Native advertising spend is expected to reach $85.5 billion by 2020, double the current level. Indeed, the growth of digital advertising as a whole has doubled in size over the past 5 years according to IAB Europe’s AdEx Benchmark 2017 Report. This incredible rise is in part due formats being available programmatically.

This new IAB Europe white paper provides insight into the status of programmatic native advertising in Europe and delivers guidance on key strategic and implementation considerations.  It explores the challenges that advertisers, agencies and publishers are facing and how transparency and control are just as important for native buyers and sellers as they are for any other format traded programmatically.

IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:

Ina Arens, Head of Programmatic, MediaCom

And the white paper contributors that provided content for this white paper:

	Mick Loizou, Product Marketing Director EMEA, Oath
	Michel Gagnon, Global Managing Director, Plista (part of Xaxis)
	Doug Phillips, Senior Platform Services Manager, Integral Ad Science
	Matthieu Betton, GM Europe, Sojern
	Gokberk Ertunc, Senior Programmatic Executive, OMD Turkey
	Lukasz Ciechanek, Business Development Director, Netsprint Group and member of IAB PolandArtur Banach, Partner, Netsprint Group and member of IAB Poland