At the Digiday Publishing Summit last month in Vail, Colorado, we sat down with 50 publishing executives to learn how dependent they are on programmatic for their digital revenues. Learn about how you can join our exclusive research panel here, or check out our earlier research on publishers’ expectations for branded content and video advertising here.
- A smaller percentage of U.S. publishers increased revenues from programmatic advertising than European publishers, reflecting the relative maturity of those markets.
- U.S. publishers are more likely than European publishers to get over half of their digital revenues from programmatic advertising.
There’s a lot to dislike about programmatic advertising, with some advertisers lacking faith in it due to ad fraud, poor viewability and other factors. Despite advertisers’ trepidations, publishers continue to see increases in revenues from programmatic advertising, according to Digiday’s research.