Programmatic advertising now makes up a large part of the purchasing and selling of digital advertising space in France, says digital media agency EBG, which worked with digital marketing firm Quantcast to survey 850 advertisers. At the same time, the technology is being adapted to a broader range of ad formats. Of those surveyed, 57% said they thought all ad inventory would eventually be completed programmatically; 62% had already organised mobile programmatic campaigns and 75% believed programmatic purchases for TV advertising would become a priority. The study also found that more than half (57%) of French consumers were aware of programmatic advertising, but only 11% knew how it worked.
Programmatic advertising now makes up a large part of the purchasing and selling of digital advertising space in France, says digital media agency EBG, which worked with digital marketing firm Quantcast to survey 850 advertisers. Of those surveyed, 57% said they thought all ad inventory would eventually be completed programmatically; 62% had already organised mobile programmatic campaigns and 75% believed programmatic purchases for TV advertising would become a priority. The study also found that more than half (57%) of French consumers were aware of programmatic advertising, but only 11% knew how it worked.