Programmatic in Italy

Programmatic, with its popularity at an all-time high, is considered to be one of the most useful advertising technologies in Italy. Today, you’ve got more chance hearing  “What DSP are you using?” instead of “Are you performing programmatic?”.

DIGITAL ADS MARKET

Italy has one of the highest programmatic involvement rates in European Union countries. While the average rate of using programmatic in European countries is 65%, Italy has 72%. 

Spending on digital advertising in the Italian market has reached approximately $1.7bn and there is a growing tendency in expenditure. It is predicted that by 2020, spending will reach $1.9bn. This spending course is similar for search, mobile, and digital video.

What is more, 70% of brands which are not using programmatic at the moment, are ready to invest money into it within a year. This number is considerably higher than in Europe (53% of brands). 

AVAILABLE AUDIENCE

Reach: 286.81 million cookies
Impressions: 261.07 billion 

AD FORMATS

The Italian digital market has gradually transferred from desktop to mobile advertising. Video is the format with the highest viewability rates in Italy, 73.6% on desktop and 76.6% on mobile devices, and it is stronger than the global average with it’s 61.6%. Over recent years, one of the most successful formats is in-banner video. Display ads are becoming more and more profitable and total spend on it is growing really fast.

INVENTORY

Top Websites Ranking:

google.com, facebook.com, youtube.com, google.it, amazon.it, wikipedia.org, instagram.com, subito.it, libero.it, diretta.it, repubblica.it, ebay.it

Top SSPs used in the Italian market:​

  • Google
  • Appnexus
  • Freewheel.tv
  • Rubicon Project
  • PubMatic
  • AdForm
  • Taboola
  • IndexExchange
  • Teads

MARKET PECULIARITIES

  1. The usage of programmatic in Italy is one of the highest across the European countries and reaches 72%.
  2. Viewability of ads in Italy is stronger than the global average as desktop viewability in Italy is 73.6% vs 61.6% for global norm.