In Germany, programmatic advertising is growing more strongly than expected

This forecast 577 million euros. This means that last year, programmatic advertising accounted for 33 percent of the advertising statistics for digital display advertising from the Online-Vermarkterkreis (OVK). For 2017, the BVDW experts expect continued strong growth. This is the result of the latest survey by the Programmatic Advertising Focus Group in the German Digital Industry Association (BVDW).

While net advertising revenues for programmatic advertising in recent years were EUR 390 million (2015) and EUR 592 million (2016), the BVDW experts expect a market volume of EUR 864 million for 2017 - an increase of 46 percent compared to 2016. In relation to the OVK statistics published in February, the share of the total market for digital display advertising in the current year is 45 percent.

Stefan Zarnic (Burda Community Network), Chairman of the Programmatic Advertising Focus Group at BVDW, explains: "The rapid development of programmatic advertising continues and exceeds our own forecasts. With the introduction of the Code of Conduct, we have succeeded in establishing uniform regulations for all market participants and setting new standards in transparency, quality and security. Against this backdrop, we can assume that market development will continue at a similarly impressive pace."

About the methodology

For the survey of the programmatic advertising market figure, the leading sell-side platforms (SSPs) report their programmatically traded net advertising revenues for digital display advertising to an independent auditor. This is used as the basis for extrapolation to the overall market in Germany.

All charts shown can be found on the factsheet market figure Programmatic Advertising 2017/01 on Bvdw.org (Direct link PDF).