MILANO, August 31, 2016 — By Cosimo Vestito, Programmatic Italia
This article has been translated from Italian to English.
A study released by Accordant Media, entitled “Programmatic Media Market Pulse: Q2 2016” showed the volume of programmatic media has maintained strong growth rates not only in North America but also globally.
Specifically, during the second quarter of 2016 the amount of overall advertising space in RTB auction grew by 151% year on year, while in North America, the inventory grew by 103% year-over-year and 27% from the previous quarter.
More reassuring data for operators: Viewability rates have improved by 31% year-over-year and non-human traffic has decreased by 59%.
According to the findings of the research, the 320 × 50 mobile leaderboard ad units represented 13% of all transacted programmatic ads in the last quarter, including for desktop formats.
Average CPM also increased: + 10% year on year in North America. Finally, Accordant Media has focused on analyzing the impact of digital ads on offline sales, seeing a 35% increase in incremental offline sales among consumers exposed to online advertising.
“The second quarter has maintained the impressive momentum of the previous one,” said Arthur Muldoon, CEO and co-founder Accordant, “It was also very encouraging to see that we continue to make significant progress in the battle against threats of non-human traffic and Viewability .”