Advertising & pixels in the UK: market share ranking

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