The Bulgarian online advertising market grew 27% in 2016 with total revenues of 22.8 million BGN. Display advertising excluding mobile and video grew 26% to 10.9 million BGN, while mobile display grew 85% and search grew 26%. Programmatic advertising, as part of net display advertising, grew 90% between 2015 and 2016 and accounted for 12% of display in 2016.