Download The Market Analysis
Adomik organized a breakfast-panel in Paris on December 7, 2018 about the advertising data flows reconciliation.
For the occasion, Jean-François Bernard, CPO at Adomik, presented an analysis of the state of the French programmatic market that we wanted to share with you. Click below to download the full presentation:
All these market insights come from MarketWatch/SELL, Adomik’s exclusive programmatic market index that gives full visibility into demand, transaction types, formats, CPMs, etc.. In MarketWatch/SELL, programmatic data is anonymized & aggregated daily across all our French customers for the Top 5 SSPs:
Some Highlights from The Presentation
- Programmatic French publishers revenue growth is below market forecasts. The positive news is that among selected European publishers who developed a Header Bidding Strategy, the Cost per Impression (CPM) grew by 37%, showing that publishers are evolving in the right direction by unifying their programmatic auction.
- In the programmatic market, one of the main drivers of growth is programmatic guaranteed. For selected international publishers who have started a dedicated strategy around programmatic guaranteed, the PG share of revenue has reached 22%, and the CPM is ten times higher than the Open Auction CPM. Another driver of growth is the increasing adoption of Server Side header bidding solution which now accounts for up to 25% of programmatic revenue for French publishers and is expected grow further.