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24% of sites37 technologies
Advertising & pixels market share in the UK
Ad networks, retargeting and conversion pixels.
| # | Technology | United Kingdom | Global | Netherlands | Italy | Spain | Japan | Latin America |
|---|---|---|---|---|---|---|---|---|
| 1 | Google Ads (conversion) | 8.2% | 4.2% | 4.4% | 6.4% | 7.7% | 7.3% | 10% |
| 2 | Meta Pixel | 7.2% | 4.8% | 4.2% | 9.8% | 6.6% | 4% | 15% |
| 3 | Google Marketing Platform (DV360/CM360) | 4.7% | 7.3% | 2.1% | 6.2% | 5% | 4.1% | 5.2% |
| 4 | Google AdSense | 4.1% | 5.7% | 3% | 7.8% | 6% | 5.4% | 6.3% |
| 5 | Google Publisher Tag (Ad Manager) | 3.5% | 5.9% | 1.4% | 5% | 4% | 3.7% | 4% |
| 6 | Microsoft Advertising UET | 2% | 0.7% | 0.7% | 0.6% | 0.8% | 0.3% | 0.4% |
| 7 | Magnite (Rubicon) | 1.7% | 1% | <0.1% | 0.7% | 0.6% | 0.4% | 0.1% |
| 8 | Outbrain | 1.3% | 0.3% | <0.1% | 0.4% | 0.1% | 0.2% | <0.1% |
| 9 | LinkedIn Insight Tag | 1.2% | 1.2% | 0.6% | 1.1% | 1.2% | <0.1% | 0.8% |
| 10 | Prebid.js | 1.2% | 0.9% | 0.4% | 0.6% | 1.1% | 0.8% | 0.3% |
| 11 | Amazon Publisher Services | 1.2% | 0.9% | <0.1% | 0.2% | 0.4% | 0.5% | 0.3% |
| 12 | TikTok Pixel | 0.9% | 0.7% | 0.4% | 0.9% | 1% | 0.5% | 3.7% |
| 13 | Taboola | 0.8% | 1.6% | 0.1% | 0.9% | 0.7% | 0.7% | 1% |
| 14 | fluct | 0.8% | 0.7% | 0.3% | <0.1% | 0.6% | 0.9% | 0.2% |
| 15 | Pinterest Tag | 0.4% | 0.2% | 0.3% | 0.3% | 0.2% | 0.1% | 0.8% |
| 16 | X (Twitter) Pixel | 0.3% | 0.5% | <0.1% | <0.1% | 0.2% | 1.2% | 0.2% |
| 17 | Raptive (AdThrive) | 0.2% | 0.3% | <0.1% | 0% | 0% | 0% | 0% |
| 18 | Snap Pixel | 0.2% | 0.1% | <0.1% | 0% | <0.1% | <0.1% | 0% |
| 19 | Mediavine | 0.2% | 0.2% | 0.2% | <0.1% | 0% | 0% | 0% |
| 20 | Reddit Pixel | 0.1% | 0.3% | <0.1% | <0.1% | <0.1% | <0.1% | <0.1% |
| 21 | AdRoll | 0.1% | 0.1% | 0% | <0.1% | <0.1% | <0.1% | <0.1% |
| 22 | Criteo | 0.1% | 0.3% | 0.1% | 0.6% | 0.2% | 1.2% | 0.2% |
| 23 | PubMatic | <0.1% | 0.6% | 0.2% | 0.3% | 0.6% | <0.1% | <0.1% |
| 24 | Ezoic | <0.1% | 0.1% | <0.1% | <0.1% | 0.1% | <0.1% | <0.1% |
| 25 | Seedtag | <0.1% | <0.1% | <0.1% | 0.3% | 0.2% | 0% | 0.2% |
| 26 | Teads | <0.1% | 0.2% | 0% | 0.2% | <0.1% | <0.1% | 0.3% |
| 27 | MGID | <0.1% | 0.2% | <0.1% | 0.2% | 0% | 0% | 0.5% |
| 28 | Equativ (Smart AdServer) | <0.1% | 0.3% | <0.1% | 0.2% | 0.7% | 0% | 0.3% |
| 29 | Yahoo! JAPAN Ads | 0% | 0.1% | <0.1% | 0% | 0% | 3.8% | 0% |
| 30 | LINE Tag | 0% | <0.1% | 0% | 0% | 0% | 1.7% | 0% |
| 31 | MicroAd | 0% | <0.1% | 0% | 0% | 0% | 1% | <0.1% |
| 32 | VK Pixel | 0% | 0.9% | 0% | 0% | 0% | 0% | <0.1% |
| 33 | i-mobile | 0% | <0.1% | 0% | 0% | 0% | 0.4% | 0% |
| 34 | Yandex Advertising Network | 0% | 0.3% | 0% | 0% | 0% | 0% | 0% |
| 35 | popIn | 0% | <0.1% | 0% | 0% | 0% | 0.2% | 0% |
| 36 | logly lift | 0% | <0.1% | 0% | 0% | 0% | 0.2% | 0% |
| 37 | Quora Pixel | 0% | <0.1% | 0% | 0% | 0% | <0.1% | 0% |
By site popularity
Share of measured sites in each Tranco popularity band that use the technology: the top 1,000, 10,000 and 100,000 sites and the whole top million.
| # | Technology | Top 10K | Top 100K | Top 1M |
|---|---|---|---|---|
| 1 | Google Marketing Platform (DV360/CM360) | 10% | 10% | 4.7% |
| 2 | Google Publisher Tag (Ad Manager) | 8.3% | 7.9% | 3.5% |
| 3 | Magnite (Rubicon) | 5% | 4.2% | 1.7% |
| 4 | Prebid.js | 3.3% | 2.5% | 1.2% |
| 5 | Taboola | 3.3% | 2.5% | 0.8% |
| 6 | Google Ads (conversion) | 1.7% | 2.3% | 8.2% |
| 7 | Google AdSense | 1.7% | 3.3% | 4.1% |
| 8 | LinkedIn Insight Tag | 1.7% | 1.2% | 1.2% |
| 9 | Amazon Publisher Services | 1.7% | 2.6% | 1.2% |
| 10 | Teads | 1.7% | 0.1% | <0.1% |
| 11 | Meta Pixel | 0% | 2.9% | 7.2% |
| 12 | Microsoft Advertising UET | 0% | 0.8% | 2% |
| 13 | Outbrain | 0% | 2% | 1.3% |
| 14 | TikTok Pixel | 0% | 0.6% | 0.9% |
| 15 | fluct | 0% | 1% | 0.8% |
| 16 | Pinterest Tag | 0% | 0.1% | 0.4% |
| 17 | X (Twitter) Pixel | 0% | 0.5% | 0.3% |
| 18 | Raptive (AdThrive) | 0% | 0% | 0.2% |
| 19 | Snap Pixel | 0% | 0.1% | 0.2% |
| 20 | Mediavine | 0% | 0% | 0.2% |
| Sites measured | 60 | 886 | 11,322 |
Popular sites vs local business websites
Popular: sites of United Kingdom from the Tranco top million. Local business: websites of companies with 1–20 locations in the country, taken from a business places directory (platforms, marketplaces and aggregators excluded).
| # | Technology | Popular sites | Local business | Difference, pp |
|---|---|---|---|---|
| Any Advertising & pixels | 24% | 10% | −13.5 | |
| 1 | Google Ads (conversion) | 8.2% | 5.1% | −3.1 |
| 2 | Meta Pixel | 7.2% | 4.6% | −2.6 |
| 3 | Google AdSense | 4.1% | 0.6% | −3.4 |
| 4 | LinkedIn Insight Tag | 1.2% | 0.4% | −0.8 |
| 5 | Microsoft Advertising UET | 2% | 0.4% | −1.7 |
| 6 | TikTok Pixel | 0.9% | 0.2% | −0.7 |
| 7 | fluct | 0.8% | 0.2% | −0.6 |
| 8 | Google Marketing Platform (DV360/CM360) | 4.7% | 0.2% | −4.5 |
| 9 | Pinterest Tag | 0.4% | 0.1% | −0.3 |
| 10 | AdRoll | 0.1% | <0.1% | −0.1 |
| 11 | Ezoic | <0.1% | <0.1% | 0 |
| 12 | X (Twitter) Pixel | 0.3% | <0.1% | −0.3 |
| 13 | Snap Pixel | 0.2% | <0.1% | −0.1 |
| 14 | Magnite (Rubicon) | 1.7% | <0.1% | −1.7 |
| 15 | Taboola | 0.8% | <0.1% | −0.8 |
| Sites measured | 11,322 | 20,305 |
Our crawler: 11,322 sites · United Kingdom · updated 13 Nov 2026 · Methodology