Executive Summary

Programmatic is now the default method of buying digital display ads across Western Europe, and France is no exception—though the marketplace is less advanced than the UK in this respect.

How big is the programmatic digital display ad market in France?

Spending on programmatic advertising will reach €1.69 billion ($1.99 billion) in 2019—or 86.0% of all spending on digital display ads. That sum will rise by double digits through 2021, reaching €2.29 billion ($2.70 billion).

How does it break down by transaction method?

In 2019, nearly three-quarters of all programmatic spending in France will be direct buys. Open exchanges will account for 15.1% of programmatic outlays this year, and private marketplaces (PMPs) will account for 11.9%.

What about programmatic mobile display ads?

Mobile programmatic ad spending will jump nearly 30% in 2019, exceeding €1 billion ($1.18 billion). Spending on desktop/laptop ads will also rise, to €684.5 million ($807.6 million) in 2019. But growth in mobile ad spending will be about twice as great.

Does programmatic face headwinds in France?

The General Data Protection Regulation (GDPR) obliges marketers to axe some consumer data when targeting ads; this is especially relevant to real-time bidding (RTB) in open exchanges. Many of the problems GDPR aims to address are still widespread in Europe, according to the UK Information Commissioner’s Office (ICO). It found that many parties in ad tech supply chains did not obtain the explicit consumer consent required by law, and many risks arising from RTB were not recognized or solved. GDPR enforcement is currently lax, but in the longer term, some advertisers may turn away from RTB to avoid potential headaches.

WHAT’S IN THIS REPORT? This report explores the current state of programmatic ad spending in France, including our latest estimates and key trends shaping the marketplace.

KEY STAT: Programmatic display ad spending in France will reach €1.69 billion ($1.99 billion) this year—an annual increase of 22.4%. Strong double-digit growth will continue through 2021.