Alliance Digitale proudly presents the 6th edition of its Programmatic Barometer in partnership with Adomik, shedding light on the 2023 performance. The event, held on February 8th, witnessed the participation of over 200 industry enthusiasts. A panel discussion featuring four experts delved into the trends of 2023 and contemplated the future of programmatic advertising in France.
Initiated in 2021, this study provides a deep dive into the dynamics of the French programmatic market. Its objective is to identify trends and enhance visibility for all stakeholders in the value chain. Drawing insights from the analysis of 18 SSPs in the market and a cohort of 1500 sites, publishers, and applications, the study focuses on the programmatic market's analysis for the entire year of 2023.
Despite a slight rebound in the second semester, the decline in programmatic investments in Display is confirmed (-9%). Video, on the other hand, records a growth of +1%, highlighting a significant imbalance between Instream and Outstream CPMs. Audio maintains its robust growth at +58%, while the programmatic native format thrives with a +10% increase.
In terms of deal types, Programmatic Guaranteed confirms its growth (+16%), while, for the first time, the share of the open is decreasing. Nevertheless, Curated Marketplaces continue to advance with a +33% increase.
"With this new edition, the trends observed for several editions are confirmed; programmatic investments in traditional banners are no longer lucrative, except for programmatic native and Instream video, which establishes itself in terms of value. This is also reflected in the purchasing methods, with a rising Programmatic Guaranteed, focusing mainly on video purchasing. In a context of cookie scarcity, we still note the significant progress of Digital Audio, and we hope to provide the first figures for Programmatic DOOH in our next edition to have a complete landscape of programmatic purchasing in France."
