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IAB Europe Report: European Programmatic Market Sizing 2016

Cologne, 13th September 2017

Half of European display ad revenue is now traded programmatically, latest IAB Europe report shows. The total programmatic display advertising market in Europe experienced another year of double-digit growth, jumping 42.7% from €5.7bn in 2015 to €8.1bn in 2016.

The report reveals that 50.1% of European display ad spend is now traded programmatically. Additionally, programmatic video grew by an exponential 155% and now accounts for more than 45% of total online video ad spend. Mobile continues to be the ‘most’ programmatic format with 65% of mobile ad spend traded programmatically in 2016.


Whilst CEE is still small in size and maturity, it is starting to catch up and grew by 53% in 2016 compared to Western Europe which grew by 42%.

Programmatic revenues by format:

  • Mobile – €3.5bn
  • Video – €1.37bn

Programmatic revenues by region:

  • Western Europe – €7.5bn
  • Central and Eastern Europe – €0.6bn

The European Programmatic Market Sizing research is produced by IAB Europe and IHS Markit, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark Report, the definitive guide to the state of the European digital advertising market.


Download full IAB Europe Report: European Programmatic Market Sizing 2016