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Germany Programmatic Digital Display Ad Spending

Automated Ads Will Claim 80% of Spend

Programmatic Digital Display Ad Spending

Ad Spending and Industry Trends Through 2021 for Canada, China, France, Germany, the UK and the US

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About This Report
Programmatic will account for 80.0% of all digital display ad spending in Germany this year, or €2.34 billion ($2.76 billion). Double-digit annual growth will persist through 2021.
Table of Contents

Executive Summary

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

Programmatic ad spending in Germany will rise 18.5% to reach €2.34 billion ($2.76 billion) in 2019, accounting for 80.0% of digital display ad spend. We expect programmatic display spending to increase by double digits annually through 2021.

How does programmatic display ad spending break down by transaction method?

In 2019, nearly three-quarters of all programmatic digital display ad spending in Germany will be direct buys, and that share is growing. Open exchanges will account for 14.9% of programmatic ad spending this year, and private marketplaces (PMPs) will claim 10.1%.

What about mobile programmatic display ads?

Mobile programmatic display ad spending will jump 25.2% in 2019, to reach €1.66 billion ($1.95 billion). Spending on programmatic desktop/laptop ads will also rise to nearly €685 million ($808 million) this year, but growth in mobile ad spending will be greater.

What obstacles does programmatic growth face in Germany?

While some advertisers still value traditional, nonautomated ad buying, this attitude is gradually vanishing due to automation’s popularity and ability to generate better returns. Still, the EU’s General Data Protection Regulation (GDPR) has caused reluntance in some smaller advertisers with limited technical or financial resources because they’re not sure whether those processes will be GDPR-compliant and are worried about potential fines or other issues.

WHAT’S IN THIS REPORT? This report explores the state of programmatic display ad spending in Germany. It features our latest forecasts, as well as key trends shaping the marketplace.

KEY STAT: Programmatic digital display ad spending in Germany will increase 18.5% this year to reach €2.34 billion ($2.76 billion). In 2021, programmatic ad spending will surpass €3 billion ($3.54 billion).

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Programmatic Ad Spending Outlook
  3. Breakdown by Transaction Method
  1. Mobile Programmatic Ad Spending
  2. Key Takeaways
  3. eMarketer Interviews
  1. Sources
  2. Media Gallery

Interviewed for This Report

Geisla de Souza
Head of Display, EMEA
Interviewed August 12, 2019
Marc Grabowski
Executive Vice President, Global Supply and Business Development
Interviewed August 16, 2019
Jeff Hirsch
Chief Commercial Officer
Interviewed August 6, 2019
Julien Hirth
Interviewed August 12, 2019
Walter Knapp
Interviewed August 8, 2019
Jackie Vanover
Vice President, DSP
Interviewed August 15, 2019


Karin von Abrams


Alina Brentnall
Researcher, Europe
Monica Peart
Senior Director, Forecasting
Shelleen Shum
Director, Forecasting
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