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As part of the AdMonitoring project, the newly added category accurately describes volume of programmatically traded online advertising, which have been growing steadily in recent years. The originally dominant category of directly traded display ads decreases in line with the growing volume of programmatic. In January 2019, the volume of programmatically purchased advertising space already exceeded the volume of display traded directly.

At its annual Interact conference today, IAB Europe announced that digital advertising grew 13.2% in 2017 to €48bn, driven by strong growth in social, mobile and video investment.

The aim of the IAB Europe Transparency Guide is to improve transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.

Programmatic video surges by more than 150% Half of European display ad revenue is now traded programmatically, latest IAB Europe report shows