Programmatic in Germany

According to E-marketer analysis, programmatic advertising costs in 2019 will be approximately 1.8bn euros, and in 2017 amounted to 1.1bn euros. Almost 77% of all display advertising is carried out automatically by programmatic, while in 2017 the share of programmatic ads was 54%.This direction in Germany is gaining widespread popularity every year. User segments (target segments) are much more important now than they were before, since there was a lack of user data. The favorites in the launch of advertising programmatic is the automotive industry, followed by the financial and pharmacological industries.

DIGITAL ADS MARKET

According to E-marketer analysis, programmatic advertising costs in 2019 will be approximately 1.8bn euros, and in 2017 amounted to 1.1bn euros. Almost 77% of all display advertising is carried out automatically by programmatic, while in 2017 the share of programmatic ads was 54%.This direction in Germany is gaining widespread popularity every year. User segments (target segments) are much more important now than they were before, since there was a lack of user data. The favorites in the launch of advertising programmatic is the automotive industry, followed by the financial and pharmacological industries.

AVAILABLE AUDIENCE

Reach: 397.48 million cookies
Impressions: 516.01 billion

AD FORMATS

Display ads are very popular in Europe, and especially in Germany, where they use  in-banner video for a personalized, dynamic and creative mobile experience. On mobile, programmatic ads will grow at nearly double the rate of overall programmatic ad spending. As a result, mobile programmatic will claim 77.6% of total mobile display ad spending in 2019, equivalent to just over €1.1bn (US$1.3bn).

There is now clear evidence that mobile is the preferred leisure time (non-working time) display format, which means a trend to watch out for is display ad banners which are optimised for mobile devices.

Most popular formats:

  • Video formats
  • Personalization dynamic creative
  • Mobile formats

INVENTORY

Programmatic Premium Publishers:

BurdaForward, Spiegel Media, NetPointMedia, Media Impact, Seven One Media, Heise Online, Wallstreet:online, A member of ad Alliance, Ad Audience.

List of most popular SSPs and DSP in Germany:

DSP:​

  • The favorite in the German market is Google
  • Adform
  • Active Agent
  • Mediamath
  • The Trade Desk
  • AppNexus
  • Yahoo
  • SmartClip
  • Rocketfuel
  • Quantcast
  • Metrigo
  • DataXu
  • Mediamath
  • DBM (Doubleclick Bid Manager)

SSP:

  • Rubicon Project
  • DFP with AdX or AdX or AdSense
  • Pulsepoint
  • Criteo
  • Cadreon
  • Sociomantic
  • Publics Media
  • Pubmatic
  • Appnexus
  • YieldLab
  • Adform
  • AdTech
  • Smart
  • OpenX
  • SpotXchange
  • StickyADS

Programmatic advertising in Germany is gaining popularity among other advertising technologies. At the moment, the market is customer-oriented, so it is important to work towards achieving results-oriented goals and put the interests of the customer first. This is how the German programmatic ads works.