IAB: 28% of UK display advertising traded programmatically

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Last year, direct sales between publishers and agencies/advertisers accounted for 51% of digital display ad sales in the UK. Almost a quarter (22%) were bought through ad networks.

Almost half (47%) of ads will be bought through programmatic technologies during 2014 but this is set to rise to between 60-75% of total digital display advertising by 2017.

The research, conducted by MTM for the Internet Advertising Bureau (UK) reveals that last year 28% of the $3.16 billion spent on display ads online and on mobile was traded programmatically accounting for about $851 million in spend.

Within just the mobile environment, 37% were programmatic trades.

The reason programmatic is more prevalent on mobile is, says Tim Elkington, director of research and strategy at the Internet Advertising Bureau (UK), because “it’s a more fragmented ecosystem and, being relatively harder to monetize, has enabled a wide range of intermediaries to develop more quickly, particularly having learned lessons from serving ads programmatically on PCs”.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.