The research team for programmatic advertising of the National Association for Digital Economy BVDW (Bundesverband Digitale Wirtschaft) has for the first time published an official estimation of the net-turnover produced by programmatic digital advertising in Germany.
The research is based on the net advertising turnover for digital programmatic advertising of the leading sell-side-platforms (SSP) in Germany, which have been verified by an independent auditor. On this basis the BVDW has calculated the figures for the market. The new research will be published biannually.
The forecast for 2016 expects one third of the total digital inventory to be traded programmatically. This will correspond to approx. 566 million Euros, including mobile-, display- and video-turnovers and including the big players Google and Facebook.
The study includes also retrospective figures for the turnover with programmatic advertising for 2014 (269 million) and 2015 (390 million) and shows clearly the high increase (+45% 2015 vs 2014) and the continuing trend for an increase of programmatic advertising.
The share of programmatic advertising within the statistic of the circle of online marketers OVK (Online – Vermarkterkreis) increases as well: from 17% 2014 to forecasted 32% 2016.