[eMarketer] UK programmatic digital display advertising spend defies pandemic to record rise
Even with a tough 2020 occasioned by COVID-19 pandemic, the programmatic digital display advertising spend in UK recorded a rise bolstered by social media use, with that increase expected to be sustained this year according to a forecat by eMarketer.
The rise reached £4.55 billion rising by £0.48 billion year on year while private marketplaces (PMP) reached £1.15 billion in 2020 recording a £0.12 billion growth.
While social media ad buys continued on an upward trajectory, open marketplace faced numerous headwinds with the poor performance expected to continue in the years to come.
Traditionally open exchanges have been the common method of trading real-time bidding (RTB) inventory but fortunes changed last year that saw for the first time PMP ad spending overtaking open exchange ad spending in UK.
As the pandemic ravaged economies and affected companies’ budgets leading to uncertainties, advertisers leaned towards transaction methods that offered reliability and control and evaluated returns on investment since they were operating on a reduced budget.