Programmatic in Hungary

Researches & Insights
January 16, 2020 / Author: Veroniсa Lihnis

Programmatic market in Hungary has increased substantially in recent years. Programmatic advertising has never been as popular in Hungary as it is now. In this article, you can find the main features of Programmatic market in Hungary, and prospects for its development.


Programmatic is thriving in Hungary: it has experienced strong market growth, and benefits from using Programmatic are increasing annually. Digital Ad spending in Hungary reached $272 million in 2019.

Sixty-four per cent of digital advertising revenue in Hungary was generated through Programmatic in 2019. Despite the fact that spending is growing, it is not expected for Programmatic involvement rate to increase significantly in the coming years: it will rise to 66% by 2023. 

Hungary was considered an “open RTB” only market. Today the situation is changing slightly, and publishers are starting to use private marketplace deals. In 2020, about 7% of all deals will be private marketplace. It is expected that Guaranteed and Preferred deals will appear on the market by 2021. 

Though Hungarian Programmatic market is expanding its prospects for the future, major barriers must be eliminated,  whose main hindrance is a shortage of professionals and lack of local studies dedicated to Programmatic. As a consequence, it discourages investments in the Hungarian market. 


Reach: 12, 81 million cookies
Impressions: 125, 47 billion 


Banner Advertising is considered to be the most popular format, but Programmatic Video is becoming more and more common day by day In the Hungarian digital ad market, the desktop format continues to be more widespread than the mobile one. It is expected that by 2021 earnings made from the mobile format will reach 32% of the Total Digital Advertising Spending. 

Search Advertising is considered to be the largest segment of Hungarian market with its volume of $101.3 million in 2019.


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Top SSPs used in Hungary:

  • Google
  • Rubicon Project
  • eTarget
  • AdForm
  • Taboola
  • GroundTruth
  • LoopMe
  • OpenX
  • Smart AdServer
  • Sovrn
  • AppNexus
  • FreeWheel
  • Tremorhub

The growth of Programmatic market in Hungary will continue to rise in upcoming years. The key for future development is education. This market has fertile ground for  development and its expansion is expected.