IAB UK CEO Jon Mew’s message to the digital advertising industry

As we head into a new year, it’s worth grounding ourselves in why IAB UK exists in the first place: to make the digital advertising industry better. Better for brands, agencies, platforms, publishers and, ultimately, the millions of people who use the ad-funded internet every day. That means keeping our foot on the pedal when it comes to raising standards and continuing to push adoption of the Gold Standard. 

There’s a huge amount of excitement around AI, and rightly so. It has the potential to bring real value to our industry, from creativity through to efficiency. But as we move fast, we also need to be mindful of what sits underneath it all. A sustainable open internet really matters, particularly for publishers, and it’s something we can’t take for granted. 

Measurement is another area where there’s more work to do. A single solution that works perfectly across every platform is probably unrealistic, but better alignment is absolutely possible. And it’s something we can help drive by bringing the industry together and focusing on what “good” looks like. 

We’re also seeing real momentum in some exciting growth areas, many of which we highlighted in Futurescape. Creators are becoming media owners. Media owners are becoming retail media players. And TV is being supercharged through digital and data, what we’ve called TV+. These shifts are changing how brands reach audiences, and we’ll be right alongside the industry as they continue to evolve. 

And, as ever, we’ll stay focused on working with policymakers to make sure digital advertising is regulated fairly. Getting this right is critical if we want the UK to remain a great place for our industry to grow and innovate. 

I’m genuinely excited about what’s ahead. If we keep collaborating, pushing standards higher and thinking long-term, we can make real progress together. 

Here’s to a fantastic 2026!