IAB Europe Report: European Programmatic Market Sizing 2017

The European Programmatic Market Sizing Report produced in collaboration with IHS Markit reveals that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 27.1% to €12bn in 2017.

Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.

Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.

Programmatic revenues by format:

  • Mobile – €6.8bn
  • Video – €3.9bn

Programmatic revenues by region:

  • Western Europe – €10.8bn
  • Central and Eastern Europe – €1.2bn

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Marie-Clare Puffett

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