The use of online advertising networks in the UK has grown rapidly in recent months, new research by Econsultancy and the Rubicon Project has indicated, with almost half of those asked stating the proportion of their budgets spent on ad networks has increased in the last 12 months.

Vice-president and general manager, international of the Rubicon Project Jay Stevens noted that the digital media industry in the UK is "maturing", with marketers "increasingly relying on online advertising networks to give them the reach and audience they are looking for".

The report revealed that 70 per cent of those involved in internet marketing services work with three or more ad networks. Of the respondents, 46 per cent stated they are using more networks now than a year ago.

Earlier this month, Nicholas Carson from Business Insider – writing for publication Advertising Age – derided banner marketing as "lousy", suggesting to publishers that they forgo its use altogether.

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