Traditionally, Germany hasn’t been the focus of programmatic ad discussions. That’s partially because the country joined the programmatic party rather late. However, it’s now becoming clear that the country is seeing the advantages of programmatic trading.
eMarketer predicts that programmatic ad spend in Germany could total $1.59 billion in 2018. That’s an increase of 29.7% compared to 2017. Programmatic investment is expected to grow to $1.83 billion by 2019.
According to the forecast, mobile programmatic ads are increasing faster than expenditure on desktops.
This has led to mobile programmatic accounting for at least half (59.1%) of total mobile display ad spending in 2018, or $939.9 million.
Although transparency and ad fraud are still considered to be core issues across digital marketplaces, Germany is seeking to develop standards.
Indeed, the Bundesverband Digitale Wirtschaft (BVDW) has recently launched an initiative to assess standards and processes to boost transparency.
At the same time, real-time bids through marketplaces will make up 52% of programmatic this year ($827 million). Direct claims are responsible for 48%.
The report also notes that social media spending continues to boost the outlays in the category.
January 31, 2018