Programmatic advertising 2019

May 10, 2019  | Subscribers Only

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Programmatic advertising is now driving advertising spend across Europe and globally. The theory and desire behind programmatic advertising, what it looks like in practice, the roles of each player in the value chain and the benefits and challenges of it are explored in this presentation. There are structural and cultural influences on the adoption of programmatic across markets and media and this presentation also focuses on these areas, with particular regard to the TV landscape.

Highlights:

  • Programmatic is driving growth in the European online ad market
  • In 2018, the Netherlands was the most mature programmatic video market in Europe in terms of share
  • There are so many intermediaries in the digital ad market between advertisers and media owners that it is very difficult for advertisers to see how their money is being spent, where their advertisements are displayed and whether they receive value
  • Programmatic as addressable TV offers broadcasters many opportunities

Number of Pages: 43

Numbr of Tables and Charts: 10

Ryan Doherty

Research Analyst, Advertising, IHS Markit

Ryan Doherty is a research analyst for global advertising and media at IHS Markit, based in London.

Irina Kornilova

Manager – Research & Analysis, Broadband Media, IHS Markit

Ms. Irina Kornilova is a Research & Analysis Manager, Channels, Programing & Online Video at IHS Markit.

Jack Kent

Director, Media and Advertising

Jack Kent leads IHS Markit’s Media and Advertising research, heading up a team of analysts covering Games, Cinema, TV Channels & Programming, Home Entertainment and Advertising research.

Research by Market
Media & Advertising
Category
Advertising
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