Current and future position of programmatic buying in digital investments on the Slovak market
Current and future position of programmatic buying in digital investments on the Slovak market

Summary/Abstract: Programmatic buying represents a very effective - and lately also popular - way to purchase digital advertising space through the utilization of data, automated processes, and software systems. The main aim of this article has been to identify the position and share of programmatic buying in the Slovak markets’ average digital investments “pie”. The achievement of the main aim has been supported by two sub-goals. The first sub-goal was to unveil the trend in investments into digital marketing platforms over recent years on the Slovak market. The authors used IAB Slovakia’s press releases as a source of data in determining the conclusions of the first sub-goal. The second sub-goal was defined to ascertain whether investments in programmatic buying match the trend and follow the marketing costs tendency. The authors cooperated with local media agency Starmedia Co., which might be considered as the benchmark of the market, since it represents the marketing interests of brands on a vast scale. The main findings of this paper unveil an increasing trend towards digital marketing investments, and along with it also into programmatic buying. However, programmatic growth will probably not match the intensity of the growth of the digital segment.

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