Publishers in Europe predict that revenue from mobile, native and video ad formats will grow 26% over the next 12 months, according to research by Oath and IAB Europe.
The Understanding Programmatic Challenges for Publishers survey highlights the challenges publishers are facing in programmatic advertising and where they picture the greatest gains over the coming months.
Programmatic trading has become an increasingly important technology for the majority of publishers (76%) with 52% stating that provides them a competitive advantage.
Advertisers are now spending 57% of programmatic display on mobile, followed by video and native ad formats.
Revenue from video in the UK is predicted to grow 27% whilst revenue from mobile will jump 28% compared to the European average of 26% for mobile.
“Programmatic trading continues to offer clear opportunities and growth for publishers across Europe, but many challenges still remain,” said Henk Van Niekerk, Head of EMEA Supply Platforms. “Maximising revenue is still top of mind for most publishers even as GDPR and managing consent drops down their list of concerns. As a publisher ourselves, Oath understands many of these challenges and we strive to develop our Oath Ad Platforms solutions for publishers based on our own experience and learnings through partner research like this with IAB Europe.”
Among key challenges, publishers said that improved monetisation and higher quality ads were still a core component of audience growth.
Over half of UK publishers (57%) considered monetisation as their top factor for audience growth.
However, lack of control over the type of content they are showing, the quality of the inventory, fill rates and video technologies are worrying 38% of European publishers.