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Europe Programmatic Advertising Market Size (2024 - 2029)

The Europe Programmatic Advertising Market is experiencing significant growth, driven by advancements in automated advertising technologies and enhanced data utilization by agencies and publishers. This market expansion is facilitated by the increasing adoption of programmatic marketplaces and automated buying methods, which streamline the media purchasing process. Despite challenges posed by rising digital privacy concerns, the market continues to thrive, supported by the shift towards digital advertising accelerated by the Covid-19 pandemic. The growing awareness of data collection practices among consumers is a factor that could impact the market's trajectory.

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Market Size of Europe Programmatic Advertising Industry

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

Europe Programmatic Advertising Market Key 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 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
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Europe Programmatic Advertising Market Size Summary

The Europe Programmatic Advertising Market is experiencing rapid expansion, driven by the automation of advertising processes that optimize the buying and selling of internet advertising stock. This market leverages machine-to-machine automation to facilitate real-time bidding, allowing multiple advertisers to compete for ad inventory. The increasing adoption of data-driven strategies by agencies and publishers has significantly enhanced the effectiveness of programmatic advertising, with a focus on better audience targeting and contextual advertising practices. Despite the challenges posed by growing consumer awareness of data privacy, the market continues to thrive, supported by the shift towards digital advertising methods accelerated by the Covid-19 pandemic.

The market is characterized by a moderate level of competition, with key players like Yieldbird Sp. z o.o., MediaMath, The ADEX, and Adform actively engaging in mergers, acquisitions, and service innovations to strengthen their market positions. The mobile programmatic advertising segment is particularly noteworthy, as it offers precise targeting capabilities that enable advertisers to reach specific audiences in real-time. This segment's growth is fueled by the increasing number of mobile subscriptions and the rising time spent by individuals on mobile devices. Recent partnerships and technological advancements, such as those by Amobee and Media Frankfurt, highlight the ongoing efforts to enhance programmatic advertising solutions across various platforms, including airport advertising and cross-screen advertising.

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Europe Programmatic Advertising Market Size - Table of Contents

  1. 1. MARKET INSIGHTS

    1. 1.1 Market Overview

    2. 1.2 Industry Value Chain Analysis

    3. 1.3 Industry Attractiveness-Porter's Five Force Analysis

      1. 1.3.1 Bargaining Power of Suppliers

      2. 1.3.2 Bargaining Power of Buyers/Consumers

      3. 1.3.3 Threat of New Entrants

      4. 1.3.4 Threat of Substitute Products

      5. 1.3.5 Intensity of Competitive Rivalry

    4. 1.4 Impact of COVID-19 on the Europe Programmatic Advertising Market

  2. 2. Market Segmentation

    1. 2.1 By Trading Platform

      1. 2.1.1 Real Time Bidding (RTB)

      2. 2.1.2 Private Marketplace Guaranteed

      3. 2.1.3 Automated Guaranteed

      4. 2.1.4 Unreserved Fixed-rate

    2. 2.2 By Advertising Media

      1. 2.2.1 Digital Display

      2. 2.2.2 Mobile Display

    3. 2.3 By Enterprise size

      1. 2.3.1 SMB's

      2. 2.3.2 Large Enterprises

Europe Programmatic Advertising Market Size FAQs

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.

In 2024, the Europe Programmatic Advertising Market size is expected to reach USD 100.94 billion.

Programmatic Advertising Market in Europe Report Snapshots

Europe Programmatic Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)