Homepage | IAB UK

Welcome back to Futurescape

Forecasting ad spend up to 2030

We've upated our forward-looking industry deep dive exploring the attitudes, innovations and media shifts set to redefine advertising by 2030. This latest edition spotlights two of the most significant forces shaping what’s next: localised media strategies and immersive experiences.

Explore latest insights

Highlights from the IAB

Latest Compass report: retail media

With UK retail media spend set to surpass £6.6bn in 2025, explore our latest Compass chapter to see how retailers and brands turn data into growth

IAB UK Digital Adspend

Visit the Adspend Hub for more insights, analysis and related content on the latest digital advertising spend trends

Benefits built for our members

Explore the value of IAB UK membership with practical guidance, industry standards and support that helps businesses navigate digital advertising

Latest news

“The latest Futurescape update reinforces that the industry is moving towards more contextual, participatory and locally-driven models."

Read more about the latest Futurescape report to see how emerging developments are reshaping the future of digital advertising

Is the future agentic?: Understanding new standards for AI in digital advertising

New agentic AI standards aim to cut latency, enable interoperability, and evolve programmatic advertising infrastructure

AI is moving from experimentation to infrastructure in digital advertising

Our CSO James Chandler shares how AI is accelerating growth, reshaping campaigns, and redefining advertising performance

Meet our members

Our members include advertisers, agencies, ad tech companies and media owners, so you're in the right place to discover the very best of digital advertising.

Become a Member