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European Revolution Programmatic Ad Trading Will Grow, But Not ‘Reach Scale’ in 2015Europe will go big for programmatic ad buying, but it won’t “hit scale” in 2015, according to a new Forrester Research report.

“The EU programmatic display landscape is complex and fragmented, with adoption evolving at different speeds in the Netherlands and Nordic countries, the UK, France, and Germany,” notes Forrester.

There are two trends that explain what’s happening in European programmatic.

For starters, programmatic ad inventory availability is finally diversifying and the quality is improving.

“Advertisers can now buy a wide range of ad formats through open exchanges, and the growth of private marketplaces increases the pool of premium inventory — such as rich media and premium video placements — available through programmatic buying,” explains Forrester.

Additionally, brand marketers are getting on board, as “more marketers are considering diminishing the role of the agency trading desk in favor of models that take trading closer to the brand.”

Programmatic is bound to be important to brand marketers on the European continent. But it will take some time.

To learn more, check out additional report details here.

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