Although programmatic advertising has faced a new wave of criticism recently, it’s still enjoying speedy growth. A study from Interactive Advertising Bureau UK and PricewaterhouseCoopers revealed that last year, most ads (72%) were bought programmatically in the UK and this is expected to increase to approximately 80-90% by 2019.
Programmatic is dominating the digital display market on a global scale. Having risen to fame in the US, where, according to Zenith, it remains the biggest ad market worth $24 billion in 2016, it’s also become a key trading method in the UK, where it was estimated by Zenith to be worth $3.3 billion last year.
This has caused businesses to expand into the UK markets to harness the steady growth of programmatic in the region. Choozle’s chief executive Andrew Fischer has shared his insights into the company’s expansion and the state of programmatic in both regions.