"Digital investment continues to rise, with steady growth expectedMore than two-thirds of respondents expect digital advertising investment or revenue to increase over the next 12 months. Agencies are the most confident, followed by ad tech companies, while publishers remain cautious and advertisers show a polarised outlook. The report shows that programmatic maturity is strongest in display and video, where adoption is most advanced. However, CTV and audio lag behind, with higher levels of uncertainty driven by gaps in visibility and understanding."
"More than half of respondents point to issues such as fraud, brand safety, viewability, and transparency as major obstacles, closely followed by challenges in measurement, data usage, and creative execution. The study also reveals significant variation in how channels are measured. CTV is assessed primarily through brand and audience metrics, reinforcing its role as a premium upper-funnel environment. Display remains the most performance-driven channel, while video blends brand and quality expectations."
Digital advertising investment in Europe is continuing to grow, with more than two-thirds of respondents expecting increases in the next 12 months. Agencies are most confident, followed by ad tech companies; publishers remain cautious and advertisers show a polarized outlook. Programmatic maturity is strongest in display and video, while CTV and audio lag due to gaps in visibility and understanding. Performance and efficiency dominate investment decisions, with 61% citing outcomes as the top driver. Media quality problems and operational complexity are the main barriers, with measurement, data usage and creative execution also hindering growth. CTV, AI, and retail & commerce media are priority investment areas.
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