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Connected Television (CTV) projected to be one of the key programmatic growth area for 2021

Connected Television (CTV) projected to be one of the key programmatic growth area for 2021

The 2020 IAB Europe Attitudes to Programmatic study has surveyed over 350 advertisers, publishers, agencies and ad-tech vendors from 31 markets. Now in its sixth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.

According to a recent report released by the IAB, while current investment in CTV remains low with 60% of agencies and advertisers saying they were investing less than 20% of their overall programmatic budgets, growth was cited for 2021. With 70% of advertisers and 61% of agencies thinking CTV will be one of the key programmatic growth areas over the next 12 months.

The main findings also showed:

• Among advertisers, ‘better use of data’ was the number one driver for programmatic investment. Since last year it has become much more impactful, increasing from 69% in 2019 to 80% in 2020. Whereas for those at the agencies, the majority cited ‘targeting efficiencies’ is their number one driver.

• With the rise in advertiser investment in programmatic, ads.txt inventory purchasing is increasing, as is awareness. 52% of Publishers meanwhile said they were selling more than 81% of their ads.txt inventory.

• The trend of in-housing that the industry was talking about is now moving in the opposite direction as advertisers with an in-house model have decreased from 38% (2019) to 20% (2020)

• Now, the buy-side continues to evolve towards hybrid models. In 2019, 15% of advertisers stated that they had a hybrid model for programmatic trading. This has increased to 30% in 2020.

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