Unveiling the Value of Programmatic Advertising: Insights From IAB Europe’s Programmatic Trading Committee
I was honored to share my thoughts on the topic with colleagues from IAB Europe’s Programmatic Trading Committee: Unveiling the Value of Programmatic Advertising:
Programmatic advertising has transformed the way digital ads are bought and sold. First introduced to the market in the mid-2000s through the advent of real-time bidding (RTB) technology, advertisers can now target specific audiences with greater precision and efficiency through automation. Something that adds immense value to any media plan. But what is the real value of programmatic today and how has it evolved from Header Bidding and Supply Path Optimisation (SPO) to tackling new and emerging channels and formats such as AV and TV?
This year, members of IAB Europe’s Programmatic Trading Committee have been sharing their thoughts on the value of programmatic advertising in Europe today in our dedicated blog series. In this edition, we speak to members on why continued programmatic investment is important, discuss the essential elements of programmatic trading, and speak on how programmatic has evolved.
A big thank you to the following contributors for sharing their thoughts
- Nick Welch, Head of Programmatic Sales, EMEA at IAS & Chair of IAB Europe’s Programmatic Trading Committee
- Azad Hosenbokus, Programmatic Director UK at Verve Group
- David Bauckmann, representative of SPIR (IAB Czech Republic)
- Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic