Changes to the Media Owner Sales Techniques Study

Posted on: Thursday 14 January 2016

The IAB has measured the size of the programmatic market in the UK for the last two years as part of the Media Owner Sales Techniques project. 

Share this

The results showed that 28% of the UK display market was traded programmatically in 2013 and that this grew to 45% in 2014. The results also forecast that approximately 70% - 80% of the UK digital display will be traded programmatically by 2018.

For full year 2015 results we’re going to collect and share the data slightly differently. Rather than being part of a standalone project (Media Owner Sales Techniques) the figures for the programmatic market will be collated as part of the IAB / PwC Digital Adspend Study.

If you’re a media owner that has preciously contributed to the Media Owner Sales Techniques Study this means that you won’t get two requests for revenue data this year (one for MOST and one for Digital Adspend) but rather a single request for data for the Digital Adspend project that will cover both revenue and programmatic numbers; hopefully this will make things easier!

The other major impact of this change is that we’ll know the size of the programmatic market a little earlier than normal; in fact we’re aiming to publish the Adspend results for full year 2015, the programmatic data and the size of the affiliate and lead generation markets (Online Performance Marketing) as one on April 14. 

As always we’re indebted to media owners that submit to revenue figures confidentially to PwC so that we can measure the size of the digital advertising market in the UK. If you’re a media owner and you’d like more information or would like to take part, please email mediaspend@iabuk.net and we’d be happy to help.

Related content

H1 2018 Digital Adspend Results

H1 2018 Digital Adspend Results

Learn more
UK Digital Adspend grows by 15% year-on-year

UK Digital Adspend grows by 15% year-on-year

Advertisers spend £6.4 billion on digital in H1 2018 per latest IAB UK/ PwC report 

Learn more
Half Year Digital Adspend methodology – an update

Half Year Digital Adspend methodology – an update

Learn more
Digital Adspend

Digital Adspend Tables: 2017

These data tables provide a topline breakdown of UK Digital Adspend revenue by format, according to the IAB / PwC Digital Adspend study.

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.