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. 

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 [email protected] and we’d be happy to help.

Related content

Screens

Digital accounts for 70% of advertising spend

Get a snapshot of the UK advertising market by media sector, using IAB UK/PwC Adspend and WARC data

Learn more
Jon Mew

Digital advertising growth against the odds

Following the release of 2020’s Digital Adspend report, our CEO Jon Mew shares his views on this year’s results and reveals why he is feeling optimistic...

Learn more
microphone

Digital Audio: As ad spend grows, is consumer behaviour also changing?

An IAB UK/YouGov survey shows that people have been listening to digital audio more since the start of the COVID-19 pandemic and over a third say they...

Learn more
person sa at a computer

How is 2020 impacting online video ad spend?

Working with YouGov and our Video Steering Group, we take a closer look at what’s fuelling a rise in video ad spend this year

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.