Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

In Europe, Programmatic Ad Spending Grows by Double Digits

Programmatic advertising—defined as the use of automation in the buying, selling or fulfillment of digital display advertising—now accounts for the majority of digital display spending in France, Germany and the UK, following the trend that we've seen in the US.

Here's what programmatic ad spending looks like in each country, with forecasts through 2020.


We estimate that programmatic ad spending in France reached €1.04 billion ($1.18 billion) in 2018. In 2019, investment in programmatic ads is predicted to approach €1.22 billion ($1.38 billion).

Historically, real-time bidding (RTB) has dominated France’s programmatic market, but it is gradually losing share. Together, open auctions and private marketplace (PMP) deals made up 51.0% of all programmatic spending in 2018, but RTB will account for just 48.5% in 2019. The rise of social media display advertising, typically bought via programmatic direct deals, will remain a key factor.


In 2018, programmatic advertising accounted for 70.0% of digital display ad spending in Germany, and outlays on programmatic ads will rise more than 15% in 2019. The advent of the EU’s General Data Protection Regulation (GDPR) somewhat depressed spend in mid-2018, but may not have long-term negative effects.

RTB in Germany (again, including open auctions and PMP deals) will account for 51.0% of the programmatic total in 2019, compared with programmatic direct’s 49.0%. Spending on social media advertising will continue to boost outlays in direct here as well.


Nearly nine in 10 digital display ad dollars will be spent on programmatic inventory in the UK this year. Despite uncertainties around the effects of GDPR and Brexit, programmatic’s march continues unabated.

In the UK, RTB is losing share as a desire for greater control over programmatic spending has led to a skew toward programmatic direct trades. And within RTB spending, PMP trades are gaining ground. Open exchanges will persist and register growth, but not as quickly as those more controlled environments. Indeed, in 2020, we’ll see PMP spend overtake open exchange spend for the first time.

For an in-depth look at programmatic buying in France, Germany and the UK, eMarketer subscribers can access each country's report now.

For trends in US programmatic buying, read eMarketer’s forecast report from October.

Not sure if your company subscribes? You can find out here. Each of these reports can also be purchased individually.