Over 90% of the 1,000 advertisers, agencies and publishers from 29 markets surveyed by the IAB said they would increase their programmatic investment or revenue over the next 12 months. 40% expect an increase of more than a third.

The IAB Europe Attitudes towards Programmatic Advertising report revealed that publishers show a “controlled, cautious approach with an emphasis on managing their own data and maximising value and margins by monetising inventory more effectively”, and that advertisers are least likely to have in-house programmatic capabilities at this time.

The report also revealed that inefficiencies need to be tackled in order to empower programmatic to deliver maximum value, and that there are a number of barriers to adoption in terms of hiring and training people, with the top obstacle being the right skill set.