Online advertising is a marketing strategy that uses online services to deliver paid-for adverts or promotional messages to consumers. It is underpinned by range of technologies that enable the distribution, targeting and analysis of advertisements. Online advertising is the fastest growing area of advertising globally. In May 2022, the UK Government announced that it would introduce a Draft Digital Markets, Competition and Consumer Bill, to create new competition rules for digital markets and the largest digital firms. Online advertising is expected to be one of the key sectors covered by the Draft Bill.

This POSTnote will provide an overview of online advertising technologies and how they work. It will consider the importance of this industry for the UK, and the challenges that online advertising technologies present for market competition and consumer protection. It will also look at potential technical mitigations that might help to address these issues.

Work on this briefing has already commenced.


Photo by Lukas Blazek on Unsplash

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