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Italy and Germany top CPM rankings across Europe

Italy and Germany have overtaken the UK to earn the highest cost-per-thousand (CPM) ad impressions across Europe, according to Infectious Media’s Spring European RTB Insight Report.

The report found that Google AdExchange represented two-thirds (66%) of available impressions in Eastern and Central Europe, whereas in Western Europe its market share dropped to 40%.

Despite CPMs in the UK dropping and no longer being the highest in Europe, the country maintained a high level of click-through-rates (CTR) with RTB response rates reaching an all-time high.

Overall, the report noted increased advertising frequency has led to a beneficial effect on CTR. Across Europe, Sweden and Hungary have the longest ad exposure times.

All-in-all, the UK remains the largest European RTB market, with 513% year-on-year growth.

“For advertisers and their agencies, the findings help them make intelligent, informed, campaign decisions, whilst market watchers benefit from the trends as hard indicators of the momentum of the industry,” says Infectious Media co-founder and chief operating officer Andy Cocker.

Jenni Baker, London