Mind the Digital Skills Gap

Updated: Jun 4, 2020

IAB UK and Middlesex University join forces to explore the digital skills gap in the ad industry and provide advice on how to recruit and retain the best talent


Building a sustainable future for digital advertising is a key priority for IAB UK and one that can only be achieved if both new recruits and those that already work in the industry are equipped with the right skills to keep up with the pace of change as technology and automation evolve.  

By teaming up with Middlesex University, our aim is to highlight where the gaps in knowledge and training are most prominent and provide advice to help the industry educate, train and attract people with the right skills to match demand - both now and in the future. The results are based on a survey of 78 IAB UK members across October and November 2019. Of these, 67% are from advertisers, agencies or media owners and 70% are at senior/Director level or above. 


Key findings include:

  • 88% claim that finding qualified individuals with up-to-date digital skills is a challenge for their business

  • The most prominent skill gaps are in areas with rapid market adoption. Data and advanced analytics are key skills cited as being increasingly important, but also difficult to find