The IAB Europe Programmatic Trading White Paper addresses current challenges faced by the industry, including the control over big data, transparency and the role of Programmatic Trading in the digital advertising mix.
The launch of IAB Europe`s first pan-European Programmatic Trading White Paper is the start of a campaign to educate the digital advertising market. The White Paper has been produced with the input of ADTECH, AppNexus, AudienceScience, Cxense, Improve Digital, Yahoo!, The Exchange Lab, Xaxis and White & Case and provides company-neutral, simple explanations about what Programmatic Trading is and illustrates the opportunity that it provides across the diverse European markets.
As well as an analysis of the markets in which Programmatic is more developed, the Netherlands, UK, France and Germany, the White Paper also looks at the current state of Programmatic Trading for mobile, video, rich media and social, revealing signs that these are catching up with desktop display. The White Paper indicates a rise in the use of Programmatic Trading in mobile which is being driven by consumers shift to mobile, their expectations to connect in real time and the migration of social media to mobile channels. The rising availability of online video advertising via ad exchanges is driving the application of Programmatic Trading in this format.