Programmatic accounts for 28% of UK display advertising

IAB europeMTM research on behalf of the IAB shows that programmatic is forecast to account for nearly half (47%) of digital display ads in 2014.

Almost three in every 10 pounds spent on online display ads in 2013 were bought through ‘programmatic’ technologies, according to the first ever study which quantifies how UK digital display advertising is traded. Conducted by research and strategy consultancy MTM on behalf of the Internet Advertising Bureau UK (IAB), the “Media Owner Sales Techniques” study shows that of the £1.86 billion¹ spent on display ads across the internet and mobile in 2013, 28% (about £500m million) was traded programmatically.

‘Programmatic’ refers to display ads that are bought and sold using automated systems and processes such as real-time bidding.

For the full story read IAB

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