Spending on programmatic advertising in Sweden 2013-2020

The programmatic advertising spending in Sweden is expected to increase in the next years. Whereas the expenditure amounted to approximately 2.2 billion Swedish kronor in 2017, it will reach over 3.6 billion Swedish kronor in 2020.

What is programmatic advertising?

Programmatic advertising is the use of a technology to purchase and sell digital advertising fully automated and individualized in real-time. Thus, advertisers can effectively reach a specific audience, due to targeted banners, videos, and spots based on the user information, such as demographics, interests, or device. Any platform and channel can be accessed, for example out-of-home, television, and audio media.

How to pay for programmatic advertising?

Contrary to traditional advertising accounting methods, there is no fixed price per campaign. The marketer only pays if the advertisement is a success. Payment models include for example cost per click (CPC), cost per lead (CPL), cost per mille (CPM), and cost per order (CPO). In Sweden, the amount of costs increased in the past years. In 2012, the average cost per mille, or per thousand impressions, for programmatic advertising was only 1.44 U.S. dollars. As of 2018, it amounted to already 7.01 U.S. dollars.

Spending on programmatic advertising in Sweden from 2013 to 2017, with a forecast to 2020

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Release date

November 2018


Europe, Sweden

Survey time period

2013 to 2017

Supplementary notes

* forecast.

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Statistics on "Digital marketing in Sweden"

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