{"id":93762,"date":"2026-04-23T13:28:23","date_gmt":"2026-04-23T10:28:23","guid":{"rendered":"https:\/\/www.almamedia.fi\/mainostajat\/?p=93762"},"modified":"2026-04-30T14:13:02","modified_gmt":"2026-04-30T11:13:02","slug":"state-of-programmatic-in-finland-survey","status":"publish","type":"post","link":"https:\/\/www.almamedia.fi\/mainostajat\/en\/state-of-programmatic-in-finland-survey\/","title":{"rendered":"Finland\u2019s Programmatic Reality Check: Alma Survey highlights efficiency, attention, quality and smarter workflows"},"content":{"rendered":"\n

Alma conducts an annual programmatic survey <\/strong>State of Programmatic in Finland<\/em><\/strong> <\/strong>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\u2019s programmatic market. The study explores programmatic buying across ad formats, targeting and optimisation strategies, measurement practices, and the industry\u2019s most topical themes. <\/p>\n\n\n\n

Now conducted for the fifth time in 2026, State of Programmatic in Finland <\/em>has become Finland\u2019s most extensive programmatic advertising survey. The accompanying white paper delivers valuable benchmark insights for buyers across both agency and in\u2011house teams. <\/p>\n\n\n\n

Latest survey highlights three key points<\/strong> how Finnish buyers plan, optimise and evaluate media<\/strong>. The findings point to an attention\u2011based effectiveness, curated quality, smarter channel choices and clearer proof of impact. <\/p>\n\n\n\n

Key findings from the survey: <\/p>\n\n\n\n

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  1. Cost efficiency\u00a0<\/strong>remains\u00a0dominant, but\u00a0quality, attention and impact\u00a0<\/strong>emerge\u00a0as equal pillars\u00a0<\/li>\n<\/ol>\n\n\n\n

    Programmatic buying is currently driven by price and performance, with decisions mostly tied to hard metrics. While attention measurement contains a lot of different signals and there isn\u2019t one standardized metric for it, a major theme in this year\u2019s report is the rise of attention as a strategic input<\/strong>. Buyers increasingly design formats, placements and creative choices to secure attention from the outset.  <\/p>\n\n\n\n

    Finland is already acting on attention:  <\/p>\n\n\n\n

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    • High\u2011impact formats are the #1 attention tactic<\/strong> <\/li>\n<\/ul>\n\n\n\n
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      • Creative quality and context selection are chosen already at planning stage <\/li>\n<\/ul>\n\n\n\n
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        • Buyers increasingly optimise attention<\/strong> with <\/strong>viewability, reach and APM <\/li>\n<\/ul>\n\n\n\n
          \"\"<\/figure>\n\n\n\n

          Source:\u00a0State of Programmatic\u00a0survey 2026, N110\u00a0<\/p>\n\n\n\n

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          1. Curated\u00a0marketplaces<\/strong>\u00a0drive\u00a0both\u00a0simplicity and complexity\u00a0<\/li>\n<\/ol>\n\n\n\n

            The survey shows that curation and marketplace\u2019s top benefits and downsides could be the quite same things but from the different perspective. Key benefits such as simplified buying and time savings, better control and inventory management can return as a downside: increased workload, technical complexity and higher demands on resources and expertise.  <\/p>\n\n\n\n

            Finland has taken the first steps with marketplaces and is evolving. Same time there is questions about scalability and whether buyer\u2011led marketplaces deliver enough net value for the advertisers in a quite small, deal\u2011driven market. <\/p>\n\n\n\n

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            1. AI\u00a0<\/strong>is moving from hype to practical acceleration\u00a0<\/li>\n<\/ol>\n\n\n\n

              During the 2026, Finnish buyers expect AI to improve planning, automate routine tasks and bring real added value on the daily business. AI was named the single biggest theme for 2026.<\/p>\n\n\n\n

              <\/p>\n\n\n\n

              Download whitepaper<\/h2>\n\n\n