Adform , a Danish digital advertising insights firm , reports that programmatic trading is surging ahead in Europe with an increase of 76 % compared to April 2015 , driven primarily by a 333 % rise in spending on branding and advertising . Adform, a Danish digital advertising insights firm, reported that ad space bought via programmatic trading increased to April 2015, driven to a large extent by a 333% rise in spend on branding ad formats. However , ad viewability across Europe fell by 50 % , most notably in the UK , whilst the average engagement time spent with ads declined to 12.66 seconds from 13.93 seconds .
Adform , a Danish digital advertising insights firm , reports that programmatic trading is surging ahead in Europe with an increase of 76 % compared to April 2015 , driven primarily by a 333 % rise in spending on branding and advertising . However , ad viewability across Europe fell by 50 % , most notably in the UK , whilst the average engagement time spent with ads declined to 12.66 seconds from 13.93 seconds .