Programmatic advertising exchange platforms in the Netherlands 2014-2018

This statistic shows the results of an analysis on the distribution of total revenue of the programmatic advertising market in the Netherlands from the first half of 2014 to the second half of 2017 with a forecast for 2018, per exchange model. Programmatic ad buying concerns the use of software to purchase digital advertising. This is opposed to the use of human ad buyers and salespeople, as programmatic advertising tries to remove humans from the process of purchasing advertisement space. In 2017, programmatic revenues sold via header bidding increased to nine percent of the total revenue. It is expected this will reach 14 percent by the end of 2018.