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Dentsu, one of the world’s largest media agencies, faced a growing challenge: media planning was becoming increasingly complex, fragmented, and slow. Teams were spending weeks manually analysing data across disparate systems, delaying campaign activation and limiting agility. In a fast-moving media landscape, this lag time was a liability. The opportunity was clear—use AI to streamline planning, accelerate insights, and empower teams to make faster, smarter decisions. Goal Dentsu aimed to...

From AI-powered cider campaigns to livestreamed beauty empires, IAB Debrief 2025 brought together some of the most innovative digital thinkers in marketing. This year’s showcase revealed how brands are cutting through the noise with emotional storytelling, agile creativity and data-led experimentation across the open web. Hosted by IAB UK, the fast-paced morning saw case studies from Alpro, Heineken, The National Lottery, 2K Games, P. Louise, each revealing not just what worked, but why. Here’s...

This October, the recipient of the Joy of Digital Award is DFS for its “What’s Your Thing? Collage Quest” campaign in collaboration with Pinterest, with support from creative agency Jungle, and amplified by WPP/EssenceMediacom. The campaign exemplifies our definition of the Award, creative use of digital channels to meet audiences, spark interaction and drive relevance. When interior inspiration meets purchase intent, digital is the battlefield, and DFS took full advantage. The campaign guides...

Digital advertising is a UK success story. The sector injects over £120bn per year into the UK economy, supports 2 million jobs across the country and funds free-to-access online services which benefit millions of consumers. Our sector is driven by creativity, and we’re proud to be a key pillar of the UK’s creative industries. But the digital advertising industry is also a tech and innovation dynamo. Our world-leading ad-tech market makes it possible for businesses to target, optimise and...

From audio to algorithms, the second day of IAB Upfronts explored how brands can connect more meaningfully through mood, mindset and culture. Global’s Tommy Cattell opened with new insights into the power of audio, reminding advertisers that mood shapes perception. Audio isn’t just background noise - it drives belonging, boosts emotion and improves focus. With 20% of mobile time spent listening to audio, and new cross-device measurement capabilities from DAX ID, the medium is becoming more...

IAB Upfronts delivered a fast-paced first day of ideas, data and debate - proof that, as James Chandler says, more choice is a glorious thing to have; nothing has changed, apart from everything. Meta opened with how WhatsApp brings fans back: consumers face 90+ daily notifications yet reply to fewer than 5%. UK adults send ~55 online messages a day versus one SMS every 10 days, making private, two-way channels the place to meet customers. Standouts included Air France’s end-to-end WhatsApp...

When tube strikes brought stations to a standstill, in partnership with its creative agency, The Or, Lime launched a reactive campaign that spoke directly to stranded commuters. By using geo-targeted digital messaging in and around the station, the brand was able to meet people in the moment, positioning its bikes as a practical and sustainable alternative when the underground wasn’t an option. What stood out to us wasn’t just the creative idea, but how Lime used DOOH and Social to bring it to...

The HY 2025 Adspend Report makes it clear that AI is no longer on the horizon, it is here and already shaping how digital advertising operates. From campaign creation to cross-channel targeting, AI is accelerating both creativity and efficiency, and it is set to be one of the defining forces in the years ahead. We are already seeing practical applications that are changing the way advertisers work. Generative tools are enabling SMEs to create ad content without needing agency support. Self-serve...

One of the clearest stories to emerge from the HY 2025 Adspend Report is the rise of TV+. In the first half of 2025, more than a third of all digital video spend went into TV+, making it one of the fastest-growing parts of the market and a central pillar of advertiser strategies. Why? Because TV+ brings together the best of two worlds. On the one hand, it offers the premium, brand-safe environments that advertisers have long valued in broadcast. On the other, it delivers the flexibility...

UK digital ad spend is forecast to reach £45 billion by 2026, growing by around 10% year-on-year in both 2025 and 2026, according to the IAB UK HY 2025 Digital Adspend Report. The findings highlight the resilience and maturity of the UK’s digital ad industry, with Retail Media and TV+ emerging as key forces shaping its future. In the first half of 2025, UK digital ad spend totalled £18.7bn. Search led investment at £8.3bn (44% share), while video spend reached £4.3bn (23% share), with TV+ making...

Following the government’s consultation on the LHF brand exemption and the laying of final regulations before Parliament, the Committee of Advertising Practice (CAP) has issued updated draft guidance for advertisers on the ‘less healthy’ food and drink advertising restrictions. The draft guidance has now been issued for consultation and closes on 9th October 2025. IAB UK encourages all members to review the guidance and submit a response. IAB UK will also be responding to the consultation. Once...

Background The IAB is the not-for-profit trade body for the digital advertising industry with members from some of the biggest companies in the world including Google, Meta, Amazon, News UK, Spotify, Microsoft and TikTok. Our purpose is to build a better future for digital advertising, for the benefit of everyone. We do this through a range of activities including events, training, research, setting standards, helping the industry to remain self-regulated and more. You can find out more about us...

Creator marketing is one of the fastest-growing areas of UK advertising, but with growth comes the need for collaboration, clearer standards and fresh insight. Having helped the industry navigate emerging channels such as mobile and podcasts, IAB UK is now turning its focus to creators, launching our Creator Compass report. We hosted a breakfast event to guide key leaders in the industry through the next 12–18 months. The rise of the creator economy Elizabeth Lane, Head of Insights at IAB UK...

The Government has now laid before Parliament the regulations that will exempt brand ads from the forthcoming restrictions on less healthy food and drink (LHF) products. In a Written Ministerial Statement, Minister for Health Ashley Dalton explained the Government’s decision to exempt brand ads from the new rules. This was followed by the Government’s response to the brand exemption consultation and the final text of the brand exemption statutory instrument (SI), which has now been laid before...

In July, the Information Commissioner’s Office (ICO) launched a call for views on whether a more risk-based approach to enforcing the Privacy and Electronic Communications Regulations (PECR) could support innovation in digital advertising. Specifically, the ICO is exploring whether companies could deliver certain types of advertising activity such as privacy-preserving ad measurement and contextual advertising - that are unlikely to trigger enforcement action under PECR, where the privacy risk...

Now that the dust has settled on the Prime Minister’s weekend reshuffle, several key changes stand out for the advertising and digital sectors. Collectively, they show a stronger embedding of digital expertise across DCMS, DSIT, DBT, and at the heart of Number 10. Ian Murray is the new Minister responsible for advertising, working across both DCMS and DSIT. A former Secretary of State for Scotland, he also has some familiarity with the department from his time as Parliamentary Private Secretary...

AI tools on websites and apps* (released November 2025) 21.1 million people used in September 2025 +78% monthly audience growth from September 2024 to September 2025 24% of 15-24s used every day in September 2025 *Source: UKOM Ipsos Iris Online Audience Measurement Service, September 2024-September 2025, all aged 15+ using PC/Laptop, smartphone or tablet devices **AI tools describes AI websites and apps included in the AI category in Ipsos iris; Full of apps and websites included below, The AI...

Described as Argos’ most ambitious creator campaign to-date, ‘Arghaüs’ makes satire the star of the show in a creator-led series where Argos’ A-List products populate an art gallery. Creators including Chris Hall, Abi Clarke, Paul Olima, Ella Willis, Em Walbank and Luke Millington-Drake take on the roles of gallery staff for the fly-on-the-wall four-part mockumentary that has been “designed to captivate audiences as Argos continues to push the boundaries of how a retailer shows up in culture”...

It’s been a very busy year for IAB Tech Lab - with a roadmap packed with new specifications and initiatives tailored to support publishers. As evolving privacy regulations, complex addressability challenges, and advancements in artificial intelligence reshape the landscape, publishers face unique obstacles in monetising and distributing quality content. In this piece, I offer a clear, publisher-focused guide to the critical initiatives launched or announced this year - explaining each project’s...

Olivia McCullagh joins IAB UK from Tesco Media & Insight Platform as Retail Media Lead, while Connie Hawker becomes TV+ and Creators Lead The creation of the new roles marks a strategic shift as IAB UK - the industry body for digital advertising - bolsters its expertise in future-facing growth areas that it sees as pivotal to the evolution of the ad industry With retail media, creator marketing and TV+ all increasingly attractive options for advertisers, IAB UK has appointed channel-specific...