- Programmatic advertising has been on a meteoric rise. Programmatic’s share of digital ad spend worldwide is expected to grow to 68% this year. Europe is already deeply entrenched in programmatic with most European countries’ digital ad spend greater than 80%.
- Programmatic is poised for additional growth as mobile and digital video usage continues to rise.
- Brands desire more control over programmatic, and we are seeing a trend towards brands in-housing some or all of this function. The majority of European brands surveyed have moved some function of programmatic buying in-house. Almost a third (31%) of European organizations have completely moved this function in-house, and 43% have partially moved programmatic buying in-house.
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