Mobile drives programmatic in the UK – accounting for 78% of total programmatic digital spend

Anne Freier | December 13, 2017

Mobile Advertising

UK advertisers are expected to have boosted programmatic trading by 23.5% to £3.39 billion by the end of 2017, according to a new forecast by research firm eMarketer. The prediction shows that the UK continues to be a market leader when it comes to programmatic and may be set for strong growth over the coming years.
Overall, UK programmatic expenditure now represents 79% of the country’s digital ad spend. eMarketer estimates that percentage to increase to 84.5% by 2019.

“The programmatic ecosystem is growing because it’s maturing,” said eMarketer senior analyst Bill Fisher. “This maturation is leading to better practices, better behavior and better transparency.”

Mobile is the dominant growth driver of programmatic in the UK and accounts for 78% of total programmatic digital display ad expenditure in 2017. It is predicted to reach 86.5% in 2019.
Meanwhile, desktop is in decline with just 22% of programmatic ad spend or £743.8 million going toward desktops in 2017, falling to 13.5% in 2018.

“Making everybody in the chain accountable is the next step in cleaning up programmatic’s image further. For example, the recent Ads.txt initiative from IAB Tech Lab is one such step. This tool essentially allows publishers to publicly declare the companies they authorize to sell their digital inventory. There will be more initiatives to come, and as they come online, greater levels of trust will be placed in trading digital display inventory via programmatic pipes,” Fisher adds.

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