[Report] The Future of UK Advertising

3
VP, Insights & Strategy
at
3
minutes
Technical Level
June 27, 2022
Ari Belliu
Marketing Communications Specialist

This episode was originally featured on the MadTech Podcast and published on May 20, 2022.

This report was originally featured in ExchangeWire and published on June 27, 2022.

Sharethrough's Frank Maguire and Richard Ottoy and OMD UK's Suzy Ryder joined ExchangeWire’s Mat Broughton on the MadTech Podcast to discuss the future of UK advertising in a cookieless landscape and explore some highlights from the Future of UK Advertising Insights & Attitudes Report produced by ExchangeWire Research in association with Sharethrough. 

The report covers some interesting trends and differences between how brands, agencies and publishers both differ and agree on topics including cross-site spend, cookieless readiness, supply path optimisation and decreasing the carbon footprint.

Cross-Site Spend

Behavioural targeting and cross-site spending account for nearly 36% of all media spend in the UK. However, there seems to be a disconnect between brands’, agencies’, and publishers’ perception of how much is actually spent. On the heavier side, publishers said about 63% of their media sales uses behavioural targeting and cross-site tracking. Meanwhile, brands said only 14% of their media spend goes towards behavioural targeting and cross-site tracking.

Agencies sit in the middle with just under half of their media spending going towards behavioural targeting and cross-site tracking.

Readiness For The Cookieless Future

Although 63% of large companies rely on third-party cookie based advertising in the UK, publishers and agencies were somewhat confident in their ability to adapt to a cookieless world. However, 45% of marketers are unsure how to navigate this change likely because cookie-based advertising is too ingrained in their practices. 

The good news is that a majority of publishers have started working on solutions to mitigate the disappearance of third-party cookies.

Supply Path Optimisation

Given that agencies are more reliant on programmatic advertising than brands, it is no surprise that agencies give more priority to Supply Path Optimisation (SPO.) Moreso, large and medium-sized companies are more likely to prioritise SPO. But how do they evaluate the performance of SSPs? A majority of marketers said they evaluate SSPs by looking at their historic performance.

Only 6% of marketers said they don’t take into account the historical performance of SSPs.

Decreasing Carbon Emissions In Ad Tech

Unless already familiar with data servers and what goes into loading webpages, most consumers are unaware that browsing the internet creates carbon emissions. Thankfully, over ⅔ of publishers are more than likely to prioritise ad tech partners that reduce their carbon footprint, along with nearly half of agencies taking this into account within the next year. Sharethrough partnered with Scope 3 to create Green PMPs, enabling advertisers to offset their carbon emissions without impacting the effectiveness of their ad campaigns.

Over 80% of advertisers prioritise ad tech partners that reduce their carbon emissions.

Report: The Future of UK Advertising

Click here to access the full report of the Future of UK Advertising, which dives into more data and insights on topics including: 

  • Behavioural targeting and cross-site spending.
  • Preparation for the cookieless future.
  • The importance of viewability.
  • Investment in programmatic channels.
  • Supply path optimisation.
  • Mitigating the carbon footprint of ad tech.

This episode was originally featured on the MadTech Podcast and published on May 20, 2022.

This report was originally featured in ExchangeWire and published on June 27, 2022.

Sharethrough's Frank Maguire and Richard Ottoy and OMD UK's Suzy Ryder joined ExchangeWire’s Mat Broughton on the MadTech Podcast to discuss the future of UK advertising in a cookieless landscape and explore some highlights from the Future of UK Advertising Insights & Attitudes Report produced by ExchangeWire Research in association with Sharethrough. 

The report covers some interesting trends and differences between how brands, agencies and publishers both differ and agree on topics including cross-site spend, cookieless readiness, supply path optimisation and decreasing the carbon footprint.

Cross-Site Spend

Behavioural targeting and cross-site spending account for nearly 36% of all media spend in the UK. However, there seems to be a disconnect between brands’, agencies’, and publishers’ perception of how much is actually spent. On the heavier side, publishers said about 63% of their media sales uses behavioural targeting and cross-site tracking. Meanwhile, brands said only 14% of their media spend goes towards behavioural targeting and cross-site tracking.

Agencies sit in the middle with just under half of their media spending going towards behavioural targeting and cross-site tracking.

Readiness For The Cookieless Future

Although 63% of large companies rely on third-party cookie based advertising in the UK, publishers and agencies were somewhat confident in their ability to adapt to a cookieless world. However, 45% of marketers are unsure how to navigate this change likely because cookie-based advertising is too ingrained in their practices. 

The good news is that a majority of publishers have started working on solutions to mitigate the disappearance of third-party cookies.

Supply Path Optimisation

Given that agencies are more reliant on programmatic advertising than brands, it is no surprise that agencies give more priority to Supply Path Optimisation (SPO.) Moreso, large and medium-sized companies are more likely to prioritise SPO. But how do they evaluate the performance of SSPs? A majority of marketers said they evaluate SSPs by looking at their historic performance.

Only 6% of marketers said they don’t take into account the historical performance of SSPs.

Decreasing Carbon Emissions In Ad Tech

Unless already familiar with data servers and what goes into loading webpages, most consumers are unaware that browsing the internet creates carbon emissions. Thankfully, over ⅔ of publishers are more than likely to prioritise ad tech partners that reduce their carbon footprint, along with nearly half of agencies taking this into account within the next year. Sharethrough partnered with Scope 3 to create Green PMPs, enabling advertisers to offset their carbon emissions without impacting the effectiveness of their ad campaigns.

Over 80% of advertisers prioritise ad tech partners that reduce their carbon emissions.

Report: The Future of UK Advertising

Click here to access the full report of the Future of UK Advertising, which dives into more data and insights on topics including: 

  • Behavioural targeting and cross-site spending.
  • Preparation for the cookieless future.
  • The importance of viewability.
  • Investment in programmatic channels.
  • Supply path optimisation.
  • Mitigating the carbon footprint of ad tech.
No items found.
About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

This episode was originally featured on the MadTech Podcast and published on May 20, 2022.

This report was originally featured in ExchangeWire and published on June 27, 2022.

Sharethrough's Frank Maguire and Richard Ottoy and OMD UK's Suzy Ryder joined ExchangeWire’s Mat Broughton on the MadTech Podcast to discuss the future of UK advertising in a cookieless landscape and explore some highlights from the Future of UK Advertising Insights & Attitudes Report produced by ExchangeWire Research in association with Sharethrough. 

The report covers some interesting trends and differences between how brands, agencies and publishers both differ and agree on topics including cross-site spend, cookieless readiness, supply path optimisation and decreasing the carbon footprint.

Cross-Site Spend

Behavioural targeting and cross-site spending account for nearly 36% of all media spend in the UK. However, there seems to be a disconnect between brands’, agencies’, and publishers’ perception of how much is actually spent. On the heavier side, publishers said about 63% of their media sales uses behavioural targeting and cross-site tracking. Meanwhile, brands said only 14% of their media spend goes towards behavioural targeting and cross-site tracking.

Agencies sit in the middle with just under half of their media spending going towards behavioural targeting and cross-site tracking.

Readiness For The Cookieless Future

Although 63% of large companies rely on third-party cookie based advertising in the UK, publishers and agencies were somewhat confident in their ability to adapt to a cookieless world. However, 45% of marketers are unsure how to navigate this change likely because cookie-based advertising is too ingrained in their practices. 

The good news is that a majority of publishers have started working on solutions to mitigate the disappearance of third-party cookies.

Supply Path Optimisation

Given that agencies are more reliant on programmatic advertising than brands, it is no surprise that agencies give more priority to Supply Path Optimisation (SPO.) Moreso, large and medium-sized companies are more likely to prioritise SPO. But how do they evaluate the performance of SSPs? A majority of marketers said they evaluate SSPs by looking at their historic performance.

Only 6% of marketers said they don’t take into account the historical performance of SSPs.

Decreasing Carbon Emissions In Ad Tech

Unless already familiar with data servers and what goes into loading webpages, most consumers are unaware that browsing the internet creates carbon emissions. Thankfully, over ⅔ of publishers are more than likely to prioritise ad tech partners that reduce their carbon footprint, along with nearly half of agencies taking this into account within the next year. Sharethrough partnered with Scope 3 to create Green PMPs, enabling advertisers to offset their carbon emissions without impacting the effectiveness of their ad campaigns.

Over 80% of advertisers prioritise ad tech partners that reduce their carbon emissions.

Report: The Future of UK Advertising

Click here to access the full report of the Future of UK Advertising, which dives into more data and insights on topics including: 

  • Behavioural targeting and cross-site spending.
  • Preparation for the cookieless future.
  • The importance of viewability.
  • Investment in programmatic channels.
  • Supply path optimisation.
  • Mitigating the carbon footprint of ad tech.
About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Ari Belliu
Marketing Communications Specialist

About the Author

Ari is an experienced digital marketer with a demonstrated history of multi-tasking and working in health and tech on small teams. He's skilled in copywriting, community building, email and social media marketing, and building brand awareness.

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