Changes to the Media Owner Sales Techniques Study

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. 

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.

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