Programmatic ad spend in Sweden 2017-2026

In 2021, programmatic advertising spending in Sweden stood at 2.58 billion U.S. dollars. By 2026, it is expected to increase to 4.5 billion.

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.