UK Programmatic Ad Spending and Trends

In a Saturated Market, CTV and DOOH Are Seeing the Most Growth

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

    1. Executive Summary
    2. The UK’s programmatic space may be mature, but it continues to evolve
    3. Programmatic display advertising is approaching saturation in the UK
    1. More direct purchase paths and mobile inventory dominate, but CTV is seeing good traction
    2. The new growth areas are those where programmatic has been slower to take off
    3. A multichannel approach is the next step for programmatic campaigns
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Virginie Dremeaux
    Vice President, Marketing and Communications, International
    Interviewed December 15, 2023
    James Grant
    Vice President, Head of Partnerships and Strategy, Advanced TV
    Interviewed December 18, 2023
    John Stoneman
    Senior Vice President, Global Demand
    Interviewed December 15, 2023
    Hunter Terry
    Head of CTV
    Interviewed December 14, 2023
    Csaba Szabo
    Integral Ad Science
    Managing Director, EMEA
    Interviewed December 15, 2023
    Sam Wilson
    Managing Director, CTV, EMEA
    Interviewed December 15, 2023

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    Bill Fisher


    Vivian Dong
    Associate Forecasting Analyst
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media

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