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Advertisers are increasingly investing in programmatic media

Advertisers are increasingly investing in programmatic media

IAB Europe also released the Programmatic Advertising Study 2020. The survey received 350 responses between May and July 2020 from advertisers, agencies, publishers and ad-tech vendors in 31 markets. These companies have pan-European and global active models. More than half of the respondents manage annual advertising budgets of €1m or more. According to this study, advertisers continue to move toward a hybrid model when it comes to programmatic. In 2019, 15% of advertisers stated that they had a hybrid model for programmatic trading. This percentage has increased to 30% in 2020. Advertisers found that better use of data provided greater results and performance for dollars invested in programmatic media.

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