A. Guttmann
Research Lead covering media
Programmatic advertising in Europe - statistics & facts
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 global programmatic ad market grew at a rapid pace, and by 2023, programmatic ad spending 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, spending on programmatic advertising in Europe 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.
