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OPA Europe member companies include first-rate online publishers, constituting a high-quality forum of premium brands.
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Three times a year, OPA Europe organizes Best Practices meetings throughout Europe, to debate practices and experiences on a specific topic.
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OPA Europe reports are based on the interactive exchange of insights and solutions, actionable data, case studies, and outcomes.
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The vast majority of advertisers (85%) are currently using a programmatic approach to media buying, with 64% saying they are doing so "aggressively." Within two years, 91% of advertisers expect to be using programmatic.

Publishers are behind advertisers in their adoption of the tech, but a full 72% say they are using a programmatic approach to selling, with 83% saying they expect to within two years.

The data comes from the Winterberry Group in conjunction with IAB in a white paper titled "Programmatic Everywhere? Data, Technology and the Future of Audience Engagement." Over 250 advertising executives were surveyed for the report.

Read more: http://www.mediapost.com/publications/article/212709/85-of-advertisers-72-of-publishers-using-progra.html

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