• Digital ad spend share by transaction type Europe 2019

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In 2019, programmatic advertising accounted for 77 percent of total digital advertising spending in Europe. This was a 23 percent increase from three years prior, when programmatic only made up slightly more than half of all digital ad spend. As the industry shifts towards programmatic transactions, adverts sold via the classic insertion order (IO) have decreased in share from 46 percent to 23 percent.

Distribution of digital advertising spending in Europe in 2016 and 2019, by transaction type

Characteristic	Programmatic	Classic insertion order (IO)
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Release date

October 2020

More information

Region

Europe

Survey time period

2016 and 2019

Special properties

includes banners and videos; excludes search, classifieds and directories

Supplementary notes

The source adds the following information:
The programmatic ad spend data presented in this report is collected from IABs, adjusted through company reports, industry interviews, DSP and SSP reports.