Despite GDPR, Programmatic Advertising Is Still Growing in Europe

Spend nears €17 billion while one U.S. outfit ends its European hibernation on Dmexco's opening day

Despite the headwinds posed by the advent of privacy legislation such as the General Data Privacy Regulations, programmatic ad spend in Europe rose by 33% last year to hit €16.7 billion (about $18.4 billion), although concerns around transparency persist.