Display advertising revenue for UK online publishers has experienced an unexpected 3.88% growth in Q3 2025, marking a return to being the largest revenue category in the Digital Publishers’ Revenue Index (DPRI). This is the first time display advertising has reported growth since Q3 2022, following a dip in earlier quarters due to the rise of subscription models.
Key Drivers of Display Advertising Growth
According to industry experts, several factors contributed to the return of growth in display advertising. These include:
- Improved brand safety measures, with reduced reliance on keyword blocking and the introduction of contextual tools such as those from Mantis. This has opened up more ad inventory for publishers.
- Increased direct-sold deals, where advertisers prefer premium environments and placements over performance-based buying.
- Innovations in ad formats, such as branded content and native advertising, have allowed publishers to offer higher-impact formats at better cost per thousand impressions (CPMs) and revenue per thousand impressions (RPMs).
The Role of News Publishers
News publishers have particularly benefited from these developments. With a focus on quality inventory and trusted ad environments, publishers have managed to boost their display advertising revenue while reducing the number of low-value ads on their platforms. This strategy aligns with a broader trend where advertisers are looking for more stable, predictable ad environments, especially after a period of economic uncertainty.
Industry Experts Weigh In
Richard Reeves, managing director at the Association of Online Publishers (AOP), said that the growth in display advertising is a sign of a positive industry shift and reflects greater advertiser confidence in trusted platforms. He added that publishers have strategically invested in digital news and journalism, while also expanding their reach beyond core UK markets to attract advertisers.
Andrew Buckman, CEO at Publisher Collective, echoed Reeves’ sentiments, pointing out that this growth signals a cautious return of advertiser budgets to established, safe-reach environments. He noted that after a period of heightened brand safety concerns, advertisers are returning to trusted publishers for stability and reduced risk.
Future Outlook for Display Advertising
Andy Cowen, lead partner for telecoms, media, and entertainment at Deloitte, called the resurgence of display advertising “encouraging,” but noted the uneven distribution of growth, which points to underlying challenges in the sector. Despite this, he emphasized that strategic investments in digital journalism and efforts to tap into demand outside of the UK market are driving the positive momentum.
The Role of Technology in Advertising Innovation
Keith Arrowsmith, global marketing director at Onetag, highlighted that better technology and data are helping publishers showcase the value of their platforms. By providing advertisers with more visibility into how their ads perform in specific contexts and environments, publishers can smarter allocate budgets and build greater confidence in their ad offerings.
As display advertising continues to evolve, the industry’s ability to innovate and address brand safety concerns will likely play a key role in sustaining this positive trend in 2026 and beyond.