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.