Summary
Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of programmatic trading in several European countries, and it shows no signs of slowing down in 2015. The European landscape is, however, a fragmented one, and country-specific media ecosystem dynamics are strongly influencing the path to programmatic adoption. Read this report to understand the pace of adoption of programmatic in the UK, France, and Germany and to get up to speed with the opportunities and challenges that European B2C marketing leaders face when embracing programmatic buying.
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