Online advertising in the UK
Online advertising in the UK
A report commissioned by the Department for Digital, Culture, Media & Sport January 2019
Stephen Adshead, Grant Forsyth, Sam Wood, Laura Wilkinson
plumconsulting.co.uk
About Plum Plum is an independent consulting firm, focused on the telecommunications, media, technology, and adjacent sectors. We apply extensive industry knowledge, consulting experience, and rigorous analysis to address challenges and opportunities across regulatory, radio spectrum, economic, commercial, and technology domains.
About this study This study for the Department of Digital, Culture, Media & Sport explores the structure of the online advertising sector, and the movement of data, content and money through the online advertising supply chain. It also assesses the potential for harms to arise as a result of the structure and operation of the sector.
Plum Consulting 10 Fitzroy Square London W1T 5HP T +44 20 7047 1919 E info@plumconsulting.co.uk
Online advertising in the UK
Contents
Executive summary
5
Introduction
5
Taxonomy of online advertising
6
Market size and growth
7
Value chain and roles
8
Market dynamics
11
Money flows
12
Data flows
14
Ad flows and control points
16
Assessment of potential harms
17
1 Introduction
20
1.1 Terms of reference
20
1.2 Methodology
20
1.3 Caveats
20
1.4 Press publishers
21
1.5 Structure of this report
21
2 Taxonomy of online advertising
22
2.1 Online advertising formats
22
2.2 Targeting of online advertising
33
2.3 Future developments
34
3 Market size and growth
35
4 Value chain and roles
40
4.1 Overview of the online advertising value chain
40
4.2 The development of programmatic display advertising
42
4.3 Open display market value chain
45
4.4 Programmatic trading paths
51
5 Market dynamics
53
5.1 Overview
53
5.2 The role of major US internet companies
53
5.3 Publishers and social media platforms
56
5.4 Programmatic display intermediaries
58
5.5 Media agency services
61
6 Supply chain analysis
62
6.1 Money flows
63
? 2019 Plum Consulting
Online advertising in the UK
6.2 Data flows
72
6.3 Ad flows and control points
82
7 Assessment of potential harms
86
7.1 Potential individual harms
86
7.2 Potential societal harms
95
7.3 Potential economic harms
98
Appendix A Market share data
106
Appendix B Glossary
107
Appendix C Gaps in the available data
109
? 2019 Plum Consulting
Online advertising in the UK
Executive summary
Introduction
The Department of Digital, Culture, Media & Sport (DCMS) commissioned Plum Consulting to provide an independent analysis of the structure of the online advertising sector; the movement of data, content and money through the online advertising value chain; and potential harms that can arise from online advertising. This work feeds into the Cairncross Review into the sustainability of the UK press sector and the Government's Digital Charter work programme to ensure the UK is the safest place to be online and the best place to start and grow a digital business.
The project was conducted in November and December 2018 and involved a short review of publicly available information and interviews with 24 industry stakeholders. There is limited available data about the UK online advertising market ? consequently, we have made indicative estimates of certain data, such as market shares and money flows. The online advertising market is highly complex ? consequently, we have had to generalise and simplify in order to provide this baseline research. The market is evolving at a fast pace - this report presents a snapshot of the market at the time of writing.
? 2019 Plum Consulting
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