drivers, barriers and strategies and the size and growth of the market.
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
IAB Spain report: H1 2016 digital ad spendIAB Europe
This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry.
Webinar Presentation: gemiusAdReal™ – Real Digital Campaign ResearchIAB Europe
gemiusAdReal™ – Real Digital Campaign Research presentation for the IAB Europe Webinar: Research Awards Winners – Advertising Effectiveness and Cross-device Measurement
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
New fronts video ad spend report - IAB - 2017Romain Fonnier
Advertiser investment in original digital video programming has nearly doubled over the past two years with 80% of brand and agency executives are planning to spend even more on original digital video this year, according to the 4th annual “Digital Content NewFronts: Video Ad Spend Study.” Original digital video is gaining a greater share of total digital video budgets, reaching 47% in 2017. Native Advertising continues to be a key part in these original digital video buys, accounting for 42% of investment.
Some additional key highlights from the study include:
53% of marketers and media buyers surveyed said expanding budgets was a reason for the rise in original digital video spend
Marketers and media buyers are planning to allocate 40% of their original digital video budget after attending the 2017 NewFronts
Advertisers top obstacle in spending more in Original Video Content is quality
Over 60% of advertisers will increase spending on digital video advertising in the next 12 months
Share of digital video ad spend bought programmatically will continue to grow in 2017
Tech Mpire (TMP) Business Overview - August 2017 George Gabriel
Not many tech stocks have all these attractive qualities: 1. organic revenue growth, up >3x in 2 years 2. Underlying profitability 3. Globally scalable market opportunity 4. M & A optionality 5. New CEO with sector-relevant experience (ex Google, youtube) ready to drive growth. TMP is ready to scale.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
IAB Europe European Video Ad Format Landscape InfographicIAB Europe
IAB Europe conducted the Video Ad Formats survey amongst approximately 700 stakeholders including publishers, agencies and advertisers across all European markets during Q1 2017. The results provide insight into the video ad formats landscape across Europe including the current usage, trends and technological specifications.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
Ben Hancock (CNN) Programmatic Advertising in Europe - ProgrammatiCon 2018e-dialog GmbH
Insights from the latest IAB Europe Attitudes to Programmatic Advertising and European Programmatic Market Sizing reports, the industry benchmarks on the development of programmatic in Europe will be shared to reveal the latest buy-side and sell-side drivers, barriers and strategies and the size and growth of the market.
IAB Netherlands & DDMA - Report on Paid Search AdvertisingIAB Europe
This is the third edition of the Dutch National Search Study from IAB Netherlands and DDMA. The ambition of this study was to arm agencies and advertisers with the insights they need to make strategic decisions.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
IAB Spain report: H1 2016 digital ad spendIAB Europe
This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry.
Webinar Presentation: gemiusAdReal™ – Real Digital Campaign ResearchIAB Europe
gemiusAdReal™ – Real Digital Campaign Research presentation for the IAB Europe Webinar: Research Awards Winners – Advertising Effectiveness and Cross-device Measurement
IAB Europe Virtual Programmatic Day DeckIAB Europe
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.
This is the deck used at the first edition of this event held on November 9, 2017.
Why and how-programmatic-is-emerging hi-media__study_2014HiMedia Group
This study, published by HiMedia in partnership with AppNexus, Warc and IAB Europe, explores for the first time programmaticbuying within its larger environment that is real-time marketing and the convergence between owned, earned, and paid-media.
New fronts video ad spend report - IAB - 2017Romain Fonnier
Advertiser investment in original digital video programming has nearly doubled over the past two years with 80% of brand and agency executives are planning to spend even more on original digital video this year, according to the 4th annual “Digital Content NewFronts: Video Ad Spend Study.” Original digital video is gaining a greater share of total digital video budgets, reaching 47% in 2017. Native Advertising continues to be a key part in these original digital video buys, accounting for 42% of investment.
Some additional key highlights from the study include:
53% of marketers and media buyers surveyed said expanding budgets was a reason for the rise in original digital video spend
Marketers and media buyers are planning to allocate 40% of their original digital video budget after attending the 2017 NewFronts
Advertisers top obstacle in spending more in Original Video Content is quality
Over 60% of advertisers will increase spending on digital video advertising in the next 12 months
Share of digital video ad spend bought programmatically will continue to grow in 2017
Tech Mpire (TMP) Business Overview - August 2017 George Gabriel
Not many tech stocks have all these attractive qualities: 1. organic revenue growth, up >3x in 2 years 2. Underlying profitability 3. Globally scalable market opportunity 4. M & A optionality 5. New CEO with sector-relevant experience (ex Google, youtube) ready to drive growth. TMP is ready to scale.
Iab europe road_to_programmatic_white_paper_july_2015_15.07.15IAB Europe
The IAB Europe Road to Programmatic White Paper is aimed at helping brand advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration.
With a buy-side and sell-side decision tree, the White Paper covers scenarios for decision, data considerations and other strategic considerations including quality, programmatic mobile and video.
The White Paper will be followed by a Road to Programmatic webinar series aiming to cover:Operational Considerations and choosing the right solution for a Programmatic Trading Strategy:
- Operational Considerations and choosing the right solution for Programmatic Trading Strategy
- Buy side considerations for Programmatic Trading
- Sell side considerations for Programmatic Trading
You can watch the recording of the first webinar here: http://bit.ly/1RJ6DUA
Road to Programmatic - An IAB Europe White PaperBoris Loukanov
The Road to Programmatic explores the operational models of agency and agency trading desks, independents and independent trading desks, programmatic services, client in-house and hybrid. It demonstrates the different levels of expertise and involvement required of the different stakeholders for each approach. This enables advertisers, agencies and publishers to develop their strategies and maximise value.
Digital ad spend in Europe increased by 11.9% in 2013 to surpass the €27bn mark, with the UK extending its lead as the most developed market in the region, although growth in Western Europe’s second-largest market (Germany), was relatively flat, according to figures released by the IAB.
NRB Group groeide de voorbije vijf jaar uit tot een belangrijke ICT-dienstverlener in België, met een geconsolideerde omzet van 222 miljoen euro (+ 7% tegenover 2013). Een resem overnames speelde daarin een belangrijke rol. CEO Ulrich Penzkofer licht toe welke rol hij daar ziet voor zijn finance en voor zijn hr-team.
NRB Group groeide de voorbije vijf jaar uit tot een belangrijke ICT-dienstverlener in België, met een geconsolideerde omzet van 222 miljoen euro (+ 7% tegenover 2013). Een resem overnames speelde daarin een belangrijke rol. CEO Ulrich Penzkofer licht toe welke rol hij daar ziet voor zijn finance en voor zijn hr-team.
Iab europe attitudes towards programmatic advertising report june 2016IAB Europe
Attitudes towards Programmatic Advertising:
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
Attitudes towards Programmatic Advertising - A deep dive into sell-side attit...IAB Europe
The following report provides further insight into the sell-side (publishers) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
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3. #IABEUVPD
Today’s agenda
10.35-11.10 (CET)
09.35-10.10 (GMT)
The Size and Growth of Programmatic in Europe
11.10-11.50 (CET)
10.10-10.50 (GMT)
Attitudes to Programmatic Advertising
11.50-12.05 (CET)
10.50-11.05 (GMT)
Transparency and Trust in Digital Advertising – where are we now?
12.05-12.35 (CET)
11.05-11.35 (GMT)
GDPR 6 Months on – the Impact on the Programmatic Advertising Ecosystem
12.35-12.40 (CET)
11.35-11.40 (GMT)
Summary and close
5. Advertising spend that is generated through transactional or workflow automation mechanisms embedded in an infrastructure
that relies on a set of rules applied by software and algorithms that draw on data, commonly known as ‘ad tech’. Following the
IAB’s proposed taxonomy, ‘programmatic’ here is an aggregate category that is composed of four discrete transactional models,
each of which we consider a sub-set:
1. Automated Guaranteed
2. Unreserved Fixed Rate
3. Invitation-Only Auction
4. Open Auction.
Advertising spend is recognised as ‘programmatic’ whenever any of those mechanisms applies, irrespective of the inventory
owner’s awareness of their involvement. This means that revenue is also considered programmatic if inventory that is originally
sold to an intermediary through non-programmatic means (e.g. agency bulk buying) is re-sold to an end-buyer
programmatically. Revenue is recognized as programmatic irrespective of whether the inventory owner acts directly or indirectly
via an intermediary.
Market totals and definitions adhere to the IAB Europe Adex Benchmark, our annual study of overall digital ad spend, in order to
ensure like-for-like comparability. All spend is recorded as gross (after discounts, before agency commission).
Data includes spend in Europe both on local/national media owner properties, and on global players like Facebook and Google.
DEFININGPROGRAMMATIC
#IABEUVPD
6. Market coverage
Source: IAB Europe & IHS Markit
• Austria
• Belgium
• Belarus
• Bulgaria
• Czech Republic
• Croatia
• Denmark
• Finland
• France
• Germany
• Greece
• Hungary
• Ireland
• Italy
• Netherlands
• Norway
• Poland
• Russia
• Romania
• Serbia
• Slovakia
• Slovenia
• Spain
• Sweden
• Switzerland
• Turkey
• UK
8. Growth still double-digit but slowing as programmatic
rapidly matures
Source: IAB Europe & IHS Markit
71.5% 70.3%
42.7%
27.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2013 2014 2015 2016 2017
Europe: Programmatic Ad Spend YoY Growth
9. Traditional vs programmatic ad spend
Source: IAB Europe & IHS Markit
20.7%
30.8%
44.8%
56.0%
62.0%
79.3%
69.2%
55.2%
44.0%
38.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016 2017
Europe: Digital Ad Spend by Transaction Mechanism
programmatic traditional
10. Programmatic direct attracts the most programmatic spend
Source: IAB Europe & IHS Markit
8.0%
13.8%
22.3%
28.9% 33.0%12.7%
17.0%
22.5%
27.1%
28.9%
79.3%
69.2%
55.2%
44.0%
38.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016 2017
Europe: Digital Ad Spend by Transaction Mechanism - Detail
programmatic direct programmatic indirect non-programmatic
11. Programmatic drives the video ad market in Europe, which is
now programmatic-first
Source: IAB Europe & IHS Markit
236 477
931
2,374
3,907
1,392
1,793
2,204
1,536
1,365
0
1,000
2,000
3,000
4,000
5,000
6,000
2013 2014 2015 2016 2017
Video: Programmatic vs Traditional Ad Spend (€m)
video programmatic video traditional
12. 1/3 of programmatic ad spend is video
Source: IAB Europe & IHS Markit
10.4%
89.6%
2013
video non-video
32.6%
67.4%
2017
video non-video
13. Programmatic video is a €4bn market, growing 4.5x faster
than banner in 2017
Source: IAB Europe & IHS Markit
102.2%
95.3%
155.1%
64.6%67.9% 66.8%
24.2%
14.5%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
2014 2015 2016 2017
YoY Growth in Programmatic: Video vs
Banner
video banner
236 477 931
2,374
3,907
2,027
3,404
5,676
7,052
8,077
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2013 2014 2015 2016 2017
Programmatic Spend: Video vs Banner
video banner
14. Programmatic dominates the mobile ad market
Source: IAB Europe & IHS Markit
281 754
2,355
4,422
6,776
1,075
1,582
1,405
1,343
1,356
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2013 2014 2015 2016 2017
Mobile: programmatic vs traditional ad spend(€m)
mobile programmatic mobile traditional
15. Rapid change: more than half of programmatic spend is
now mobile
Source: IAB Europe & IHS Markit
12.4%
87.6%
2013
mobile desktop
56.5%
43.5%
2017
mobile desktop
16. €6.7bn of programmatic spend is mobile, desktop growth
nearly flat
Source: IAB Europe & IHS Markit
168.9%
212.2%
87.8%
53.2%57.7%
36.0%
17.7%
4.1%0%
50%
100%
150%
200%
250%
2014 2015 2016 2017
YoY growth in programmatic: mobile vs
desktop
mobile desktop
281 754
2,355
4,422
6,776
1,982
3,126
4,252
5,004
5,208
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2013 2014 2015 2016 2017
Programmatic spend: mobile vs desktop
mobile desktop
17. Programmatic trends between Western and Central &
Eastern Europe
Source: IAB Europe & IHS Markit
94.5% 92.5% 93.0% 92.5% 90.2%
5.5% 7.5% 7.0% 7.5% 9.8%
0%
20%
40%
60%
80%
100%
2013 2014 2015 2016 2017
Share of programmatic by region
WE CEE
24.0%
65.0%
0%
20%
40%
60%
80%
100%
120%
140%
2014 2015 2016 2017
Growth of programmatic by region
WE CEE
18. #IABEUVPD
PANEL The Size and Growth of Programmatic in Europe
MODERATOR
Clementina Piazza
Programmatic Director
EMEA
Integral Ad Science
Daniel Knapp
Executive Director
TMT,
IHS Markit
James Prudhomme
Head of International,
Index Exchange
Joanna Burton
VP European Strategy,
SpotX
Simon Halstead
Chair, IAB Europe
Programmatic Trading
Committee and Head
of Open Demand
International, Oath
Bill Krumperman
Senior Business Adviso,
Marketplaces
Advertising Platform,
Schibsted
25. Advertisers Agencies Publishers
Gain greater transparency
on where campaigns run
56%
Increase operational
control
75%
Better monetisation of
inventory
81%
Reduce agency costs 56%
Better ability to access
audience insight
54%
Benefit from a more
efficient sales and ad
operations process
52%
Keep first party data under
control
44%
Better understanding
of the consumer
pathway
46%
Better integration of
audience data into
trading processes
43%
DRIVENBY…@iabeurope
#IABEUVPD
26. METRICSCONTINUE
TOEVOLVE
Advertisers Agencies Publishers
Sales KPIs 48% Sales KPIs 63% Cost per mille (CPM) 48%
Brand awareness 29% Targeting accuracy 38% Brand awareness 32%
Purchase intent / Cost per mille
(CPM) / Viewability
26% Reach and frequency 27% Sales KPIs / Viewability 29%
@iabeurope
29. #IABEUVPD
PANEL Attitudes to Programmatic Advertising
MODERATOR
David Goddard
Vice President Global
Programmatic
Strategy, BBC
Ash Grant
Display Lead,
HSBC
Rick Jones
Senior Vice President,
Global Revenue
Development, Adform
Sandra Yassaka
Vice President,
Demand Products
and Partnerships,
Improve Digital
Ed Weatherall
VP Partnership
Markets EMEA,
Sizmek
Lisa Kalyuzhny
Director Advertiser
Solutions, PubMatic
30. Oliver Gertz
Managing Director Interaction, EMEA
Mediacom Worldwide
Transparency and Trust in
Digital Advertising
Where are we now?
31. #IABEUVPD
What does Transparency mean?
Understand
Outcomes
Understand,
where my
Money & Data
goes
Where does my ad appear?
Is it viewable, brand-safe
and fraud-free?
What impact does it have?
Reporting
How does the ecosystem function?
How do intermediaries earn money?
Who is using my data for which purpose?
Ad
Verification Measure-
ment
32. #IABEUVPD
Where does the advertisers’ money go?
Brand
Agency
DSP
SSP
Publisher
“Only 40ct in the $
reach the consumer”
WFA, 2014
WFA, 2014: https://www.wfanet.org/app/uploads/2017/04/programmatic.pdf
34. #IABEUVPD
Transparency is based on asking questions
Data
Cost /
fees
Inventor
y
Sources
https://prezi.com/view/mYGLuF1JP2CUgJu7bFBZ/
35. #IABEUVPD
Advertisers ask: “Where does €100 of my spend go?”
100.000 €
-12.000 € -.6000 €
-8.000 €
-6.000 €
-15.000 €
-59.000 €
Advertiser
Agency
Ad…
DSP
SSP
Data
Publisher
Ideal Setup
Buy side:
~20%
Sell side:
~80%
~10%~15%
~10%
Source: Market evaluation by Oliver Gertz
• Data is a “working”
ingredient, just like media,
and monetised by publishers
• Cost basis for many % fees is
not the €100 client budget
• ~80% of the budget is
reaching the sell-side
• There is no “ad-tech tax”
• Advertisers use agencies and
DSPs if they add more value
than they cost
• Publishers use SSPs and data
market-places to earn more
36. #IABEUVPD
Does Blockchain bring value chain transparency?
My definition of Blockchain:
distributed and encrypted ledger
to document all transactions between
parties that don’t know or trust each other
37. #IABEUVPD
Does Blockchain bring value chain transparency?
Brand
If you believe the programmatic market is and will be a black-box:
You see many intermediaries that may not be trusted: Blockchain may be solution
Transparency & Trust through direct relationships
Agency
DSP
SSP
Brand Publisher
Publisher
If you believe that the value chain should be as short as possible between trusted partners:
Vendor
1
Vendor
2
Vendor
3
Vendor
4
Vendor
…
Vendor
n
38. #IABEUVPD
IAB drives Industry Standards
Ads.txt RTB 3.0 Ads.cert
Bad actors are not able to insert themselves into the value chain for much longer
39. #IABEUVPD
Understand Costs to recognise Value
Understanding costs in the value
chain is important.
More important is to understand
the Value created for Advertisers
& Publishers
40. #IABEUVPD
From cheaper impressions to the Quality Impression
Quality CPM =
COST
Quality Impressions
viewable
& ad fraud free
& brand safe
ad fraud free
viewable brand safe
QUALITY
41. #IABEUVPD
Premium inventory may have lower Quality CPM
100
118
141
168
At least 50% At least 55% At least 65% At least 70%
Ad viewability has non-linear effect
on sales lift
Impact of Viewability on Index of Sales Lift
Source: Using Data to Drive Solutions to IVT, Viewability and Ad Blocking, Comscore,
July 27, 2016
124
100
Open Exchange Premium Deals
Index QCPM
Quality measured: 100% in view for >5s OR 80% >30s AND Fraud Free AND Brand Safe
Source: GroupM Newsworks, Quality Media Study across 84 campaigns, June 2018.
Premium Inventory has
24% lower QCPM
42. #IABEUVPD
Focus on cost per Outcome
Cost per
Impression
Cost per
Engagement
Cost per
Action
Cost per
Business
Outcome
43. #IABEUVPD
Transparency means asking questions
Understand
Outcomes
Understand,
where my
Money & Data
goes
IAB Europe Brand Advertising Framework
IAB Europe Transparency Guide
IAB Europe Transparency and Consent Framework
Continue the dialogue: Oliver.Gertz@Mediacom.com
44. #IABEUVPD
PANEL GDPR 6 Months on – the Impact on the
Programmatic Advertising Ecosystem
MODERATOR
Lindsay Rowntree
Head of Content,
Exchange Wire
Andrew Buckman
Managing Director
EMEA, Sublime
Yu-Hsuan Lin (SAM)
Head of
Programmatic,
Zenith UK
Thomas Adhumeau
Senior Associate
General Counsel,
Commercial &
Privacy, AppNexus
Nicola Rovario
Head of EMEA Data
Protection and Privacy
Specialists, Google