Almost all stakeholders predict growth for programmatic advertising, says IAB
The last 18 months have certainly been challenging for the advertising industry. But in spite of that and as the economy recovers, more than 80% of all stakeholders predict an increase in programmatic investments / revenues over the next 12 months, advertising organization IAB Europe says in its annual study of programmatic advertising.
Despite the global pandemic, programmatic advertising investments remained fairly stable with growth in programmatic video, the survey shows.
IAB says that in programmatic video, Connected TV (CTV) remains key to further investment as consumers change viewing habits with streaming services increasing its market share. In 2021 19% of advertisers allocated between 21% and 40% of their programmatic trading budget in connected TV.
“Looking at the barriers to programmatic adoption, supply chain transparency dropped as the primary concern for advertisers from 60% in 2020 to 25% in 2021 suggesting that the industry is making significant paths to enhancing transparency on the buy-side. “
“Advertisers are now more concerned about identifying the financial benefits of programmatic, with 46% stating that understanding the impact of programmatic trading on total revenue represented a significant barrier”, the report says.
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