At the Digiday Publishing Summit Europe event last month in Monaco, we sat down with over 80 European publishing executives to learn more about publishers’ reliance on programmatic advertising for their digital revenues. Check out our earlier research on brands bringing media buying in-house here. Learn more about our upcoming events here.
- Eighty-three percent of publishers in Digiday’s survey from the event saw an increase in programmatic ad revenue in 2017.
- Only 20 percent of publishers got more than 50 percent of their digital revenues from programmatic.
Europe lags behind the U.S. when it comes to programmatic advertising. Whereas 78 percent of display spending in the U.S. was transacted programmatically in 2017, a 2017 report from the Interactive Advertising Bureau Europe found that just over 50 percent of display spending in Europe was transacted programmatically. However, Digiday research found that European publishers are increasingly adopting programmatic.