IAB survey: the market for programmatic buying is growing in Finland

A survey conducted by IAB provided positive indications as early as 2025, but now the outlook for programmatic buying in Finland looks increasingly promising. In the organisations of most respondents, the importance of programmatic buying had remained stable or grown. It's not just spending that is growing, but also the share of programmatic buying. 

Download the State and Trends of Programmatic Buying 2026 survey

"We are at a turning point where the downturn is starting to take an upturn," says Miia Salmi, Sanoma Business Manager, Programmatic. 

The channel selection also expands as technology develops. Programmatic is no longer limited to display advertising, but increasingly encompasses, for example, digital outdoor advertising, CTV and audio advertising. 

"Retail media is now also beginning to take shape in Finland," Salmi says.

AI helps address skills gaps and removes technical thresholds

Along with AI and agentic buying, the programmatic trading logic can really change for the first time. So far, however, the everyday use of AI is focused on reporting, analysis and campaign planning.

“Respondents believe that the importance of AI will increase. At the moment, it is mainly being used to make existing processes more efficient, but at the same time, it is clear that development will continue and processes will undergo further changes and automation, ”says Partnership Manager Ville Ahola at Adnami.

Salmi and Ahola hope for AI to alleviate the challenges related to technical expertise that have emerged in the survey every year. AI agents could facilitate the work of an individual user and shift the focus to the best choices for the business. 

“I hope that AI will make it easier to start buying. A few technical thresholds could be left out of the way, and programmatic buying could also become approachable for small buyers, ”Salmi thinks. 

The gambling market opens up – the media field shows both enthusiasm and concern

The opening of the gambling market in July 2027 aroused a lot of thoughts, enthusiasm and also concern among the respondents to the IAB survey. The reform is expected to grow the programmatic market, but there are still a lot of open questions.

"The whole media industry is looking forward to a bit of fresh energy and growth, both of which have been in short supply in recent years. Publishers in particular have been eagerly awaiting the opening up of the market, ”Ahola says.

However, he also considers the concerns relevant. It is not known for sure what happens when a large amount of money arrives to compete for media space. Many respondents also felt that the legislation was still vague.

"There were comments about the lack of unambiguous instructions. Discussion on responsible advertising and brand security was much hoped for. Respondents wondered how the new industry can comply with the rules,” Salmi says.

Annual market review brings programmatic buying to a wider audience

Conducted for the fifth time, the State and Trends of Programmatic Buying survey examined the state of Finland’s programmatic market and industry professionals’ views on its future. As in previous years, the survey was targeted at advertisers, media buying agencies, publishers, as well as technology operators and others working with the programmatic market.

Miia Salmi and Ville Ahola estimate that the survey makes programmatic advertising more familiar to those who are not in close contact with it in their work.
"The programmatic market is considerably larger elsewhere in the world than in Finland, and year after year, the survey results show that we need to bring more people to the field. As an easy-to-read market overview, the survey is a good way to advance knowledge,” says Salmi.

"The survey provides us with information and a snapshot of the programmatic community. Just by following and participating, it is possible to increase your own understanding, even if you are not very deep into the topic. The aim is definitely to also spread the gospel of programmatic buying,”Ahola concludes.

We are happy to help, send us an email: 

programmatic@sanoma.fi

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