Observed Signal · Jan 15, 2026 · Industry Initiative · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
IAB Europe Publishes Inaugural Digital Advertising Report
IAB Europe published its inaugural Attitudes to Digital Advertising Report, expanding a long-running programmatic study to cover display, video, connected TV (CTV) and digital audio. Based on more than 170 responses collected Oct–Nov 2025 from advertisers, agencies, ad tech firms and publishers across 25+ markets, the report finds rising digital investment but uneven progress across channels. Programmatic maturity is strongest in display and video, while CTV and audio lag due to visibility and measurement gaps. Performance and efficiency remain primary investment drivers, while media quality (fraud, brand safety, viewability) and operational complexity are cited as the biggest barriers. Respondents identify CTV, AI and retail/commerce media as the top near-term growth and innovation areas. Findings will inform IAB Europe’s Advertising & Media Committee work on measurement, standardisation and operational consistency.
A major European industry body released a comprehensive market study that highlights investment trends, channel maturity (notably CTV), and operational/measurement gaps—guiding standardisation and committee priorities across the EU digital-ad ecosystem.
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Key Takeaways & Evidence Grounding
- IAB Europe released the inaugural Attitudes to Digital Advertising Report covering display, video, CTV and digital audio.
- The survey received over 170 responses between October and November 2025 from advertisers, agencies, ad tech companies and publishers across more than 25 markets.
- More than two-thirds of respondents expect digital advertising investment or revenue to increase over the next 12 months.
- Programmatic maturity is highest for display and video; CTV and audio lag because of gaps in visibility and measurement.
- Respondents cited media quality (fraud, brand safety, viewability), measurement inconsistencies and operational complexity as the main barriers to growth; CTV, AI and retail/commerce media were named top growth opportunities.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
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