Programmatic will account for 70% of the Germany digital display market in 2016, according to eMarketer. The firm predicts that Germany 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 Germany spending by 2018. In UK, the programmatic digital display market is predicted to grow by 24% to €798m ($885.34m), accounting for 41% of digital display advertising in total.
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.