IAB Europe has released its 2024 Attitudes to Programmatic Advertising Report, marking a decade of insights into Europe’s programmatic advertising landscape. The survey, which included 254 respondents from 31 markets, highlights a growing trend towards programmatic spending across various channels, including display, mobile, video, and emerging areas like Connected TV.
The report underscores AI and addressability as key growth areas with a focus on first-party data and contextual targeting as strategies for a post-cookie world. Agencies and publishers are increasingly prioritising transparency to maintain audience trust.
Overall, the report highlights the evolution of programmatic advertising over the past decade and signals critical insights to guide future growth and investment amid evolving privacy and data challenges.
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