Programmatic advertising refers to the automated buying and selling of digital ad inventory. This data-driven approach harnesses technology to purchase digital ad space in real-time. Not only that, but it helps companies streamline processes, improve targeting capabilities, and reduce overhead costs, explaining why programmatic has become an essential tool for marketers all around the world. In the last decade, the
is expected to surpass 500 billion U.S. dollars. This shift towards programmatic trading is also unfolding across Europe, one of the most dynamic digital ad markets worldwide. Based on the latest data,
amounted to nearly 74 billion U.S. dollars in 2021, with advertisers across the continent devoting larger shares of their digital ad budgets towards programmatic each year.
United Kingdom
The United Kingdom is the
leading programmatic advertising market in Europe and the third-largest programmatic ad spender globally. In 2021,
programmatic ad spend in the UK reached a record 24 billion U.S. dollars, marking a boost of over 23 percent compared to the previous year. Even though this spending growth is forecast to decelerate over the next few years, there is no doubt that advertisers in the UK will be placing programmatic at the top of their digital ad agendas in the future. After all, this data-based strategy not only helps accelerate ad buying processes but also ensures the efficiency and effectiveness of ad campaigns. One interesting trend to look out for is how diversified the programmatic playing field in the UK and other markets is becoming. Programmatic and its perks are no longer exclusive to large companies as the technology becomes more readily accessible and affordable each year.
Germany and France
Germany and France round out the top three programmatic ad markets in Europe. And even though their combined spending could not compete with that of UK advertisers in 2021, it is undeniable that programmatic has been a game-changer in these two countries as well. Based on the latest reports,
Programmatic advertising spending in Germany has more than doubled since 2017, now standing at around 12.22 billion U.S. dollars. Spending on programmatic ads is also accelerating in France, where advertisers boosted their expenditures by more than 30 percent in 2021. Industry data further revealed that smartphones are the
leading device for programmatic advertising in France. Just over half of all programmatic ad dollars flowed towards mobile campaigns in 2021, which is no surprise considering how many online users browse the web via smartphone. So which brands are at the forefront of the programmatic revolution? In 2021, Renault was
France’s leading programmatic advertiser, accounting for nearly three percent of total programmatic expenditures.
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