This document discusses the growth of real-time advertising (RTA) and programmatic marketplaces in Europe. It notes that programmatic advertising will be a $78 billion market by 2017. The document outlines different types of programmatic marketplaces, including auctions, performance, guaranteed, and deals marketplaces. It also summarizes the results of a survey of over 600 European advertisers, agencies, and publishers on their use of RTA, which found over €3 billion in annual advertising spend. Finally, it discusses the need for marketers to develop RTA sales strategies, agencies to operationalize marketplaces, and publishers to offer programmatic inventory.