Observed Signal · Jan 15, 2026 · Report Release · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
IAB Europe Releases Attitudes to Digital Advertising Report
IAB Europe published its inaugural Attitudes to Digital Advertising Report, expanding its long-running programmatic study to cover display, video, connected TV (CTV) and digital audio. Based on a survey of over 170 respondents (advertisers, agencies, ad tech firms and publishers) across more than 25 European markets during Oct–Nov 2025, the report finds rising digital investment but uneven progress across channels and stakeholder groups. Respondents expect continued growth—with two-thirds forecasting increased investment—but cite media quality (fraud, brand safety, viewability), measurement gaps, data usage and operational complexity as major barriers. Programmatic maturity is strongest in display and video, while CTV and audio lag; CTV is highlighted as the top area for near-term investment and innovation. IAB Europe says the findings will guide its Advertising & Media Committee work on standardisation and measurement.
Report from a major regional industry body (IAB Europe) summarizes market expectations, channel maturity and operational barriers, informing measurement, standardisation and committee priorities across European digital advertising.
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Key Takeaways & Evidence Grounding
- IAB Europe published the inaugural Attitudes to Digital Advertising Report covering display, video, CTV and digital audio.
- The survey received over 170 responses from advertisers, agencies, ad tech companies and publishers across more than 25 markets (Oct–Nov 2025).
- More than two-thirds of respondents expect digital advertising investment or revenue to rise in the next 12 months; agencies are most confident, publishers most cautious.
- Programmatic maturity is strongest in display and video; CTV and audio show higher uncertainty and lag in measurement.
- Major barriers to growth identified include media quality (fraud, brand safety, viewability), measurement gaps, data usage and operational complexity; CTV cited as top investment opportunity.
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