Programmatic advertising exchange platforms in the Netherlands 2014-2018

This statistic shows the results of an analysis on the distribution of total revenue of the programmatic advertising market in the Netherlands from the first half of 2014 to the second half of 2017 with a forecast for 2018, per exchange model. Programmatic ad buying concerns the use of software to purchase digital advertising. This is opposed to the use of human ad buyers and salespeople, as programmatic advertising tries to remove humans from the process of purchasing advertisement space. In 2017, programmatic revenues sold via header bidding increased to nine percent of the total revenue. It is expected this will reach 14 percent by the end of 2018.

本统计数据显示了自2014年上半年至2017年下半年荷兰程序化广告市场总收入分布的分析结果，并对2018年的发展趋势进行了预测，按交易所模型分类。程序化广告购买涉及使用软件购买数字广告，此做法与依赖人工广告买家和销售人员相反，因为程序化广告旨在从购买广告空间的过程中排除人类因素。截至2017年，通过头部竞价（header bidding）销售的程序化广告收入占总收入的比例上升至9%。预计到2018年底，这一比例将达到14%。