IAB UK issues Digital Adspend RFP

Posted on Monday 26 April 2021 | IAB UK

We are accepting proposals from suppliers to deliver our Digital Adspend study, which reports digital advertising expenditure in the UK on an annual and biannual basis 

Since 1997, Digital Adspend has reported on spend in the digital advertising market. The study is widely recognised as the most comprehensive measure of UK online advertising and sees leading media owners, indirect sellers and ad tech providers submit data to produce aggregated gross digital revenues. The report is currently produced with PwC. 

With significant evolution in spend, formats, devices and buying methods within the digital ad market, we want to explore online ad spend measurement capabilities to ensure that Adspend is providing maximum value for our members and that we're keeping pace with wider industry competition. We are therefore issuing an RFP for Digital Adspend, asking for proposals from suppliers to deliver the report from 2022.

If you would like to submit a proposal, or have any questions regarding the submission process, please get in touch with [email protected] and we will issue you with the full brief. Initial responses should be made by 1 June 2021. All submitted proposals will be evaluated by the IAB UK research team and key stakeholders with the aim of appointing a supplier by August 2021, ready to deliver the 2021 report in early 2022. 

Commenting on the development, Tim Elkington, Chief Digital Officer at IAB UK, said: “Digital Adspend provides our industry with hugely valuable insight into overall market health, key areas of growth and fast-evolving sectors within the digital ad ecosystem. From the early days when overall spend stood at £8.1 million, through the noughties with the rise of mobile, to our most recent report which covers digital audio spend for the first time, Adspend provides an ongoing barometer of trends and spend milestones. 

“We continue to enjoy a great partnership with our current supplier, but to ensure that we’re keeping pace with wider industry competition and delivering the best report for our industry, we feel it is the right time to issue an RFP for Adspend. We look forward to hearing from potential suppliers.”


For more information on the brief and to submit a proposal, contact [email protected]


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