Programmatic buying contributed 15.7% of online display spending in Spain in 2013
The report from Spain’s Interactive Advertising Bureau (IAB Spain) and Grupo Consultores published in March 2014 confirms that the difficult economic situation has affected the advertising market. Despite the decrease of digital advertising, the report points out some positive trends:
- Digital ad spending expands its share of total media reaching 20.7% in 2013.
- Mobile ad spending rose by 47.4% and IAB Spain predicts a further gain of about 40% in 2014.
- Programmatic buying (carried out via real-time bidding, ad exchanges, DSP…) contributed 15.7% of online display spending.