Bill Fisher

This is the second installment of our biannual “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

AI, stricter safety rules, and new ad restrictions are reshaping the UK digital landscape as local sellers gain leverage, platforms face new friction, and advertisers adapt to a fast-changing regulatory environment.

The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.

Generational habits are diverging as younger audiences move deeper into video-first behaviors while older groups scale back. These shifts are reshaping where marketers can gain attention and how they compete for it.

In today's podcast episode, we discuss whether AI slop is becoming a problem on YouTube, the ways AI is helping—and hindering—brand safety efforts for advertisers, and what marketers can do about AI's influence on how their ads appear. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Principal Analyst Bill Fisher. Listen anywhere, or watch on YouTube or Spotify.

This is the latest installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the latest installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

This is the latest installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

In today's podcast episode, we discuss UK supermarket giant Tesco: its true superpower, its next big bet, and what it should cut—and keep—to maintain its position as the UK's #1 retailer. Listen to the discussion featuring Vice President of Content and host Suzy Davidkhanian, Principal Analyst Bill Fisher, and Senior Analyst Carina Lamb.

YouTube has evolved into a sprawling advertising ecosystem that spans premium video, social, commerce, and AI. Its scale creates new opportunities, but marketers must navigate growing complexity to unlock better business outcomes.