As part of our 2025 European market expansion, the MarkApp team visited Madrid to engage with leading agencies, publishers, and technology partners, exploring new opportunities across web, mobile app, CTV, and digital out-of-home (DOOH) channels.
Spain’s advertising landscape has undergone a remarkable transformation in recent years, driven by a surge in programmatic adoption, a renewed focus on privacy-compliant targeting, and a strong appetite for contextual and omnichannel strategies.
A Year of Maturity for the Spanish Digital Market
2025 marks a pivotal year for the Spanish AdTech ecosystem. With the IAB Spain (IAB España) introducing updated programmatic and CTV standards aligned with IAB Europe’s Transparency and Consent Framework (TCF v2.2), local players are now operating with greater data transparency and interoperability across platforms.
Advertisers are rapidly integrating AI-driven decisioning, contextual classification, and language-based relevance to reach audiences more effectively across Spanish-language environments—both domestic and Latin American.
Emerging Trends Across Channels
Web: The shift toward first-party data and Prebid-based header bidding has solidified Spain’s position as one of Southern Europe’s most advanced programmatic web markets. Publishers emphasize sustainable monetization through transparent supply paths and higher CPMs for quality Spanish-language content.
Mobile Apps: App-first audiences continue to expand, particularly in lifestyle, entertainment, and gaming categories. Spain’s developers increasingly rely on SDK-based monetization via partners such as Digital Turbine, Verve, and Algorix—networks that also integrate seamlessly with MarkApp’s exchange and Pantheon contextual bidder.
Connected TV (CTV): CTV has seen a double-digit year-over-year growth rate, with local broadcasters and global OEM partners like TCL, Rakuten TV, and Wedotv enriching their ad-supported offerings. The introduction of localized content metadata in Spanish (IAB Tech Lab’s Content Taxonomy v3.1) allows buyers to align creative messaging more precisely with user context and screen type.
DOOH (Digital Out-of-Home): Madrid and Barcelona are leading the DOOH evolution, with real-time programmatic screens blending geolocation, language, and contextual signals—a natural extension of MarkApp’s cross-device strategy.
MarkApp’s Commitment to the Region
MarkApp’s presence in Spain reinforces our mission to deliver AI-powered, contextually relevant advertising across every screen. With our proprietary Pantheon bidder already processing over 15 billion impressions monthly, we aim to deepen our integrations with local publishers and DSP partners, enhancing Spanish-language targeting, brand safety, and privacy compliance under IAB’s framework.
“Spain represents one of Europe’s most dynamic programmatic markets—where creative quality, contextual relevance, and transparent measurement truly converge,” said Sotiris Oikonomou, Managing Director of MarkApp Media. “Our Madrid meetings highlighted a shared commitment to smarter, data-driven, and privacy-safe advertising.”
Looking Ahead
As the Spanish ecosystem continues to expand across digital formats, MarkApp will collaborate closely with IAB Spain, agencies, and technology partners to foster innovation, enable scalable contextual targeting, and connect brands with audiences through culturally relevant and language-specific media experiences.
