Spain, like many other countries, is actively developing in the field of digital advertising, which is becoming increasingly diverse and technologically advanced. The market is divided between major global players and is open to campaigns from the European Union that successfully operate in Spain. Based on the advertising market map of Spain, provided by Programmatic Spain, several key aspects and trends of interest to the Russian audience can be highlighted.

Among the Spanish companies worth noting are Adsmurai, offering tools for managing social media advertising campaigns. Also noteworthy is Tappx, specializing in mobile app and CTV monetization, and SunMedia, a leader in video advertising.

Some Spanish companies have tried to enter the Russian market. For example, Viads initially operated in two countries, having Russian roots, and has now split into two companies, each operating in its own country. Marfeel from Barcelona also attempted to start working in Russia, but something went wrong.

Key Players and Market Segments

• The market is represented by leading global advertising agencies that have recently worked in Russia, such as Havas Media, GroupM, and Publicis Media.
• Data Management Platforms (CDP, DMP, DCR): used for collecting, storing, and analyzing data, allowing more accurate targeting of ads and improving campaign results. Leaders in this segment include companies like Adobe and Salesforce. Spain is represented by only two companies: citiservi and DeliDataX.

• Ad quality, security and verification. Companies that check the quality of ads and publishers. In addition to giants like DoubleVerify and IAS, Spanish companies are also represented: Adwatch, Nextimize, Safe&Click, MonkeyFlux.
• Analytics and measurement. Tools for analyzing the effectiveness of advertising campaigns and measuring key metrics. Leading Spanish companies in this field are: GeoMex, Smartme Analytics, Neural.One, Adjinn, and InfoAdex.
• Video and audio advertising. These segments continue to develop, offering new formats and technologies for audience engagement. Video is handled by colleagues from PlayOnContent, Biddeo.io, BeApolo, VIADS, SunMedia, Vidoomy.
• Native advertising. Smoothly integrates into content and is perceived as part of the site. In Spain, this is handled by Addoor.
• Monetization of publishers (PubTech). The key player is Smart AdServer, allowing publishers to monetize their content through various ad formats and providing tools for optimizing ad placement. Spain is represented by Marfeel, Sibbo, Digital Green, the anti-adblocker Unblockia, as well as networks: Adgage, AdPone, ArmorAds, Arkeero, dad2U, Adwake, ExoClick, iKreate, WiseAd.
• First-party and zero-party data collection services. First-party data is collected directly from users through websites. Zero-party data is information that users voluntarily provide, such as through surveys and questionnaires. Spanish services: DruID, Kubikdata, and PlayFilm.
• Contextual advertising. In a world without cookies, targeting based on page content is becoming significant again. With the development of AI, such technologies are becoming more accessible. Examples from Spain: Contextualize-it and EXTE.
• Sales chain. DSP-SSP includes Spanish companies: InLab, mediasmart, Smadex, Taptap, Appcelerate, Rich Audience, and Tappx.
• Retail media. Retail leaders such as El Corte Inglés and Mercadona are creating their own advertising platforms, using data for targeting and improving customer interaction.

Conclusion

The Spanish advertising market occupies a significant place in Europe, demonstrating steady growth and innovation. The market is open to external solutions and partnerships (unless you are from a sanctioned country).

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