Report Reveals 86% Of European Brands Have Shifted Programmatic In-House http://bit.ly/2UBMT8n Marketers in major Western European nations are shifting their programmatic media-buying in-house, at least partially, according to an in-depth series of analyses released today by the Interactive Advertising Bureau (IAB). The reports, which cover the U.K., Germany France, Spain and Italy, estimate an average of 86% of brands buying media programmatically in those markets have moved it completely or partially in-house. One factor driving the shift, the IAB report notes, is compliance with the EU’s GDPR (General Data Protection Regulation) rules, which established liabilities for companies improperly utilizing consumer data. Here are the top line percentages for each country’s census of programmatic in-house shifts:
The report’s quantitative results are based on Advertiser Perceptions' Omnibus Survey fielded in February and March 2019: 1,000 European-based brand representatives participated in the survey. Respondents represent media decision-makers across all job titles and 16 major ad categories. All are qualified as involved in making digital, television, mobile, radio, and/or print media decisions. Pre-Meditated Media, LLC authored the study by integrating insights from the Advertiser Perceptions Omnibus Survey, executive interviews, and industry research. The complete report can be accessed here. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH April 24, 2019 at 08:01AM
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