Programmatic in the Future: key takeaways from Finland
Last week, we were thrilled to co-host the first ‘Programmatic in the Future’ in Helsinki, together with Google, Bonnier News, SeenThis and IAB Finland. This forward-looking event explored current trends and developments in programmatic advertising, setting the stage for what’s coming in 2025 and beyond.
The day was dedicated to exploring Finland’s programmatic landscape, sparking discussion about how to drive progress in the local market. To move actions, we must first move minds, and the event tackled tough questions head-on - encouraging open dialogue about the challenges and opportunities shaping the future of programmatic in Finland.
Key takeaways from the day
1. Current challenges and opportunities in Finland
Finland is significantly behind its Nordic counterparts when it comes to programmatic adoption, with only under 30% of digital display and video ads purchased programmatically—well below the European average of 52%. The event highlighted how a collective effort can simplify access to programmatic tools and educate the market on its numerous benefits.
Several challenges were identified, including a lack of industry knowledge, concerns about complexity, and a hesitation to move away from traditional buying methods. Speakers emphasised that programmatic is not just for the future - it’s for the present and Finland must act now to keep pace with the evolving digital landscape.
By adopting a mindset shift, investing in education and making programmatic ads easier to buy and sell, Finland has an opportunity to close the gap with its Nordic neighbours and unlock new revenue streams for advertisers and publishers alike.
2. Attention in programmatic: measuring what matters
As programmatic advertising evolves, attention has become a critical measure of campaign effectiveness. Traditional metrics like viewability only indicate whether an ad had the chance to be seen, but attention goes a step further - helping advertisers understand whether an ad truly captures interest and drives engagement.
Speakers highlighted the importance of creative quality, ad placement and format choice in holding consumer attention. High impact formats and well-integrated placements were identified as key factors in generating more attention and delivering stronger business outcomes. With more advertisers looking to prove the value of their investments, attention-based measurement is playing a growing role in media planning and campaign optimisation.
IAB Finland’s research also reinforced this trend, showing that over half of Finnish advertisers and publishers consider attention measurement to be a critical focus area moving forward. As programmatic continues to evolve, implementing and using attention metrics will help advertisers to optimise campaigns for stronger business outcomes.
3. AI is transforming programmatic: smarter, faster, more effective
Artificial intelligence was a recurring theme throughout the day, with multiple speakers discussing its potential to revolutionise programmatic advertising. AI enables advertisers to better analyse data, automate workflows and deliver more personalised and impactful campaigns.
Key AI-driven advancements discussed at the event included:
- Enhancing contextual targeting in a post-cookie world.
- Automating campaign optimisation based on real-time data.
- Improving creative performance by dynamically adjusting ads based on user behaviour.
IAB Finland’s research revealed that 80% of advertisers and 70% of publishers want to see wider AI adoption in programmatic advertising. However, panellists agreed that AI’s true potential lies in how it’s implemented. Advertisers and publishers must build the necessary knowledge and infrastructure to integrate AI effectively.
4. Collaboration fuels progress: breaking down industry silos
A key theme from both the presentations and the panel discussion was the importance of collaboration in driving the programmatic ecosystem forward.
The industry still struggles with fragmentation, with many advertisers and publishers working in silos. Panellists emphasised the need to break down these barriers to foster innovation and create a more transparent, efficient programmatic landscape.
Key areas where collaboration can drive progress:
- Bringing publishers, advertisers and tech providers closer together to create better solutions.
- Combining programmatic insights with direct sales strategies for a more holistic approach to inventory management.
Presenters also highlighted the need to make programmatic ads as attractive and easy to buy as social media ads. By integrating new technologies and offering flexible formats, programmatic display advertising can become a stronger alternative to social media.
5. Innovation and adaptation are non-negotiable
The programmatic landscape is evolving rapidly and staying competitive requires constant innovation. The discussions highlighted several key trends shaping the future of programmatic advertising:
- High impact ad formats that drive attention and engagement.
- More advanced measurement, like attention, to improve ROI.
- Better use of first-party data as third-party cookies disappear.
Panellists agreed that the companies willing to test, iterate and adapt will be the ones to thrive. Programmatic advertising success isn’t about waiting for the perfect solution - it’s about acting now, learning from data and continuously refining strategies.
Concluding thoughts
As the event demonstrated, Finland has tremendous potential to grow its use of programmatic advertising. By prioritising collaboration, leveraging technology and embracing attention-focused strategies, the industry can make significant strides in the coming years.
A big thank you to everyone who joined the conversation and contributed their insights. Together, we can create a future where programmatic advertising is simpler, smarter and more impactful than ever.
If you want to learn more about how Adnami can help you maximise programmatic outcomes with high impact formats - ensuring your ads get the attention they deserve - let’s talk!
About Adnami:
Adnami is a leading provider of attention-driven marketing solutions, dedicated to helping advertising agencies and publishers achieve high impact, scalable campaigns that drive real results. Through groundbreaking technology and a commitment to standardisation and transparency, Adnami continues to take charge of transforming the digital advertising landscape.
