The coronavirus era has not been kind to advertising in general – spending has dropped 11.9 percent globally. And yet the mobile adtech space has benefited, with sales in the sector increasing last year by 26 percent to USD 240 billion, according to industry analytics resource App Annie.
In Germany, the 2021 outlook is excellent, with expected growth of 19.4 percent (or EUR 5.35 billion), according to eMarketer. One major reason for this is innovation, driven by artificial intelligence. In fact, despite Germany’s reputation for being slow to digitalize, the German market is nearly as large as the next three European ones combined (EUR 28.5 billion). That’s why Liftoff started a recruitment drive in Germany at an otherwise precarious time. “Berlin has a big talent pool in the adtech scene,” says Winterkemper. “That will help us to accelerate our growth and support even more marketers across Germany.”