In today’s global open auction landscape, American publishers have a significant opportunity to increase revenue by effectively monetizing their international traffic. But to do so, they must adopt a strategic approach that leverages the right demand partners, while also taking into account regional differences and privacy regulations.
Why Monetizing European and UK Traffic Matters
From among the regions, focusing on Europe and the UK is a strategic move due to their high CPMs and purchasing power.
Taking a closer look, according to MordorIntelligence’s “Europe Programmatic Advertising Market Report”, Europe’s programmatic advertising market is expected to grow from €108.23B in 2025 to €153.36B by 2030 (a CAGR of 7.22%). Additionally, according to Statista’s research, “Northern Europe ranked first among global regions by connectivity rate. The share of the population accessing the internet in this region was nearly 98%. Western Europe ranked second, followed by Northern America. Overall, the internet reach was higher than 90% across all European regions”.
For the UK, Datareportal’s “Digital 2025: United Kingdom” report explains that there were 67.8 million individuals using the internet in the United Kingdom at the start of 2025, with online penetration standing at 97.8%.
The high activity translates into a landmine opportunity for American publishers, as European and UK users are consistently engaging with digital content. Selecting the right SSPs is vital, as they act as a starting point to start monetizing this traffic.
According to eMarketer’s “Worldwide Programmatic Ad Spending 2025”, Western European countries will see the fastest growth in programmatic display ad spending this year. Programmatic is expected to account for 96.8% of all new display ad dollars in 2025, making it essential to have the right partners in place to tap into this growth.
The right SSPs will increase competition for your ad inventory by connecting you to relevant, premium demand and uplift your eCPMs.
How to Pick the Best SSPs for your Monetization Strategy
Here are four key factors to keep in mind when selecting an SSP for these regions:
- Compliance with European and the UK Regulations
Europe enforces robust data protection laws like the GDPR, with the UK implementing a nearly identical framework called the UK GDPR, overseen by the Information Commissioner’s Office (ICO). This differs from the US, where consent rules are generally less strict.
Although GDPR and UK GDPR set out significant penalties for non-compliance (including fines of up to €20 million or 4 percent of a publisher’s global annual turnover) such penalties are typically imposed only in cases of serious or repeated breaches.
Understandably, some publishers may feel apprehensive about these risks. However, with the right processes and safeguards in place, compliance is achievable and the risk can be effectively managed.
The SSP you select should be fully GDPR-compliant, following the rules set out regarding how personal data is collected, stored, and managed. By choosing an SSP that meets these high regulatory standards, publishers not only reduce legal and reputational risks but also build trust with their users and position themselves as responsible actors in the evolving digital landscape.
- High-Quality Competition
The best SSPs for Europe and the UK have strong relationships with local demand sources. This will result in strong, high-quality competition for your ad slots.
Make sure your chosen SSPs can demonstrate characteristics such as being available on Prebid, offering high fill rates for European and UK impressions, and having a consistent win rate.
- Technical Integration and Support
When evaluating an SSP, look for agile and flexible integration options which allow you to connect your ad inventory in a way that best fits your technical resources.
Fast onboarding and dedicated technical support are also great features to take into account, as they help to solve issues quickly and ensure a smooth implementation.
- Reputation
Finally, reputation matters. Work with SSPs that have a proven track record with European and English partners, and strong performance in the regions. Their experience will help you navigate local market nuances and maximize your monetization outcomes.
Talking with adtech providers can help here, as their industry expertise gives them valuable insights into which SSPs consistently deliver results and comply with regulations.
Top SSPs to Work With in Europe and the UK
Here are 5 platforms that have shown great expertise in the European and UK open auction landscape.
1. Magnite
Formerly known as Rubicon, Magnite is one of the top SSPs for publishers looking to monetize European and UK traffic. It provides access to premium demand, advanced programmatic tools, and exclusive marketplace opportunities.
2. Pubmatic
PubMatic is a leading SSP that gives publishers broad access to more than 400 demand-side platforms, ad exchanges, and networks. In addition, publishers benefit from a dedicated sales team that brings access to curated deals.
PubMatic puts a strong focus on publisher control and transparency. According to their Q1 2025 Earnings Call, its supply path optimization strategy represented over 55% of total activity in Q1 2025.
3. Opti Digital Demand Hub
Demand Hub is a powerful demand solution designed to help publishers maximize revenue while maintaining a premium user experience.
By connecting your inventory to exclusive partnerships with top brands, agencies, and DSPs, Demand Hub drives higher bid rates, win rates, and eCPMs.
One standout feature is its support for social display formats, which are non-intrusive, interactive ad units inspired by social media platforms’ “stories” design. These engaging formats allow multiple ads to be displayed within a single ad slot, without adding clutter to the page.
Demand Hub integrates effortlessly via Prebid or simple tags and supports both server-side and client-side auctions.
Trusted by leading publishers such as Webedia and Sportskeeda, Opti Digital is consistently ranked among the top Prebid bidders, offers exceptional viewability, and maximizes ad revenue.
Contact us today to learn how Demand Hub can help you maximize your ad revenue.
4. Microsoft Monetize (previously Xandr)
Microsoft Monetize, formerly known as Xandr, is a leading supply-side platform for publishers looking to maximize their revenue from European and UK traffic. The platform is trusted by major media publishers such as Ouest France, Schibsted, and the Seattle Times, reflecting its strong international experience.
With Microsoft Monetize, publishers can count on a fully GDPR-compliant, enterprise-grade solution that continues to evolve with Microsoft’s investment in AI and programmatic innovation.
5. ConnectAd
ConnectAd is one of the largest independent SSPs in Europe, with a strong focus on Germany. ConnectAd positions itself as a European alternative to major US ad tech companies, offering publishers a transparent, privacy-focused, and fully GDPR-compliant platform.
The company supports both Open Market and Private Marketplace (PMP) deals, helping publishers maximize revenue and differentiate from competitors. ConnectAd’s infrastructure is owned and operated in-house, ensuring data stays in Europe and meets the highest privacy standards.
Next Steps
Different SSPs excel in particular regions, formats, or verticals.
Continuously exploring new partnerships gives you the chance to test different solutions, evaluate their impact on performance, and draw data-driven conclusions.
This ongoing experimentation is key to identifying what works best for your media and uncovering new optimization opportunities.
Conclusion
European and UK traffic is too valuable to ignore.
With their high internet penetration, diverse user base, and a rapidly growing programmatic advertising market, Europe and the UK represent a major untapped revenue opportunity for American publishers who aren’t already monetizing their traffic from the region.
By choosing the right tools, you can significantly boost your earnings, reduce dependence on any single market, and future-proof your bottom line in an increasingly competitive ecosystem.
