The IAB commissioned MTM to conduct a major study exploring the evolution of the major sales channels used by industry participants to buy and sell digital display inventory in the UK.
The research provided a robust and impartial analysis of the growth of programmatic ad sales in the UK and provide insights into the long-term evolution of the market.
The buying and selling of advertising space using automated programmatic techniques such as real-time bidding has developed rapidly in recent years. However, there are few reliable analyses or estimates about the UK market at present.
MTM conducted qualitative and quantitative research with agencies, advertisers, intermediaries and publishers to develop an accurate picture of the market and to develop scenarios for its future evolution.
The report was published and available to IAB members