UK, Germany, and France Programmatic Ad Spend 2025

The UK Dominates, but Germany and France Offer Great Growth Potential

Report by Bill Fisher  | Feb 3, 2025
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Executive Summary
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Table of Contents
Executive Summary
Overall digital advertising maturity is shaping the programmatic narrative
Format preferences err on the side of safety, while mobile dominates the device discussion
CTV’s influence is boosting growth in programmatic video
Media Gallery
About This Report
Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.
Topics
Programmatic Ad Spending
Western Europe
Table of Contents
Executive Summary
Overall digital advertising maturity is shaping the programmatic narrative
Format preferences err on the side of safety, while mobile dominates the device discussion
CTV’s influence is boosting growth in programmatic video
Media Gallery

The UK dominates Germany and France in terms of total programmatic spend, with programmatic direct being the dominant format. Mobile remains the biggest device trend, but connected TV (CTV) is gaining a foothold.

Key Question: How big are the programmatic digital display advertising markets in the UK, Germany, and France?

UK Programmatic Ad Spend Will Be Almost Double That of France and Germany Combined (billions in programmatic digital display ad spending, by country, 2023-2026)
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Key Stat: Programmatic advertising is much more entrenched in the UK, mirroring its dominance in digital advertising more generally. Spending will be almost double that of France and Germany combined—$23.19 billion versus $12.65 billion.

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Table of Contents

  1. Executive Summary
  2. Overall digital advertising maturity is shaping the programmatic narrative
  1. Format preferences err on the side of safety, while mobile dominates the device discussion
  2. CTV’s influence is boosting growth in programmatic video
  1. Media Gallery

Charts in This Report

UK Programmatic Ad Spend Will Be Almost Double That of France and Germany Combined (billions in programmatic digital display ad spending, by country, 2023-2026) The Programmatic Markets of France and Germany Are Growing More Quickly Than the UK (programmatic digital display ad spending growth, by country, 2022-2026)
France Will Take the Lead for Proportional Share of Programmatic Spending This Year (programmatic digital display ad spending % of total digital display ad spending, by country, 2022-2026)Programmatic Direct Is Dominant, While Open Exchanges Continue to Get Squeezed (% of total programmatic digital display ad spending in Germany, by transaction type, 2015-2026)
Mobile Programmatic Ad Spending Will Pass $4 Billion in 2026 (billions in mobile programmatic digital display ad spending in France and % of total programmatic digital display ad spending, 2022-2026)The UK Is Well Out in Front When It Comes to Programmatic Video Advertising (programmatic video ad spending as % of programmatic digital display ad spending, by country, 2022-2026)
Majority of CTV Advertising Is Programmatic, Though Growth May Have Peaked (billions of UK connected TV (CTV) programmatic digital display ad spending, % change, and % of total CTV display ad spending, 2022-2026)

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authors

Bill Fisher

Contributors

Diego Dell’Orco
Madan Kumar
Copy Editor
Evelyn Mitchell-Wolf
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor