Programmatic Ad Spending in Germany 2019

Mobile Drives an Increasingly Confident Market

About This Report
In 2018, programmatic accounted for 70% of digital display ad spending in Germany; this year that share will reach 77%. Mobile programmatic outlays are climbing at an even higher rate, and are expected to pass €1.15 billion ($1.30 billion) in 2019.
Table of Contents

Executive Summary

Programmatic advertising accounts for 70% 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.

How big is the programmatic ad market in Germany?

Programmatic ad spending in Germany reached €1.56 billion ($1.76 billion) in 2018, up 37.5% from 2017. In 2019, investment in programmatic ads is expected to be €1.80 billion ($2.03 billion).

How much spending is open market vs. direct programmatic deals?

Real-time bidding (RTB) in Germany, including open auctions and private marketplace (PMP) deals, will account for 51% of the programmatic total in 2019, compared with programmatic direct’s 49%. Spending on social media advertising, which is chiefly transacted via programmatic direct, will continue to boost outlays in direct.

How much of mobile ad spending in Germany is transacted programmatically?

Outlays on mobile programmatic ads will grow nearly double the rate of overall programmatic ad spending. As a result, mobile programmatic will claim 77.6% of total mobile display ad spending in 2019, equivalent to just over €1.15 billion ($1.30 billion).

What is being done to address issues of ad fraud?

Transparency and ad fraud are still big obstacles in the programmatic marketplace. But key institutions in Germany, including the Bundesverband Digitale Wirtschaft (BVDW), are developing standards to ensure that programmatic processes and results can be properly assessed.

WHAT’S IN THIS REPORT? This report features eMarketer’s updated estimates for programmatic digital display ad spending in Germany, including breakouts by transaction type. It also explores recent trends behind the numbers.

KEY STAT: We forecast that spending on programmatic ads reached €1.56 billion ($1.76 billion) in 2018. This year, that figure is expected to reach €1.80 billion ($2.03 billion), or 77.0% of all digital display ad spending.

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Table of Contents

  1. Executive Summary
  2. Programmatic Ad Spending in Germany: eMarketer’s Estimates and Forecast
  3. Challenges of Programmatic Advertising
  1. Looking Ahead
  2. Insider Intelligence Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Chris Bennett
Managing Director, Europe
Interviewed November 1, 2018
Thomas Bremond
FreeWheel, a Comcast Company
General Manager, International
Interviewed November 1, 2018
Nigel Gilbert
Chief Market Strategist, EMEA
Interviewed December 1, 2018
Matt Harada
General Manager, Data Solutions
Interviewed November 2, 2018
Clementina Piazza
Integral Ad Science
Programmatic Director, EMEA
Interviewed November 2, 2018
Marius Rausch
Vice President, Managing Director, Central Europe, EMEA
Interviewed December 1, 2018
Paul-Antoine Strullu
Vice President, Managing Director, Southern Europe, EMEA
Interviewed December 1, 2018
Bill Swanson
Chief Revenue Officer, EMEA
Interviewed November 8, 2018
Conno Christou
Vice President, Glispa Connect
Interviewed October 31, 2018
Ryan Cook
Vice President, Programmatic and Business Development EMEA
Interviewed October 29, 2018
Sebastian Knauf
Senior Account Director, Central Europe
Interviewed October 31, 2018


Karin von Abrams


Alina Brentnall
Researcher, Europe
Showmik Podder
Forecasting Analyst
Shelleen Shum
Director, Forecasting
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