According to the report, European programmatic market sizing, mobile programmatic grew by 165% in Europe, driven largely by the growth in social media advertising. In 2015, 45% of mobile display was traded programmatically. 

Programmatic video grew by 95% in the same period and now accounts for almost a quarter of online video ad spend. 

“The growth of programmatic across Europe shows that adoption goes beyond direct response marketers," commented Oliver Gertz, managing director interaction EMEA and programmatic lead global clients, MediaCom.

"Advertisers are increasingly seeing how programmatic gives them more control on inventory quality, viewability and impact.”

Separate research from eMarketer forecasts that programmatic will account for 70% of the UK digital display market next year, and by the end of 2017 it will represent more than three quarters.