In the UK programmatic landscape, private marketplaces prosper and open exchanges stall
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UK programmatic digital display ad spending increased in 2020, despite the incredibly challenging conditions. The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others. Social media use played a significant role in driving programmatic direct’s continued growth and dominance through the pandemic—we consider social media ad buys as transacted almost exclusively via programmatic direct. At the other end of the scale, though, open marketplace trading faced a difficult 2020, and things won’t improve much in the coming years.