Jurisdiction(s):
United Kingdom

Key definition

Advertising definition

What does Advertising mean? Advertising, in legal practice, describes any communication by a trader intended to promote the supply or transfer of products (goods, services, digital content). Across England & Wales, Scotland and Northern Ireland, legislation implementing the EU regime on misleading and comparative advertising (notably the Business Protection from Misleading Marketing Regulations 2008) defines advertising broadly as any form of representation made in connection with a trade, business, craft or profession to promote the supply of goods or services, including immovable property, rights and obligations. In Ireland, equivalent implementing measures adopt a materially similar definition; usage is broadly consistent across the...

UK adtech and programmatic display advertising: ecosystem, transaction types, RTB, header bidding, pricing models, platforms, ad serving and supply chain transparency: an overview for lawyers

Published by a LexisNexis TMT expert

Practice notes

Practice Note overview

This Practice Note outlines the adtech landscape and the programmatic trading of online display advertising. It explores the tools and transactional workflows behind programmatic advertising, contrasts the various programmatic deal types, reviews pricing approaches, profiles the principal actors in the adtech ecosystem and programmatic activity more broadly, and explains the real-time bidding (RTB) auction...

Quick view

The table below summarises the subjects covered in this Practice Note, with links to the relevant sections where further detail is provided...

Section Overview

What is adtech?

Adtech (advertising technology) describes the technologies, software and services that advertisers and publishers use to design, run, administer and optimise digital advertising campaigns, as well as the mechanisms for buying, selling, serving and targeting digital advertising. This part examines what adtech means, why it developed, and how it can be told apart from martech...

What is digital advertising?...

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Web page updated on 27/05/2026

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