In 2019, programmatic advertising accounted for 77 percent of total digital advertising spending in Europe. This was a 23 percent increase from three years prior, when programmatic only made up slightly more than half of all digital ad spend. As the industry shifts towards programmatic transactions, adverts sold via the classic insertion order (IO) have decreased in share from 46 percent to 23 percent.
Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type
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IAB Europe. (October 1, 2020). Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type [Graph]. In Statista. Retrieved June 26, 2022, from https://www.statista.com/statistics/1177276/digital-ad-spend-share-transaction-type-europe/
IAB Europe. "Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type." Chart. October 1, 2020. Statista. Accessed June 26, 2022. https://www.statista.com/statistics/1177276/digital-ad-spend-share-transaction-type-europe/
IAB Europe. (2020). Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type. Statista. Statista Inc.. Accessed: June 26, 2022. https://www.statista.com/statistics/1177276/digital-ad-spend-share-transaction-type-europe/
IAB Europe. "Distribution of Digital Advertising Spending in Europe in 2016 and 2019, by Transaction Type." Statista, Statista Inc., 1 Oct 2020, https://www.statista.com/statistics/1177276/digital-ad-spend-share-transaction-type-europe/
IAB Europe, Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type Statista, https://www.statista.com/statistics/1177276/digital-ad-spend-share-transaction-type-europe/ (last visited June 26, 2022)