The IAB released five country-specific reports providing survey results on brands' adoption rate of programmatic advertising placement and the impact of the EU General Data Protection Regulation. Conducted by the IAB Data Center of Excellence, in collaboration with Accenture Interactive, the reports examine markets in France, Germany, Italy, Spain and the U.K. and aim to uncover how programmatic in-housing has evolved, the benefits and drivers of employing such practices for brands, and details on the types and levels of programmatic in-house buying functions. Among the findings, the IAB reported, "Two-thirds of European brands indicated that programmatic ad spending actually increased during the eight months following GDPR inception, suggesting that marketplace demand softened GDPR impact."
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