In a few short years, Programmatic Trading has emerged from the back rooms of digital networks to front and centre in the battle for customer engagement. In recent research1 with WARC and AppNexus, IAB Europe polled more than 600 publishers, advertisers and agencies across the frontline of the advertising industry in Europe, and found that 89% of them believe that Programmatic will have a significant impact on digital advertising; 30% expect it to be dominant!
See also "New research from AppNexus, WARC and IAB Europe identifies drivers and challenges for programmatic advertising"
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