IAB / PwC Media Owner Sales Techniques (MOST) 2016

Estimated % of the UK digital display market which is traded programmatically

  • 72% of digital display was traded programmatically in 2016, up from 63% in 2015

  • Mobile display and mobile video sales are largely traded using programmatic direct, at 65% and 63% respectively

  • Generally more inventory is being traded via programmatic direct - offering advertisers more control of where their inventory will be shown

  • 80% - 90% of digital display is forecast to be programmatic by 2019

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