PubAcademy UK: Future Trends

2017 is coming to an end and it has been an eventful year for digital advertising. We had a call from P&G’s Mark Pritchard to clean up the ecosystem, while Google and Facebook faced major brand safety breaches and legal disputes over hidden fees and fraud dominated the headlines. But it wasn’t all bad news. New technologies and formats drove ad sales in the industry, with a 74% increase in native ad spend this year and online video spend overtaking banner ads for the first time. We also saw the walled gardens start to come down as both Facebook and Google opened-up to third party verification.

So what can we expect from 2018? The emergence of new regulations such as the GDPR and ePrivacy Regulation are creating an atmosphere of uncertainty for the upcoming year but 2018 also brings the promise of new technologies, trends and opportunities. With digital advertising forecasted to have 37.6% share of global ad spend in 2018 and events such as the Winter Olympics and Paralympics in South Korea, and the FIFA World Cup in Russia stimulating that growth, there has never been a more exciting time to be in digital. Join us at our next PubAcademy where we will hear from industry experts on some of the most exciting and disruptive technologies and trends that will be shaping our industry in year ahead.