Despite COVID-19 pandemic, programmatic advertising investments hold a steady ground

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2021, 4:05 PM UTC

Around 80% of buy and sell-side stakeholders predict an increase in programmatic investment revenues over the next year.

An IAB Europe survey of 300 advertising professionals, agencies, publishers and ad tech vendors across 31 markets has revealed that programmatic advertising investments have remained stable even after the pandemic. Advertisers reported better use of data as the main accelerator for programmatic investments in 2021. Around 50% of advertisers are also investing in programmatic to access premium inventory scale.

According to the report, programmatic video is a key growth driver. Around 50% of advertisers have opted for an in-house model for programmatic trading in 2021, up from 20% in 2020. The growth of in-house models can be attributed to the advertisers’ desire for greater control of operations, first-party data management and greater transparency.

Around 42% of respondents claimed brand safety as their top concern for investing in programmatic advertising, up from 10% in 2020. A vast majority of stakeholders are also expecting their programmatic investment revenues to increase over the next 12 months.

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