Mobile accounts for almost half of all digital ad spend, says IAB UK

Smartphone video was the fastest growing advertising format in a market increasingly being dominated by mobile, according to research from the Internet Advertising Bureau (IAB) UK and PwC.
This data point is best illustrated with the news smartphones overtook computers for time spent on the internet for the first time ever. With this, smartphone advertising grew 37.4% to account for 45% of all digital ad spend.
The fastest growing medium was smartphone video. It was up by 69% in 2017, bring