Alma conducts an annual programmatic survey State of Programmatic in Finland which is targeted to programmatic buyers across Finnish agencies and in-house teams. Survey offers a comprehensive view of the current state and trends in Finland’s programmatic market. The study explores programmatic buying across ad formats, targeting and optimisation strategies, measurement practices, and the industry’s most topical themes.
Now conducted for the fifth time in 2026, State of Programmatic in Finland has become Finland’s most extensive programmatic advertising survey. The accompanying white paper delivers valuable benchmark insights for buyers across both agency and in‑house teams.
Latest survey highlights three key points how Finnish buyers plan, optimise and evaluate media. The findings point to an attention‑based effectiveness, curated quality, smarter channel choices and clearer proof of impact.
- Cost efficiency remains dominant, but quality, attention and impact emerge as equal pillars
- Curated marketplaces drive both simplicity and complexity
- AI is moving from hype to practical acceleration
