Prague, February 25, 2019 - As part of the AdMonitoring project, the newly added category accurately describes volume of programmatically traded online advertising, which have been growing steadily in recent years. The originally dominant category of directly traded display ads decreases in line with the growing volume of programmatic. In January 2019, the volume of programmatically purchased advertising space already exceeded the volume of display traded directly.
AdMonitoring is a project of the Association for Internet Progress (SPIR), which has been mapping expenditures to nationwide online for 12 years and includes most Czech online media operators. The publication of programmatic data was preceded by a period of preparation and testing lasting more than a year.
"Programmatic has been a common part of the online advertising business models in the world as well as in the Czech Republic for several years. Its dynamics grow very fast as targeting and performance measurement capabilities improve. This development pushed SPIR to modify the methodology of the AdMonitoring project. Adding the programmatic, the project now provides more accurate and comprehensive view on the volume of online advertising and how investments are divided into individual business models, "commented Kateřina Hrubešová, Executive Director of SPIR.
The volume of programmatic online advertising for a given month will always be available on the 20th day of the month following the measured period, on the page with public outputs in the table "Provozovatelé/Operators".