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eMarketer on Tailwind’s research “The Status of Programmatic Trading in CEEMEA”: companies who see safety as a challenge have doubled in a year

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“Brand safety in the Programmatic era” remains an open topic these days.

And because more and more companies are adopting the Programmatic way of selling, the concerns seems to be higher than ever.

TDG’s leading ad-tech company in CEEMEA, Tailwind released the findings of research on “The Status of Programmatic Trading in CEEMEA“.

Those findings had drawn the attention of eMarketer, one of the most influential publications in the marketing industry.

“In this year’s study, nearly 24% of sellers thought brand safety was a challenge, making it their top concern. That was almost double the percentage from a year earlier” eMarketer

The research is very clear in this direction: Brand safety is deemed as the main point of concern for publishers and advertisers in Central and Eastern Europe.

Its safeguard is considered as the most important, industry-wide issue and is expected to become a cornerstone for the further development of Programmatic Trading.

eMarketer’s key points from the study:

  • Nearly 76% of ad buyers surveyed used programmatic, along with almost 83% of sellers
  • Among the ad buyers polled who didn’t currently use programmatic advertising, nearly 74% said they would consider doing so within a year
  • For those buyers still on the fence about programmatic, the biggest deterrent wasn’t brand safety or a lack of transparency about placement. Instead, it was a lack of qualified staff needed to institute automated ad buying practices, a situation nearly 40% of respondents said they suffered from.

Here is the full report: “The Status of Programmatic Trading in CEEMEA”

Daniel Marton

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Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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