Digital advertising is an industry in a constant state of evolution. New technology and tactics are beginning to emerge, surfacing incremental business opportunities across the advertising ecosystem.

To better understand the impact of these new trends and the changes they may bring in the coming year, we asked 150 experts from UK ad tech companies, agencies, brands and publishers about the challenges they faced in 2018, the opportunities on the horizon, and how those factors will drive industry-wide change in 2019.

We invite you to explore the results and learn what we discovered by downloading the report.

Brand safety challenges most prevalent in social

When it comes to social media campaigns, brand safety is overwhelmingly seen as the top quality metric amongst UK brands and agencies. Seven out of 10 buy-side respondents outlined brand safety as the most important metric to assess the quality of social campaigns.

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Statements about data privacy
(% of respondents by agreement level)
21.1
49.1
Transparency on social media platforms will impact my media budget in 2019
42.1
42.1
Social media platforms should provide adequate transparency around viewability measurement
49.1
35.1
Social media platforms should provide adequate transparency in terms of the levels of brand risk
1.8
10.5
Viewability is not an important metric to consider when assesing social media campaigns
0.0
10.5
I am not concerned about ad fraud within my social media campaigns
  • Strongly agree
  • Top 5 industry challenges in 2019
    (% respondents)
    Data Privacy Concerns
    Lack of Consistent Measurement (across media plan)
    Ad Fraud
    Attribution Modeling
    Brand Safety

    Data Privacy: the top UK digital media concern for 2019

    In the wake of GDPR and high profile data breaches, data privacy topped the ranking of challenges the industry will face this year.

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    Data Privacy: the top UK digital media concern for 2019

    In the wake of GDPR and high profile data breaches, data privacy topped the ranking of challenges the industry will face this year.

    Read full report
    Top 5 industry challenges in 2019
    (% respondents)
    Data Privacy Concerns
    Lack of Consistent Measurement (across media plan)
    Ad Fraud
    Attribution Modeling
    Brand Safety

    Most anticipated tech opportunities in 2019

    Looking ahead to 2019, the UK industry sees its greatest opportunity in video advertising and AI. When asked about the biggest opportunities in 2019, digital media professionals demonstrated a strong interest in the power of video advertising and the use of AI to optimise their overall marketing strategy.

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    Top industry opportunities in 2019
    (% respondents)
    Video
    41.1
    AI/Machine Learning
    40.2
    Multi-touch attribution modeling
    36.5
    Advertising opportunities with premium publishers
    33.6
    Cross-device
    31.8
    Mobile
    25.2
    Native
    21.5
    Social media
    15.0
    OTT
    12.2
    Blockchain
    7.5

    About IAS

    Integral Ad Science (IAS) is a global technology company that offers data and solutions to establish a safer, more effective advertising ecosystem. We partner with advertisers and publishers to protect their investments, capture consumer attention, and drive business impact. Founded in 2009, IAS is headquartered in New York with global operations in 13 countries. Our growth and innovation have been recognized in the Inc. 5000, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company. Learn more at www.integralads.com/uk.