Europe's digital market will reach $135 billion this year, driven largely by Western Europe. The fastest growth exists in countries where digital spend is reaching parity with traditional.
Identify four distinct digital economies in Europe, based on digital ad spend and ecommerce maturity. Explore where future digital growth will come from across each of those groups. Analyze the implications for advertisers and retailers. Click below to view our full forecasts featured in this report:. Digital ad spending,by country. Retail and ecommerce sales, by country.
Meanwhile, transaction trends vary slightly by country, though certainty and control dominate marketer choices. Key Question: How big are the programmatic digital display advertising markets in the UK, Germany, and France? Key Stat: The UK’s programmatic market accounts for 64% of total display ad spend across the three countries. Clients can find the full version of this chart later in the report.
Click here to view our full forecast for digital ad spending growth, by country. Stronger economic conditions will drive higher ad spend growth in Western Europe in 2026. This year, countries like France and Germany are in line for sub-1.0% GDP growth, per July 2025 International Monetary Fund data, which has made consumers and advertisers cautious.