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.
- 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
Research Analyst, Advertising, IHS Markit
Ryan Doherty is a research analyst for global advertising and media at IHS Markit, based in London.
Manager – Research & Analysis, Broadband Media, IHS Markit
Ms. Irina Kornilova is a Research & Analysis Manager, Channels, Programing & Online Video at IHS Markit.
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.