The document summarizes statistics on programmatic advertising revenues in Germany from 2014-2016. It reports that: - The leading sell-side platforms self-report programmatically generated advertising revenues, which are then extrapolated to estimate the total market revenues. An auditor collects and reports the data. - Programmatic advertising revenues in Germany grew from €269 million in 2014 to €577 million in 2015, and are forecast to reach €1,676 million in 2016, demonstrating rapid growth in this area. - Revenues were higher in the second half of the year compared to the first half in both 2014 and 2015.

1. Methodology
✔The leading Sell Side Platforms (SSPs) report
programmatically generated net advertising revenues
for digital display advertising.
✔An extrapolation to the total market is carried out.
✔Reporting and collecting via a neutral authority
(auditor).
Strategy
In the German market there is a need for an adequately
collected market figure regarding the net advertising
revenues generated via programmatic advertising.
In cooperation with the relevant market partners the
BVDW was able to create a higher market transparency
in this dynamically growing area.
BVDW ADVERTISING STATISTICS
Programmatic Advertising 2016/02
www.bvdw.org
Net advertising revenues in programmatic advertising in Germany
In million EUR
600
500
400
300
200
100
0
BVDW statistics 2014 BVDW statistics 2015 BVDW forecast 2016
Source: Committee Programmatic Advertising in the German Association for the Digital Economy (BVDW): Report of the Sell Side Platforms (extrapolation of the programma-
tically generated net advertising revenues reported by the auditor for digital display advertising to the total market). Data only represents revenues generated in Germany in mil-
lion EUR for 2014 and 2015 with a forecast for 2016. // Digital display advertising according to the definition of the OVK. // Programmatic advertising is the automated control
of individual advertising contact opportunities in real time. // Data as of: July 2016
Biannual development of the net advertising revenues in programmatic advertising in Germany
In million EUR
400
300
200
100
0
First half of the year Second half of the year
Special thanks are due to the reporting companiesPublisher
PROGRAMMATIC
ADVERTISING
FOKUSGRUPPE IM BVDW
Share of net advertising revenues in programmatic advertising in the advertising statistics
of the Circle of Online Marketers (OVK)
BVDW statistics 2014 BVDW statistics 2015 BVDW forecast 2016
1,782 €1,676 €1,581 €
17% 23% 32%
2.000
1.500
1.000
500
0
In million EUR
390 (+45%)
577 (+48%)
269
390
269
147
219 (+49%)
171 (+40%)122
+20% +28%
BVDW-statistics 2014 BVDW-statistics 2015
258 (+51%)
BVDW-statistics 2016