The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.
More display advertising spend is channeled through programmatic pipes in the UK than anywhere else in the world. In such a mature market, most growth is now being seen in “edge” markets, where programmatic has been embraced later, like digital out-of-home (DOOH) and connected TV (CTV).
Key Question: Which areas of digital display in the UK will see the biggest growth in programmatic trading?
Key Stat: Programmatic digital display ad spending in the UK is close to saturation. It will account for 96.0% of the overall digital display market this year.
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Table of Contents
Executive Summary
The UK’s programmatic space may be mature, but it continues to evolve
Programmatic display advertising is approaching saturation in the UK
More direct purchase paths and mobile inventory dominate, but CTV is seeing good traction
The new growth areas are those where programmatic has been slower to take off
A multichannel approach is the next step for programmatic campaigns
Vice President, Marketing and Communications, International
Interviewed December 15, 2023
James Grant
Equativ
Vice President, Head of Partnerships and Strategy, Advanced TV
Interviewed December 18, 2023
John Stoneman
TripleLift
Senior Vice President, Global Demand
Interviewed December 15, 2023
Hunter Terry
Lotame
Head of CTV
Interviewed December 14, 2023
Csaba Szabo
Integral Ad Science
Managing Director, EMEA
Interviewed December 15, 2023
Sam Wilson
Magnite
Managing Director, CTV, EMEA
Interviewed December 15, 2023
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The Open Marketplace Continues to Get Squeezed as More Direct Purchase Paths Curry Favor (% of total UK programmatic digital display ad spending, by transaction type, 2013-2025)
Mobile Now Dominates the Programmatic Advertising Mix, but CTV Has Joined the Party (% of total UK programmatic digital display ad spending, by device, 2013 & 2024)
UK Programmatic Connected TV (CTV) Ad Spending Peaked During the Pandemic, and Strong Growth Remains (billions, % change, and % of CTV digital display ad spending, 2020-2025)
The DOOH Market Is Displaying an Accelerated Shift Toward Programmatic Trading (UK programmatic DOOH ad spending, millions, % change, and % of DOOH ad spending, 2020-2025)
The Open Marketplace Continues to Get Squeezed as More Direct Purchase Paths Curry Favor (% of total UK programmatic digital display ad spending, by transaction type, 2013-2025)
Mobile Now Dominates the Programmatic Advertising Mix, but CTV Has Joined the Party (% of total UK programmatic digital display ad spending, by device, 2013 & 2024)
UK Programmatic Connected TV (CTV) Ad Spending Peaked During the Pandemic, and Strong Growth Remains (billions, % change, and % of CTV digital display ad spending, 2020-2025)
The DOOH Market Is Displaying an Accelerated Shift Toward Programmatic Trading (UK programmatic DOOH ad spending, millions, % change, and % of DOOH ad spending, 2020-2025)