Over the next 2 years, real-time bidding (RTB) display ad spending will double in Western Europe. By 2016, RTB is projected to account for 27% of total digital display advertising spending in Western Europe, up from 17.2% in 2013. RTB display ad spending in Western Europe was estimated to reach $2.5 billion by 2016, with the top 3 countries accounting for 40% of total RTB display ad spending in the region in 2013.