An Overview of the UK’s Digital Advertising Industry

Posted on: Tuesday 16 February 2021 | IAB UK

Download an overview of how digital advertising works, its economic benefits and how it is currently regulated 

Share this

The internet has transformed how we work, shop, share, stay in touch and stay informed. It’s given rise to new industries, democratised information and unlocked innovation – and all of this is possible because of the advertising that supports our free and open web.  

In the UK, we have a world-leading digital advertising market that is worth over £15 billion and empowers businesses to grow, big and small. The creativity and technological advancements that digital advertising is fuelling are significant, while at an individual level, allowing people to benefit from ad-funded content and services.  

However, there is no denying that this is a complex industry. In this briefing we set out...  

  • How digital advertising works 

  • What the digital advertising supply chain looks like 

  • The value digital advertising offers to both society and businesses 

  • Current regulation of digital advertising  

  • What’s next for this essential industry  

Written by


Share this

Related content

Person talking

Ad Net Zero supporters line up for critical year in climate action

IAB UK joins support base as the UK advertising industry is encouraged to make a substantial gear-change in the run-up to the 26th UN Climate Change...

Learn more
person wrapping a box

IAB UK to host first Ecommerce Week

Taking place 15-19 March, our first Ecommerce Week will see us bring together industry experts at a series of events, reveal key findings from our new...

Learn more

Why clicks & cookies won’t cut it in this new-look digital future

Writing for The Drum, our CMO James Chandler explains why we are at a crossroads in digital ad measurement. With the end of third-party cookies and...

Learn more
person using a computer

EU Commission issues draft data adequacy decision for the UK

The news follows constructive discussions between DCMS and the EU, and would allow data to flow freely from EU/EEA to the UK

Learn more

Why digital advertising works

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