Revenues with programmatic advertising in Europe increased by 23 percent last year to a total of 23 billion euros. This is characterized by the market analysis of the European industry organization Interactive Advertising Bureau (IAB Europe). In doing so, the automated business involves in ever new areas: Also, AUBENAGE and video advertising is increasingly being aligned automatically on target groups. Even cookie refusers become their own target group.
Auction markets grow
According to the report of the IAB Europe, a total of 77 percent of display advertising and more than 50 percent of the video advertising on programmatic advertising channels were played in 2019. The data-driven advertising has written an impressive success story: So in 2013, in 2013, just 20 percent of the digital advertising market were programmatically, which occurred at that time by just under 2.5 billion euros.
But today, however, less than a third of the OpenRTB advertising marketplaces were traded today, which had first defined the programmatic advertising handling. These can offer numerous advertisers in automated real-time auctions on individual advertising places concrete users. The basis for Dafur are extensive interest profiles that are kept by advertising networks and Adtech service providers. Recently, revenues increased by 21 percent to 6.7 billion euros in 2019.
Classic advertising disappears
Meanwhile, the automatic promotional tools are used for other advertising books. Advertising players offer personalized advertising even without real-time auctions. So a mail order handler can play a retargeting advertisement on more and more websites to provide a product that the customer had previously considered, but did not bought. Other aspects such as the weather or the environment of advertising can play a role for programmatic bookings. Result: The classic advertising book, where advertisers book certain advertising places in advance, plays an ever smaller role. Most recently, these did just take 23 percent of the market.
The reason is that the planning of advertising campaigns with programmatic means can function as a cast. In particular, rough advertisers have always recorded their clientele in recent years and can place their advertising materials in parallel with numerous media without the detour via agencies. According to a separate survey of the IAB Europe, advertisers, in particular, advertisers the efficiency of programmatic campaigns and prefer to can not play their campaigns due to estimates and amptions.
Cookie denial as a new target group
With automated advertising books, costs can be saved. Publishers and side operators, on the other hand, are pleased that they can sell a large part of their advertising places on these ways. But there are also counter-arguments: so 40 percent of the advertisers criticize that they are not satisfied with the quality of the data, while 48 percent of publishers complain about the high cost of advertising intermediate handlers and AdTech service providers. Together, both groups is that they feel the business with advertising to intransparent. The proportion of programmatic advertising is still increasing.
Also the increasing proportion of users who are no longer reliable via cookies and other techniques, at least do not harm the programmatic business. On the contrary: Meanwhile, like Xandr or Google, have identified the cookie refusers as an exciting new target group, which, on the other hand, have high income and consumerity to achieve a particularly cheaper advertising places.
But the industry is not convinced of these offers and is trying to look at the data by methods like "Realtime Targeting" to fill. In this case, from superflat factors such as geolocalization or the requested website, an instant interest profile is created, with which the unknown users are sorted into the classic target group categories.