With over $40 billion in ad spend expected in 2024, the UK is one of the largest and most active regions in digital advertising. As DV’s Sales Director in EMEA, Anya Libova helps UK publishers meet the unique challenges of the area on local and global levels. Libova is a regular fixture for DV at industry events, where her seasoned leadership and insights have helped publishers in Europe and the UK to increase their revenue, operational efficiency, and yield. Also, her work on key company initiatives like the DVersity Partner Program has allowed her to directly contribute to a more diverse and equitable global ecosystem. 

Check out her insights on the ever-evolving advertising landscape in Europe and the UK.

What changes have you seen in the ad tech industry since you started?

Over the past seven years in the ad tech industry, I’ve seen technologies shift quickly. That makes keeping up to date a difficult task for most publishers, so it has been vital for us to be more consultative. We can guide clients through the complexities of the industry and provide tailored solutions that meet their needs. 

I’ve also found that, despite the unprecedented challenges that publishers face, collaboration among stakeholders has flourished. Across the industry, there's a notable uptick in initiatives and working groups aimed at fostering cross-industry standards and best practices, facilitating a more cohesive and transparent ecosystem for all involved.

What would you say are some of the biggest challenges UK- and Europe-based publishers face when they want to achieve growth?

There are a number of challenges that UK publishers face, but three specific ones come to mind:

• Platform Dominance and Competition: Overdependence on data provided by tech giants like Google and Meta can cause unintentional algorithm and revenue fluctuation.

• Ad Tech Fragmentation: There are many intermediaries, especially in programmatic environments. Each of these have their own workflows and requirements for publishers, which can be a significant drain on time and resources.

• Speaking the Same Language as Advertisers: It’s vital to be able to navigate the communication gap with advertisers and accurately deliver on the metrics that matter to them.

From your perspective, what are some of the key differences between the UK publishing industry and the rest of the world?

The UK represents a consolidation of content and resources with its own advantages and disadvantages. For example, UK publishers are extremely advanced in first-party strategies, contextual offerings, and prioritizing privacy. This is especially true when compared to US publishers, and I think this can be partially attributed to the advent of the General Data Protection Regulation (GDPR) and other European privacy laws.

UK publishers are global, with worldwide traffic visiting its primarily English content. This means they have strong competition from global and US-based publishing brands, who tend to benefit from larger budgets and audiences, along with easier direct access to major advertisers. But the UK is also where most holding companies place their European HQs and decision makers – so ad spend is still accessible. That is what creates a thriving publisher community and ad tech industry within the country. 

Groups like the AOP are tracking a shift away from programmatic deals and marketplaces in the UK. Have you observed the growth of direct advertising as a consequence?

Definitely! Publishers are responsible for the premium inventory that advertisers value, so it makes sense that they’d want more equal footing in their relationships with their buyers. Not only can direct deals make that more of a reality, they also relieve a publisher’s reliance on programmatic players. 

Unlocking more direct relationships with advertisers allows UK publishers to optimize toward supply-path optimization (SPO), which has been a focus for many publishers throughout the region. Direct deals also allow publishers to get more out of their unique audiences and premium packages. And for all the work that goes into developing both, that’s hardly a bad thing. Though direct advertising comes with its own unique challenges like scaling, tools like DV Publisher Suite are designed to make that process simpler. 

Are there regional brand suitability differences between publishers and advertisers that you have experienced?

Across the board, I think that there needs to be more of a dialogue between publishers and advertisers about brand suitability. One of the main reasons that DV Publisher Suite exists in the first place is to empower the entire ecosystem. Both buyers and sellers must be empowered to maximize their returns in order for the partnership between them to truly be a mutually beneficial one. 

There is also a global need for more awareness of how values-based marketing and brand suitability are interlinked. Communities, language, and context can vary between regions, and it’s important for advertisers to do their part to proactively review and update their brand suitability settings accordingly in order to support diverse journalism and responsible media investment. 

Can you tell us more about your work with Bloom UK and how they’re supporting women in communications?

I’ve been supporting Bloom since 2019. It’s a fantastic network that aims to uplift and future-proof the careers of women throughout the communications industry. Each member supports newcomers by providing invaluable mentoring and real-life experience every month. Bloom is also responsible for the Bloom Exchange, an initiative in which Bloom members are paired with men in senior executive positions in order to share co-mentorship opportunities and increase the professional visibility of our members.

By developing and maintaining this network, Bloom ensures that there is always a place for women in the industry to advance themselves and each other at all stages of their careers. I’m very proud to be a part of that.

Thanks to Anya Libova for sharing her insights on DV Publisher Suite’s global expansion. Want to learn more about how DV can help scale your advertising business in Europe and the UK? Request a demo with us today!