Programmatic Advertising in Germany: Greater Confidence and Spending Herald a Mature Marketplace - eMarketer
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Programmatic Advertising in Germany: Greater Confidence and Spending Herald a Mature Marketplace

eMarketer Report

By: eMarketer

Published: January 24, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Many publishers and advertisers in Germany hesitated to board the programmatic bandwagon when automated trading of digital ads first became available. But in 2018, most believe that the advantages outweigh the disadvantages. Spending is rising sharply as a result.

  • Programmatic ad spending in Germany will total €1.44 billion ($1.59 billion) in 2018, up 29.7% over last year. In 2019, programmatic investment is expected to reach €1.66 billion ($1.83 billion).
  • Outlays on mobile programmatic ads are climbing much faster than comparable spending on desktop and laptops. As a result, mobile programmatic will account for 59.1% of total mobile display ad spending in 2018, or €849.6 million ($939.9 million).
  • Transparency and ad fraud are still big issues in the programmatic marketplace. But key institutions in Germany, including the Bundesverband Digitale Wirtschaft (BVDW), have taken the lead in developing standards to ensure that processes and results can be properly assessed.
  • Real-time bidding in Germany, including both open auctions and private marketplace deals, will account for 52.0% of the programmatic total in 2018—equivalent to €747.7 million ($827.2 million)—while direct claims will make up 48.0%. Spending on social media advertising, which is mostly transacted via programmatic direct, will continue to boost outlays in that category.

"Programmatic ad spending in Germany will continue to rise by double-digit percentages annually through 2019. By then, outlays are predicted to total €1.66 billion ($1.83 billion)."

Table of Contents

Programmatic Advertising in Germany: Estimates and Forecast

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Trends Behind the Numbers

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Looking Ahead: The Agenda for Marketers

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Related eMarketer Report

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5 charts are included in the full report:

Programmatic Advertising in Germany: Greater Confidence and Spending Herald a Mature Marketplace

Programmatic Digital Display Ad Spending in Germany, 2014-2019 (millions of €, % change and % of total digital display ad spending*)

Programmatic Advertising in Germany: Estimates and Forecast

Programmatic Digital Display Ad Spending in Germany, 2014-2019 (millions of €, % change and % of total digital display ad spending*)

Breakdown by Transaction Method

Programmatic Ad Spending in Germany, by Transaction Method, 2014-2019 (millions of €, % change and % of total programmatic ad spending)

Mobile Programmatic Ad Spending

Mobile Programmatic Ad Spending in Germany, 2014-2019 (millions of €, % change and % of total mobile ad spending)

Mobile Breakdown by Transaction Method

Mobile Programmatic Ad Spending in Germany, by Transaction Method, 2014-2019 (millions of €, % change and % of total mobile programmatic ad spending)

Trends Behind the Numbers

Entity that Benefits the Most from Programmatic Media Business According to Digital Media Professionals in Germany, Spring 2017 (% of respondents)