IAB: 28% of UK display advertising traded programmatically
Last year, direct sales between publishers and agencies/advertisers accounted for 51% of digital display ad sales in the UK. Almost a quarter (22%) were bought through ad networks.
Almost half (47%) of ads will be bought through programmatic technologies during 2014 but this is set to rise to between 60-75% of total digital display advertising by 2017.
The research, conducted by MTM for the Internet Advertising Bureau (UK) reveals that last year 28% of the $3.16 billion spent on display ads online and on mobile was traded programmatically accounting for about $851 million in spend.
Within just the mobile environment, 37% were programmatic trades.
The reason programmatic is more prevalent on mobile is, says Tim Elkington, director of research and strategy at the Internet Advertising Bureau (UK), because “it’s a more fragmented ecosystem and, being relatively harder to monetize, has enabled a wide range of intermediaries to develop more quickly, particularly having learned lessons from serving ads programmatically on PCs”.