[English Version] Alliance Digitale publishes its 2024 Programmatic Barometer !

A key barometer to understand the programmatic market

Alliance Digitale publishes the seventh edition of its Programmatic Barometer, produced in partnership with Adomik.

This study, initiated in 2021, aims to showcase the dynamics of the programmatic market. It provides a granular view to identify trends and offer greater clarity to all players in the value chain of the French programmatic market.

A methodology based on a comprehensive analysis of data

This study is based on the analysis of data from 22 SSPs in the market and a cohort of several thousand publisher sites and applications (excluding video platforms, social networks, and television channels). This seventh edition focuses on the analysis of the programmatic market for the entire year of 2024.

A major new feature : the integration of programmatic DOOH

This 2024 edition marks an important evolution of the Barometer by presenting, for the first time, the figures for programmatic DOOH in France. Thanks to the collaboration of the leading DOOH SSPs in the market (Broadsign, Hivestack, and VIOOH), the developments in terms of investment and impression volume for this channel are now an integral part of the Barometer.

For this 2024 report, we have also made significant improvements to enhance its readability and understanding by adopting an approach based on both formats and trends.

The key points of the 2024 Programmatic Barometer :

• Continued decline in programmatic investments in Display (-4%), with a notable decrease in CPMs of -9%, following a downward trend since 2021.

• Instream Video among publishers outside of TV and platforms shows strong performance (+8%).
  
• Programmatic audio continues to grow strongly (+29%), but there is a slight decline in the average CPM.

• Programmatic DOOH also shows strong growth: +23.5% compared to 2023.
  
• Retail sector still dominates the top of the rankings with nearly 30% share of voice.
  
• The Big 6 represent around 30% of programmatic purchases.
  
• The Open Auction makes its return, gaining an additional 1.5% share of voice from other non-display transaction methods.

To learn more, download the programmatic barometer below :