ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Programmatic video sees 240% growth; 50% of digital executives believe IAB viewability standards are inadequate; 80% of consumers willing to share personal information with brands; and OpenX dominates seller trust index.

Programmatic revenue sees triple-figure increase

In Europe, programmatic display revenue grew 70.5% year-on-year to €3.6bn, according to the IAB Europe’s ‘European Programmatic Market Sizing 2014’. Programmatic mobile advertising saw a triple-figure revenue increase (240%) to €552m, representing 27.3% of the mobile display market. Programmatic video advertising grew 176% year-on-year to €205m, from €76m, representing 12.1% of the online video market.

Although western Europe still accounts for the majority of programmatic revenue, seeing a growth rate of 68.2%; central and eastern Europe saw a 112.6% increase in their programmatic revenue year-on-year.

Is one second enough?

Half of senior agency and publisher executives believe that the IAB and Media Councils measure of viewability is not adequate, according to ‘Viewability: Transparency, Trust and Meaningful Measurement research’ by InSkin Media. Just over a third (37%) of executive believe that 50% of pixels in view for one second is is a sufficient measure of viewability.

Nearly two thirds (63%) believe that the measure is insufficient for larger non-standard ad formats such as skins and wallpapers. Over eight out of ten (85%) respondents said inconsistent measurement approaches lead to discrepancies in campaigns.

Majority of consumers willing to share personal data

Globally, 80% of consumers are willing to share their personal data with brands, according to Aimia’s  ‘2015 Global Loyalty Lens Report’. Despite global willingness to share data, just 8% of consumers believe they are gaining better offers as a result of this data exchange.

The majority of consumers (68%) are aware that their data is "valuable", with 31% of respondents stating they felt their data was "extremely valuable". Globally, 85% of are members of a loyalty scheme in which they share data.

David Johnston, group chief operating officer at Aimia commented: "Companies need to realise that the power in the data exchange economy rests with the customer. To be successful, companies must think about what they can do for the customer, not to the customer, with each personalised communication, experience and offer."

OpenX dominates the global seller trust index  

Globally, Gourmet ads has the highest industry viewability rate at 94%, according to Pixalate’s ‘Global Seller Trust Index’. All companies within the top 20 were given individual scores for the following: malware, fraud, masking, viewability, network, inventory, and engagement; with a final score provided as an average.

Overall, OpenX was given the highest trust score, at 94, followed closely by Google (93). All companies within the top 20 were given overall scores of 82+. The overall top spot for categories was also given to OpenX, who were rated top in five out of 11 categories.