Despite a hiccup in the advent of the EU's General Data Protection Regulation , programmatic advertising in Germany remains on the rise — currently accounting for 70% of all digital display ad spending in Germany.Outlays on programmatic ads will rise more than 15% in 2019, and nearly double the rate for mobile. But this growth could be threatened by two key obstacles: transparency and ad fraud.
What is being done to address ad fraud issues? And what standards are big institutions developing in order for the programmatic process to be properly assessed? research report with updated estimates for programmatic digital display ad spending in Germany, including breakouts by transaction type. It also explores recent trends behind the numbers.
Germany may not have taken the driver's seat on programmatic transformation, but the country's current ad spend is soaring. As long-favored open exchanges are losing steam in Germany, spending on all types of programmatic buying will continue to rise. The growing YouTube effect is raising concerns about brand safety and fraud. Consumers, advertisers, and publishers tend to be especially sensitive to the potential dangers arising from digital platforms and networks – but erring on the side of caution could actually be helping the programmatic market to achieve transparency faster.
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