The European programmatic market is forecast to reach nearly $15 billion in 2019, according to the latest data from's 'Global Data Market Size' report. This represents growth of 19.2% from the $12.3 billion forecast for this year. The total market was worth $10.1 billion in 2017.

The UK dominates the European programmatic market, but its share is declining. While it accounted for just under half (48.3%) in 2017, this is expected to fall to 44.7% in 2019.

Germany is forecast to grow the most between 2017 and 2019, up 71.1% to $1.63 billion. France and Italy are next, rising by 60.5% and 56.2% respectively. This is followed by all other markets (+49.2%), Denmark (+37.5%) and then the UK (+34.2%).

Despite this growth, almost half of programmatic ads do not meet Media Rating Council standards. Yet growth in the European consumer data market is also strong, forecast to rise 29.8% next year.