Market Trends of Europe Programmatic Advertising Industry
This section covers the major market trends shaping the Europe Programmatic Advertising Market according to our research experts:
Better use of Data for Programmatic Advertising drives the growth.
- Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
- In programmatic advertising, advertisers use three data types: advertisers, publishers, and third-party data. Using this data, advertisers can find the most suitable audiences among billions of ad impressions and increase the efficiency of Programmatic advertising.
- With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
- Advertisers are utilizing tools such as audience discovery algorithms that find data attributes that over-index for those users that have converted to identify new targeting segments, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences.
- Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.
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Mobile Programmatic Advertisements to Drive the Market Growth
- Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
- Mobile Programmatic necissates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences such as geolocation, operational system, and type of smartphone of your target audience and many more.
- Mobile Programmatic Advertising provides precise targeting which allows advertisers to reach their specific audience in real-time and dictate right audience using certain metrics and demographics.
- Also the mobile programmatic advertisement is a great channel for expanding reach and increasing user acquisition rate as Europe has nearly 1,090 million mobile subscription in 2021 and it is expected to increase to 1,110 million by 2027 according to Ericcson, and further individuals spend more time on their mobile devices than on conventional screens such as television.
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