Programmatic will account for 51 % of the UK digital display market in 2016 , according to eMarketer . The firm predicts that UK advertisers will spend £ 2.67bn ( $ 4.08bn ) on programmatic trading , a rise of 44 % on last year ’s figures . Programmatic direct and its auction alternative , real - time bidding , will equalise this year , being worth around £ 1.33bn each , with eMarketer predicting programmatic direct to take 52 % of all UK sales by 2018 . In Germany , the programmatic digital display market is predicted to grow by 24 % to € 798 m ( $ 885.34 m ) , accounting for 51 % of digital display advertising in 2020 .
Programmatic will account for 70% of the UK digital display market in 2016, according to eMarketer. The firm predicts that UK advertisers will spend £2.67bn ($4.08bn) on programmatic trading, a rise of 44% on last year’s figures. Programmatic direct and its auction alternative, real-time bidding, will equalise this year, being worth around £1.33bn each, with eMarketer predicting programmatic direct to take 52% of all UK spending by 2018. In Germany, the programmatic digital display market is predicted to grow by 24% to €798m ($885.34m), accounting for 41% of digital display advertising in total.