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% of the overall digital display market this year.
Here’s what’s in the full report
- 2 Exportable files for easy reading, analysis and sharing.
- 6 Charts: Reliable data in simple displays for presentations and quick decision making.
- 6 Expert Perspectives: Insights from industry and company leaders.
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
- Insider Intelligence Interviews
- Sources
- Media Gallery
Charts in This Report
- Nearly All Digital Display Ad Spend Is Now Programmatic, Up From a Quarter 10 Years Ago (% of total UK digital display ad spending, 2013-2024)
- 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)
- Multichannel Campaigns Hit KPIs Most of the Time (% of UK agency and brand marketers, Q3 2022)
Interviewed for This Report
- Virginie Dremeaux - FreeWheel, Vice President, Marketing and Communications, International
- James Grant - Equativ, Vice President, Head of Partnerships and Strategy, Advanced TV
- John Stoneman - TripleLift, Senior Vice President, Global Demand
- Hunter Terry - Lotame, Head of CTV
- Csaba Szabo - Integral Ad Science, Managing Director, EMEA
- Sam Wilson - Magnite, Managing Director, CTV, EMEA
