Programmatic accounts for three-quarters of European digital display advertising

An overview of digital advertising spend in Europe by transaction mechanism since 2013.

The rapid growth in European programmatic advertising means that it now accounts for three-quarters (77%) of digital display investment, according to the latest data from IAB Europe. This compares to just 20% in 2013 and one-half (54%) in 2016.

Programmatic proves less popular in digital video advertising, accounting for nearly three-fifths (58%) in 2019. This compares to just 9% in 2013 and two-fifths (39%) in 2016.

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