Historically, real-time bidding (RTB) has dominated France’s programmatic market, but it is gradually losing share. Together, open auctions and private marketplace (PMP) deals made up 51.0% of all programmatic spending in 2018, but RTB will account for just 48.5% in 2019. The rise of social media display advertising, typically bought via programmatic direct deals, will remain a key factor.
Germany
In 2018, programmatic advertising accounted for 70.0% of digital display ad spending in Germany, and outlays on programmatic ads will rise more than 15% in 2019. The advent of the EU’s General Data Protection Regulation (GDPR) somewhat depressed spend in mid-2018, but may not have long-term negative effects.