The Status of Programmatic Trading in EMEA Opportunities, Challenges & Key Insights

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Research Overview

› Online structured survey conducted in April and May 2014

› Western Europe research by

› Central – South – Eastern Europe & Middle East research by

› Over 700 respondents from› Marketers› Media buying agencies› Advertising agencies› Publishers

Understanding

Advertisers / Agencies & Programmatic (MEA)

Usage

Performance or Brand? Challenges

18.18

81.82

MEA vs Western Europe – Advertisers / Agencies

Understanding

Usage

Publishers & Programmatic (MEA)

Understanding Usage

Inventory exposure Challenges

16.67

50.00

33.33

MEA vs Western Europe – Publishers

Understanding

Usage

Sellers

2014 Programmatic Budgets % (MEA)

Buyers

27.27

9.09

27.27

36.36

16.67

50.00

16.67

16.67

Facts

› commit substantial budgets to programmatic

› crave for premium content in programmatic

› Use programmatic for performance AND brand campaigns

› minor revenues coming from programmatic

› want better control on who buys their inventory

› Offer predominantly blind and contextually packaged inventory

SellersBuyers

Conclusions

› Programmatic is here

› Publishers need more information regarding programmatic

› The stage is set for Premium Programmatic!

› 2014 is a preparatory year – 2015 will be full on!

There’s more…

› Visit www.tailwindemea.net to download the full report!

› Get an in-depth view at how buyers & sellers view programmatic & more…

Thank You!

Elias GagasManaging Directoreliasg@tailwindemea.net

Farshad DabeshkoyAccount Director, EMEAfdabeshkoy@appnexus.com