As the digital advertising industry continues to shift, programmatic advertising remains a cornerstone of innovation and growth. At this year's DMEXCO 2024 (Digital Marketing Exposition & Conference), held on September 17-18 in Cologne, Germany, Wayne Tassie, Chair of IAB Europe's Programmatic Trading Committee, led a Masterclass titled "Programmatic Advertising in Europe – 10 Years of Trends, Attitudes, and Growth Drivers." The session offered a preview of IAB Europe's upcoming study, set to be published in November, which provides valuable insights into the current state of the programmatic industry.
Afterwards a lively panel discussion with key industry leaders from both the publishing and advertising sectors took place, including Daniel Godoy, Global Head of Programmatic Evangelist at Microsoft Advertising, Cadi Jones, SVP EMEA, Index Exchange, Carol Starr, Vice President Ad Revenue, International Paramount and Ingo Schwab, Head of Media Digitisation, Headquarter Deutsche Telekom.
This article highlights the most significant trends shared during the event, with a special focus on the publisher perspective, as well as the rising importance of first-party data—a crucial element for all parties in navigating the future of programmatic advertising.
If you have a DMEXCO Community account, you can watch the full recording of the masterclass here.
One of the most prominent themes from the IAB Europe session was the increasing importance of first-party data in driving successful advertising and monetization strategies. As third-party cookies continue to phase out and stricter data privacy regulations come into play, especially in Europe, all sides of the advertising industry are pivoting towards more privacy-focused data strategies.
The key findings from the IAB Europe study showed that:
For publishers, this trend signals a major opportunity. Utilizing first-party data through identity solutions allows them to establish direct relationships with their audience, giving them more control over both content and ad delivery. It also helps them comply with evolving privacy laws while delivering personalized user experiences.
Better targeting leads to improved ad relevance, which in turn increases the value of ad impressions. Advertisers are willing to pay more for access to high-quality, well-targeted audiences, making first-party data a crucial asset in maximizing programmatic revenue. As privacy laws evolve, publishers who invest in a robust first-party data strategy will gain a competitive advantage in the increasingly data-driven world of programmatic advertising by providing advertisers with trustworthy, high-value data that drives better campaign results.
IAB Europe's report revealed promising trends in the growth of programmatic advertising, both in Europe and globally.
Programmatic advertising continues to drive much of the digital ad economy, offering publishers a key revenue opportunity. Publishers that embrace first-party data strategies are better positioned to attract premium advertisers who are actively seeking high-quality, privacy-compliant audience data sources. With the ongoing shift toward data transparency and user privacy, publishers who can offer reliable, targeted ad placements through first-party data will stand out in the competitive programmatic landscape.
While programmatic advertising offers numerous opportunities, publishers still face key challenges. According to IAB Europe, the quality of media was cited as the top barrier to programmatic investment by 41% of agencies and 30% of publishers. Concerns around fraud, brand safety, and transparency continue to impact advertisers' confidence.
However, these challenges also present opportunities for publishers to differentiate themselves. Ezoic’s commitment to Supply Path Optimization and stringent quality assurance processes ensures that advertisers receive high-quality, human traffic on all sites using our platform. A recent study by independent Ad Fraud researcher Dr. Augustine Fou revealed that Ezoic’s inventory is not only highly human but also of high quality, giving advertisers confidence that their ads reach engaged, authentic audiences, thus leading to higher RPMs for publishers monetizing with Ezoic and using our identity solution.
By leveraging first-party data through methods like Email-Hashing, publishers can offer transparency and build trust, creating a powerful value proposition for advertisers looking to reach well-defined, high-value audiences.
For publishers looking to remain competitive and future-proof their businesses, investing in a robust first-party data strategy is essential. Below are two key steps to help you get started:
Data Collection: Implement reliable systems to gather first-party data through methods like login areas, newsletter sign-ups (Find out how to quickly scale your email lists here), and membership programs. These strategies help you build a detailed, privacy-compliant database of your audience, enabling personalized targeting and insights.
Integrate Identity Solutions: Publishers benefit from advanced identity solutions by delivering highly personalized ad experiences to their readers. ezID is the easiest end-to-end solution for seamlessly connecting User-IDs based on hashed Emails or phone numbers to all major ID solution providers. By implementing ezID, you enhance the value of your inventory, offering advertisers precision targeting and access to high-quality, verified audiences, which drives higher-quality ads and increases your RPMs for not only cookie-less user groups, but all your traffic.
Investing in both data collection and identity solutions not only increases transparency but also positions your ad inventory as a premium offering. This combination allows you to meet the growing demands for privacy compliance while still offering advertisers the targeting capabilities they need for successful campaigns. Publishers who prioritize this approach can capture more programmatic ad spend and foster stronger relationships with industry-leading ad buyers.
The insights shared at DMEXCO 2024 reinforce that first-party data is no longer just a nice-to-have—it's a necessity for publishers looking to succeed in the future of programmatic advertising. It became clear that leveraging data strategies and identity solutions are key to unlocking higher ad revenue and meeting the demands of a privacy-conscious, cookie-less digital landscape.
Publishers that prioritize first-party data collection and implement identity solutions, such as ezID, will stand out to advertisers, offering premium, highly targetable ad inventory while future-proofing their programmatic efforts in this rapidly changing industry.
Written By: Simon Wilken
Simon works as an International Marketing Specialist at Ezoic and specializes in the development of the programmatic DACH advertising market. With an academic background in media studies and English, he combines sound theoretical knowledge with practical application skills.
Checkout this popular and trending content
Using Analytics To Make More Money
A revenue report can offer little to no value without truly understanding what it’s showing. See how audience behavior, UX metrics, and more is invaluable in context of revenue.
Announcement
See why content is no longer king and why your audience has taken its place. Discover why 2025 will be defined by this dramatic change.
Launch
Ezoic Unveils New Enterprise Program: Empowering Creators to Scale and Succeed
Ezoic recently announced a higher level designed for publishers that have reached that ultimate stage of growth. See what it means for Ezoic users.
Announcement
