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市场调查报告书
商品编码
1645157

欧洲程序化广告：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Europe Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3个工作天内

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简介目录

预计 2025 年欧洲程式化广告市场规模为 1,082.3 亿美元，到 2030 年将达到 1,533.6 亿美元，预测期内（2025-2030 年）的复合年增长率为 7.22%。

欧洲程式化广告市场-IMG1

主要亮点

  • 欧洲程序化广告市场正在迅速扩张，预计将继续成长。程序化广告的优点之一是它允许用户使用机器和产品购买和出售网路广告库存，这正在推动市场的成长。
  • 程序化影片影片主要透过程序化市场进行交易。此外，自动保证的购买方式正在兴起。此外，它还有助于自动化选择最佳媒体元件和媒体购买的动态循环，以推进您在程式化广告领域的目标。
  • 根据 IAB Europe 的一项调查，更好地利用资料被认为是 2021 年程序化投资的驱动力。调查发现，代理商和出版商越来越多地更好地利用资料进行程序化广告，代理商更好地利用资料的比例从 2020 年的 75% 增加到 2021 年的 94%，出版商更好地利用资料的比例从 2020 年的 48% 增加到 2021 年的 62%。
  • 此外，数位隐私实践的改变导致机构越来越多地采用情境定位实践来占领更大的市场占有率。强大的受众定位是优化程序化广告宣传和高效使用媒体预算的关键方法。
  • 此外，随着数位化的进步，客户对资料收集和隐私的意识越来越强。人们对收集和使用消费者资料的意识不断增强，这抑制了程序化广告市场的成长。
  • 由于欧洲企业和组织在该地区实施全球封锁后正在转向数位广告方式，COVID-19 疫情对欧洲程式化广告市场产生了正面影响。此外，我们看到业界标准（例如 App ads.txt、Sellers.json、Buyers.json、Supply Path Object 和 Demand Path Object）的采用率日益提高。

欧洲程序化广告市场趋势

程序化广告中资料的使用正在推动成长。

  • 程序化广告意味着即时竞价，使用机器对机器的广告和媒体交易自动化，允许多个广告商在有库存时在同一位置对广告进行竞标。
  • 在程式化广告中，广告主使用来自三个来源的资料：广告商、发布者和第三方。利用这些资料，广告主可以在数十亿次广告广告曝光率中找到最佳受众，从而提高程式化广告的效率。
  • 消费者和广告商之间的每一次互动都会产生大量的资料。这些产生的资料包括客户兴趣、决策、接触点、与参与时刻相关的活动、感知需求、关键人口统计和行为背景等等。这些资料为建立客户洞察力和创建个人化行销内容提供了强大的平台。
  • 为了确定新的目标群体，广告主正在利用受众发现演算法等工具，这些工具可以找到转换用户过度索引的资料属性、相似定位以及基于所有资料讯号即时建立受众，以创建更精准的受众。
  • 广告主、媒体代理商和媒体所有者可以利用可用的资料和受众，将资料与宣传活动目标相匹配，使用受众资料来增强创造力，使用宣传活动资料来优化宣传活动效果，获得洞察力并做出决策。

行动程序化广告推动市场成长

  • 行动程序化广告是指购买、销售和展示行动广告的自动化过程。行动广告包括行动横幅广告、行动影片广告、行动原生广告等。
  • 行动程序化需要需求端平台 (DSP) 和供应端平台 (SSP) 之间的协作，以实现行动程式化广告的自动化。在行动程式化广告中，您可以定义系统定位受众所需的特征，例如地理位置、作业系统和目标受众拥有的智慧型手机类型。
  • 行动 - 程式化广告提供精准定位，使广告主能够即时接触特定受众，并使用特定的指标和人口统计资料将他们引导至正确的受众。
  • 此外，爱立信称，欧洲的行动用户数量预计将在 2021 年增长到约 10.9 亿，到 2027 年将增长到 11.1 亿。

欧洲程序化广告产业概况

欧洲程序化广告市场竞争较不激烈。市场集中度似乎较高，参与者采用合併、收购和服务创新等关键策略。

  • 2022 年 4 月 - 新加坡电信 (Singtel) 的完全子公司、全球广告科技领导者 Amobee 宣布建立合作伙伴关係，为 Amobee 平台带来创新的串流广告技术。此次合作将使品牌能够利用 SeenThis 的技术在其程式化生态系统中传输高品质的影片资产。
  • 2022 年 4 月 - 法兰克福机场行销机构 Media Frankfurt 与技术合作伙伴 VIOOH 合作。此次合作使该公司能够推出针对机场广告的新型程式化媒体解决方案。新系统将使整个机场的数位客户宣传活动控制更加精确和灵活。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场洞察

  • 市场概况
  • 产业价值链分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 购买者和消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 新冠疫情对欧洲程式化广告市场的影响

第五章 市场动态

  • 市场驱动因素
    • 数位媒体广告的成长
    • 在程序化广告中使用资料
  • 市场挑战
    • 程式化广告人才短缺

第六章 市场细分

  • 按交易平台
    • 即时竞价（RTB）
    • 私人市场担保
    • 自动保固
    • 固定利率
  • 按广告媒介
    • 数字显示
    • 行动显示器
  • 按公司规模
    • 中小企业
    • 大型企业

第七章 竞争格局

  • 公司简介
    • Yieldbird Sp. z oo
    • MediaMath
    • The ADEX
    • Adform
    • Amobee, Inc.
    • IPONWEB Limited.
    • Eskimi DSP
    • PubMatic, Inc.
    • Teads SA.
    • Digital East GmbH

第八章投资分析

第九章：未来市场展望

简介目录
Product Code: 91332

The Europe Programmatic Advertising Market size is estimated at USD 108.23 billion in 2025, and is expected to reach USD 153.36 billion by 2030, at a CAGR of 7.22% during the forecast period (2025-2030).

Europe Programmatic Advertising - Market - IMG1

Key Highlights

  • The market for programmatic advertising in Europe is expanding swiftly and will do so in the next years. It is a highly automated form of advertising that makes the best use. one of the advatnages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which is proplling the market growth.
  • Programmatic Advertisement videos are mainly traded through Programmatic marketplaces. Further, there has been an increase in automated guaranteed buying methods. Additionally, it aids in automating the dynamic cycle of selecting the optimal media component and making the media purchase to advance a goal in the programmatic advertising sector.
  • According to a survey by IAB Europe, better use of data acted as an accelerator for programmatic investments in 2021. The survey states that Agencies and Publishers have increased better use of data for programmatic advertisement as better usage of data by agencies increased from 75% in 2020 to 94% in 2021, and better usage of data by publishers increased from 48% in 2020 to 62% in 2021.
  • Further, with changes to digital privacy practices, contextual targeting practices are increasing in adoption by agencies to increase their market share. A strong audience targeting is a crucial way to optimize programmatic advertising campaigns and efficiently use the media budget.
  • Also, with increasing digitalization, customers are becoming increasingly aware of data collection and privacy. This increasing awareness of the collection and utilization of consumer data is restricting the growth of the Programmatic advertising market.
  • The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in Europe as businesses and organizations in Europe are swticihng to digital advertising methoda in the wake of global lockdown imposed in the region. Also the adoption of industry standards such as App ads.txt, Sellers.json, Buyers.json, Supply Path Object, Demand Path Object, has increased.

Europe Programmatic Advertising Market Trends

Better use of Data for Programmatic Advertising drives the growth.

  • Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
  • In programmatic advertising, advertisers use three data types: advertisers, publishers, and third-party data. Using this data, advertisers can find the most suitable audiences among billions of ad impressions and increase the efficiency of Programmatic advertising.
  • With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
  • Advertisers are utilizing tools such as audience discovery algorithms that find data attributes that over-index for those users that have converted to identify new targeting segments, look-alike targeting, and building audiences in real-time based on all data signals to create more sophisticated audiences.
  • Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.

Mobile Programmatic Advertisements to Drive the Market Growth

  • Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
  • Mobile Programmatic necissates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences such as geolocation, operational system, and type of smartphone of your target audience and many more.
  • Mobile Programmatic Advertising provides precise targeting which allows advertisers to reach their specific audience in real-time and dictate right audience using certain metrics and demographics.
  • Also the mobile programmatic advertisement is a great channel for expanding reach and increasing user acquisition rate as Europe has nearly 1,090 million mobile subscription in 2021 and it is expected to increase to 1,110 million by 2027 according to Ericcson, and further individuals spend more time on their mobile devices than on conventional screens such as television.

Europe Programmatic Advertising Industry Overview

The Europe Programmatic Advertising Market is moderatively competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Yieldbird Sp. z o.o., MediaMath, The ADEX, Adform, etc. Some of the recent developments are:

  • April 2022 - Amobee, a wholly owned subsidiary of Singtel and global leader in advertising technology announced a partnership which brings innovative streaming ad technology to the Amobee platform. The partnership allows brands to stream their high-quality video assets using SeenThis technology across the programmatic ecosystem of the company.
  • April 2022 - Frankfurt Airport marketing agency Media Frankfurt has partnered with technical partner VIOOH. This partnership enabled the company to launch a new programmatic media solution for airport advertising. This new system will enable digital client campaigns to be controlled more precisely and flexibly across the airport.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness-Porter's Five Force Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Impact of COVID-19 on the Europe Programmatic Advertising Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growth of Digital Media Advertisement
    • 5.1.2 Better use of Data for Programmatic Advertising
  • 5.2 Market Challenges
    • 5.2.1 Lack of Skilled personel in Programmatic Advertisement

6 Market Segmentation

  • 6.1 By Trading Platform
    • 6.1.1 Real Time Bidding (RTB)
    • 6.1.2 Private Marketplace Guaranteed
    • 6.1.3 Automated Guaranteed
    • 6.1.4 Unreserved Fixed-rate
  • 6.2 By Advertising Media
    • 6.2.1 Digital Display
    • 6.2.2 Mobile Display
  • 6.3 By Enterprise size
    • 6.3.1 SMB's
    • 6.3.2 Large Enterprises

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Yieldbird Sp. z o.o.
    • 7.1.2 MediaMath
    • 7.1.3 The ADEX
    • 7.1.4 Adform
    • 7.1.5 Amobee, Inc.
    • 7.1.6 IPONWEB Limited.
    • 7.1.7 Eskimi DSP
    • 7.1.8 PubMatic, Inc.
    • 7.1.9 Teads SA.
    • 7.1.10 Digital East GmbH

8 Investment Analysis

9 Future Outlook of the Market