UK “most advanced” programmatic ad market, says Google MD

The UK has welcomed programmatic into its advertising bosom more than anywhere else, suggests the managing director of Google’s UK and Ireland Operations Eileen Naughton.

Naughton made the bold statement at the IAB Europe conference in London this week, where she also praised the UK’s digital ad scene, calling it the most advanced “in the world”.

“The adoption rate of technology platforms to inform media-buying decisions to really do automated buying in ways that are more targeted, and more efficient in the end for brand marketers – that practice area is the most advanced here,” she said.

“Then when look you at the percentage of what advertising represents in the GDP alone, the UK has the highest single percentage, so it’s a very important market. It’s already 35% digital and then you have this mass adoption of sophistication, the practice area and expertise…the UK is the most advance in the world.”