IAB UK digital adspend report: Industry reactions
Excerpt shared from Mediashotz' 'IAB UK digital adspend report: Industry reactions’:
Digital adspend in the UK has surpassed the £40 billion mark for the first time according to industry body IAB UK.
Video and retail media were among the most prominent gainers, and we’ve been garnering reactions from leaders in the adtech and advertising world…
David Nelson, co-Founder, Limelight:
“Clearly there was turbulence generally in 2025, and that continues – both in economic and geopolitical terms and in the challenges faced by the ad market, which include signal loss, ID volatility, supply-path bloat and the uncertain impact of AI.
“But the fact that the UK digital ad market still grew by almost 10%, with programmatic accounting for 80%, tells you a lot about the market’s resilience and its appetite for new approaches.
“Obviously we are all seeing a lot of movement of budget from older static channels into newer ones such as CTV and VOD, but at an infrastructure level the appetite for bespoke, white-label solutions has only grown, and the imperative remain the same: to focus on clean, authenticated supply paths and curated demand.”
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