The document summarizes the preliminary results of a 2015 survey on programmatic trading in Central and Eastern Europe and the Middle East. It finds that programmatic usage has substantially increased compared to 2014, both for buying and selling inventory. While issues around performance and demand for premium inventory remain, the market is maturing. The new frontiers for 2015 include premium programmatic, video, and mobile buying as well as private marketplaces and programmatic direct selling models.

1. The Status Of Programmatic Trading in CEE
Preliminary results from the 2015 survey

2. Survey Details
›Online structured survey initiated in May 2015
›Covering Central & South Eastern Europe and Middle East
›Respondents from Demand & Supply side of the ecosystem
›Maintained similar format to the 2014 survey in order to compare results &
added new questions to capture latest trends
›Final results will be published in July 2015

4. How well do you think you understand programmatic advertising?
2014 2015

5. How well do you think you understand programmatic advertising?
2014 2015

6. Do you use Programmatic to buy inventory?
2014 2015

7. Do you use programmatic to sell inventory?
2014 2015

8. You use programmatic for…
38% 10% 52% 22% 30% 48%
2014 2015

9. How do you currently expose your inventory through programmatic?
2014 2015
50% 12.5% 37.5% 26% 26% 48%

10. What are the key issues you currently face with programmatic?
2014 2015

11. What are the key issues you currently face with programmatic?
2014 2015

13. Where do you plan to focus your programmatic buying efforts in 2015?

14. Which programmatic monetization models do you plan to use in 2015?

15. Facts
›Substantial increase in
programmatic usage
›Brand & Performance campaigns
›Still crave for premium inventory
›Cite performance concerns
›Tremendous increase in
programmatic usage
›Move towards more transparent
trading models
›Complain about lack of demand

16. Conclusions
›The market is maturing
›This doesn’t mean that there are no issues. The automated part of
programmatic is being put into place – now it’s time for the human
element to shine!
›The new frontiers are here
› Premium Programmatic, Video, Mobile for buyers
› Private Marketplaces, Programmatic Direct for sellers
›2015 is already exciting – 2016 will be the first Programmatic established
year!

17. Visit www.tailwindemea.net for the full report
to be released July 2015
Elias Gagas
Managing Director
eliasg@tailwindemea.net