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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