The latest findings from IAB Europe’s Programmatic Advertising Spend Research reveal that revenue from programmatic advertising models grew by 23% in 2019, topping €23bn — with 77% of display and more than 50% of video now traded via programmatic methods. Despite the increase, brands are relying more on experts and outside companies to drive performance. The trend of bringing programmatic functions in-house continues to decline, as advertisers with in-house trading desks fell from 38% in 2019 to 20% in 2020.
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