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Programmatic Jumps, Taking Viewability Up and Bot Views Down

Programmatic Jumps, Taking Viewability Up and Bot Views Down

Programmatic is booming, according to new research on automated trading from across the world.

The first quarter of 2016 saw a big increase in trading volumes across the global programmatic marketplace, which led to more transparency and better viewability rates, as well as a decrease in non-human traffic (NHT), both globally and on a European level.

As revealed in the Programmatic Market Pulse report released by Accordant Media, global media auction volume rose 217% year over year and 14% quarter over quarter in Q1 in 2016.

UK still #1

After slow yet steady three quarters last year, United Kingdom remains the dominant market in Europe, accounting for 14% of impressions in the EMEA programmatic space.

France became the second largest programmatic country, jumping 17% from the fourth place and overtaking Turkey in the process. Germany and Italy positioned themselves at the tail end of the top five. The fastest-growing country in Europe, however, turned out to be Poland (up 14 %).

Arthur Muldoon, CEO and co-founder at Accordant Media, said the programmatic media marketplace was continuing to expand from the “impressive momentum” recorded during 2015.

Focus on quality

As the numbers grow for programmatic, a general push for quality in the space has caused greater transparency. As a result, viewability has soared while non-human traffic decreased.

With the rates up 62% year over year for viewability, NHT plummeted 81% in Q1 2016, in comparison to the same period in 2015.

“It is also very significant to see the attention and progress being made towards protecting marketer’s media budgets against non-human traffic and viewability threats,” added Muldoon.

Monika Komar

Monika Komar

A News and Features Reporter at PerformanceIN, Monika covers stories and developments in the fast-evolving world of performance marketing.

Monika studied Modern Languages at the University of Southampton and worked in marketing and communications before making her way over to PerformanceIN.   

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