Programmatic digital display ad spend grew by a staggering 97% in 2016, according to research by IAB Finland. Programmatic now accounts for 26% of all digital display advertising in Finland, totalling 40.3 million US dollars. This is typical for the Scandinavian region. A separate study by IRM found that the prevalence of programmatic advertising rose by 144% in Norway in 2015, and 134% in Sweden during the same time period. Overall display advertising is expected to reach 196 million US dollars in Finland this year, accounting for over 50% of total digital ad spend for the first time.