Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.

1. THE
INTERNATIONAL
STATE OF
PROGRAMMATIC
BETTER, SMARTER, FASTER:
LOOKING AHEAD TO AN
AUTOMATED FUTURE
April 2014
MAGNA GLOBAL
© 2014 MAGNA GLOBAL, Inc. All Rights Reserved
All property, including trademarks, are the property of their
respective owners and have, as applicable, been licensed for use.
The International State of Programmatic, April 2014

2. The International State of Programmatic, April 2014 Page 3
THE
PROGRAMMATIC
NECESSITY
TABLE
OF CONTENTS
No wonder ‘programmatic’ was 2013’ s marketing
buzzword of the year! Behind are the days when we had
the option to procrastinate or even decline
programmatic. Born out of necessity to harness the
infinite display inventory, programmatic trading is here
to stay.
Programmatic allows marketers, media owners and
agencies to invest more on higher-touch, higher-value
solutions that drive client business results, and less
on transactional, time-consuming and low - value
processes like requesting proposals, and matching
invoices.
Advertisers are quickly adopting programmatic because
it provides an unprecedented level of choice over
inventory. The newly acquired capacity of continued
adjustment in campaign settings – where measurability
is nearly in real-time - is what makes programmatic
so essential to the marketer of today. Advertisers are no
longer approaching programmatic as a segment
of their overall strategy; data and targeting permeate all
aspects of digital planning. Brands are demanding that
media owners make their inventory available
for programmatic.
Media owners see programmatic as the instant access
to millions of ad dollars that their sales force would have
never reached otherwise. The maximization of inventory,
the revenue streams and the visibility – transparency -
about what is being bought, by whom and what the fair
price is for their inventory is redefining their commercial
model.
As a marketer who has been on both sides of the table
– client and agency – I strongly agree with many who
suggest that programmatic is the transformative force
in the industry. However, the human factor – the brilliant
minds behind programmatic campaigns – is what makes
programmatic achieve its maximum potential.
Programmatic is young and in constant evolution, thus,
in some cases misconceived, but it’s here to stay and
now is the time to embrace it.
Shaffia Sanchez, President, MAGNA GLOBAL,
World Markets
Page 04 INTERNATIONAL
MARKETS
In the near future the majority of
non-premium inventory will be
transacted through programmatic
Page 10 LATIN AMERICA
Programmatic will represent 35% of total
display spend in Latin America in 2014
Page 16 DEVELOPING ASIA
Programmatic spend will be
$501mm in 2014
Page 22 NORDICS AND CEE
Programmatic will represent 52% of
display spend by 2018.
* Markets covered in this study include Argentina, Brazil, Chile, Colombia, Czech Republic, Denmark, Ecuador, Indonesia, Hong Kong, Hungary,
Korea, Malaysia, Mexico, Peru, Poland, Portugal, Philippines, Romania, Serbia, Singapore, Sweden, Taiwan, Thailand and Vietnam.

3. The International State of Programmatic, April 2014 Page 5
DEFINITION
Driven by advanced technology and streamlining the
traditional mediabuying workflow...
RTB
01
02
03
04
05
06
NRTB
Integrated with, and empowered by, media usage and
consumer data...
Capable of adressing discrete impressions as opposed
to packages of impressions, in a cost efficient way...
Targeting specific demographic groups or behavioral
groups while being vendor-agnostic and content-agnostic...
Can be bought in "real-time", allowing feed-back loop
and continued adjustment in campaign settings...
Matches demand and supply from multiple vendors and
multiple buyers through bidding mechanisms...
While ‘programmatic’ was 2013’s marketing buzzword of the
year, the term itself has been used in various ways since its
inception and continues to evolve. To us, the difference
between RTB and non-RTB (automated) transactions within
programmatic can be recognized by whether the transaction is …
Traditional Buying:
Purchase a bucket of impressions based on assumptions about a website’s readers
80 $
Programmatic Buying:
Select individual impressions based on the value of each specific consumer
• Traditional buying costly to scale to a modern online
advertising environment.
• Programmatic buying allows for consumer targeting at scale.
Efficiencies are increased by outsourcing most of the heavy
lifting to computer search algorithms.
Reasons for selection:
• Retargeting / Pretargeting
• Demographic Statistics
• Audience specific info
3$ 6 $ 2 $ 3 $ 4$
3 $
3 $
2 $
2 $
4 $ 4 $ 6 $ 5 $
PROGRAMMATIC IN
INTERNATIONAL MARKETS
WHAT IS PROGRAMMATIC?
* Markets covered in this study include Argentina, Brazil, Chile, Colombia, Czech Republic, Denmark, Ecuador, Indonesia, Hong Kong, Hungary,
Korea, Malaysia, Mexico, Peru, Poland, Portugal, Philippines, Romania, Serbia, Singapore, Sweden, Taiwan, Thailand and Vietnam.

4. The International State of Programmatic, April 2014 Page 7
WHAT INVENTORY
WILL MIGRATE TO
PROGRAMMATIC?
WHY BUY MEDIA
PROGRAMMATICALLY?
For Advertisers
Drivers
For Publishers
Inhibitors
Enhanced targeting capabilities as consumers
can be narrowed down beyond simple website
demographics.
Successful programmatic markets in more
developed regions have shown undeveloped
markets the benefits of programmatic.
Access to new audiences in a fast & easy manner.
Surplus of inventory and untapped opportunities.
Tech infrastructure improvements as western
programmatic companies expand into less developed
markets.
Increased control over which consumers they're
targeting and for what price.
Reduced costs as programmatic campaigns see
higher CTR and conversion rates for the same dollars
spent.
Improved reach and frequency as programmatic
buying scales better than traditional buying
methods.
Reduced waste as impressions that aren't valuable
aren't being purchased.
Instant access to millions of ad dollars
that their sales force isn't currently reaching.
Lack of programmatic education, both for
brands and publishers.
Underdeveloped audience data availability.
Worries around arbitrage in what is at least at
first an opaque and not well understood system.
Fear of cannibalization of direct sales.
Increased transparency about what is being
bought and by whom and what the fair price is for
each piece of inventory.
Reduced overhead by minimizing the publishing
sales force; programmatic selling requires less
manpower.
Maximize value of inventory by selling at
real-time market rates and increasing yield.
New revenue streams by monetizing proprietary
1st party information as well as by exposing one’s
brand to advertisers that are not endemic to one’s
sector (i.e. auto to auto).
01
02
03
04
Remnant
inventory
Mid-tier
inventory
Customized & ‘native’
campaigns
Non-standard campaigns are the only form of
display advertising that will remain largely
untouched by automated buying mechanisms.
Premium formats are starting to be
transacted programmatically. Little of
it will be fully RTB, at least at first.
Within 5 years in the US
(a bit longer elsewhere) the
overwhelming majority of
non-premium inventory
will be transacted
through programmatic,
primarily
through RTB.
Premium
formats

5. • The top 10 programmatic markets are growing by 39% this year, while the others will grow by
57% and the smallest 10 will grow by 66%.
• The top 10 RTB markets are growing by a healthier 47% this year, while the other markets will
grow by 109% and the smallest 10 markets will grow by 243%.
• RTB penetration in many growth markets will reach the same levels as in many of the largest
markets in each region. Publishers and brands alike are interested and enthusiastic about
transacting more efficiently.
– Colombia’s RTB penetration will match that of Brazil and Mexico.
– Malaysia and Singapore’s RTB penetration will lead those of developing APAC, and surpass
that of China.
– Hungary will grow rapidly and approach the penetration levels of Sweden and Denmark.
• A successful programmatic infrastructure isn’t built overnight, and the lessons learned from
well-developed programmatic markets translate to the small growth markets: publishers and
brands that wait to commit to programmatic are left playing catch-up and missing many of the
efficiency gains seen by first movers.
The International State of Programmatic, April 2014 Page 9
INTERNATIONAL MARKET SIZE
OF PROGRAMMATIC Serbia
Czech Republic
Sweden
Romania
Poland
Netherlands
Portugal
Spain
France
Hungary
Denmark
Germany
United Kingdom
Ecuador
Chile
Argentina
Peru
Colombia
Mexico
Brazil
Vietnam
Singapore
Korea
Philippines
Hong Kong
Australia
Thailand
Indonesia
China
Taiwan
Malaysia
Japan
2012
2012
2012
2012
2012
2012
2013
2013
2013
2013
2013
2013
2014
2014
2014
2014
2014
2014
2015
2015
2015
2015
2015
2015
2016
2016
2016
2016
2016
2016
2017
2017
2017
2017
2017
2017
4000
2000
8000
4000
800
4000
5000
2500
10000
5000
5000
6000
7000
8000
9000
3000
12000
6000
1000
7000
6000
3000
1500
6000
3000
600
3000
2000
1000
4000
2000
400
2000
1000
500
2000
1000
200
1000
0
0
0
0
0
0
European Total Programmatic Spend ($mm)
Latam Total Programmatic Spend ($mm)
European RTB Spend ($mm)
Latam RTB Spend ($mm)
APAC Total Programmatic Spend ($mm) APAC RTB Spend ($mm)
2014 REGIONAL PROGRAMMATIC MARKET SHARE
N. America
APAC
W Europe
Latin America
C & E Europe
20%
61%
14%
4% 1%
RTB
18%
57%
16%
5%
3%
Total
programmatic
* Markets covered in this study include Argentina, Brazil, Chile, Colombia, Czech Republic, Denmark, Ecuador, Indonesia, Hong Kong, Hungary,
Korea, Malaysia, Mexico, Peru, Poland, Portugal, Philippines, Romania, Serbia, Singapore, Sweden, Taiwan, Thailand and Vietnam.

6. • Programmatic spend in Latin America* (both
RTB and non-RTB programmatic) will be
$836mm in 2014, up from $502mm last year
(67% growth).
• RTB spend in Latin America will be $177mm in
2014, up from $53mm last year (232% growth).
– Social represents the majority of non-RTB
programmatic spend in Latin America.
• Brazil is the largest programmatic market in
Latam, representing $466mm total dollars,
and $94mm RTB dollars in 2014.
– Brazil is followed by Mexico and Argentina
as the largest programmatic markets in
the region.
• Desktop display represents 93% of total RTB
spend, with the remaining 7% representing
video and mobile RTB.
– Video and mobile RTB will take share from
desktop due to higher growth rates through
2018, although desktop display RTB will
remain the majority of spend even in 2018.
• Programmatic including both RTB and non-
RTB purchases will represent 35% of total
display spend in Latin America in 2014. This
will expand to 61% by 2018.
– RTB will represent 7% of total display spend
in 2014, and this will expand to 23% of total
display spend by 2018 in Latin America.
• CPMs are low and average ~60-80c
although it varies depending on what
inventory is being targeted. This
compares to non-programmatic average
display CPMs of $6.10 in Latin America.
Non-programmatic purchases, however,
are typically higher value premium
inventory.
– While programmatic trading has a
slight overall deflationary effect on
digital CPMs, in more developed
markets we see CPMs continuing
to increase on average as more and
more premium inventory enters the
programmatic pool.
* Latin American markets in this study include: Argentina, Brazil,
Chile, Colombia, Ecuador, Mexico and Peru.
Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 11
PROGRAMMATIC IN LATIN AMERICA
KEY
FINDINGS

7. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 13
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GROWTH CONSIDERATIONS
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ADVERTISERS DSP'S
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AGENCY
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Data Providers
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ECOSYSTEM
IN LATAM
• The programmatic ecosystem is primarily
comprised of larger Western companies
that have expanded to the region, rather than
smaller local start-ups as we see in the
largest APAC markets.
• Brands and publishers are receptive to
programmatic although lacking some
understanding; they’re used to transparency
and will have to weigh the efficiency increases
that programmatic offers against the opacity
of programmatic transactions.
PUBLISHERS
• Infrastructure is expanding rapidly;
global holding companies are moving trading
desks into local markets.
• Prices still vary significantly for programmatic
inventory, from as low as 10c CPMs for unsold
remnant to as high as $20 for premium video.
– Adding a data layer to inventory can cost as
much as $ 1 - 2 CPM to compensate DMPs.
– 1st and 3rd party databases will be just as
important to the development of Latin
American programmatic as they have been
in larger markets.
– 3rd party providers such as NavEgg and
DataXpand are just building up the Latin
American data provider market.
• In some markets the dominant media owners are
reluctant to change and can force advertisers to
combine digital media buys with traditional buys
on an RFP basis.
– The biggest media owners (Universal in
Mexico, Tiempo in Colombia, Clarin in
Argentina, El Mercurio in Chile, Globo in Brazil
etc.) could potentially build their own private
exchanges to maintain control.
Xaxis
Cadreon
Accuen
Vivaki
Others
* Latin American markets in this study include: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru.

8. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 15
5
10
15
20
25
30
0
2018
SHARE BY COUNTRY
Mexico
Chile
Chile
Peru
50
60
70
80
40
30
20
10
0
Latam Programmatic Market Share (%)
Latam RTB Market Share (%)
2012 2013 2014 2015 2016 2017 2018
• Brazil and Mexico are the largest markets by total spend (as their digital markets are also the largest in
the region).
• By market share, however, there is more similarity across the region than there is by raw dollars.
• RTB shares in Latin America will surpass 25% of total display spend by 2017 in several of the largest
Latin American markets; while this doesn’t compare to the 40%+ of Western European markets and the
US, it’s still a big leap forward in a small amount of time.
PROGRAMMATIC SHARES IN LATIN AMERICA
SPEND BY COUNTRY
2012 2013 2014 2015 2016 2017 2018 2012 2013 2014 2015 2016 2017 2018
2.0 0.8
2.5 1.0
3.0 1.2
4.0 1.6
3.5 1.4
1.5 0.6
1.0 0.4
0.5 0.2
0 0
Latam Programmatic Spend ($bn) Latam RTB Spend ($bn)
• The expansion of the programmatic market into Latin America is a recent phenomenon as elements of the
ecosystem come into existence.
• The market is most developed in Brazil and Mexico, although as we’ve seen in other more developed regions,
lessons learned by one country quickly spill over to neighboring locations.
Brazil
Mexico
Argentina
Colombia
Chile
Peru
Ecuador
8% 8%
6% 5%
2% 2%
1%
1%
1%
1%
53% 69%
29%
13%
2012 2013 2014 2015 2016 2017 2018
Argentina Colombia Peru Ecuador
Brazil Mexico Argentina Colombia Ecuador
Brazil
• Brazil is already the dominant programmatic market in Latin America, but it will only become more so as time
passes. Strong growth in the Brazilian digital market will see it claim over 60% of the region’s display spend, up
from today’s ~50%. Its share of the total programmatic spend will see comparable growth.
• Despite Mexico’s strong 33% CAGR for RTB growth through 2018, it will lose share of total RTB spend in the region
given the stronger growth of its neighbors, especially those with high inflation and therefore rapidly increasing
nominal spend totals. Through 2018 as undeveloped markets can quickly catch up once regional technology
players are in place.
2014
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2013
2018
2012
2018
2012
2018
* Latin American markets in this study include: Argentina, Brazil, Chile, Colombia, Ecuador, Mexico and Peru.

9. • Programmatic spend in developing Asia *
(both RTB and non-RTB programmatic) will be
$ 501mm in 2014, up from $ 290mm last year
(73% growth).
• RTB spend in developing Asia will be $ 54 mm
in 2014, up from $ 19 mm last year (176%
growth).
– Social represents the majority of non-RTB
programmatic spend in our researched
Asian markets.
• The combined size of the Japanese, Chinese
and Australian programmatic markets are
6x larger than the rest of those in developing
APAC.
– China’s display market will be $15 billion by
2017, 5x the size of all the developing APAC
display markets combined.
• Korea represents the largest share of the
total programmatic spend in the region, with
$ 237mm of total programmatic spend in 2014.
When looking at just RTB, however, Malaysia
and Singapore will be the # 1 and #2 markets
this year with $ 12mm and $ 10mm of spend
respectively.
– By 2018, Korea will become the largest RTB
market even though its RTB penetration
will be one of the lowest in the region, the
significant total size advantage it has on
the other markets will eventually win out.
• Desktop display represents 94% of total RTB
spend, with the remaining 6% representing
video and mobile RTB.
– By 2018, we expect desktop to only
represent ~2/3 of total RTB spend in
the region, and while mobile is
currently the smallest total share, we
believe that it will make up more of
that remaining 1/3 than video based on
a higher CAGR between now and then.
• Programmatic including both RTB and
non-RTB purchases will represent 25%
of total display spend in developing APAC
in 2014.
– RTB will represent 3% of total display
spend in 2014, although this will grow
quickly with the most developed
markets (Malaysia & Singapore)
passing 30% RTB shares by 2018.
• Programmatic CPMs are typically <50c
although they can range much higher
for video and even mobile has a slight
premium vs. desktop display. This
compares to non-programmatic average
display CPMs of $9.40, although non-programmatic
purchases are typically
more premium inventory.
* Developing Asian markets in this study include: Hong Kong,
Indonesia, Korea, Malaysia, Singapore, Taiwan, Thailand,
Philippines and Vietnam.
Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 17
PROGRAMMATIC IN DEVELOPING ASIA
KEY
FINDINGS

10. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 19
EXCHANGES PUBLISHERS
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Appnexus
Google
Rubicon
OpenX
Pubmatic
1
ADVERTISERS DSP'S
Turn
Brandscreen
DBM
TubeMogul
Smatoo
AGENCY
DESKS
Data Providers
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• The dominant ecosystem players in these
developing Asian markets are the big international
players seen in more developed regions.
• Because no individual market is substantial
individually, few national players have
developed to compete with the standard
DSP/Exchange/Trading desk options.
• Growth rates are high enough in some of the
smaller countries to justify global
programmatic companies in establishing a
presence despite the market being 1-2 years
away from financial viability.
Xaxis
Accuen
Cadreon
Vivaki
Others
• While in many of the largest APAC markets the
ecosystem has developed from local
companies (with big Western players moving in
after the market was established), in the
smaller and newer markets the ecosystem was
built by global programmatic companies from
the outset.
– In many developing APAC markets, Google
remains the dominant exchange player by
impressions.
• CPMs remain low as is typical for markets in
their infancy. For desktop display, most CPM
levels in APAC are in the 20-40c range
depending on the inventory.
– Video is much higher with CPMs closer to
$10 on average.
– Mobile is typically at a premium to desktop
banners, but still in the 50c-$1 range on
average.
– The improvements in CPA and CPC for
retargeting are seen despite the fact that
retargeted CPMs are increasing over
nonretargeted impressions.
– It isn’t until several years after
programmatic spend takes off that branding
campaigns typically start taking a noticeable
share of total programmatic spend.
GROWTH CONSIDERATIONS
* Developing Asian markets in this study include: Hong Kong, Indonesia, Korea, Malaysia, Singapore, Taiwan, Thailand, Philippines and Vietnam.
ECOSYSTEM
IN DEVELOPING ASIA

11. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 21
Korea Malaysia Hong Kong Indonesia Singapore Taiwan Thailand Philipines Vietnam
Korea Malaysia Hong Kong Indonesia Singapore Taiwan Thailand Philipines Vietnam
SHARE BY COUNTRY
50
25
60
30
70
35
80
40
40
20
3o
15
20
10
10
5
0
0
Developing Asia Programmtaic Market Share (%)
Developing Asia RTB Market Share (%)
2016
2016
2013
2013
2017
2017
2014
2014
2018
2018
2015
2015
• Total programmatic shares in the region will range from Vietnam’s mid-teens penetration and
Singapore’s 70% + penetration in 2018. The differences in social spend make up the majority of this
difference.
• RTB shares will vary significantly between low penetration markets like Korea & Taiwan barely in
double digits, and Malaysia and Singapore which will top 30% RTB market share by 2018.
PROGRAMMATIC SHARES IN DEVELOPING ASIA
SPEND BY COUNTRY
2011 2012 2013 2014 2015 2016 2017 2018 2011 2012 2013 2014 2015 2016 2017 2018
0.8
1.0
1.2
1.6
1.4
0.6
0.4
0.2
100
200
300
400
500
600
0 0
Developing Asia Programmatic Spend ($bn) Developing Asia RTB Spend ($mm)
• The markets that dominate RTB spend in the region in 2014 are a mix between high penetration markets that are
small overall (such as Singapore) and low penetration markets with large display spend overall (such as Korea).
• Over time, the larger digital markets will assert regional share dominance (as seen by Korea’s market share growth
through 2018) as undeveloped markets can quickly catch up once regional technology players are in place.
• The total programmatic spend in developing Asia will be $ 501 million in 2014.
Korea and Taiwan comprise the lion’s share of that spend.
• Total RTB spend will be $54 million in 2014, with a more even split in spend between countries.
• Social comprises the majority of the non - RTB programmatic spend in the region.
22%
11% 14% 12% 20%
18% 12%
8%
6%
8%
5%
10%
2%
3% 2%
2%
15%
31%
2014 2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
2013
2018
* Developing Asian markets in this study include: Hong Kong, Indonesia, Korea, Malaysia, Singapore, Taiwan, Thailand, Philippines and Vietnam.

12. • Programmatic spend across the eight*
markets researched in this report (both RTB
and non-RTB programmatic) will be $488mm in
2014, up from $324mm last year (51% growth).
• RTB spend in our researched European
markets will be $210 mm in 2014, up from
$132mm last year (59% growth).
– This growth is skewed lower by some of
the more developed markets i.e. Sweden and
Denmark. CEE (Central and Eastern Europe)
RTB growth will be 365%
overall this year.
• Desktop display represents 85% of total RTB
spend, with the remaining spend split between
video at 6% and mobile at 9% of the total. By
2018, we expect desktop display to represent
68% of total RTB spend, with mobile taking
a larger share of the remainder than it does
currently.
• Programmatic including both RTB and non-
RTB purchases will represent 30% of total
display spend in our growing European
markets in 2014. This will expand to 52% by
2018.
– RTB will represent 13% of total display
spend in 2014, and this will expand to 26%
of total display spend by 2018.
• CPMs are higher on average in the
region than they are in many of the other
developing regions at $1.00-1.20 in 2013.
This varies substantially by country
though, with Denmark and Sweden at
the higher end, and some of the entirely
remnant markets such as Serbia or even
Portugal at the lower end at <25c CPMs.
This compares to non-programmatic CPM
averages of $9.90 in Western Europe, and
$7.10 in CEE although these aren’t apples
to apples comparisons across inventory.
– We see the same trend in Nordics and
CEE that we see globally i.e. increasing
CPMs as markets develop. The injection
of more premium inventory outweighs
the deflationary forces of
programmatic trading.
* European markets in this study include: Denmark, Czech Republic,
Hungary, Poland, Portugal, Romania, Serbia and Sweden.
Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 23
PROGRAMMATIC IN NORDICS AND CEE
KEY
FINDINGS

13. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 25
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• While there are some big ecosystem players
that dominate European emerging markets
more than they do in the existing developed
markets, the same big players are present.
• Google has come closer to unifying platforms
here than in many other regions, with strong
presence in both the exchange and DSP
categories.
Xaxis
Cadreon
Resolution
Aegis
Vivaki
PUBLISHERS
• While programmatic activity has been occurring
in markets like Sweden, Denmark and Portugal for
several years, in the CEE (Central and Eastern
Europe) countries it is very new. Most of the big
agency trading desks are just dipping their toes
into the market in a regional hub and spoke
model.
• While lack of information and education around
programmatic pervades thesemarkets, publishers
and advertisers are eager to get involved.
– While waiting for the RTB ecosystem
companies to establish operations, Google
Display Network and non-exchange Facebook
has made up most of the activity of
programmatic operations in the region.
– 1st party databases are critical to the
operation of programmatic campaigns since in
many of the CEE countries there is a dearth of
3rd party data available.
– Given the $1-2 or higher CPMs that valuable
3rd party data sees elsewhere and the rapid
growth of RTB regionally, it would not be
surprising to see local DMP solutions crop up if
global competitors are slow to act.
– The expansion of mobile and video RTB will be
sooner on the heels of the expansion of
the display market in these regions than it
was in previously developed markets because
tech solutions have already been developed.
* European markets in this study include: Denmark, Czech Republic, Hungary, Poland, Portugal, Romania, Serbia and Sweden.
ECOSYSTEM
IN NORDICS AND CEE

14. Latin America Developing Asia Nordics and CEE The International State of Programmatic, April 2014 Page 27
5
10
15
20
25
30
35
0
SHARE BY COUNTRY
Portugal
Portugal
Hungary
Hungary
50
60
70
80
40
30
20
10
0
Nordics and CEE Programmatic Market Share (%)
Nordics and CEE RTB Market Share (%)
2012 2013 2016
2012
2018
2012
2018
2012
2018
2012
2018
2012
2018
2013
2018
2012
2018
2013
2018
2012
2018
2012
2018
2012
2018
2013
2018
2012
2018
2014
2018
2012
2018
2014
2018
2014 2015 2017 2018
• On a total programmatic basis (RTB and non-RTB combined), many of the countries will grow to over 50%
of the total display market by 2018, with far more parity between the countries.
• On an RTB basis, the Scandinavian countries will see penetration rates similar to some of the Western
European and more developed APAC countries. The CEE markets, on the other hand, are growing from
essentially nothing in 2013 and therefore will only reach mid-teens or 20% penetration of total display in
most cases.
PROGRAMMATIC SHARES IN NORDICS AND CEE
SPEND BY COUNTRY
2012 2013 2014 2015 2016 2017 2018 2012 2013 2014 2015 2016 2017 2018
800 400
1,000 500
1,200 600
1,400 700
600 300
400 200
200 100
0 0
Nordics and CEE Programmatic Spend ($mm) Nordics and CEE RTB Spend ($mm)
• The Scandinavian markets dominate among our researched European markets, as they have been active for several
years whereas the CEE countries have been active in RTB for less than a year.
• The Swedish market is both the largest display market in the group and will also have the highest RTB penetration by 2018.
• The Nordic markets have been active programmatically
for several years, showing relatively advanced
programmatic penetration rates in 2014 (ahead of many
Western European markets). They are small relative to
their level of advancement, however, with Sweden and
Denmark combining to represent less than 25% of the
spend seen in the UK.
• Non-RTB programmatic in many of the CEE markets such
as Hungary has been Facebook PPC, GDN, eTarget,
CT Network, etc. Growth going into 2014 of non-RTB
programmatic is due to the rapid expansion of social media
especially on mobile devices.
• Because RTB is even newer than the non-RTB
programmatic in most of these markets, it will grow to
represent a larger share of total programmatic over the
next several years. By 2018 RTB will comprise ~50% of the
total programmatic spend.
Sweden
Denmark
Poland
Czech Republic
Portugal
Hungary
Romania
7%
13%
4%
7%
2%
4%
3%
6%
1%
0%
2%
1%
50% 44%
32%
24%
2012 2013 2014 2015 2016 2017 2018
Sweden
Sweden
Denmark
Denmark
Poland
Poland
Czech Republic
Czech Republic
Romania
Romania
Serbia
Serbia
Serbia
2014 2018
* European markets in this study include: Denmark, Czech Republic, Hungary, Poland, Portugal, Romania, Serbia and Sweden.

15. The International State of Programmatic, April 2014 Page 29
APAC
EMEA
LATAM
AD MARKET BY REGION
2% MEA
4% CEE
21% WE
3% Canada
33% USA
12% emerging
17% mature
30%
7%
28%
GLOBAL MEDIA MIX
Free TV
Pay TV
Search
Display
Mobile
Video
Other Digital
Newspaper
Magazine
Radio
Out-of-home
31%
10%
2% 6% 9%
1%
3%
17%
7%
7%
7%
REVENUE GROWTH BY REGION
In Percent
2013 2014
-0.8
WE
2.1
CEE
7.9
9.5
North
America
1.5
5.5
APAC
6.3
8.7
Emerging
Asia
11.3
14.6
LATAM
12.3
1.8
-5.0 -5.6
7.5
15.9
1.5
3.0
15.5
2.2
4.8 3.2
6.5
9.5
MEA
7.6
-0.3
Developed
Markets
0.9
4.2
REVENUES BY MEDIA
Emerging
Markets
10.0
12.9
15%
20%
10%
5%
0%
-5%
-10%
Television Internet Newspaper Magazine Radio Out of Home All Media
-2.9 -3.9
THE GLOBAL
ADVERTISING MARKET
2013-2014
As the world economy gradually improves in 2014,
so will advertising spending. We now expect global
advertising revenues to grow by +6.5% (previously:
+6.1%) and reach $521.6bn, which will be the strongest
year-on-year growth since 2010 (+8.4%, following the
2009 recession). The non-recurring sports events of
2014 (Sochi Winter Olympics, Brazil Soccer World Cup)
and the US mid-term elections will contribute to the
global growth of television (+7.5%). That compares a
with a modest 1.8% growth in 2013 for TV globally.
REVENUES 1999-2018
-10%
$200
0%
$100
-5%
$600
$500
$400
10%
$300
5%
$0 -15%
99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18
Advertising Revenues in constant billion USD (2012) YOY growth/decline
The combination of an improved economic
environment and stronger than usual cyclical drivers
is bound to unlock marketing and branding budgets in
2014. This will primarily benefit television and digital
media where new formats and opportunities are being
explored for activation and branding campaigns.
These insights are based on the bi-annual global
advertising forecast update published on December 9,
2013. The next update will be published in June 2014.

16. The International State of Programmatic, April 2014 Page 31
Reading this map: the size of each country is pro-portional
to advertising spending in billion USD; the
color reflects the level of spend per capita, akin to the
intensity of advertising pressure: green is very low
(less than $50), red is very high ($400 and more). This
map reveals that the US alone represents a third of
global advertising market while some large countries
by surface or population, like India or Russia, remain
largely underdeveloped.
Advertising Spending in $ per capita (2013)
$0 $100 $200 $300 $400 $500 $600
1bn
5bn
10bn
in USD
Billion Dollars
TOTAL
MARKET SIZE
490
Sri Lanka
$143
Pakistan
$308
Croatia $251
China
$44,100
Bulgaria $252
UA
Serbia $173
New
Zealand
$1,406
Austria
$3,036 Greece
$940
Turkey
$3,327
Saudi
Arabia
$1,707
Bahrain $121
Hong
Kong
$3,032
Kazakhstan
$329
Kuwait
$534
$936
LV $97
Lebanon
$188
LT $144
PL
$2,463
HU
CZ
$1,303
Korea
$8,083
Philippines
$1,438
Qatar $236
Slovak Republic $384
Romania $406
$620
Russia
$10,876
India
$6,882
Taiwan
$1,939
Japan
$52,070
EE $110
Egypt
$2,456
Oman
$161
Thailand
$4,341
Vietnam
$711
UAE
Australia
$13,234
Malaysia
$2,637
Singapore
$2,012 Indonesia
$6,326
FI
ASIA
PACIFIC
MIDDLE
EAST
$3,450
$1,592
$1,258
THE GLOBAL ADVERTISING
MARKET 2013
France
$13,376
NL
$4,090
AR UY
Canada
$13,004
USA
$156,546
Switzerland
$3,863
DK
Belgium
$2,463
Germany
$23,621
Mexico
$3,739
United
Kindom
$22,092
Italy
Spain $8,122
$5,434
South
Africa
$4,541
Kenya
$536
Morocco
$420
Brazil
$17,804
CO
$4,914
VE
IE
NO
SE
NORTH
AMERICA
LATIN
AMERICA
EUROPE
AFRICA Panama
$514
EC PE
$431
$446
$729
$1,231
Chile
$1,419
$5,788
$1,147
PT
$673
Costa Rica
$694 Puerto
Rico
$918
$2,105
$3,031

17. ABOUT
MAGNA GLOBAL
MAGNA GLOBAL is the strategic global media unit of IPG Mediabrands,
comprised of two key divisions.
MAGNA GLOBAL Investment harnesses the aggregate power of all IPG
media investments to create power and leverage in the market, drive
savings and efficiencies, and ultimately make smarter, more effective
media investments on behalf of our clients. With a stated goal of
reaching 50% automated buying by 2016, the team in North America
invests across digital, programmatic, broadcast and all traditional
media platforms and is therefore considered the most comprehensive
buying and negotiating unit in the media industry.
MAGNA GLOBAL Intelligence has set the industry standard for more
than 50 years by predicting the future of media value. MAGNA GLOBAL
Intelligence produces more than 40 annual reports on audience trends,
media spend and market demand, and ad effectiveness. For more
information, please visit www.magnaglobal.com or follow us on Twitter
@MAGNAGLOBAL.
ABOUT
IPG MEDIABRANDS
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage
all of its global media-related assets. Today that means we manage and
invest $37 billion in global media on the behalf of our clients, employ
over 8,500 diverse and daring marketing communication specialists
worldwide and operate our company businesses in more than 130
countries.
A proven entity in helping clients maximize business results through
integrated, intelligence-driven marketing strategies, IPG Mediabrands
is committed to driving automated buying, pay-for-performance and
digital innovation solutions through its network of media agencies
including UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster
of specialty service agencies including MAGNA GLOBAL, Mediabrands
Audience Platform, Mediabrands Publishing, IPG Media Lab, Ensemble,
and Identity offer technologies and industry moving partnerships that
are recognized for delivering unprecedented bottom line results for
clients. For more information, please visit www.ipgmediabrands.com or
follow us on Twitter @IPGMediabrands.
CONTRIBUTORS
Shaffia Sanchez
shaffia.sanchez@magnaglobal.com
President, MAGNA GLOBAL, World Markets
Vincent Letang
vincent.letang@magnaglobal.com
EVP, Director of Forecasting, MAGNA GLOBAL
Luke Stillman
luke.stillman@magnaglobal.com
Forecasting Manager, MAGNA GLOBAL
Luis Contreras
Luis.contreras@cadreon.com
Director, Cadreon, LATAM
Ullas Sahadevan
Ullas.sahadevan@cadreon.com
Director, Cadreon, APAC
Attila Eros
Attila.eros@fastbridge.hu
Director, Cadreon, CEE
Fredrik Forsberg
Fredrik.forsberg@cadreon.com
Director, Cadreon, Sweden
Julie Memborg
Julie.memborg@cadreon.com
Director, Cadreon, Denmark
David Costa
David.costa@reprisemedia.com
MAP Portugal
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