Europe Programmatic Advertising Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 100.94 Billion |
| Market Size (2029) | USD 143.03 Billion |
| CAGR (2024 - 2029) | 7.22 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Europe Programmatic Advertising Market Analysis
The Europe Programmatic Advertising Market size is estimated at USD 100.94 billion in 2024, and is expected to reach USD 143.03 billion by 2029, growing at a CAGR of 7.22% during the forecast period (2024-2029).
The market for programmatic advertising in Europe is expanding swiftly and will do so in the next years. It is a highly automated form of advertising that makes the best use. one of the advatnages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which is proplling the market growth.
- Programmatic Advertisement videos are mainly traded through Programmatic marketplaces. Further, there has been an increase in automated guaranteed buying methods. Additionally, it aids in automating the dynamic cycle of selecting the optimal media component and making the media purchase to advance a goal in the programmatic advertising sector.
- According to a survey by IAB Europe, better use of data acted as an accelerator for programmatic investments in 2021. The survey states that Agencies and Publishers have increased better use of data for programmatic advertisement as better usage of data by agencies increased from 75% in 2020 to 94% in 2021, and better usage of data by publishers increased from 48% in 2020 to 62% in 2021.
- Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. A strong audience targeting is a crucial way to optimize programmatic advertising campaigns and efficiently use the media budget.
- Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
- The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in Europe as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region. Also the adoption of industry standards such as App ads.txt, Sellers.json, Buyers.json, Supply Path Object, Demand Path Object, has increased.
Europe Programmatic Advertising Market Trends
This section covers the major market trends shaping the Europe Programmatic Advertising Market according to our research experts:
Better use of Data for Programmatic Advertising drives the growth.
- Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
- In programmatic advertising, advertisers use three data types: advertisers, publishers, and third-party data. Using this data, advertisers can find the most suitable audiences among billions of ad impressions and increase the efficiency of Programmatic advertising.
- With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
- Advertisers are utilizing tools such as audience discovery algorithms that find data attributes that over-index for those users that have converted to identify new targeting segments, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences.
- Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.
Mobile Programmatic Advertisements to Drive the Market Growth
- Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
- Mobile Programmatic necissates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences such as geolocation, operational system, and type of smartphone of your target audience and many more.
- Mobile Programmatic Advertising provides precise targeting which allows advertisers to reach their specific audience in real-time and dictate right audience using certain metrics and demographics.
- Also the mobile programmatic advertisement is a great channel for expanding reach and increasing user acquisition rate as Europe has nearly 1,090 million mobile subscription in 2021 and it is expected to increase to 1,110 million by 2027 according to Ericcson, and further individuals spend more time on their mobile devices than on conventional screens such as television.
Europe Programmatic Advertising Industry Overview
The Europe Programmatic Advertising Market is moderatively competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Yieldbird Sp. z o.o., MediaMath, The ADEX, Adform, etc. Some of the recent developments are:
- April 2022 - Amobee, a wholly owned subsidiary of Singtel and global leader in advertising technology announced a partnership which brings innovative streaming ad technology to the Amobee platform. The partnership allows brands to stream their high-quality video assets using SeenThis technology across the programmatic ecosystem of the company.
- April 2022 - Frankfurt Airport marketing agency Media Frankfurt has partnered with technical partner VIOOH. This partnership enabled the company to launch a new programmatic media solution for airport advertising. This new system will enable digital client campaigns to be controlled more precisely and flexibly across the airport.
Europe Programmatic Advertising Market Leaders
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Yieldbird Sp. z o.o.
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MediaMath
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Adform
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Amobee, Inc.
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The ADEX
*Disclaimer: Major Players sorted in no particular order
Europe Programmatic Advertising Market News
- October 2021 - Amobee, a wholly owned subsidiary of Singtel and global leader in advertising technology announced a partnership with smartclip, RTL Group's leading European provider for ad-tech solutions. This partnership enables the companies to form TechAlliance, the European industry's first end-to-end, broadcaster-centric, cross-screen advertising platform. This platform will provide advertisers with exclusive programmatic access to the linear ad break, including digital ads on linear TV inventories, as well as General Data Protection Regulation (GDPR), privacy-compliant audience and content viewership data across the region.
- September 2021 - Deutsche Post and the data management specialist The Adex have entered into a strategic partnership to link online and offline data in compliance with data protection regulations, thereby enabling the combination of online advertising with classic print mailings as part of programmatic advertising campaigns.
Europe Programmatic Advertising Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Value Chain Analysis
4.3 Industry Attractiveness-Porter's Five Force Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
4.4 Impact of COVID-19 on the Europe Programmatic Advertising Market
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Growth of Digital Media Advertisement
5.1.2 Better use of Data for Programmatic Advertising
5.2 Market Challenges
5.2.1 Lack of Skilled personel in Programmatic Advertisement
6. Market Segmentation
6.1 By Trading Platform
6.1.1 Real Time Bidding (RTB)
6.1.2 Private Marketplace Guaranteed
6.1.3 Automated Guaranteed
6.1.4 Unreserved Fixed-rate
6.2 By Advertising Media
6.2.1 Digital Display
6.2.2 Mobile Display
6.3 By Enterprise size
6.3.1 SMB's
6.3.2 Large Enterprises
7. Compitetive Intelligence
7.1 Key Vendor profiles
7.1.1 Yieldbird Sp. z o.o.
7.1.2 MediaMath
7.1.3 The ADEX
7.1.4 Adform
7.1.5 Amobee, Inc.
7.1.6 IPONWEB Limited.
7.1.7 Eskimi DSP
7.1.8 PubMatic, Inc.
7.1.9 Teads SA.
7.1.10 Digital East GmbH
8. Investment Analysis
9. Future Outlook of the Market
Europe Programmatic Advertising Industry Segmentation
Programmatic Advertising is the utilization of software to buy digital advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.
Europe Programmatic Advertisement Market is segmented By Trading Platform (Real Time Bidding, Private Marketplace Guaranteed, Automated Guaranteed and Unreserved Fixed-rate), By Advertising Media (Digital Display and Mobile Display) and By Enterprise size (SMB's and Large Enterprises). The scope of the study tracks the imact of covid-19 on the studied market.
| By Trading Platform | |
| Real Time Bidding (RTB) | |
| Private Marketplace Guaranteed | |
| Automated Guaranteed | |
| Unreserved Fixed-rate |
| By Advertising Media | |
| Digital Display | |
| Mobile Display |
| By Enterprise size | |
| SMB's | |
| Large Enterprises |
Europe Programmatic Advertising Market Research FAQs
How big is the Europe Programmatic Advertising Market?
The Europe Programmatic Advertising Market size is expected to reach USD 100.94 billion in 2024 and grow at a CAGR of 7.22% to reach USD 143.03 billion by 2029.
What is the current Europe Programmatic Advertising Market size?
In 2024, the Europe Programmatic Advertising Market size is expected to reach USD 100.94 billion.
Who are the key players in Europe Programmatic Advertising Market?
Yieldbird Sp. z o.o., MediaMath, Adform, Amobee, Inc. and The ADEX are the major companies operating in the Europe Programmatic Advertising Market.
What years does this Europe Programmatic Advertising Market cover, and what was the market size in 2023?
In 2023, the Europe Programmatic Advertising Market size was estimated at USD 94.14 billion. The report covers the Europe Programmatic Advertising Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe Programmatic Advertising Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Programmatic Advertising in Europe Industry Report
Statistics for the 2024 Programmatic Advertising in Europe market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Programmatic Advertising in Europe analysis includes a market forecast outlook 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
