Programmatic Advertising Surges Ahead In Europe

Data from IAB Europe has revealed that European programmatic advertising has jumped by over 70% in the last calendar year. The programmatic display advertising market was worth 5.7 billion Euros in 2015, compared to 3.4 billion Euros in 2014. The data also suggests that mobile display is used programmatically more than any other device. Largely due to the continuous growth in social media, mobile programmatic saw an exponential growth of 165% in Europe, whilst video grew by 95%, in 2015. Global Head of Programmatic Trading at the BBC, David Goddard, said that it was “fantastic to see yet another year of significant growth” in the format's revenue, whilst Gerhard Louw at Deutsche Telekom said it “cannot be ignored any longer by advertisers”.