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)	11%	4.6%	5.7%	7.6%	8.9%	8%	12%
2	Meta Pixel	7.2%	4.7%	4.7%	9.7%	7%	4.1%	16%
3	Google Marketing Platform (DV360/CM360)	4.9%	7.3%	2.2%	6%	4.9%	4%	5%
4	Google AdSense	4%	5.6%	3%	7.8%	5.5%	5.5%	6%
5	Google Publisher Tag (Ad Manager)	3.7%	5.9%	1.4%	4.7%	4%	3.7%	3.8%
6	Microsoft Advertising UET	2.5%	0.7%	0.8%	0.7%	0.9%	0.3%	0.4%
7	Magnite (Rubicon)	2%	0.9%	<0.1%	0.6%	0.5%	0.4%	0.1%
8	Outbrain	1.6%	0.3%	<0.1%	0.4%	<0.1%	0.3%	<0.1%
9	Amazon Publisher Services	1.5%	1%	<0.1%	0.3%	0.3%	0.5%	0.3%
10	Prebid.js	1.5%	0.9%	0.3%	0.5%	1%	0.9%	0.3%
11	LinkedIn Insight Tag	1.3%	1.1%	0.7%	1%	1.3%	<0.1%	0.8%
12	TikTok Pixel	0.9%	0.7%	0.5%	1%	1.1%	0.6%	3.8%
13	fluct	0.8%	0.7%	0.3%	<0.1%	0.4%	1%	0.3%
14	Taboola	0.8%	1.6%	0.1%	1%	0.7%	0.7%	0.9%
15	Pinterest Tag	0.5%	0.2%	0.3%	0.3%	0.3%	0.1%	0.8%
16	X (Twitter) Pixel	0.3%	0.5%	<0.1%	<0.1%	0.3%	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%	<0.1%	<0.1%	<0.1%	<0.1%
19	AdRoll	0.2%	0.2%	<0.1%	<0.1%	0.1%	<0.1%	<0.1%
20	Reddit Pixel	0.2%	0.3%	<0.1%	<0.1%	<0.1%	<0.1%	<0.1%
21	Mediavine	0.2%	0.2%	0.2%	<0.1%	<0.1%	0%	0%
22	Criteo	0.1%	0.3%	0.1%	0.6%	0.2%	1.4%	0.2%
23	PubMatic	0.1%	0.6%	0.1%	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	MGID	<0.1%	0.2%	<0.1%	0.2%	0%	0%	0.4%
26	Seedtag	<0.1%	<0.1%	<0.1%	0.3%	0.2%	0%	0.2%
27	Teads	<0.1%	0.2%	0%	0.1%	0.1%	<0.1%	0.3%
28	Equativ (Smart AdServer)	<0.1%	0.4%	<0.1%	0.2%	0.7%	0%	0.3%
29	Yahoo! JAPAN Ads	0%	<0.1%	<0.1%	0%	0%	3.9%	0%
30	LINE Tag	0%	<0.1%	0%	0%	0%	1.7%	0%
31	VK Pixel	0%	1%	0%	0%	0%	0%	<0.1%
32	MicroAd	0%	<0.1%	0%	0%	0%	0.9%	<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%	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)	14%	11%	4.9%
2	Google Publisher Tag (Ad Manager)	11%	8.7%	3.7%
3	Magnite (Rubicon)	6.1%	4.7%	2%
4	Prebid.js	4.5%	3.1%	1.5%
5	Taboola	4.5%	2.9%	0.8%
6	Amazon Publisher Services	3%	3.1%	1.5%
7	Google Ads (conversion)	1.5%	3.2%	11%
8	PubMatic	1.5%	0.4%	0.1%
9	Teads	1.5%	0.1%	<0.1%
10	Meta Pixel	0%	3.4%	7.2%
11	Google AdSense	0%	2.8%	4%
12	Microsoft Advertising UET	0%	0.9%	2.5%
13	Outbrain	0%	2.6%	1.6%
14	LinkedIn Insight Tag	0%	1.4%	1.3%
15	TikTok Pixel	0%	0.3%	0.9%
16	fluct	0%	1%	0.8%
17	Pinterest Tag	0%	0.2%	0.5%
18	X (Twitter) Pixel	0%	0.5%	0.3%
19	Raptive (AdThrive)	0%	0.1%	0.2%
20	Snap Pixel	0%	0.1%	0.2%
	Sites measured	66	931	11,909

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	26%	10%	−16.2
1	Google Ads (conversion)	11%	5.6%	−5.5
2	Meta Pixel	7.2%	4.2%	−3
3	Google AdSense	4%	0.5%	−3.5
4	LinkedIn Insight Tag	1.3%	0.4%	−0.9
5	Microsoft Advertising UET	2.5%	0.4%	−2.1
6	TikTok Pixel	0.9%	0.2%	−0.7
7	fluct	0.8%	0.2%	−0.6
8	Google Marketing Platform (DV360/CM360)	4.9%	0.2%	−4.7
9	Pinterest Tag	0.5%	0.1%	−0.4
10	AdRoll	0.2%	<0.1%	−0.1
11	X (Twitter) Pixel	0.3%	<0.1%	−0.3
12	Snap Pixel	0.2%	<0.1%	−0.2
13	Google Publisher Tag (Ad Manager)	3.7%	<0.1%	−3.7
14	Magnite (Rubicon)	2%	<0.1%	−2
15	Taboola	0.8%	<0.1%	−0.8
	Sites measured	11,909	21,114

Our crawler: 11,909 sites · United Kingdom · updated 23 Oct 2026 · Methodology