IAB Europe has not one but two new exciting working groups for you to join.
Check out the details below and sign up to participate today.
Sustainability Standards Committee
The committee will bring the industry together to create new standards for the delivery of digital advertising. These standards will help and direct all industry participants to reduce the amount of energy consumed and carbon emissions produced through their use of digital media.
Today, it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, with a typical ad campaign emitting around 5.4 tons of CO2. As the industry and wider society become increasingly aware of the climate crisis, and the impact that the internet and digital ads have on the environment, it has now become more important than ever to take responsibility and action.
To tackle these numbers, the committee will produce a ‘Green Media standard’ which is composed of practical and measurable steps that participants can implement to decarbonise their digital media.
For members wishing to join the committee please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact - communication@iabeurope.eu
Retail Media Working Group
The Retail Media Working Group will bring together stakeholders from across this emerging new channel in order to enable collaborative conversations, provide education and insights and create recommendations to shape and define this new, exciting advertising space.
Retail Media in Europe is accelerating each year and is a key part of the media plan. In 2021 the market was worth €7.9 billion and this is expected to reach €25bn by 2026, representing a significant investment opportunity. Further, a recent buy-side survey on the Retail Media Opportunity in Europe shows that retail media is already a key part of the media plan; 92% of advertisers and 74% of agencies surveyed state that they are currently partnering with retailers to reach consumers.
The new working group is open to all IAB Europe members and will provide education on the retail media landscape, the benefits, use cases as well as insights and standards to enable the market to continue to grow.
For members wishing to join the working group please sign up here. Organisations wanting to be involved in the committee who are not yet members of IAB Europe, please contact communication@iabeurope.eu
In this week's Member Guest Post we hear from Chris Costello, Senior Director of Marketing Research at Skai. He dives into what difference was seen across the two Prime Days that took place in 2022 and what happens when it's no longer a "singular" event.
Amazon Prime Day has been an event that always attracts both shoppers and advertisers in large numbers for years. As a singular event, once a year, it typically yields advertiser spending at three to four times the daily average for the month running up to the two-day online sale.
So, what happens when it is no longer a “singular” event?
Prime Day Early Access 2022 results
In 2022, we had a second Prime Day event for the first time, spanning October 11 and 12. Sandwiched between the first Prime Day—maybe call it Prime Day Prime?—and the holiday season, the nominal goal of the new event is to help jumpstart holiday spending well in advance of Thanksgiving weekend. To some extent, that was what happened in 2020 when the initial event was pushed back because of the COVID-19 pandemic.
With marquee events on either side of the Amazon Prime Day Early Access Sale, as it was officially called, advertisers and consumers could be forgiven if they didn’t respond quite as strongly. Compared to the 4X increase in advertiser spending for the first Prime Day in July, compared to the previous 30 days, the October version only saw an average spending increase of 2.8X.
One constant across both the two events this year and the Prime Day event in 2021 is the premium on ad prices. The average cost per click (CPC) across the October Prime Day was up 56% compared to the average for the 30 days beforehand. By comparison, CPC increased 50% in July and 53% for the 2021 event in June.
This means that the spending difference resulted from a smaller increase in click volume this time around. While it would be easy to point at the macroeconomic environment, it should also be noted that consumers do not have an inexhaustible supply of dollars to spend even in the best of economies, so competing with a similar event just three months ago was always going to be a very high bar to clear. Overall volumes, whether spending, clicks or sales revenue, were down compared to that event by 30-50% depending on the metric.
When we look at ad-driven sales revenue–how much Prime Day advertisers made in product sales–the increase over the previous 30 days was 2.9X.
If you’re doing the math at home, that makes the October Prime Day effectively neutral with regard to Return on Ad Spend (ROAS), up just 3%. By comparison, sales revenue in July increased 4.5X, resulting in a ROAS bump of 12%.
As we have come to expect, Computers & Consumer Electronics continued to dominate Prime Day, even in October. Spending increased 6.6X over the previous 30 days, and sales revenue grew 5.2X, making this event more purely about sales volume than ROAS this time around for the category. Other strong showings came from Hobbies & Leisure (3.5X spending increase) and Home & Garden (4.1X spending increase).
On balance, the Amazon Prime Day Early Access Sale 2022 ROAS took a bit of a hit for most individual categories, but a sales volume strategy can be just as compelling, as evidenced by previous Prime Day performances from categories like Beauty & Personal Care. Considering some of the inventory issues that have been reported as supply chain issues have convulsed over the last year, Prime Day may have ultimately been effective in clearing the decks, and the warehouses, as we prepare for the holidays.
For more information on Skai and its Retail Media Solution visit its website here.
On 25th October, IAB Europe hosted the H2 2022 Virtual CTV Event, and with almost 300 people in attendance, it was a huge success!
Featuring a series of panel discussions and market deep dives from IAB Europe member companies, the event unpacked key topics from what to expect from CTV in 2023 and Programmatic CTV in Europe to CTV and Consent.
In this post, you will find an overview of each of the sessions covered, as well as video recordings for you to view in your own time. Enjoy!
Panel Discussion with Audience Q&A: What Can We Expect From CTV in 2023?
We are now entering a new Advanced TV universe characterised by new digital-like capabilities offered by the TV ecosystem. The rise of connected devices exacerbates the fusion of formerly distinct media, distribution and business models by bringing digitally native video to the big screen in the living room. How will these advances shape the CTV ecosystem over the next 12-18 months?
Will Jones, VP Partnerships, MediaMath moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic CTV in Europe
There has been great interest from broadcasters and buyers alike in finding new ways to enable more programmatic execution of advanced TV. The panel discussed the current capability of programmatic and CTV, shared best practices, and discussed how this unique ecosystem will continue to evolve in Europe.
Sarah Botherway, Director, Partner Development, Index Exchange moderated this session and was joined by:
Watch the session recording here
Keynote Presentation: Latest Measurement Standards and Initiatives for CTV
Watch the session recording here
Panel Discussion with Audience Q&A: Consent and CTV
How do you balance opportunity and responsibility in CTV? This panel discussed how consent is collected in the CTV environment, shared best practices and challenges that still need to be overcome. They looked at what the demise of the third-party cookie will mean for CTV and how the Transparency & Consent Framework (TCF) works for the CTV industry.
Paul Gubbins, VP, CTV Strategy, Publica moderated this panel and was joined by:
Watch the session recording here
As the Amazon Ads program mix becomes an ever more critical part of the advertising landscape, competition for attention on the platform has also become increasingly fierce. In this week's member guest blog post with Josh Dreller, Sr. Director of Content Marketing at Skai learn how to remain successful on the platform without overshooting your advertising budgets.
For most retail advertisers, Amazon has become too big to ignore. Over a relatively brief period, Amazon has gone from being an online bookstore to one of the largest global retail brands.
And because of its giant online footprint, Amazon Ads has become one of the leading digital ad channels for retail marketers, with worldwide advertising revenue forecasted to reach nearly £36 billion by the end of this year.
But as the Amazon Ads program mix becomes an ever more critical part of the advertising landscape, competition for attention on the platform has also become increasingly fierce. Some reports estimate that Amazon Ads prices have gone up nearly 50% year-over-year.
To remain successful on the platform without overshooting their advertising budgets, Amazon marketers must understand the types of ads Amazon offers and how to best use those ad offerings together to create a cohesive advertising strategy that maximizes spending.
Amazon Ad Types
The first step to optimising your Amazon ads program mix is understanding the four main types of Amazon ads.
Where and how you invest in these Amazon ad types will dictate a lot of the value you can get from your Amazon Ads program.
Five Best Practices for Optimising Your Amazon Ads Program Mix
Once you understand the main types of Amazon ads, the next step to successful Amazon advertising is using those ad types together to maximize their impact.
Here are some best practices for making the most of your Amazon ads:
Be Price-Conscious
Amazon ad prices vary by ad type. And as with any media mix, a balance of volume and quality is vital. Sponsored Products can offer tremendous volume and will most likely represent the bulk of your Amazon Ad impressions. However, Sponsored Brands, Sponsored Display, and Amazon DSP ads should all work together to drive a specific action.
When thinking through your program mix, ensure you are always buying about your total program, not just one ad format at a time.
Be Funnel-Focused
Retail media has long been relegated to a bottom-of-funnel tactic, but Amazon ads can be used at every stage of the purchase funnel. Amazon shoppers use the platform at every stage of their buyer’s journey, from research to final purchase. Think carefully about where your product fits into the market and how the right mix of ad formats can meet potential customers at the awareness, consideration, and action phases.
Be Target-Minded
No matter which Amazon ad type you’re using, there are plenty of targeting options–keywords, product, audiences, interests, behaviors, and more. However, not every ad type offers all of these targeting methods, so understand what each ad type is capable of, then use those capabilities in conjunction with one another to seek out your ideal audience with each ad.
Be Competitive
The Amazon ad landscape is crowded, and knowing what types of ads your competitors are buying and where those ads are popping up is a critical piece of the Amazon advertising puzzle.
To remain competitive with your Amazon Ads program mix, you will sometimes need to bid higher because competitors are buying up the market share of ads, but occasionally, you will have to back off. For example, a competitor launching a new product might raise keyword bids in the first weeks or months after the release but lower bids afterward. Waiting means still claiming share of voice without blowing your budget trying to compete.
Be “Retail Ready”
Amazon has always encouraged its sellers to make product detail pages (PDPs) as well-built as possible. These pages act as a virtual storefront, offering potential customers insights into your product.
For advertisers, winning a bid that leads those shoppers to a PDP that doesn’t look like a virtual showroom that fully answers all their questions about a product is not likely to move shoppers down the funnel. So save your ad spend for PDPs that do your product justice.
For more information about how you can make the most of your Amazon ads program mix, download “The Skai™ Marketing Guide to Mastering Amazon Ad Types” here.
Optimize Your Amazon Ads Program Mix with Skai’s™ Retail Media solution
As part of Skai’s™ intelligent marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimisation capabilities, our unified platform allows you to manage campaigns on 30+ retailers, including Amazon, Walmart, Target, and Instacart, all in one place.
Schedule a brief demo today to see all of our cutting-edge and innovative retail media functionality for yourself.
The leading digital advertising and marketing companies in the Baltics have joined together to launch a unique industry association - The Interactive Advertising Bureau Baltics (IAB Baltics). IAB Baltics aims to bring together the leading players of digital media and advertising industries in Latvia, Estonia, and Lithuania to represent their interests, conduct cutting-edge marketing and media research, promote employee education, and exchange experience.
IAB is an industry-recognised global association of digital advertising players, operating in dozens of countries with more than 700 members. "The Baltic States was one of the few regions not represented on the IAB European map and our market data was not analysed in the IAB global research. There is a lack of sufficient data on the size and opportunities of Latvian, Lithuanian, and Estonian online advertising markets. It has a negative impact on attracting global advertisers and reduces opportunities for exporting advertising services. Regular research of Baltic advertising market data will identify trends and provide a more accurate picture of the volume of interactive advertising activity," says Digna Degtjarova, Chairman of the Board of IAB Baltics.
Besides research, IAB Baltics' main tasks are to promote the industry's expansion, establish clear guidelines and quality standards for digital advertising.
"Currently, there are no uniform rules in the Baltic digital advertising market. We believe that the introduction of uniform guidelines will reduce the number of unscrupulous players, make the industry more transparent and increase the level of trust among advertisers. IAB Baltics plans to defend the interests of its members, to increase the value of the industry to legislators and policymakers. We are here as a trusted source for our members, the industry, advertisers and authorities to help simplify and explain the complex world of digital advertising," says D. Degtjarova.
Another key focus of IAB Baltics is on educating market players, offering digital advertising education to agencies and media as well as advertisers. This will help to use the funds invested in advertising more efficiently and increase the competitiveness of the Baltic advertising market in the global environment. The IAB's unified standards and certification system are recognised in the USA, Canada, Europe, and other regions, and the association will offer market-relevant knowledge to industry professionals and students alike.
The organisation was initiated by leading players in the digital advertising market, including Httpool, Google, Ekspress Grupp, digital advertising experts Digital Matter, on-demand printing and warehousing company Printful, Digital innovation bureau Quantitas, advertising agency Frank by Inspired, and media TVNET GRUPA. The organisation is encouraging other members to join.
By Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel
With high inflation and rising living costs likely to influence consumer spending patterns, how are marketers across Europe planning to respond?
AudienceXpress, FreeWheel’s premium video media sales house, commissioned independent media research firm CoLab Media Consulting to conduct a survey to find out. Between 18 and 22 July 2022, CoLab surveyed 500 marketing decision-makers and influencers in the UK, France, Germany, Italy, and Spain (EU5).
This third edition of the survey aims to understand how marketers – advertisers and agencies – across the five European countries are adapting to the current market forces; how they are adjusting spending priorities and preparing for the year ahead; and what their predictions are on Advanced TV.
The results from this year’s survey reveal that marketers are cautious but increasingly enthusiastic about investing in Advanced TV – which includes video-on-demand (VOD), Connected TV (CTV), over-the-top (OTT), and addressable linear TV.
Key takeaways:
• Two-thirds of marketers are looking to continue marketing spend to at least the same level as last year and not ‘go dark’ over the next 12 months
• Confidence in Advanced TV is high as 78% of marketers expect spend increase in these channels
• The rise of ad-supported VOD platforms has generated much interest: 89% of marketers intend to augment their spend in these channels
• Half of marketers are satisfied with their current level of spend in Advanced TV, while 45% would like to increase these budgets
• Data targeting and ad effectiveness are the main drivers of Advanced TV spend growth in 2022
From optimism to caution
Present economic and geo-political concerns have created a lot of uncertainties which have impacted last year’s return to optimism. As a result, 35% of marketers surveyed are expecting their overall marketing budget to decrease. However, 65% of respondents are still looking to continue their marketing efforts to at least the same level as last year and not ‘go dark’ during this difficult time.
These forecasts can differ depending on industry sectors and, of course, the region. Where UK marketers are rather pessimistic, in France, a greater proportion of marketers surveyed expect uplifts in spending, rather than decreases.
Customer acquisition is marketers’ top priority for the year ahead
As with the previous two years, the EU5 marketers surveyed remain focused on upper funnel metrics such as acquiring customers, which is now the top marketing priority for 38% of EU5 respondents. In line with these upper-funnel priorities, 41% regard reach as the number one driver for marketing success.
There is a notable difference between agencies and advertisers, however, when it comes to key priorities for the year ahead. Agencies seem more focused on customer retention and nurturing brand loyalty than advertisers. With inflationary pressure kicking in, loyalty and retention will potentially become a vital business metric moving forward.
Optimism for Advanced TV is on the rise as 2023 approaches
Confidence in Advanced TV channels appears to be accelerating in the five countries studied, with 78% of respondents expecting to increase their Advanced TV budgets in the next 12 months. In comparison, the previous survey conducted in 2021 found that 73% of participants were planning to boost investment in these channels. Present satisfaction levels with Advanced TV spend also point towards growth, as 45% of EU5 marketers surveyed would like to see their organisation invest more in these channels.
Further education about Advanced TV is paramount
With the first signs of a recession hovering over the economy, marketing budgets are once again under scrutiny. It is no surprise, therefore, that ad effectiveness is seen as the biggest driver of Advanced TV ad spend.
When it comes to defining which factors are inhibiting spend, advertisers and agencies. are split. For the advertisers surveyed, a lack of awareness around Advanced TV is the biggest barrier to unlocking further growth (25%); while for the agencies who took part in the study, 26% rank a lack of willingness to experiment with Advanced TV channels as the most significant inhibitor to spend.
AVOD and FAST to see continued investment
The past 12 months have seen a significant growth in ad-supported video-on-demand (AVOD) and free ad-supported streaming services (FASTs) with the proliferation of platforms, and new hybrid models coming into the market. As a result, almost nine in 10 marketers surveyed say they intend to raise their investments in AVOD and FAST channels.
At a time of economic uncertainties, marketing budgets are often under much pressure. However, it seems that businesses are staying mindful of the commercial benefits that come from marketing through economic downturns. Continuing to meet marketers’ demand for advanced technological capabilities, such as data-driven and audience-based targeting, will drive additional growth.
These insights also demonstrate the need to further raise awareness about Advanced TV channels, as well as prove the benefits of adopting them.
You can download an Infographic on the Pan-European results below. For additional info about the survey and country specific results, please click here.
Advanced TV definition:
In the survey we defined Advanced TV as any of the following types of TV advertising:
• VOD / Video on Demand (incl. BVOD – Broadcaster Video On Demand) (i.e. advertising around a programme that has previously aired on linear TV. (B)VOD can be targetable)
• Connected TV / OTT (i.e. ads appearing in smart TV apps, external devices – AppleTV, Amazon Fire, gaming consoles, etc – or Operator Set Top Box and log-in streaming apps)
• Addressable Linear TV (i.e. linear TV advertising that, through the use of data, can reach consumers at the household level)
Methodology
This research was conducted by independent media research firm CoLab Media Consulting between 18 and 22 July 2022. Commissioned by AudienceXpress, FreeWheel’s premium video media sales house, the study aimed to understand how advertisers and agencies across five European countries (UK, France, Germany, Italy and Spain) are adapting to the current market forces; how they are adjusting spending priorities and preparing for the year ahead.
About AudienceXpress
AudienceXpress allows marketers to connect directly with major TV and digital video providers across all screens and formats while providing access to FreeWheel Media’s services. As a premium video media sales house, AudienceXpress enables buyers to purchase premium TV and video advertising on an audience basis across all platforms, including connected TV (CTV), digital publishers, and video-on-demand and streaming platforms (AVOD), and digital publishers. Empowered with high quality audience data, marketers can achieve better, more accurate campaign planning, measurement and optimisation in near real time.
About FreeWheel
FreeWheel, a Comcast Company, is one of the industry’s most complete advertising management solution. Purpose built for the New TV ecosystem, we enable our collective client base across all key industry segments to manage and monetise their premium video inventory in the brand safe ways they require. Our offerings work in synchronised tandem to meet every aspect of our clients’ business needs across all screens, data sets, and monetisation channels, while providing the full safety, compliance, and control the New TV ecosystem demands. With offices in New York, San Francisco, London, Paris, Beijing, and across the globe, FreeWheel stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit www.freewheel.com, and follow us on Twitter and LinkedIn.
IAB Europe is recruiting! We are looking for an Industry Programmes & Membership Administrator, a Marketing & Events Coordinator, and a Digital Advertising Analyst. If you would like to find out more about these roles and how to apply, keep reading!
Industry Programmes & Membership Administrator
The Industry Programmes coordinator will also be responsible for coordinating IAB Europe’s industry facing committees focused on programmatic trading, brand advertising and research. This will include collaborating with industry stakeholders – from platforms, publishers, agencies and advertising technology companies – on industry initiatives to support the growth and development of digital marketing and advertising in Europe. They will also provide administrative support to IAB Europe’s industry programmes such as sustainability and retail media.
Industry Programmes & Membership key tasks:
Additional experience / skills: The ideal candidate will have previous work experience in a similar role for a minimum of 1 year. Attention to detail, good project management skills and an excellent command of the English language will be beneficial in this position.
The job will be remote working so the person can be based anywhere within Europe. There will be occasional travel to Brussels and other European cities.
Interested candidates should send their CV and cover letter to Marjorie Veys - veys@iabeurope.eu
Marketing & Events Coordinator
The Marketing & Events Coordinator will be responsible for assisting IAB Europe’s marketing department in coordinating all of its marketing efforts to members and the wider digital advertising and marketing community. This will involve assisting the team with their daily activities, whether that is checking copy, managing the website and social engagement, creating a new campaign or event, email marketing, researching trends, or preparing reports. This is a full time role.
Marketing and Communications key tasks:
Additional experience / skills: The ideal candidate will have previous work experience in a similar role for a minimum of 1 year. A natural creative flair, enthusiasm, proactiveness and strong event management skills will be required in this position. A good knowledge of digital marketing tools such as mailchimp, wordpress, zoom etc is desirable. The job will be based in the UK, with remote working. There will be occasional travel to Brussels and other European cities.
Interested candidates should send their CV and cover letter to Marjorie Veys - veys@iabeurope.eu
Digital Advertising Analyst
IAB Europe is looking for a full-time Digital Advertising Analyst. This newly created role is a unique opportunity to contribute to cutting edge research and analysis on the digital advertising market and its intersection with technology, economy and policy.
Location is flexible. The role can be based in Brussels, London or remote in any EU 27 country.
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of National IABs and corporate members (media, technology and marketing companies), its aim is to represent the industry’s interests and proactively drive change to ensure that advertising can continue to support a pluralistic media and the continued availability of a rich universe of online information and other services on terms that make them accessible to everyone.
Scope of role
Reporting to our Chief Economist, the Analyst will support a wide-ranging research agenda through data collection, modelling, analysis, expert liaison and deliver insights through contribution to written reports and presentations. This role will suit a data-savvy individual with a keen interest in digital advertising and technology who has 1-3 years experience.
Key tasks will include:
The successful candidate will have:
Personal Attributes:
Location:
We live in a new culture of work, and this role is suited to remote work. The successful applicant can either be based in our Brussels office, in London where our Chief Economist is located, or remote in any EU-27 country. It is the applicant’s responsibility to ensure a suitable remote office environment with fast and stable broadband if applying for a remote position.
Conditions:
Competitive salary and associated benefits.
Applications:
To apply, please send your CV & a covering letter by email to jobs@iabeurope.eu with a subject line: ‘Digital Advertising Analyst – Application’. While we may not be able to reach out to every applicant, we will contact candidates whose skills and experience are a strong match for the position.
This September, IAB Europe has been hosting a series of virtual events to discuss and debate trust and transparency in the digital advertising industry. A lack of transparency and accountability will cause notable friction in any value chain, especially in digital advertising. The series of events discuss what’s currently being done and what needs to be done moving forward to ensure a sustainable future.
Last week our headline event, The Great Debate: Trust and Transparency in Digital Advertising, took place and you can now watch the sessions on demand! Keep reading to find out how.
If you missed the event entirely, you can watch the full recording here. If you fancy re watching your favourite sessions, you can find individual recordings and roundups below.
12:05 – Keynote: IAB Europe’s Pan-European Buyer’s Quality Survey Results
Tim Elkington, Chief Digital Officer, IAB UK, presented an overview of IAB Europe’s Pan-European Buyer’s Quality Survey Results.
12:20 – Panel Discussion with audience Q&A: IAB Europe’s Pan-European Buyer’s Quality Survey results
IAB Europe’s survey found that buyers are willing to pay more for premium, high quality and trusted inventory and that the majority prefer to spend their advertising budget with suppliers that adhere to industry standards in the area of quality. National IABs unpacked what this means for national quality standards within their markets and across Europe.
Moderator: Reyes Justribó, Director, IAB Spain
Speakers:
12:55 – Panel Discussion with audience Q&A: Tackling Disinformation in the Digital Advertising Industry
This panel took a look into what disinformation is, how it has grown, and what can be done by the industry to curb the spread. The focus was on ad placement, the Code of Practice on Disinformation and the simple things that can be done by the industry to help tackle it.
Moderator: David Goddard, VP Business Development, DoubleVerify
Speakers:
13:25 – Introductory presentation: Supply Chain Transparency & Sustainability
Speaker: Daniel Knapp, Chief Economist, IAB Europe
13:40 – Panel Discussion with audience Q&A: Supply Chain Transparency & Sustainability
If the digital advertising industry is to increase investment from the buy-side and to continue to benefit consumers through personal, timely and relevant content, then maintaining transparency is critical and ensuring approaches are sustainable is key. This panel looked at the latest initiatives that help to maintain transparency and will dive into how we can ensure sustainability in the supply chain.
Moderator: Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA, PubMatic
Speakers:
14:15 – New Standards
Presentation by IAB Europe’s Technical Director, Alexandre Nderagakura, on the latest/new standards to drive trust and transparency in our industry.
This September, IAB Europe has been hosting a series of virtual events to discuss and debate trust and transparency in the digital advertising industry. A lack of transparency and accountability will cause notable friction in any value chain, especially in digital advertising. Our series of events will discuss what’s currently being done and what else needs to be done to ensure a sustainable future.
As part of the Trust and Transparency event series, we are hosting a range of Industry Insider sessions with some of our members. We have already heard from Meta and OneTrust but there are more to come! Keep reading to find out more about the upcoming webinars with Verve Group, Adform, Liveramp, and Google.
We will be hearing from Meta, Adform, OneTrust, Verve Group, Novatiq and LiveRamp over the next few weeks, so keep reading to find out more about the live, free events!
Industry Insider with Meta: Supporting Parents, Guardians & Teens
13th September | 12:00 CET
In this session, Meta's policy experts shared an update on how Meta supports teens, parents and caregivers, as well as the efforts to protect the wellbeing and safety of youth on their platforms like Facebook and Instagram.
Industry Insider with OneTrust: Prioritising Data Transparency: A Critical Ingredient in Trust, Loyalty & ROI
14th September | 12:00 CET
Watch the recording of this session to discover how to build trust with consumers through data transparency and clear consent messaging and learn how to increase your marketable database through consented first-party data.
Industry Insider with Adform: Innovation from Adversity – Driving Performance and Incremental Reach in a Post Third-Party Cookie World
3rd October| 12:00 CET
Historically speaking, adversity is one of the best drivers of innovation. The existential threat that third-party cookie deprecation has posed to advertising has driven the rise of scalable, first-party ID solutions. Join us for a fireside chat with Phil Acton, Adform's General Manager, UK, and PwC UK, where, to encourage transparency and engender trust in Adform’s ID Solution, we invited PwC to take a look under the hood to verify our claims.
Industry Insider with Verve Group - Good Things Come in 3’s, Even for Transparency
28th September | 12:00 CET
Whether it be adhesive tape or ad-tech, transparency matters. What used to be implied as clear enough for anyone to see, the principles of transparency have become more scrutinized in our sector. In this presentation, Verve Group will address the obvious, and not-so-obvious, applications of transparency in the places where it is seen–and needed–most. What’s more, the Verve Group team will provide discussions through both international and North American lenses so there is an understanding of where transparency is–and where it is needed.
More event information to come!
Industry Insider with LiveRamp - Key considerations to building trust around Data Collaboration
29th September | 12:00 CET
Data collaboration, clean rooms, and retail media. These are amongst the hottest buzzwords in marketing right now, yet more than half of marketing professionals say they have never used one. Why not? Because most marketers don’t know where to start. Plus, there are still misconceptions that surround how the data is being used. In this session, Ian Fremaux, Solutions Architect and Head of International Pre-Sales at LiveRamp talks through collaboration data 101, the steps those within the advertising ecosystem should take to build relationships based on transparency and trust to connect and allow for effective collaboration, and how brands are successfully executing these strategies right now.
Industry Insider with Google - Safer with Google
27th September | 12:00 CET
Google will first present the results of their latest consumer research with over 20,000 Europeans on the consequences of good and bad privacy experiences online, and then share the company’s approach to balance consumer privacy, users control over data and effective marketing.
On 21st & 22nd of September, DMEXCO will be back live and in person for all to attend.
IAB Europe is proud to be a part of this year’s stellar lineup, as we host two keynote presentations and a panel discussion for you to join.
The Time to Act is Now: How Can We Address Sustainability in Digital Advertising?
Media Stage (Hall 8) - 21st at 2.30-2.50 pm
On 21st September at 2.30pm CET our Programmatic & Sustainability Advisor, Andrew Hayward-Wright will dive into what sustainability is and why it matters to our industry today. He will explore the possible ways that we can approach the growing crisis and look at what can be done as an industry to help ensure a sustainable future.
Programmatic Advertising in Europe: Latest Trends, Attitudes and Growth Drivers.
Masterclass (MC 8A, Hall 8) - 22nd, 12-12.30 pm
On 22nd September at 12pm CET we will reveal the latest insights on the development of programmatic in Europe from our annual ‘Attitudes to Programmatic report’. Nick Welch, Head of Programmatic, EMEA, IAS, and Head of IAB Europe’s Programmatic Trading Committee will reveal the latest buy-side and sell-side drivers, barriers, and strategies. A panel of industry leaders will then discuss the key findings.
Our team will also be at DMEXCO, and we’d love to meet you. If you’d like to connect with us, please contact communication@iabeurope.eu.
We look forward to seeing you all there!
IAB Europe's Advertiser Council launched in March. It is an exclusive council for Advertisers to provide insights and information on the latest Digital Advertising trends and developments.
The next meeting will take place virtually on the 16th of September where IAB Europe will present the latest market stats, trends and insights to help advertisers better prepare and understand the role of digital advertising and the wider advertising landscape. We will also share the latest policy and regulatory updates.
If you are an advertiser and interested in finding out more, please contact:
Lauren Wakefield, Marketing & Industry Programmes Director, IAB Europe – wakefield@iabeurope.eu
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe – puffett@iabeurope.eu
Curious to know how retail media, paid search and paid social performed over the course of July? Chris Costello, Senior Director of Marketing Research at Skai, is here to fill you in! Keep reading this guest blog post to check out Skai's Monthly Paid Media snapshot that can help you plan your campaigns ahead.
The Amazon Prime Day sales event helped drive average daily spending for the Retail Media channel up in July for nearly half of retail media advertisers compared to June. Overall spending increased by 10% as a result.
Search and social advertisers were more likely to see a decrease in spending, with only about a quarter of advertisers seeing their budgets go up. In both of these channels, unit pricing was also generally down, which contributed to the spending declines.
How do you measure up? Check out these benchmarks to see if your programs are on par with your industry peers or if you’re ahead or behind the curve.
This is a continuation of our monthly paid media snapshot series. As with any benchmark, your mileage may vary, but we hope this provides a bit more context for you as a marketer as you navigate the ups and downs of your program’s performance.
Monthly Paid Media Spend Snapshot – July 2022
Methodology: For these benchmarks, only Skai™ accounts with spend above a minimum threshold for the previous three months are included. As of April 2022, spending benchmarks use average daily spend to control for longer and shorter months. Please note that the selection criteria used here are different from the Skai™ Quarterly Trends Report, which can sometimes lead to different results from the two analyses.
Paid Search Spending
Overall, average daily spending in paid search dropped 5% from June to July.
Paid Search CPCs
Overall, the average cost of a click in paid search advertising decreased 3% from June to July.
Social Advertising Spending
Overall, average daily spending in social advertising dropped 11% from June to July.
Social Advertising CPMs
Overall, the average cost of a thousand impressions in social advertising decreased 7% from June to July.
Retail Media Spending
Overall, average daily spending in retail media advertising increased 10% from June to July.
Retail Media CPCs
Overall, the average cost of a click in retail media advertising rose 4% from June to July.
Come back next month for the most up-to-date data!
‘It is widely documented that parts of the media industry have struggled to recruit a workforce that mirrors society. Thankfully, over the last few years, much has changed and we’re seeing an increase in diverse talent coming into the industry but there is still some way to go. In this week's guest blog post, Emma Newman, CRO EMEA at PubMatic talks about DE&I needs and the importance of building it into an organization’s core values.’
In the last few years, we’ve seen a positive and much-needed change in society around equality and representation. Movements have arisen around the rights of specific groups but if the media industry wants to make real progress around diversity and inclusion, we need to review every layer of the advertising process and ensure that inclusion is part of the conversation at all organizations involved in delivering advertising and at every level of those organizations.
Look Below the Surface
Diversity, equality, and inclusion (DE&I) is a multifaceted area and it is our collective responsibility to continually evaluate the level of diverse representation in every project we’re involved in and make changes when that is lacking. This is critical if we’re to bring credibility to the work that we do as it is impossible to truly understand the impact of under-representation or DE&I issues unless you have lived that experience.
We need to make it a habit to identify who is missing from the conversation and make it a priority to find those people and get them involved in our work.
Critically, this must not be treated as a tick-box exercise – there must be a genuine sense of belonging for everyone involved. No single individual will ever live the experiences of all others; however, this doesn’t mean that we can’t help build a sense of belonging for anyone from any background. When you have identified a need to bring new people together, but lack relevant lived experiences, identify thought leaders who have gone through similar experiences and engage with their content. Spark conversations, amplify the messages trusted thought leaders spread, and continue to do so until the people you’re trying to reach feel comfortable entering your space.
Measurement and Accountability
Good policy setting starts with gathering data and insights into the opinions, perspectives, and expectations across your organization, at all levels – especially what is needed to make your business equally accessible to everyone. As you develop DE&I policies and processes, make sure you build robust measurement strategies that enable you to compare and contrast progress across all departments, at all levels, as well as across all genders, ethnicities, sexual orientations and physical abilities that are appropriate to your business. Give this data the value it deserves, treat it in the same way you treat your revenue data – make it front and center of your business. This level of transparency and accountability generates authentic, sustainable, meaningful change.
True DE&I also requires looking beyond your own business and creating a circle of accountability that includes all your partners, suppliers, and other stakeholders. In the marketing world, everyone holds the key to driving this transformation beyond who we see in adverts. The goal of advertising is to connect with the widest range of potential customers – how can anyone do this if they are working in, or with, homogenous teams?
We should be fueling progress in diversity through RFPs that ensure all partners involved in conceptualizing, making, and delivering an advertising campaign come with the widest range of real-world experiences possible.
How Can We Break Down More Barriers?
The advertising industry has a distinct opportunity to influence culture and leading by example is how we nurture the next generation of industry leaders. If we want to continue to improve DE&I, we first need to acknowledge and evaluate every component part within our own organizations and partners and be prepared to be uncomfortable with what we find.
It’s important to measure not only the level of representation but also the perceptions of what that means to individuals and to find a way to make sure every individual feels they are able to use their voice safely without fear of negative repercussions. We need to work collectively to remove the sense of fear we all have of doing the wrong thing or embarrassing our team, our company, or our clients.
There is a genuine desire for change across the industry and that desire comes from a positive place. We need to extrapolate this and be kind to ourselves and each other and understand that we might use the wrong words or do the wrong thing but we’re trying to do something positive, we just don’t quite always know how best to do this. But it’s from failure that we learn that we can educate others, and be truly transformative.
IAB Europe’s annual Brand Safety Poll conducted at the end of last year found that:
Our Senior Manager of Marketing and Industry Programmes, Marie-Clare Puffett sat down with Emmanuel Josserand, Senior Director, Brand, Agency and Industry Relations at FreeWheel to dive into the results in a bit more detail.
Q. Privacy has increased as a concern, why do you think this is?
Privacy has always been a concern, but over the past few years, this has been exacerbated and consumers are now a lot more cautious about how their data is being used. The various data leakages or even fraud scandals that have recently taken place, as well as the mis-use of consumer data by some companies for advertising purposes have likely been a trigger to consumer concerns.
In fact, we recently published a report on consumers’ attitudes and perspectives when it comes to ad-supported streaming services. One of the key findings of this report is that, while consumers are fine or even receptive to ads related to their interests or hobbies, a vast majority (above 60% across Western Europe) indicated that they do not want to share their information to receive personalised advertising. Which means that all players in the data-driven advertising ecosystem should prioritise the use and data privacy within their strategies.
Q. The majority of respondents think that brand safety requires a bespoke approach according to the client. How can brand safety approaches be customised to different clients’ needs?
Well, there is no one-size-fits-all approach. Every brand needs to think about where and what their audience is doing and where they are. There will be some obvious content/site issues such as hate speech, pirated content and graphic sites, but some of the categories can sometimes be confusing. A site with content about rehabilitating horses after an injury could be flagged under Death & Injury and meanwhile it’s a heart-warming piece of content and the brand might be missing that user in an emotionally positive moment. In a one-size-fits-all solution, this would limit the Brand and be a missed opportunity. Agencies and the industry need to have honest conversations with Brands and not be overly risk-averse. Currently, we are of the view that only using the brand-safety technology is not enough and the solution is unlikely to simply be a list of thousands of keywords. Individual and honest conversations will help Brands find the right mix for brand safety.
Q. A range of tools are now used to address brand safety. How can these tools be used together?
From a technology standpoint, industry players should all be working with an IVT vendor as well as a contextual brand safety specialist. It is so important for tech providers to continuously work towards improving their methodology. Ideally the technology should also be combined with teams who can explore items that run high to identify false positives and find ways to work around to continuously ameliorate. In the same vein, it is also important to flag those true positives to potentially limit specific partners which can be a particular publisher, a long tail or lesser quality player. Ultimately, there is never a substitute for knowing your customer and/or content providers. You should feel confident that they would not allow a piece of content to run that could be damaging to advertisers. Any piece that could be flagged as controversial should be tagged for no ads. We all know the NSFW (Not Safe For Work), maybe we could establish a NSFA (Not Safe for Advertising), this would help limit poor brand association and reinforce brand safety and suitability.
Q. Brand suitability is now part of the majority of campaigns according to the survey results, what do you think has driven this?
Brands are spending millions to build their reputation and attract their desired audiences. In this digital world, with rampant fraud and bots, there are a lot of uncertainties as to where your brand could end up which could easily undermine a brand’s high-earned reputation.
So, there is a strong appetite from brands and their agencies to access the right platforms, with the right content, to ensure brand suitability. From an advertiser’s perspective context is becoming a prerequisite and technology will play an important role in ensuring advertisers can plan and book their campaign in a way that will guarantee their brands are being seen in the appropriate or suitable environment, i.e. in line with their values.
Q. The respondents of the survey were divided in terms of the stakeholder group most responsible for brand safety; how can we work together as an industry to tackle this?
This is an interconnected world and interoperability is essential. And this is true in many different areas, but particularly when it comes to data. And everyone, from DSP, DMP, CMP, SSP to agencies or publishers have a part to play; all stakeholders have a responsibility to ensure that data privacy and brand safety is at the core of everything they do. And buyers should have the right partners and mechanisms in place to buy the most premium inventory which will guarantee a safe haven for brands.
This week, we have a guest blog post from one of our members, Skai™. The Intelligent Marketing Platform's Senior Director of Marketing Research, Chris Costello unpacks Prime Day, Amazon's annual deal event exclusively for Prime members. The 48-hour e-commerce event delivers non-stop deals on products from small businesses to big brands. But, how did Prime Day ad spend and sales compare between Europe and the US? Check out these hot-off-the-press numbers as Skai investigates performance on both sides of the pond.
Did you know that, in Europe, Amazon Prime Day is called Prime with Cheese? Probably not, because it’s not true, and now you want to watch Pulp Fiction again.
It does exist, though, and with the biggest-ever iteration of the two-day online shopping event having just concluded, it’s worth investigating the performance on both sides of the pond.
Earlier this week, Skai™ reported overall findings for Prime Day that highlighted a 4X increase in average daily spend and a 4.5X increase in daily ad-supported sales revenue. As it turns out, we’ve tracked enough latent conversions since first publishing those results that we can now say that sale revenue increased 4.7X over the average for the prior thirty days. Return on Ad Spend, in turn, actually increased 18% compared to the previous period, six percentage points higher than what was originally reported.
When we look at Amazon markets in Europe, the Middle East, and Africa (EMEA), we see that the impact of Prime Day is even greater in those markets than in North America. Average daily spend increased by over 6X (+528%), and sales revenue by almost 7X (+592%). While these markets are smaller than the combined size of the United States and Canada, and small things tend to grow faster, these numbers demonstrate both the global impact of retail media advertising and that of the Prime Day event itself.
Those increases in spend and revenue led to an overall increase in ROAS of 10% for the EMEA region, compared to a 17% increase for North America and, as stated earlier, 18% overall.
In terms of individual countries, similar results were seen in the United Kingdom, Germany, Spain, and Italy. France was the only country where the increases were not quite as pronounced, even if they were up by at least 3X.
As rumours of a second Prime Day this year continue to circulate, one thing we do know for sure is that the Amazon sales event has a footprint that is quickly spreading across the globe, helping propel sales (and advertising) to new heights every time.
The world of commerce is changing at high speed. Accelerated by shifting consumer habits during the pandemic, a nuclear explosion has sparked for the digital commerce landscape.
As habits changed, a rapid uptake of commerce solutions emerged. Faced with not being able to leave home, consumers increasingly adopted eCommerce to facilitate their shopping needs and more and more brands started to turn to and tap into this valuable channel. The once distinct worlds of brick and mortar and online merged allowing consumers to seamlessly change environments and shop with ease.
There is now a vast frictionlessness in the way people can buy things, with new technology removing the obstacles of exploring goods, buying and enquiring about them, without having to be in a physical store.
Social commerce is a rapid expansion of this already booming eCommerce landscape. Where the content and products now travel with the consumer, the social aspect, in this environment, has the ability to manifest conversations around the product and the transaction, in a fun and engaging way. And all in one place.
To further explore commerce, the rise of social commerce, and the opportunities it presents for brands, we’ve partnered with TikTok along with GroupM and Shopify to discuss commerce in more detail and to look at where this growing trend is headed.
In a series of short videos, produced by TikTok, you can hear from key stakeholders including:
Keen to learn more?
If you want to dive into commerce deeper, why not join IAB Europe and TikTok 15:00 CET on 28th September for an exclusive Industry Insider webinar as thought leaders from across the industry will join a panel to discuss their thoughts on the past, present, and future of commerce, and the opportunities this presents for marketers.
Find out more and register here to secure your free space.
According to the recently released AdEx 2021 study, the European digital ad market is now programmatic first with 57% of all non-social display spend now being transacted programmatically.
Programmatic is and continues to be a big deal. But to really understand the status of programmatic adoption across Europe on both the buy and the sell side of the digital advertising industry, we need your help.
IAB Europe is inviting all stakeholders, from advertisers and agencies to ad tech and publishers, to answer the 2022 Programmatic Survey! Take part here.
Now in its eight year, this survey aims to illustrate the current adoption of and attitudes towards programmatic advertising. The results will help inform the IAB Europe Programmatic Trading Committee that provide guidance on developing a programmatic advertising strategy for publishers, agencies, and advertisers.
The deadline to complete the survey is Friday 5th August and it takes just 10 minutes to complete. Plus your response will be treated in the strictest confidence and all respondents will be sent a copy of the 2022 report with full results.
Help us uncover how programmatic advertising attitudes, adoption, and strategies are evolving. Take the survey today!
Check out last year’s report to see what the findings provide so much value and insight.
IAB Europe’s widely-anticipated 2021 AdEx Benchmark Report is now live!
Released on 2nd July 2022, the report is the definitive guide to advertising expenditure in Europe covering 28 markets. It details the formats and channels that contributed to digital advertising’s annual growth of 30.5 per cent in 2021, culminating in a total market value of €92bn.
You can read the full report here.
If you’re looking for key facts, stats, and highlights, then check out these short videos, featuring our very own Chief Economist, Daniel Knapp:
As part of IAB Europe’s key focus on topics of corporate responsibility in the digital advertising industry, The Programmatic Trading Committee has set up a mini-series to discuss diversity and inclusion in 2022, with the latest blog post diving into the theme of marketing in digital advertising. In this blog, our contributors explore D&I in media planning and buying, talk about what companies can do to embrace more diversity in marketing campaigns, and assess what can be done to make media more inclusive and culturally relevant.
A Q&A with:
Amina Begum, Solutions Consulting Director Xandr
Michael Shmarak, Senior Director of Communications, Verve Group
Clare Ritchie, Global Head of Programmatic, Mediacom
Alanna Tyminsk, Strategic Alliances Director, EMEA, IAS
Q1. In your opinion, what are the biggest challenges when you think about diversity and inclusion in marketing?
Amina - “A recent report from Media for All, showed that there is still a perception gap around diversity and inclusion in marketing and I think this is a constant challenge. According to the report ‘those who are not directly impacted by it are more positive across the board on outcomes and progress on diversity, equity and inclusion than those from minoritised backgrounds.
Part of the issue is that when there is an event that brings diversity and minoritised groups to focus, there is a quick reaction of support both from consumers and brands. However, the follow-through and action plan tend to be a lot slower and this lack of action creates a perception gap.
Thinking that we as a marketing industry are doing ‘enough’ is idle, we as an industry should do more to understand why this gap exists and ensure we have an action plan to address the outcomes.”
Michael - “The biggest challenge is making sure marketers look beyond D&I as "corporate social responsibility." It is as intertwined with the fabric of an organisation as anything that appears in financial statements. Ultimately, having the right and best people matters more than ever. At Verve Group, we have colleagues from more than 30 countries across the globe, so it is imperative that we practice what we preach. Marketers need to move beyond “checking off a box" and prove to their stakeholders that having diverse populations and ideas matter in a global economy.”
Clare - “The biggest challenges we face are authentication & intelligence. Diversity & Inclusion are more than buzzwords. Inclusive marketing for diverse audiences should come from diverse marketers with the aim of speaking to everyone and avoiding stereotyping. It is not just the change of a strapline or representative, but cultural awareness and appreciation which extends through planning, creative, and media placement. Messages should be tested and honed within the audience that they are trying to reach to ensure relevancy and reaction.”
Alanna - “Having a clear definition of what diversity, equity & inclusion (DE&I) actually encapsulates is really important, and there is more progress to be made. Ethnicity, race, LGBTQ+, gender equality, people with disabilities, and more, all come under this umbrella. This is the first step to ensuring diverse groups in marketing and advertising are represented and have a voice that can be championed. There have been good steps made, but there is still a way to go.”
Q2. What are the biggest opportunities available today for more diversity in marketing?
Amina “When it comes to diversity in marketing there are huge opportunities available for the advertising industry, both from an advertising and publishing perspective. For brands, this is an opportunity to reach audiences they haven’t engaged with before and a chance to build up new target markets.
From a publisher perspective, support for smaller and minority-owned publishers who have historically been overlooked because they haven’t had the budgets from advertisers before, now get the opportunity to be able to scale up their businesses.”
Michael - “Marketers should do a better job of listening to those who don't typically sit in their comfort zone to learn more about how their decisions impact others, especially in advertising. Here at Verve Group, we often find that the best ideas come when "worlds collide," literally and figuratively speaking, because we are listening to vantage points of others. Imagine the possibilities if we listened more than we spoke!”
Clare - “Consumers, especially younger generations expect more from marketing than ever before. They look for brands who are supporting important issues and showing diversity. The engagement and opportunity for resonant marketing to be shared within the right audience groups allows these messages to travel beyond the confines of paid media, bringing incremental value to any communication.
Thinking specifically about programmatic, we are in the age of addressability. We have the option to engage with our audience with relevance not previously attainable.
One size does not fit all, one message is not relevant to all. Using the technology available to us, and bringing together more precise and intelligent data about a brand's audience, should allow for a more equitable conversation.”
Alanna - “Have a diverse voice from the very beginning to drive inclusivity from within the business.
That means especially involving individuals from all groups with different backgrounds to the conversations and projects to ensure everyone is heard and represented.
Businesses should create these opportunities for everyone. There are already positive steps that are being taken within the industry. Clients and agencies are forming working teams within the business that are focussed on DE&I and starting to build out policies that support diversity on marketing plans.”
Q3. How do you think we can advance D&I in the media planning and buying process?
Amina “To put D, E&I at the forefront, it should be engrained in every part of the process. For example, if as a company you’ve historically never had diverse media plans before you should take the approach of equity. Meaning, this is something you’ve neglected so you are going to take actionable measures to put extra focus on this topic until it naturally becomes embedded in everything you do.”
Michael - “The industry needs to think about what "diversity" really means in this day and age, and to make it a part of one's strategy. There is so much opportunity to fuse diversity into operations and strategies, and in doing so, create great media plans. For example, I find it counterintuitive when I hear LGBTQ+ content is being blocked from ad plans because it is perceived as "different content." The LGBTQ+ community is vibrant, with people, ideas, and thinking that can influence brands. We often talk about walled gardens in our business, but we also need to break down some of these walls to achieve more.”
Clare - “We have a responsibility to hire with diversity, creating fluid talent pools across organisations, who are reflective of the market being reached. Creating approaches founded in insight-driven planning, allowing room for variation, feedback and change will advance thinking. Coupling this with clearly measurable outcomes will create accountability in advancing D&I throughout the media planning & buying process.”
Alanna - “First of all, education on effective tools that are already available in the market. They can really support media planning and buying when it comes to DE&I. The heavy reliance on existing tools, such as keyword lists, means that there is not only blocking of good content but also underprotection against unfavorable content for clients.
Technology vendors such as IAS need to also collaborate with clients to help them deliver against goals around DE&I in this process. We have worked with the Brand Safety team at GroupM to deliver a solution using our avoidance technology to help ensure that their clients do not appear against any negative content that is perceived as discriminatory.”
Q4. How can brands build more diversity and inclusion into their marketing plans?
Amina “Brands need to look internally at the make-up of their organisations – consumers can see through those that exhibit authenticity and those that are jumping on the latest bandwagon.
Companies need to ask the right questions, for example, are their staff diverse and representative of the local population? What about those in leadership positions? It is important that their employees feel empowered to put their voices forward and do not feel forced to change themselves in order to fit in and feel included. For brands to build more diversity and inclusion, they need to start by making sure their organisation is able to offer the right perspective in this area.”
Michael - “My father once said that we human beings have two ears and one mouth, and we need to remember that proportion. Brands would be wise to listen to my Dad’s advice–they should become active listeners to what diversity and inclusion mean to their customers as opposed to what THEY think D&I means to them. It also means that leadership teams need to become more deeply acclimated with the channels and networks where audiences reside and recognise the power that these channels hold in the marketplace.”
Clare - “We all need to take the time to really know our audience and understand how and where they are receptive. Listen to the data available, be that sales, focus groups, feedback, or social media, and create tailored approaches to speak to the complexities of real people that are a key representation of our brands. Accepting that what works today may not work tomorrow or next time and that we are in a fluid environment will aid success.”
Alanna - “Brands need to be conscious about where the advertising is being placed at the start of the media planning process. We advise to look at forming partnerships with publishers of under represented groups, as well as a diverse group of publishers during the planning process.”
Q5. What more can be done by the industry to make media more inclusive and culturally relevant?
Amina “Media has shifted and content creation has changed. It is now a lot easier to become a content creator as all you need is a camera phone. This means content creation has been opened up to a much more diverse pool of creators and brands should be taking note of this. By choosing to support a varied selection of creators and small businesses they can make their offering more inclusive and culturally relevant.
Formats are also evolving and some work better than others with diverse audiences. Brands should continue to experiment with formats to truly understand which platforms speak to broader audiences and invest in those spaces. Consumers will choose a platform that speaks to who they are, what represents them and they will take their spending power along with them.”
Michael - “I recall reading an article in CAMPAIGN that highlighted this issue to a tee–I highly recommend reviewing it, as it opened my eyes to where opportunities lie for all of us marketers. In it, the author cited a disconnect between the right/best data that is collected about audiences for specific campaigns. The author cited the methods that many marketers define audiences as inefficient because of racial, gender, and ethnic bias. If a media plan can be shaped with diversity and inclusion as a goal, some of those biases come off the table.”
Clare - “Ultimately we need to ensure that diversity and inclusion are given appropriate focus and space, through all stages of creative and media planning and buying. It's not a retrospective fit or a last-minute buying tweak. Audience and the approach to engage meaningfully should be in every conversation, but to enable this, we need to properly fund the time, thought and creativity needed.”
Alanna - “Policy can only succeed if culture drives it. What does this mean exactly? Everybody has the responsibility to play their role when it comes to diversity & inclusion - so does Ad Tech. Over the past years, we developed tools that can support our mutual goal for more inclusivity and deliver effective campaigns. So Tech providers have a responsibility to educate brands on how more sophisticated technologies can be used to achieve goals.
We want to make sure that we balance much-needed Brand Safety with a sensitive diversity level by consciously managing brand suitability and safety alongside inclusion.”
Our committees are the backbone of our organisation. These groups bring together industry leaders and experts to connect and collaborate on initiatives to support the growth and development of digital marketing and advertising in Europe.
So far in 2022, IAB Europe’s committees have produced outstanding outputs. From an updated guide on the Post Third-Party Cookie Era and a new Guide to In-App Advertising to a Guide to CTV Targeting and Measurement, our committees have been very busy!
If you’re keen to get involved after the summer break, we’d love to have you join us! We have a range of committees that every IAB Europe member can join and be as much or as little a part of as they so desire. Below, we’ve put together a summary of our committees so you have all the information you need to sign up and get involved.
Why join a Committee?
Being a part of a committee will help you to expand your knowledge and network, and give you the chance to provide valuable education and guidance to the wider community. You can stay up to date on the latest regulatory affairs and public policy initiatives that promote self-regulation, best practices, and industry standards. You'll have the opportunity to become a speaker or moderator at large industry events, organised by our committees. And finally, being a part of a committee allows you to influence the work we are doing each year to drive forward the future of our industry.
What’s involved?
Each committee has a monthly conference call with a quarterly face-to-face meeting. The committee Chair and Vice-Chair lead each session and proactively involve members to get the very best from each meeting. The latest projects and outputs will be discussed so members can decide what they’d like to get involved with and work on. Most committees will focus on two to three key projects each quarter which could range from producing a white paper to conducting industry research and market insights. For any output you are involved with, you and your company will be cited in the report and have the opportunity to be involved in subsequent PR or events.
What Committees can I join?
For more details on the committees with details on the Chairs, work plan, and contact details, please click here.
IAB Europe is recruiting a full-time Digital Advertising Privacy Officer to join its growing Brussels-based privacy team. The role will be mainly focused on the Transparency & Consent Framework (TCF), a widely-deployed European standard developed to help ad-supported websites comply with their obligations under the GDPR, but there will be scope to explore other privacy and data protection-related topics and support the development of new standards.
Candidates should have an interest in digital technology, especially media and advertising, and at least a basic understanding of the European data protection legal and policy framework and/or Information Technology.
Key responsibilities
The Digital Advertising Privacy Officer will be responsible for implementing and iterating on the compliance validation and enforcement programmes for the TCF, the premiere privacy standard in the digital advertising industry. The enforcement programme ensures that the vendors and consent management platforms (CMPs) that implement the TCF comply with its Policies and Technical Specifications, a critical work-track in the maintenance of this important privacy solution. The Privacy Officer’s tasks and responsibilities include but are not limited to:
The Digital Advertising Privacy Officer will report to IAB Europe’s Privacy Director.
Profile
Professional attributes:
Personal attributes:
What’s in it for you?
Location: Brussels
Type: Full-time
Salary: Commensurate with experience
Contract type: Indefinite
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market. Visit our website for more information about IAB Europe and its members.
To apply, please send your CV & a covering letter by email to jobs@iabeurope.eu with a subject line: ‘Digital Advertising Privacy Officer - Application’. While we may not be able to reach out to every applicant, we will contact candidates whose skills and experience are a strong match for the position.
On 25th and 26th May 2022, IAB Europe hosted its annual, flagship event, Interact, in Madrid after a two-year virtual break. In this blog post, Interact attendee, İlhan Demir, IAB Academy Manager, dives into his experience of the two-day conference and awards ceremony. Are you hoping to join us next year? Then keep reading for a first-hand view!
The Venue
Circulo de Bellas Artes, one of the historical-cultural centres of Madrid, hosted the Interact Conference and Award Ceremony. The building, which is one of the important touristic locations in the city, provided unforgettable moments to all participants both in terms of architecture and with its terrace/city view, which can be entered with a museum card.
AdEx Benchmark 2021 Results
The conference's opening session was the results of the AdEx Benchmark 2021 European Digital Media Investments Report, which is eagerly awaited every year. According to the report prepared with the contributions of IAB Europe Chief Economist Daniel Knapp;
After the session where the report was announced, Daniel Knapp and GroupM COO Lisa Humphreys shared their comments on the figures. According to the comments received, although the growth continued in double digits, the opinion is that there is still greater potential for further growth. It was stated that there will be more growth in areas such as Digital Out Of Home, Video on Demand, Retail Media, and Connected TV for 2022.
New Playground for Brands: Workday Consumer & Attention Economy
The emergence of the opportunity to work from anywhere, along with the pandemic, blurred the boundaries between the work and personal lives of employees, and also caused the emergence of two same personas, "employee mode" and "consumer mode" during working hours. Research results shared by Forrester EMEA Consulting Group's Senior Consultant, Asha Dinesh, defines the “workday consumer” as:
On the other hand, according to the research, brands cannot gain the attention and contact of consumers with out-of-date consumer persona strategies. Changing social and working life dynamics show that brands can create more opportunities.
In the panel after the session, the experts emphasised the importance of reaching the consumer with the right call to action with the right advertising communication in the right medium, with the changing consumer behaviours after the pandemic.
It is coming…
Thomas Servatius, Co-CEO of Smartclip MD Platform & Technology, shared his insights on the future of traditional and digital publishing:
One of the interesting points in the presentation was the information that the company started to replace the linear advertising spots in Germany and Spain with different advertising spaces specific to the audience. Of course, it is a matter of curiosity what kind of legal and commercial regulations will be required in order for this situation to spread to other countries.
In the connected panel, it was stated that the "consent" to be obtained from the viewer for personalised communication over Connected TVs should cease to be a competitive phenomenon and be valid for all platforms. The importance of implementing a holistic measurement approach and the ongoing efforts to standardize the metric differences between Linear TV and Connected TV were shared.
Retail Media: “I wonder what unit profitability was in 2017 without advertising” (Jeff Bezos)
Another main topic of the first day of the conference was Retail Media. In the panel that took place after Daniel Knapp's detailed introduction presentation, predictions about the point and future of Retail Media were shared.
According to Daniel Knapp's review, sources for retail media budget growth in the US are listed as follows: Organic growth in Digital, Digital channels, traditional channels, commerce, sponsorship/events/promotions.
Although there are challenges such as infrastructure and process management for retail companies to enter the media business, companies from many different industries are expected to increase their investments in this field in the near future.
The Metaverse
Meta's EMEA Global Business Marketing Director, Carrie Timms, brought the participants together by narrating the possibilities of the Metaverse. She portrayed the developments that await us in many subjects such as education, technology, new job opportunities, security and privacy, through the Metaverse universe.
The New Role of Industry Associations During Crisis
In the last session of the day, IAB Ukraine CEO Anastasiya Baydachenko conveyed what happened with the war that started on February 24.
Although it is said that creative ideas emerge in times of crisis, it would not be wrong to say that war is a very extreme example. Baydachenko shared that even in this situation, many studies continue, such as bringing individuals together, ensuring correct information flow within the country and internationally, maintaining motivation and ensuring the continuation of activities. Baydachenko's speech received a standing ovation from the participants.
And The MIXX Award goes too…
Every year, MIXX Awards Europe and Research Awards Awards found their owners at the Interact Conference. Turkey was awarded a total of 6 projects, making it one of the countries that received the most awards. Congratulations again to the all-winning agency and advertiser teams.
For the full list of winners.
Premium Publisher Business Model in Digital Advertising
The first session of the second and last day started with a presentation from The Telegraph's Head of Commercial Success, Digital Innovation, Anthony Crocker. Sharing the changes they made regarding premium publishing, Crocker conveyed what can be done for a healthy reader experience:
Brand Safety, Brand Attention, and Brand Impact metrics are of great importance to make the experience of the readers valuable.
19% of subscribers engage with more meaningfully brand ads. 22% remember the brand they saw the ad for.
Although brands generally prefer the headline areas of the site, the most interacted pages stand out as article pages.
What did you do today for “sustainability”?
The last sessions of the conference were about the sustainability issue that has been talked about in Turkey for many years. The issue of sustainability has an important place in the policies of companies from both social and environmental aspects. While describing the changes involving the employees at Google, Google EMEA Head of Sustainability Adam Elman said that adding scooter and bicycle routes that will support fewer carbon emissions on Google Maps is among the near-term plans.
So how can we reduce carbon emissions in the supply chain?
By increasing the efficiency of data transfer: it is possible to change the infrastructure with faster processors and smarter data centres.
By reducing the amount of data being sent: By determining strategies for how and under what condition data is sent.
Supply the Internet with green energy only.
In fact, the steps to be taken are quite simple. Here, it is necessary to pay attention not only to technological steps but also to behavioural changes. Initiatives such as accurate targeting, avoidance of fraud, and even increasing the efficiency of asset transfer are very important. Extra mails, unnecessary downloads, etc. situations are significant triggers of extra carbon emissions.
See you next year!
And just like that, the two day conference came to an end. The event, which was attended by over 200 industry professionals from different countries, added a great motivation to the industry after the pandemic. Although it has not yet been announced which European city will host Interact next year, we hope nothing affect us all meeting in person again. And maybe one day, Istanbul will host Interact!
On 25th and 26th May 2022, IAB Europe hosted its flagship annual event in Madrid!
We finally got the chance to bring leaders from across the digital advertising and marketing ecosystem together! Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’.
Check out the highlights video here.
We unpacked a whole host of topics in an attempt to drive the digital advertising ecosystem forward. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, and more.
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their insights and expertise. With over 275 people joining over the two days, we are delighted to call it a great success.
If you didn’t have the opportunity to join us, fear not! In this post, you will find links to all of the highlights, which include the session overviews, as well as video recordings for you to view in your own time.
Event Highlights!
Interact 2023 - Stay Tuned!
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2023.
In the meantime, if you’d like to know more about IAB Europe or how you can get involved in Interact 2023 please do reach out to communication@iabeurope.eu
On 25th and 26th May 2022, IAB Europe hosted its flagship annual event in Madrid!
We finally got the chance to bring leaders from across the digital advertising and marketing ecosystem together! Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’.
Check out the full highlights video here.
On day two, we turned our attention to premium publisher business models, AI, sustainability, and the TCF. If you missed it, not worry, here you can find an overview of each session, along with some video highlights.
Open for Business: The Value of the Premium Publisher Business Model in Digital Advertising - Keynote presentation with Anthony Crocker, Head of Commercial Success, Digital Innovation, The Telegraph
We opened with an engaging keynote presentation from Anthony Crocker, Head of Commercial Success, Digital Innovation, The Telegraph, who talked all about the role advertising plays in a subscription-first strategy.
With the impending deprecation of the third-party cookie, he looked into the value of first-party data and the part it plays in future-proofing advertising delivery, how premium publisher insights can encourage advertising investment in quality journalism and shared the key success metrics in a premium publisher environment that you need to know today.
How are Premium Publisher Advertising Models Evolving?
Next, we heard from a panel of experts on How premium publishers are evolving their advertising business models. The panel looked at first-party data strategies as well as innovations in areas such as branded content, eCommerce, and partnerships.
Moderated by Constantine Kamaras, Chairman Emeritus, IAB Europe, the panel featured:
Connecting the Dots in a Digital Age: Reboot, Reconnect and Re-engage, the AI way - Keynote Presentation with Artur Semionov, Director of Product & Innovation at Xaxis EMEA
The digital advertising landscape is still very much a fragmented ecosystem, with new platforms, channels, and wall gardens. To deliver outstanding outcomes/performance you have to be the best at connecting the dots: between platforms, between channels, between media and creative…it can be a daunting task. What is the best way for brands to deliver an impactful customer journey, and how can AI help transform performance metrics to a higher quality value intrinsic to the planning stage?
In this session with Artur Semionov, Director of Product & Innovation at Xaxis EMEA, will reboot your thinking of AI.
Building the Next Generation of Personal Data Platforms - Keynote presentation with Roberto González, Senior Researcher and Data Scientist at NEC Laboratories -
In this session, Roberto walked us through EasyPIMS: A privacy preserving data platform.
EasyPIMS is an experimental platform that allows any citizen using the Internet to obtain benefits (prizes, sweepstakes) by sharing their personal data in a transparent and privacy-friendly way. It connects companies and organisations that need data with people who want to give their data in exchange for prizes.
Introduction to Sustainability
Partnerships Director at SeenThis & Programmatic Advisor at IAB Europe, Andrew Hayward-Wright, gives us an insightful introduction to sustainability. A topic we cannot and will not avoid.
Keynote presentation - Sustainability at Google - with Adam Elman, Head of Sustainability at Google EMEA
After an Introduction to Sustainability in Digital Advertising with Andrew Hayward-Wright, Adam Elman joined us from Google to expand on the following principle: At Google, we build technology that helps people do more for the planet.
He told us that operating Google business in an environmentally sustainable way has always been a core value. Google says there’s a lot to be proud of—but there’s also a lot more important work to do.
“We unify our practices, partnerships, and products around a single mission — to foster sustainability at scale. By organizing information about our planet and making it actionable through technology, we help people make a more positive impact together."
The Time to Act is Now: How Can We Address Sustainability in Digital Communication?
From websites to digital advertising, all digital communication activities have a carbon footprint that could be influenced. In this session, our panel of experts discussed different aspects of sustainability in digital communication, and why it matters to our industry today. They debated the possible ways that we can make positive changes and look at what can be done as an industry to help ensure a sustainable future of our planet.
Moderated by Charlotte Bricard, Editorial Director and Interact host, the panel featured:
The Latest Developments and Evolution of the TCF
In our last session of the day a panel of experts took a deep dive into the Transparency & Consent Framework (TCF), discussing the latest updates to the framework in relation to the APD action plan.
They shared how it is being adapted for a post third-party cookie world and uncovered how else it is evolving to work with new developments and innovations in digital advertising.
Christoph Zippel, Senior Legal Counsel, RTL & Chair of IAB Europe's Policy Working Group moderated this session and was joined by:
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their insights and expertise. With over 275 people joining over the two days, we are delighted to call it a great success.
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2023.
On 25th and 26th May 2022, IAB Europe hosted its flagship annual event in Madrid!
We finally got the chance to bring leaders from across the digital advertising and marketing ecosystem together! Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’.
Check out the full highlights video here.
On day one, we focused our attention on the trending topics of today. We tackled a whole host of industry issues, opportunities, challenges and aspirations. If you missed it, not to worry, here you can find an overview of each session, along with some video highlights.
European Digital Ad Spend - All the Latest AdEx Benchmark Study Insights
We started, as we always do, with a keynote presentation from IAB Europe’s Chief Economist, Daniel Knapp around the latest AdEx Benchmark Study results.
IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Daniel Knapp unpacked the channels and formats that contributed to the digital advertising market value in 2021. Daniel was then joined by Charlotte Bricard, Editorial Director, and Lisa Humphreys, COO, GroupM for an in-depth fireside chat on the results.
The Workday Consumer Has Logged in with Asha Dinesh, Senior Consultant at Forrester EMEA Consulting Group
Next up, Asha Dinesh, Senior Consultant at Forrester EMEA Consulting Group took to the stage to deliver her keynote presentation.
In the anywhere-work world, the boundaries between employees’ work and personal lives have blurred, with many people switching between employee mode and consumer mode during work hours. This collision of work and personal life has led to the rise of the Workday Consumer, and brands have an opportunity to capitalise on this. They must update their persona-design assumptions and rethink their online targeting strategies to attract, convert, and retain the Workday Consumer and other emerging personas. Asha’s talked about this and other key findings from a global study conducted by Forrester Consulting on behalf of Microsoft Advertising.
Understanding the Attention Economy: The Next Chapter
Data is not the only new currency in the evolving digital ecosystem - attention appears just as critical. Our first panel discussion of the day, moderated by Ryan Martin, Global Business Marketing - Program Manager at Tik Tok, discussed consumer trends, their impact on the industry as well as new metrics and best practices that are reshaping the next chapter of advertising and marketing.
The panel featured:
Keynote Presentation with Thomas Servatius, Co-CEO, MD Platform & Technology, Smartclip - AdTech Built for Europe’s Largest Broadcaster Group
After a quick lunch break, Thomas Servatius joined us to deliver his keynote presentation.
RTL Group has decided to pursue it’s own, fully controlled adtech approach. Thomas explained the rationale for this decision and gave an overview of the current key initiatives.
Connected TV (CTV) Deep Dive: Today, Tomorrow and Beyond.
Now, onto CTV! Moderated by Vincent Flood, Editor-In-Chief, VideoWeek, a fantastic panel of experts treated us to a CTV Deep Dive.
In this session, panellists explored the emerging and exciting digital advertising channel that is CTV. With such a fragmented CTV landscape across Europe, this is a must-attend event to truly understand the opportunities and challenges of the ecosystem today and to learn what the future holds and how to make the most of this channel.
The panel featured:
The Evolving Retail Media Opportunity in Europe and How to Tap into it
The afternoon continued with some Retail Media Introductory comments from Daniel Knapp, Chief Economist at IAB Europe, which was closely followed by a panel discussion around The Evolving Retail Media Opportunity in Europe and How to Tap into it.
Retail Media is seeing rapid growth across Europe and impacting the entire digital advertising ecosystem. How can this opportunity be taken advantage of? How will this drastic shift affect digital marketing strategies of the future? Our panel unpacked the answers.
This panel was moderated by Charlotte Bricard, Editorial Director and Interact Host, who was joined by:
Keynote Presentation - The Metaverse: Building for the Future with Carrie Timms, Director, Global Business Marketing EMEA at Meta
What is the metaverse? What marketing opportunities does the metaverse offer today and tomorrow? In our penultimate presentation, Carrie Timms explored how the metaverse will help brands tell more immersive stories, create more meaningful connections with people, and drive business results. She shared Meta's latest thinking on the next major technological shift, and what it means for you.
Keynote Presentation with Anastasiya Baydachenko, CEO, IAB Ukraine - The New Role of Industry Associations During Crisis
And finally, we had our closing keynote from Anastasiya Baydachenko, CEO, IAB Ukraine - The New Role of Industry Associations During Crisis. This incredible keynote can be watched here.
For those would like to help, IAB Europe has created a document, intended to help IAB Europe members, including European IABs, and the members of European IABs, to identify actions they can take to support our colleagues in Ukraine and the people of Ukraine. Find the document here.
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their insights and expertise. With over 275 people joining over the two days, we are delighted to call it a great success.
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2023.
IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, is delighted to announce the 2022 winners for our prestigious MIXX Awards Europe and IAB Europe Research Awards.
The annual award competitions showcase the very best of digital advertising from across Europe. IAB Europe would like to thank both the MIXX Awards and Research Awards jury of experts who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from Bauer Media, Bloomberg Media, Coca Cola, Kantar, Mindshare, Publicis Media, Samsung Ads, TikTok, Vodafone, Wunderman Thompson and Yahoo!
The MIXX Awards Europe Jury was chaired by Antonia Faulkner, Head of Marketing & Analytics at Samsung Ads Europe and APAC. The Research Awards Jury was chaired by Kristanne Roberts, Product Management Director at Kantar Marketplace.
The winners were announced and celebrated at the Gala Dinner of IAB Europe’s Flagship Annual Event ‘Interact’ on 25th May in Madrid.
Interact is a must-attend event for the digital advertising and marketing industry. For over 13 years, leading European advertisers, industry experts, agencies & media owners meet, get inspired & share best practices in different capital cities across Europe.
Brand Advertising Campaign
GOLD
#choosetovote
Skapto, proof.
Supporting video: https://www.youtube.com/watch?v=_8k6gVypwZo
SILVER
The InGame Billboard
CANAL+, Havas Play
Supporting video: https://youtu.be/O6jmJ37cYHo
BRONZE
Beko Sustainability Launch: Connections
Arcelik AS, Seyhan Lee, Ingage Media
Supporting video: https://vimeo.com/632848432/c9dd3ce588
Branded Content
GOLD
The Guilt Gifts Puppetry
Cheil Centrade Romania, ANAIS Association
Supporting video: https://youtu.be/e18ngzRDt-U
SILVER
"Coca-Cola Zero Summer Campaign - "Mille"
Coca-Cola Italia, MediaCom Italia s.r.l., Dream of Ordinary
Porsche & Twitch; Levelling Up the TAG Heuer Porsche Formula E Team
Dr. Ing. h.c. F. Porsche AG, Proximity GmbH, PHD Germany & Twitch
Supporting video: https://vimeo.com/683840480/80ea527c59
BRONZE
Gestes de Ménages (Daily Habits) by EDF
Électricité De France, Havas Play, Havas Media
How to Become the Green Reference for Consumer in the French Retail
Carrefour, Arena Media
Supporting video: https://youtu.be/jONYcCN7c6E
Campaign Effectiveness
GOLD
#soundOFF
Four Paws Bulgaria, proof.
Supporting video: https://www.youtube.com/watch?v=llBfHM5FfO0&t=1s
SILVER
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
From Zero to Superhero
HealthLabs, Adequate
Supporting video: https://adequate.click/HL2021
The Toughest – From Domino’s Pizza to Twitch
Domino's Pizza, Arena Media
Supporting video: https://youtu.be/k4lDx_QsEjY
Connected TV Advertising
BRONZE
Vodafone reaches gamers and heavy streamers on Samsung TV Plus
Vodafone, Samsung Ads
Supporting video: https://assets.mediafly.com/l/M9wf3NtgkanG
Digital Audio Advertising
GOLD
Listen up! We have a vaccine for you
Health Service Executive (HSE), Spark Foundry, part of Core
SILVER
New chapter
Us, kids, Together Advertising
Supporting video: https://youtu.be/iwGgLV5t8GA
Digital OOH Advertising
GOLD
AI Anxiety Meter
Croatia osiguranje, Bruketa&Zinic&Grey, Go2Digital
Supporting video: https://youtu.be/zzNHOhL8XSs
Direct Response/Lead Generation
BRONZE
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
Fast & Delicious
Little Caesars, Karbonat, Hype
Supporting video: https://www.youtube.com/watch?v=mB41kEfZWMY
POCO X3 - Exactly What You Need
Info Quest Technologies, Cambo Advertising Agency, TEMPO OMD Hellas
Supporting video: https://youtu.be/tke-O9nhlIU
[NEW] Ecommerce
BRONZE
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Effective Use of Data
GOLD
ŠKODA ENAYQ iV launch campaign
ŠKODA, MediaCom Switzerland
Supporting video: https://youtu.be/NVzQ87SXQXY
SILVER
Online Media for Sales Program
Michelin, Havas Media
Pulitzer algorithm by Coca-Cola
Coca-Cola, MediaCom Switzerland and Austria
Supporting video: https://youtu.be/LN5LJ1cAyu4
Influencer Marketing
GOLD
Little Headhunters powered by LinkedIn
The Foundation K.I.D.S., Publicis Worldwide Poland, PR Agency - MSL Group Poland
Supporting video: https://youtu.be/4MH2RpTuhP4
SILVER
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
The Launch of an Irish Legend
KFC, Zenith, part of Core
Supporting video: https://www.youtube.com/watch?v=dPutUBnqt7A
In Gaming
GOLD
ERBUD - recruitment campaign in gaming
ERBUD, Gameset
Supporting video: https://www.youtube.com/watch?v=IPsOCnSVFNY
SILVER
Porsche & Twitch; Levelling Up the TAG Heuer Porsche Formula E Team
Dr. Ing. h.c. F. Porsche AG, Proximity GmbH, PHD Germany & Twitch
Supporting video: https://vimeo.com/683840480/80ea527c59
Integrated Advertising
GOLD
The perfect “angle” is round!
Goody's Burger House, Mig Media
Supporting video: https://youtu.be/sXTMF57GT64
SILVER
Fast and Furious, an Omnichannel story
Universal Pictures, Xaxis, Mediacom
BRONZE
Martini Discovers New Channels to Reach, Reward and Engage Fans
Martini & Stampix, AMV/BBDO (UK), OMD
Supporting video: https://youtu.be/-arRluSKcV4
Non-Profit / Corporate Social Responsibility
GOLD
The Guilt Gifts Puppetry
Cheil Centrade Romania, ANAIS Association
Supporting video: https://youtu.be/e18ngzRDt-U
SILVER
#soundOFF
Four Paws Bulgaria, proof.
Supporting video: https://www.youtube.com/watch?v=llBfHM5FfO0&t=1s
Product Innovation
SILVER
FIZZ UP STUDIOS: The first TikTok challenge in real life
Pepsi Romania, Leo Burnett Bucharest, OMD
Supporting video: https://www.youtube.com/watch?v=VS9J3x2jsmU
Social Media
GOLD
Alonso 2022
Alpine, Havas, Havas Play
Supporting video: https://youtu.be/1bUPlmpPM8E
SILVER
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
BRONZE
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Video Advertising
SILVER
#TogetherWeCan realize dreams using Vodafone 5G technology!
Vodafone Turkey, VMLY&R Istanbul, Carat Istanbul
Supporting video: https://www.youtube.com/watch?v=9-bjLkC2WNQ&feature=youtu.be
Virtual and Augmented Reality
SILVER
AI Anxiety Meter
Croatia osiguranje, Bruketa&Zinic&Grey, Go2Digital
Supporting video: https://youtu.be/zzNHOhL8XSs
BRONZE
#TogetherWeCan realize dreams using Vodafone 5G technology!
Vodafone Turkey, VMLY&R Istanbul, Carat Istanbul
Supporting video: https://www.youtube.com/watch?v=9-bjLkC2WNQ&feature=youtu.be
Digital Security Platform
Aksigorta, Hogarth Worldwide, Mediacom
Grand Prix
The Guilt Gifts Puppetry
Cheil Centrade Romania, ANAIS Association
Supporting video: https://youtu.be/e18ngzRDt-U
Digital Strategy Person of the Year 2022
Marko Matejčić, Global Product Strategy Director, MediaCom Global
Brand Advertising Effectiveness
WINNER
How AR Gamification helped drive consumers in-store
Yahoo Inc, Lavazza, OnDevice, BlockV
Consumer Attitudes and Behaviour
WINNER
Kantar’s Media Reactions 2021: find out where great ads thrive
Kantar
Supporting video: https://www.youtube.com/watch?v=3c-GG6tC7eQ
Data Effectiveness
WINNER
26% increase in conversions for Renault using privacy safe Multi-Touch Attribution
Renault NL, Annalect NL, OMD Netherlands
HIGHLY COMMENDED
The Awareness Impact Tool, the revolution in awareness planning
Supporting video: https://www.youtube.com/watch?v=UjpM4UyTnKE
Digital Advertising and Marketing Industry Insights
WINNER
Beyond the Cookie: The Future of Advertising for Marketers and Publishers
Lotame
Research Innovation
WINNER
Pringles - Measuring the Real Impact of AR
Yahoo, On Device Research and Gorilla in the room
Supporting video: https://youtu.be/eWJsqnxsI7c
HIGHLY COMMENDED
Audience panels, a way to replace the vanishing user data
Médiamétrie, Implcit
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes at IAB Europe thanked all entrants: “Congratulations to all of the 2022 winners. We would like to thank everyone that took the time to enter the awards this year. We had a high calibre of entries from across the industry and we look forward to continuing this showcase in 2023 and beyond!”
Well, that's a wrap on the first Virtual Programmatic Day of 2022!
The event brought together industry experts and thought-leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. We watched two insightful Keynote presentations and four riveting panel discussions and audience Q&As. It was a fully interactive and engaging experience for everyone and we cannot wait for the next one.
Topics on the agenda included Identity and Privacy, CTV, Diversity and Inclusion, the future of programmatic and the ecosystem post cookies.
A big thank you to our event partners Quantcast and Yieldlove for helping to make this event possible!
In this post, you will find an overview of each of the sessions covered, as well as video recordings for you to view in your own time. Enjoy!
Watch the full event recording here.
The European Ecosystem: New Partnerships and Shift in Value
We began the event with a brilliant opening keynote from Tom Suttle, Senior Digital Advertising Analyst at IAB Europe.
Panel Discussion and Q&A - Identity and Privacy: New Approaches and Innovations
Is the industry on track to operate and innovate in a post-third-party cookie world? This panel focused on the topic of privacy and identity to uncover the challenges and opportunities in Europe today.
Moderated by Naïma Conton, Chief Operating Officer at Sirdata, the panel explored where we are at today and what innovations are available as we transition into a post-third-party cookie world. Naïma was joined by:
Let The Cookie Crumble – The Countdown has Begun
The second keynote presentation came from our sponsor, Quantcast.
As the clock ticks down to 2023, the transition to a future without third-party cookies looms on the horizon. So many narratives of critical importance are wrapped up in this defining moment, from evolving notions of consumer privacy to the outsized role of the walled gardens. Developments over these next few years are set to define the future of advertising on the open internet.
Thankfully, cutting-edge technologies are enabling us to confront the cookie deprecation head-on and provide solutions that are both effective and privacy-first. It is time for a fresh approach, to empower a new era of digital advertising on the open internet.
Join Ilaria Zampori, General Manager at Quantcast Italy & Spain and Francesca Grassi Mantelli, Digital Marketing Cluster Lead at Vodafone as they dive into the Cookie countdown.
Panel Discussion and Q&A - CTV Deep Dive: The Programmatic Opportunity
This panel explored the CTV programmatic supply chain and the buying options available in Europe today. It looks at how it has evolved over the last 12 months and what the future holds for this channel.
The session was moderated by Lauren Bigland, Marketing Director EMEA at MediaMath, who was joined by:
Panel Discussion and Q&A- Diversity & Inclusion: How can we make programmatic more accessible?
Our penultimate panel addressed how we can demand and drive diversity and inclusion in the European digital advertising industry. How are we doing today and how can we continue to improve?
Vytautas Paukštys, Founder of Eskimi moderated this session and was joined by:
Panel Discussion and Q&A - Programmatic Advertising: Future Outlook
Our last panel explored the topics and themes we should be focusing on today, and looked at innovations and what’s next for programmatic advertising, in order to ensure a sustainable future. Moderated by Harriet Cunningham, UK Sales Director for Scibids, this panel featured:
We can't wait to see you at the next Virtual Programmatic Day!
Across the month of April, IAB Europe kick-started key topics of corporate responsibility in the digital advertising industry. A lack of understanding and accountability on key issues such as the environmental and economic impacts of digital advertising and the need for more diversity and inclusion across our ecosystem is more apparent today than ever before.
Our series discussed and debated what’s happening in our industry currently, why it’s important that we take action now and what needs to be done to take responsibility and ensure a great future for digital advertising.
To continue the conversation, we caught up with some of the members of IAB Europe’s Programmatic Trading Committee, to discuss diversity and inclusion under the theme of recruitment and the workplace in digital advertising. We explore what some of the biggest challenges and opportunities are, talk about what companies can do to embrace more diversity in the workplace and assess what we can all do to ensure more diverse talent is included in the digital advertising ecosystem.
A Q&A with:
Gosia Adamczyk, Head of HR, Verve Group
Michael Olaye, Senior Business Development Manager, Integral Ad Science (IAS)
Kris Smith, VP, Global People Experience, DEI & Belonging, DoubleVerify
Q1. In your opinion, what are the biggest challenges when you think about diversity and inclusion in the workplace?
Gosia - “There are several challenges I can think of in terms of diversity and inclusion in the workplace. First, managers and team members often don’t realise that they are being non-inclusive – they use non-inclusive language due to old habits, they make hiring decisions based on unconscious bias, and they tend to be closer and promote team members that are like themselves. The more educational initiatives we introduce in the organization, the more inclusive the workplace will become.
Another major challenge is the fact we’re sometimes simply missing the diverse talent in the market. This is a more complex issue, and we should think about the solution by investing in education and supporting junior talent.”
Michael - “Diversity by its very definition cannot just be one event or activity. Across the industry, there is an ever-increasing commitment to champion DE&I as a movement.
However, there is still much more to be done. As the WFA pointed out in their recent DEI guide, much is being done to improve the representation of women, but the industry should be doing more in promoting much broader inclusion. The challenge lies in harnessing environments and workplaces that are intrinsically inclusive - where people from all walks of life feel safe and the opportunity to have a voice. This represents an opportunity because a diverse work team achieves a better result than one in which the same point of view is present. It’s not just about gender, race, age, or ethnicity - it’s about all of them and more. DEI efforts are always a work in progress, and there's much more to be done to truly reflect our multicultural society as a whole.”
Kris - “There are numerous challenges, many of which create significant roadblocks to progress. Often we hear how companies are evaluating sourcing strategies to attract talent from different backgrounds and bridge representation gaps in their organisations, but - we hear less about how they will retain this talent and set them up to thrive. In many cases, these same organisations continue to operate with programs, policies, and processes that leave room for bias, discrimination, and exclusivity. They are not set for success in furthering diversity and inclusion in the workplace because their company culture and environment are not designed for this talent to thrive in. Progress can be made, but it will take focus and commitment to drive foundational change. Organisations need a plan for supporting this talent after they get them in the door.”
Q2. What are the biggest opportunities available today for more diversity in the workplace?
Gosia - “I believe creating educational programs for juniors or people that want to switch their career paths especially targeted to reach a diverse audience is something that will not only benefit us in a few years, but also support society. We should focus not only on solving our hiring problems and positioning ourselves as an inclusive organisation, but on solving a global issue and ensuring we’re building a better future for future generations.”
Kris - “Create an environment where people who are not in the majority will also thrive. Our success in improving representation gaps relies on both our ability to recruit AND retain talent from underrepresented groups. Sustainable progress starts with ensuring inclusive and equitable policies, processes, and programs. We also need to invest in developing managers at all levels to ensure they have the skills and tools to be inclusive leaders. This is one of our biggest opportunities - create environments designed to embrace and foster diversity starting with those who manage others.”
Q3. What do you think companies should do to embrace more diversity & inclusion in the workplace, to ensure it is the new normal and not just a box tick exercise?
Gosia - “First of all, top management needs to understand the benefits of having diverse talent in the organisation. Diverse personalities, opinions, and backgrounds help us to notice a different angle and give us an opportunity to have healthy discussions and develop ourselves.
When management notices the true advantages, the urge to hire diverse talent and build an inclusive workplace will be authentic. With this authenticity as a foundation, we can work on educating different layers of the company and adjusting our people processes to match the need.
If top management doesn’t see the benefits and the real need for hiring and retaining diverse talent, the D&I initiatives will not be as effective as they could be.”
Michael - “Companies have a significant role to play to ensure inclusivity is at the heart of workplace environments, both in the office and in virtual environments:
Kris - “This is a great question. I think this is about shifting perspective, setting expectations, and equipping all levels of leadership, including the executive team. If the goal is for D&I to be a core component of the workplace, it should be embedded as a part of your business strategy. It should be a clear expectation that every department, function, and person in the organisation fosters an inclusive environment. Leaders should be provided with the tools to lead inclusively and the understanding they are expected to do so. There should be a clear and visible connection to company values as well as business goals. Overall, this is about demonstrating diversity and inclusion is not separate initiative but a core part of the organisation’s culture and identity.”
Q4. What steps are you or your company taking to bring on more diverse talent in digital and programmatic advertising? Have you seen any examples of companies that are doing this well?
Gosia - “The game-changer for us was when we decided to start recruiting globally and support relocation of the talent from different parts of the world. It helped us to naturally become more diverse as a team. We’re building intercultural awareness by speaking about differences in the communication styles, showing people diverse cultures, celebrating global holidays, and ensuring we’re being inclusive in our language and behaviors.
Speaking about the recruiting process, we work on our job descriptions to ensure we use inclusive language. We also include different team members in the process to ensure we’re showing a candidate an opportunity to talk to a diverse team and get answers to potential questions about being an inclusive organisation, and get a fair evaluation of the candidate.
Speaking about the future, we’re planning to start intense educational programs too. We want to conduct training on how to handle unconscious bias during the interview process, and we want an intercultural communication workshop to be a part of our standard onboarding process, to name a few initiatives we’re currently working on.”
Michael - “We consider all qualified applicants without regard to race, colour, nationality, gender, gender identity or expression, sexual orientation, religion, disability or age. We strongly encourage women, people of colour, members of the LGBTQIA community, people with disabilities, and veterans to apply.
Inclusion unlocks the potential for innovation and helps everyone. At IAS we celebrate the beautiful tapestry of cultures, backgrounds, and rich traditions that comprise us all. While there are differences and similarities to acknowledge and celebrate, we must also find time to educate ourselves and demonstrate our commitment through our core value of #oneteam.
We achieve this through our recruitment teams and Inclusion and Diversity Council - which upholds this company value by championing our inclusion and diversity strategies, ensuring progress towards our goals.
Great initiatives from other companies include the GroupM Media Inclusion Initiative, pledging that at least 2% of its total annual media budgets will be invested in diverse media companies and creators.
Also The Women in Programmatic network that provides opportunities and support for women in the programmatic and advertising technology industry, pushing to eradicate the gender pay gap.
Brixton Finishing School is such a great initiative. They are on a mission to create an inclusive ‘talent’ blueprint for our homogenous industry. Their free 10-week programme for 18-25s students from underprivileged and diverse backgrounds delivers a premium learning experience through a mixture of lessons and real-world advertising experience.”
Q5. What Diversity & Inclusion initiatives has your company implemented that have worked well and resonated with you?
Gosia - “We’ve started speaking more about the language. Often, we don’t realise that language is a powerful tool – it shapes reality and can make people feel excluded even without having wrong intentions.
We are now talking about inclusive communication. We are careful about designing messages and we raise awareness across the team.”
Micheal - “Diversity & Inclusion initiatives should be seen as a journey - whilst there are great initiatives taking place, there is constantly still more work to do, both in the workplace and in wider society.
We have a variety of ERGs operating across the globe, encouraging and providing a nurturing environment for employees to share their experiences and introduce others to their cultures. These include IAS Women, BIND (Black Integral Network Domain), IAS PRIDE (LGBTQIA+), ASIAS (Asian Society IAS), IAS Working Parents, VIVA (Verificación integrando y vinculando los Américas), and STAR (Introverts - Social, Thinking, Anxious, Restrained). The ERGs champion and celebrate IAS talent from individuals through education, connection, and community support. The belief of each ERG is to provide IAS employees with the confidence to be their authentic self. Members of these groups can expect to develop connections by networking with other like-minded individuals at IAS on similar missions, promoting well-being through wellness activities, and accessing educational and professional development opportunities.
For example, our ERG hosted Asian Heritage and Women’s History Month to celebrate diversity through profiling of teams, cultural events or workshops. Recently, teams at IAS helped deliver #IamRemarkable (#IAR) workshops empowering underrepresented groups to celebrate their achievements in the workplace and beyond.
IAS took part in the Per Scholas’ training, working with aspiring technologists to improve their communication skills, learn about key technical content, and better understand varied corporate cultures. Through the interactions, candidates were able to learn more about a corporate environment and gain valuable practice speaking with a working professional.”
Kris - “The first two cohorts of our DEI council focused on introducing inclusive programming to celebrate and educate on awareness months and initiatives, they created an inclusive language toolkit, and laid the groundwork for our employee resource groups, starting with the launch of our first one, which was Women@DV. We recently enhanced several policies after an inclusive policy review, including expanding parental leave globally.”
Q6. What is the one thing you think we can all be doing now to ensure more diverse and inclusive talent is represented in digital and programmatic advertising?
Gosia - “I think we should team up and make educational programs available for diverse talent in order to allow them to enter digital and programmatic advertising. We should think about the future and work together, not under one company’s name only, but holistically as an industry.”
Michael - “Firstly, companies must look internally to assess what more needs to be done. This can be achieved through surveys and employee engagement analysis exercises that truly understand the makeup of companies.
IAB Europe is delighted to announce the shortlist of finalists for the prestigious MIXX Awards Europe and IAB Europe Research Awards. The annual award competitions showcase the very best of digital advertising from across Europe and the winners will be announced at IAB Europe’s annual Interact conference in Madrid on 25th May 2022!
#choosetovote
Skapto, proof.
Supporting video: https://www.youtube.com/watch?v=_8k6gVypwZo
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Beko Sustainability Launch: Connections
Arcelik AS, Seyhan Lee, Ingage Media
Supporting video: https://vimeo.com/632848432/c9dd3ce588
The InGame Billboard
CANAL+, Havas Play
Supporting video: https://youtu.be/O6jmJ37cYHo
The perfect “angle” is round!
Goody's Burger House, Mig Media
Supporting video: https://youtu.be/sXTMF57GT64
The Launch of an Irish Legend
Supporting video: https://www.youtube.com/watch?v=dPutUBnqt7A
The Guilt Gifts Puppetry
Cheil Centrade Romania, ANAIS Association
Supporting video: https://youtu.be/e18ngzRDt-U
"Coca-Cola Zero Summer Campaign - "Mille"
Coca-Cola Italia, MediaCom Italia s.r.l., Dream of Ordinary Madness s.r.l.
Gestes de Ménages (Daily Habits) by EDF
Électricité De France, Native, Havas Media
How to Become the Green Reference for Consumer in the French Retail
Carrefour, Arena Media
Supporting video: https://youtu.be/jONYcCN7c6E
Porsche & Twitch; Levelling Up the TAG Heuer Porsche Formula E Team
Dr. Ing. h.c. F. Porsche AG, Proximity GmbH, PHD Germany & Twitch
Supporting video: https://vimeo.com/683840480/80ea527c59
A Better Way
Hyundai Motor Europe, Warner Bros. Discovery with Havas Media Group
Supporting video: https://youtu.be/6GptYT89WYw
The Toughest – From Domino’s Pizza to Twitch
Domino's Pizza, Arena Media
Supporting video: https://youtu.be/k4lDx_QsEjY
#soundOFF
Four Paws Bulgaria, proof.
Supporting video: https://www.youtube.com/watch?v=llBfHM5FfO0&t=1s
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
From Zero to Superhero
HealthLabs, Adequate
Supporting video: https://adequate.click/HL2021
Vodafone reaches gamers and heavy streamers on Samsung TV Plus
Vodafone, Samsung Ads
Supporting video: https://assets.mediafly.com/l/M9wf3NtgkanG
Listen up! We have a vaccine for you
Health Service Executive (HSE), Spark Foundry, part of Core
New chapter
Us, kids, Together Advertising
Supporting video: https://youtu.be/iwGgLV5t8GA
“Digitalization is the core” Podcast Series
Vodafone, Carat, VMLY&R Turkey
Supporting video: https://youtu.be/KN_4jWqk0EA
AI Anxiety Meter
Croatia osiguranje, Bruketa&Zinic&Grey, Go2Digital
Supporting video: https://youtu.be/zzNHOhL8XSs
BMW
BMW, Hype, Smartis
Supporting video: https://www.youtube.com/watch?v=oPjaSLsxnTo
Your blood saves lives
National Blood Center, Screen Network, Screen Network
Supporting video: https://www.youtube.com/watch?v=zkoDmW5yTmY
Appenzell aerial cableways - dynamic weather combination case
Appenzeller Luftseilbahnen, AIM3, Team Koller, Splicky
Supporting video: https://studio.aimmm.live/media/1035/2021/16374896187046.mp4
Vodafone Evde Fiber
Vodafone, Carat, VMLY&R Turkey
Supporting video: https://www.youtube.com/watch?v=GQVC-L-Zsnw
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
Fast & Delicious
Little Caesars, Karbonat, Hype
Supporting video: https://www.youtube.com/watch?v=mB41kEfZWMY
POCO X3 - Exactly What You Need
Info Quest Technologies, Cambo Advertising Agency, TEMPO OMD Hellas
Supporting video: https://youtu.be/tke-O9nhlIU
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Online Media for Sales Program
Michelin, Havas Media
SELL IT ON sahibinden.com (İKİNCİ EL SATICI)
Sahibinden, Rafineri
Supporting video: https://youtu.be/d17pgcpFp5k
Online Media for Sales Program
Michelin, Havas Media
Pulitzer algorithm by Coca-Cola
Coca-Cola, MediaCom Switzerland and Austria
Supporting video: https://youtu.be/LN5LJ1cAyu4
ŠKODA ENAYQ iV launch campaign
ŠKODA, MediaCom Switzerland
Supporting video: https://youtu.be/NVzQ87SXQXY
AI Anxiety Meter
Croatia osiguranje, Bruketa&Zinic&Grey, Go2Digital
Supporting video: https://youtu.be/zzNHOhL8XSs
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Fast & Delicious
Little Caesars, Karbonat, Hype
Supporting video: https://www.youtube.com/watch?v=mB41kEfZWMY
Warka Planet of Gamers
Warka / Grupa Żywiec, Gameset, 2012 Agency Starcom, Frenzy
The Toughest – From Domino’s Pizza to Twitch
Domino's Pizza, Arena Media
Supporting video: https://youtu.be/k4lDx_QsEjY
Little Headhunters powered by LinkedIn
The Foundation K.I.D.S., Publicis Worldwide Poland, PR Agency - MSL Group Poland
Supporting video: https://youtu.be/4MH2RpTuhP4
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
The Launch of an Irish Legend
KFC, Zenith, part of Core
Supporting video: https://www.youtube.com/watch?v=dPutUBnqt7A
#21DayChallenge
DOĞADAN FOOD PRODUCTS, STAY INFLUENCE
Supporting video: https://youtu.be/UOe2JoMZ09w
Vodafone, Ubisoft, and Anzu make history with the world’s first programmatic in-game PC ad campaign
Supporting video: https://www.youtube.com/watch?v=eYKFzr5f060
Security Trophy
Credit Agricole, Havas Play, Havas Media and Native for Crédit Agricole
Supporting video: https://youtu.be/1qzfv9RGPU4
The InGame Billboard
CANAL+, Havas Play
Supporting video: https://youtu.be/O6jmJ37cYHo
ERBUD - recruitment campaign in gaming
ERBUD, Gameset
Supporting video: https://www.youtube.com/watch?v=IPsOCnSVFNY
Porsche & Twitch; Levelling Up the TAG Heuer Porsche Formula E Team
Dr. Ing. h.c. F. Porsche AG, Proximity GmbH, PHD Germany & Twitch
Supporting video: https://vimeo.com/683840480/80ea527c59
Fast and Furious, an Omnichannel story
Universal Pictures, Xaxis, Mediacom
Martini Discovers New Channels to Reach, Reward and Engage Fans
Martini & Stampix, AMV/BBDO (UK), OMD
Supporting video: https://youtu.be/-arRluSKcV4
The perfect “angle” is round!
Goody's Burger House, Mig Media
Supporting video: https://youtu.be/sXTMF57GT64
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
Non-Profit / Corporate Social Responsibility
The First Smart Forest
Vodafone, Sunshine Digital
Supporting video: https://www.youtube.com/watch?v=IIfYX63OPXo&t=2105s
FootballCan 2041
Banco Santander, Havas, Arena Media
Supporting video: https://youtu.be/v1CTpeAwxpU
The Guilt Gifts Puppetry
Cheil Centrade Romania, ANAIS Association
Supporting video: https://youtu.be/e18ngzRDt-U
#soundOFF
Four Paws Bulgaria, proof.
Supporting video: https://www.youtube.com/watch?v=llBfHM5FfO0&t=1s
FIZZ UP STUDIOS: The first TikTok challenge in real life
Pepsi Romania, Leo Burnett Bucharest, OMD
Supporting video: https://www.youtube.com/watch?v=VS9J3x2jsmU
Hyundai Mobility Adventure on Roblox
Hyundai Motor Group, Havas Global and INNOCEAN
Supporting video: https://youtu.be/qaPQjqGULv0
The InGame Billboard
CANAL+, Havas Sports & Entertainment
Supporting video: https://youtu.be/O6jmJ37cYHo
Fast and Delicious
Little Caesars, Karbonat, Hype
Supporting video: https://www.youtube.com/watch?v=mB41kEfZWMY
How to scale your brand search campaigns through a data-driven approach
YOXO by Orange Romania, Vână Animations, Data Revolt Agency
Supporting video: https://youtu.be/5ibNsPpXlko
Going for gold: Backing winners, not losers
Aviva Ireland, Zenith, part of Core
The Toughest – From Domino’s Pizza to Twitch
Domino's Pizza, Arena Media
Supporting video: https://youtu.be/k4lDx_QsEjY
BETANOSNATCH
Betano, KUBIS
Supporting video: https://www.youtube.com/watch?v=c5IynEzL5r8
#unseetheprejudice be yourself
TELUS International Bulgaria, proof., Initiative
Supporting video: https://www.youtube.com/watch?v=vVsYeacZLno&t=1s
Alonso 2022
Alpine, Havas, Havas Play
Supporting video: https://youtu.be/1bUPlmpPM8E
HealthLabs - From Zero to Superhero
Adequate
Supporting video: https://adequate.click/HL2021
Full Ace with TikTok!
2ploGemista Papadopoulou/E.J.Papadopoulos S.A., 4WiseMonkeys, Tempo OMD Hellas
Supporting video: https://youtu.be/ah08aCkJiaU
#TogetherWeCan realize dreams using Vodafone 5G technology!
Vodafone Turkey, VMLY&R Istanbul, Carat Istanbul
Supporting video: https://www.youtube.com/watch?v=9-bjLkC2WNQ&feature=youtu.be
SELL IT ON sahibinden.com (İKİNCİ EL SATICI)
Sahibinden, Rafineri
Supporting video: https://youtu.be/d17pgcpFp5k
#TogetherWeCan realize dreams using Vodafone 5G technology!
Vodafone Turkey, VMLY&R Istanbul, Carat Istanbul
Supporting video: https://www.youtube.com/watch?v=9-bjLkC2WNQ&feature=youtu.be
AI Anxiety Meter
Croatia osiguranje, Bruketa&Zinic&Grey, Go2Digital
Supporting video: https://youtu.be/zzNHOhL8XSs
Digital Security Platform
Aksigorta, Hogarth Worldwide, Mediacom
ERBUD - recruitment campaign in gaming
ERBUD, Gameset
Supporting video: https://www.youtube.com/watch?v=IPsOCnSVFNY
Marko Matejčić
Global Product Strategy Director
MediaCom Global
How AR Gamification helped drive consumers in-store
Yahoo Inc, Lavazza, OnDevice, BlockV
Measuring the impact of viewability & duration on digital video advertising effectiveness
Médiamétrie in partnership with Integral Ad Science (IAS)
Kantar’s Media Reactions 2021: find out where great ads thrive
Kantar
Supporting video: https://www.youtube.com/watch?v=3c-GG6tC7eQ
The impact of diversity in tv-advertising
Annalect Netherlands
The Awareness Impact Tool, the revolution in awareness planning
Wavemaker, Xaxis and Finecast
Supporting video: https://www.youtube.com/watch?v=UjpM4UyTnKE
26% increase in conversions for Renault using privacy safe Multi-Touch Attribution
Renault NL, Annalect NL, OMD Netherlands
The effectiveness of TikTok for Doritos
Annalect Netherlands & PepsiCo Netherlands
Beyond the Cookie: The Future of Advertising for Marketers and Publishers
Lotame
ConTech Queries
Media1: Roman Breithofer, Head of Digital Media, zulu5: Andreas Gysler, Managing Director, Wirtschaftsuniversität Wien: Nadia Abou Nabout, Head of Institute for Interactive Marketing & Social Media, Copenhagen Business School: Edlira Shehu, Associate Professor
Pringles - Measuring the Real Impact of AR
Supporting video: https://youtu.be/eWJsqnxsI7c
Audience panels, a way to replace the vanishing user data
Médiamétrie, Implcit
ConTech Queries
Media1: Roman Breithofer, Head of Digital Media, zulu5: Andreas Gysler, Managing Director, Wirtschaftsuniversität Wien: Nadia Abou Nabout, Head of Institute for Interactive Marketing & Social Media, Copenhagen Business School: Edlira Shehu, Associate Professor
On the 25th and 26th of May, IAB Europe will host its flagship event Interact in Madrid. In partnership with IAB Spain, we will be hosting two days of keynote speeches, panel discussions, and networking opportunities. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, the latest policy and regulatory developments, and more, no stone will be left unturned as we take a deep dive into the next era of digital advertising.
In the run-up to the event, we will be introducing you to some of the leading speakers that will be discussing and debating how we can Drive the Next Digital Decade.
We are pleased to introduce Artur Semioniov, Director of Product & Innovation at Xaxis EMEA.
Q. Firstly, thank you for supporting Interact 2022. So, apart from your own session, what are you most looking forward to seeing at Interact?
There are a lot of great sessions this year on the agenda. I’m particularly looking forward to the attention economy presentation and panel discussion on the 25th of May. Attention as a topic, and as a metric, has been around for a very long time but hasn’t been incorporated more deeply into wider campaign planning, activation and reporting processes. I’m excited to hear more about the topic and hopefully learn how we can utilise it more effectively in the future.
Q. What is your role at Xaxis and what’s been your focus so far this year?
I’m Director of Product & Innovation at Xaxis EMEA. Xaxis is the outcome media company and GroupM’s advanced programmatic arm. We utilise our proprietary Artificial Intelligence technology and custom algorithms to deliver outcomes to our clients from their media investments.
My team is working closely with our agencies and clients to improve and develop new programmatic capabilities across display, video, audio, digital out of home (dooh) and new-emerging opportunities like in-game. This year a lot of our focus is dedicated to finding ways to connect different formats and platforms to work together as one unified advertising strategy.
Q. You will be presenting a keynote on how we can reboot our thinking of AI and connect the dots between platforms, channels, media and creativity. What steps do you think we need to take as an industry to make this happen?
Education is an important stepping stone. To bring the best out of the AI tech, we as an industry need to collectively raise a general understanding of AI capabilities and its possible application of it in digital advertising.
As a capability, machine learning has been around for some time now. In the last few years, the application of machine learning has developed and matured in the programmatic buy-side. However, as a technology, I think it has a much bigger role to play in the future of digital advertising. We see an opportunity for a much wider application of AI going forward as a means to connect media buying with creative execution and establish a connection between different platforms and channels to work together in unison.
This however requires a lot of different teams and stakeholders to work together. And therefore, raising awareness and understanding of AI capabilities across the industry is an important step forward.
Q. What most excites you about the use of AI and its potential for the future of digital advertising?
I see multiple applications of AI in the future. Some of these applications will be easier to achieve than others.
In the short term, AI can help us evolve KPIs that we are using to plan, optimise and measure the success of digital advertising campaigns. In a lot of cases, we are still relying on metrics that have been established a long time ago and need a refresher to be more aligned with the current state of the digital landscape.
In the long-term, I hope that with the use of AI technology we will be able to break some of the siloes and bring unified cross-platform and cross-channel campaign execution to fruition.
Q. A bit more about you - what do you most enjoy doing in your free time?
Travelling is my favourite go-to option when I have free time. After a long period of no travel possibilities due to the pandemic, I’m trying to make the most of it now. Even if it’s a small local trip outside the city, it feels like a big treat.
Q. Why do you think people should attend Interact this year?
We are part of a very dynamic industry. There will be a lot of changes happening in the upcoming years, but this also opens doors for new innovative ideas. I think Interact is a great place to share and discuss ideas and learnings across the industry and how to bring them to life.
On 27th April, IAB Europe hosted the first Virtual CTV Event of 2022, and with over 200 people in attendance, it was a huge success!
Featuring a series of panel discussions and market deep dives from IAB Europe and IAB Europe member companies, the event unpacked key topics from the current CTV landscape in Europe to measurement and targeting.
In this post, you will find an overview of each of the sessions covered, as well as video recordings for you to view in your own time. Enjoy!
Watch the full event recording here or keep reading to find out more about the individual panels and recordings.
The event began with an insightful keynote presentation from IAB Europe’s Senior Digital Advertising Analyst, Tom Suttle, on the latest stats and facts from the CTV ecosystem.
Watch Tom’s presentation here.
The first panel discussion of the day: CTV in 2022 was moderated by Gregor Fellner, Director of Business Development at Rakuten Advertising.
We are starting to see the easing of COVID restrictions across the globe, but what will this mean for the CTV landscape in 2022? This panel reflects on how the pandemic has shaped the CTV market over the past 2 years.
For this highly relevant conversation ad Q&A, Gregor was joined by:
The second panel discussion and Q&A: CTV Targeting and Measurement was a deep dive into the latest challenges for our industry when it comes to CTV and cross-screen measurement, as a follow on from our recently released Guide to CTV Targeting and Measurement. Moderator, Jessica Trainor Vice President Ad Platform Partnerships at Comscore was joined by:
Watch the recording here to understand the current hurdles and what needs to be done to overcome them.
The event finished with another keynote, but this time from Shailley Singh, SVP Product Management & Global Programs at IAB Tech Lab. The presentation – Latest CTV Advertising Standards with IAB Tech Lab – covers recent and upcoming standards releases and revisions to support the growth of Connected TV and cross-media video. It will be an opportunity to learn how new feature- both recently released and planned for IAB Tech Lab standards, software and Transparency Centre make buying, selling, delivering and measuring Connected TV safe, transparent and TV like experience for advertisers and consumers.
Watch the recording here to understand what is new for CTV in Open RTB, Transparency Centre, Video Ad formats, Open Measurement and more.
We want to say a massive thank you to our excellent speakers and to our listeners.
We hope to see you all at the next Virtual CTV, later in the year!
In this week's member-guest post we hear from Tanya Field, Co-Founder, and CPO of Novatiq, as she analyses McKinsey's recent report on post third-party cookie strategies and provides key recommendations on how to go beyond owned intelligence in order to succeed in a post third-party cookie world.
McKinsey’s recent report into the post third-party cookie advertising ecosystem recommends three strategies for brands to take: 1) leverage owned touchpoints to generate first-party data, 2) partner with second-party data vendors for additional insights, and 3) leverage contextual strategies.
While this is welcome insight from a company outside the core adtech ecosystem, the recommendations do little to move the debate on. Moreover, while the steps outlined by the consultant will have a significant positive impact on brands’ marketing efforts, they still fail to meet the core requirement that will follow the loss of third-party cookies: verifying audiences at scale across the anonymous web.
Our view is that McKinsey’s analysis provides only part of the answer. First-party data will undoubtedly take on added importance for brands and publishers alike, and there is of course a convincing argument to be made for augmenting this data with that of second-party organisations. McKinsey is suggesting an approach where universal IDs are leveraged as first-party cookies to activate and enrich consented information across marketing channels, adtech providers, and publishers.
However, while universal IDs will clearly play a role in the emerging programmatic ecosystem, they cannot be the only solution. This is because universal IDs are not capable of providing a joined-up view of web users across the anonymous web, nor are they able to recognise users across devices.
Going further than McKinsey, we would therefore also recommend the use of an interoperable pseudonymous verification ID. This ID would enable advertisers and publishers to leverage telco intelligence to verify users behind the telco firewall.
The benefits of using telco intelligence are clear: telcos have full visibility of subscribers across devices and are trusted by consumers, which will be important for managing consent. Moreover, using the pseudonymous verification ID removes the need to transact personally identifiable information, making this a privacy-first design.
McKinsey rightly notes the importance of data partners to solving the post third-party cookie challenge. To reach users on both the authenticated and anonymous web, telcos must be one of these partners, and interoperable pseudonymous verification IDs a core enabler of programmatic transactions.
Our proposed approach will mean that advertisers can retain all the current benefits of verified audiences at scale and will therefore not need to rely on contextual to fill the gap (the third of McKinsey’s strategies). While there’s a role for contextual advertising, it does not currently have what it takes to reach the right audiences every time.
McKinsey has provided useful, objective insights for advertisers and there is much of value in its analysis. However, first-party data is only the beginning of a solution, not the solution itself. By combining brands’ owned data with that of publishers and verifying it with the help of telcos, advertisers can build complete, 360-degree profiles of their customers that are as rich, if not richer, than anything available today through third-party cookies.
For more information on the ID ecosystem, and strategies for responding to the withdrawal of third-party cookies, read IAB Europe’s updated Guide to the Post Third-Party Cookie Era. Here you can learn more about interoperable pseudonymous verification IDs and how they will interact with universal IDs and other solutions to help create the privacy-first programmatic ecosystem of tomorrow.
IAB Europe’s Annual Flagship Event Interact is back and ready to welcome you from 25th - 26th May 2022 in Madrid and you have just one week left to get your tickets at an exceptional early bird rate.
Don’t miss out, secure your space today!
Interact is a must-attend event for the digital advertising and marketing industry. For more than a decade, leading European advertisers, industry experts, agencies & media owners have met, got inspired & shared best practices in different capital cities across Europe and we are very excited to welcome you all to Madrid.
In partnership with IAB Spain, we will be hosting two days of keynote speeches, panel discussions, and networking opportunities for you to join.
With a central theme of ‘Driving the Next Digital Decade,’ we will cover a full range of key topics on the agenda as we look to address and drive the digital advertising ecosystem forward. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, the latest policy and regulatory developments, and more, we will dive deep into the next era of digital advertising.
A big thank you to all of our sponsors for helping to make this happen!
Get your Earlybird tickets here.
Latest Speakers Announced:
Alongside our Chief Economist, Daniel Knapp, and our Chairman Emeritus, Constantine Kamaras we have a fantastic line-up of speakers confirmed.
Check out our current list of speakers below:
For more information on tickets, and to join us in Madrid, follow the link here. And be sure to be quick, as our early bird tickets are available until next Friday 29th April.
We look forward to seeing you there!
Written by Kristanne Roberts, Product Management Director for Kantar Marketplace
I am extremely excited to announce that I am to be Chair of the 2022 IAB Europe Research Awards Jury, judging alongside high achieving industry experts from TikTok, PubMatic, Yahoo, Bloomberg Media and so many other leading companies.
The Research Awards competition is a fantastic opportunity to showcase the incredible European digital research projects underway and the contribution they have made to the development of the digital advertising industry.
In 2021 we awarded impressive projects such as MeMo²: Next Gen Crossmedia Analytics: Unraveling the True Value of Digital (Instore) Retail Advertising on Brand and Sales and Kantar’s Covid-19 Barometer. Not to mention, last year's Researcher of the Year Award went to Anita Caras, Insights Director, EMEA at Verizon Media.
You can find out more about the 2021 winning entries in this blog post.
The winners of the 2022 competition will be chosen to inspire and motivate the industry, highlight new ideas and future trends, and congratulate various teams on their hard work.
If you have a research project suitable for one of the many categories available to enter, such as Data Effectiveness or Consumer Attitudes and Behaviour, I encourage you to put your work forward. This is a great way to reward and motivate your hard-working teams! If you still need some convincing, here are even more reasons to enter:
I look forward to reviewing all of the great work and meeting the winners in Madrid in May at IAB Europe’s flagship event, Interact.
Earlier this month, IAB Europe released its latest comprehensively updated ‘Guide to the Post-Third-Party Cookie Era’.
The Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee and Post Third-Party Cookie Task Force. It provides the latest insights into the many alternative solutions that are being developed to replace third-party cookies when they are depleted in 2023, including context, identity, the use of telco data, and the Google Topics initiative, and expands into new challenge areas including measurement and attribution.
So, what is included in the latest guide and what do you need to know about the post third-party cookie world today?
We caught up with some of the members of IAB Europe’s Programmatic Trading Committee who contributed to the guide to share their thoughts and expertise.
Q&A with:
Tanya Field, Co-Founder & CPO, Novatiq
Piper Heitzler, Head of Growth, EMEA, Amobee
Alex Berger, Senior Marketing Director, Buy-Side Products, Adform
Q1. Since the last updated version of the guide was released in February 2021, what changes have you seen, and what have been the biggest developments?
Piper - “Well, I’ll start with the obvious. On June 24th, 2021, the advertising and ad tech industries let out a sigh (of relief?) when Google announced a two-year delay in phasing out the third-party cookie phaseout. That shift in time frame has allowed the P3PC guide to evolve into a comprehensive mini textbook of the identity market, rather than being a short-term assessment of what marketers should do immediately. There’s been a ton of growth from existing and new players, which means marketers now have a buffet rather than a tasting menu to choose from; all of which are detailed in the guide.”
Alex - “When the guide was first written, there was a big open question pending over what the solution that replaced third-party cookies would be. That began to take shape in 2021, and now this year the industry has a series of functional and proven solutions which are well on their path to implementation. The focus and educational piece about how first-party IDs are perhaps the single biggest solution is a significant addition. There’s also great added clarity around key definitions surrounding things like different types of identity.”
Tanya - “Over the past year, the depreciation of cookies and Mobile Advertising IDs has gathered pace, and the first major impacts of this shift have been registered. One of the more significant news items in this respect include Google’s announcement that it will extend its Privacy Sandbox to its Android Advertising IDs. This is a significant blow to publishers, who are still reeling from Apple’s decision to make its Identifier for Advertisers opt-in. The latter’s move has already had significant consequences, causing a combined £315 million drop in market value for companies like Meta Platforms, Snap, Twitter, and Pinterest, which rely heavily on mobile advertising revenues. In this climate, IAB Europe’s Guide is more relevant than ever.”
Q2. What is your take on what the industry has developed over the last 12 months? Are we any closer to having solutions in place the end of 2023?
Piper - “In short, it’s been a year of extremes. On one end, the industry has developed even more proprietary platform experiences for investment teams – which is fragmenting the media buying experience to a nearly equal degree that consumers’ experience content across screens and platforms – but on the other, there’s been incredible collaboration between advertisers, data providers, DSPs, SSPs, and publishers to drive scale for cookieless ID solutions, which will ultimately allow the open internet to continue.
It’s safe to say that the media plans of tomorrow will require marketers to balance a world of walled gardens with independent ad tech stacks in order to drive combined performance and reach. And in general, having spent much time consulting agencies and brands over the past year(s), I am confident they are learning how to rebalance that pendulum swing more gracefully this time around.
Alex - “Absolutely. We’re now at a point where the leading tech providers have real, functional solutions live. There’s still a lot of functionality to be fleshed out, and key gaps to close/regulatory questions to navigate, etc. – but we’ve gone from the bleeding edge focusing on proof of concept, to a subset of industry leaders now being live with eg first-party ID solutions and fully operational while supporting scaled ad buys. At this point, there are also some fairly significant benefits for advertisers who choose to start embracing these solutions. Every advertiser should be asking their agency and adtech partners how to turn things on immediately, start testing, and come off the sidelines. There’s a temptation to sit and wait it out, but the time for that was 2021.”
Tanya - “As the depreciation of cookies gathers pace, the industry is responding with a range of options.
One of the biggest changes has been from Google, which has abandoned its Federated Learning of Cohorts (FLoC) proposal in favour of Topics for ad tracking, which determines’ web users interests from their short-term browsing history.
We have also seen new players enter the market with authenticated ID solutions, and probabilistic IDs that use AI to stitch together signals from the bid stream. However, neither offers a silver bullet to the industry’s dilemma. Authenticated IDs do not address users on the anonymous web and so will be unable to deliver audiences at scale, while probabilistic IDs will become increasingly inaccurate as signals disappear from the bid stream.
There are a range of options on the table. The full picture is still emerging, and we have yet to hear plans from major players like Apple. What is clear is that the industry still requires a solution that delivers scale. This could be either an alternative ID solution that covers both the authenticated and anonymous web, or a platform that enables interoperability between a range of IDs.”
Q3. ID solutions continue to come to the fore, how can stakeholders best identify and select partners?
Piper - This may seem like a very tactical answer, and keep in mind that I come from a technical Solutions Engineering background, but a humble matrix. The Post Third-Party Cookie Guide provides a breadth of description about ID solutions, much of which may be out of scope for someone’s current day-to-day job, but given the monumental shift that the deprecation of third-party cookies brings, it’s ever more critical to simplify what the past, present and future look like for a brand’s marketing strategy.
To create the matrix: collect any and all solutions (and KPIs!) that your brand uses today. Bucket those by how you capture user data versus reach users, then outline how that practice works today, and finally what effects may change the status quo. With that information you can align solutions from the Post Third-Party Cookie guide to those sections, rank each tactic based on its potential business impact, voilà, now you have a prioritised testing framework.
Alex - “I see a huge amount of confusion, and rightly so, between different types of ID types, ID solutions, and their market coverage. It’s quite clear that there won’t be one universal ID that takes it all. Instead, we’ll see a wide range of first-party IDs across technology providers, geographies, and solutions. This was one of the reasons that Adform opted for an approach that is fully ID agnostic, builds our own platform-based solution, and focuses on integrating with a wide range of IDs. Each ID solution provides different strengths and use cases. So, the conversation to take is much more about what are the benefits of the ID, how does it fit your geographic or media blend, and how does it scale alongside other IDs in your tech stack? It’ll also be very important to cut through the hype and look at who can provide actual data and real live solutions that work in the chaotic and often challenging fragmented adtech landscape.”
Tanya - “There are a broad range of factors that stakeholders will need to consider. First, to be effective the ID needs to be dynamic and able to operate in real-time to reach people at the right moment. Second, they need to be privacy-assured, ideally with patented technology and proven applications. Third, the ID should be interoperable with others and easy to integrate with intelligence sources and the adtech ecosystem. Security is also key. Stakeholders should check that the ID can enable safe data activation at scale. Above all, it is important that consumers feel comfortable giving consent for their information to be used in the ID. Here, finding an ID that is supported by trusted third-party organisations such as telecoms operators will be crucial. These organisations will be guardians of consent and they hold the key to achieving scale.”
Q4. Measurement and attribution are key challenges that have been highlighted in the latest edition of the guide. How do you think it can be possible to deliver effective attribution in a post third-party cookie world?
Piper - “In many organisations, the path of least resistance is to evolve with a degrading framework – for example, ad server and website analytics reports that have weakened to only cookie-supported browsers – rather than overhaul a brand’s entire measurement practice. However, as the proverb goes, “the best time to plant a tree was 20 years ago; the second best time is now”, well, now is the best time to re-evaluate what, why and how you measure each KPI. It is absolutely possible to develop effective measurement practices – which lead to reasoned attribution frameworks – and in the Post Third-Party Cookie Guide, marketers can evaluate the various experimental designs, panel-based strategies, publisher partnerships, and advanced analytics they can use to do so.”
Alex - “Attribution moving forward requires a bit of a mentality shift. It will take a while to be as effective as it was under third-party cookies. However, attribution and measurement aren’t in nearly as bad a shape as was initially feared and as a lot of stand-alone point solutions want folks to believe. What is required are more robust technology solutions that have strong connections. What I think we’re seeing is a lot of sub-par quality measurement and attribution in the old setup getting cleaned up/wiped out. That’s being replaced by measurement and attribution that’s a bit more technologically complex, but which delivers higher quality IDs with superior longevity. It’s also opening new opportunities. I know for our part at Adform, we are focused on making it a simple process, and we’ve really been able to bring back measurement and attribution to things like Safari and Firefox due to first-party IDs and the unique nature of our technology. So, it’s definitely a challenging period, but also exciting.”
Tanya - “In my view, it is only possible to deliver measurement and attribution at scale with a dynamic ID that can be carried through the programmatic ecosystem and into execution, while also being used as a point of reference that ties back to an obfuscated, semi-persistent ID that is held elsewhere. This approach enables brands and publishers to map back to a single user without knowing who that user is. This approach is not theoretical - it is already deployed in several markets today.”
Q5. What are your predictions for the future and how do you see solutions developing over the next 12 months?
Piper - "On a macro scale, the ad tech industry is at an inflection point of many intersecting trends, all of which are underpinned by the concept of “privacy-compliant data access at scale” and rely on either pseudonymous or PII data points. So my predictions are: retail media networks will explode in Europe, streaming services will continue to multiply in number through ad-supported models, and large companies will go on an acquisition spree to gain access to first-party data. In addition, identity-based solutions will be expected to perform cross-domain reconciliation in order to drive value for marketers and cookieless IDs that don’t support data onboarding will be deprioritised by those that do.”
Alex - We'll continue to see a filtering effect. Right now, almost everyone is understandably quite confused by a wild-west in ID solutions, potential fixes, technologies that are still barely proof of concept but “launched”, technologies that are live and rapidly evolving, and folks trying to figure out how to run a third-party cookie dependent business once they’re gone. I think we’ll see major sources of uncertainty such as the regulatory consent component resolve with solutions and more clear-cut guidance being established. I also think we’ll see more consistency in terminology and deeper understanding of which technologies use IDs, which IDs have legs, as well as how they end up getting bundled and used effectively. We’ll also continue to see scale and adoption accelerate. At Adform, we’re already seeing about 80% of top 1,000 publishers in most European markets send first-party IDs. This means the capability is there, and the volumes are ramping up. That’s great news for Advertisers as they look to buy and use platforms and technology that helps them achieve those goals without getting locked into a single ID solution, the walled gardens – which I expect will continue to fracture - or stand alone third-party engineered solutions.
Tanya - “I have three predictions for the year ahead. First, all IDs will become interoperable to deliver an all-encompassing solution for the digital advertising ecosystem. Second, there will be new entrants into the ecosystem from vertical markets as companies with large sources of first-party intelligence provide the underpinnings of new types of ID. Finally, consumer needs will be at the heart of new IDs and there will be a clear focus on direct consent and consent management. This is because nothing works without consumers and consumer confidence. Securing trust must be the starting point for the post-cookie world.”
Written by Antonia Faulkner, Head of Marketing & Analytics at Samsung Ads Europe and APAC
I am delighted to be the Chair of the 2022 MIXX Awards Europe jury, and even more delighted to be judging alongside industry experts from Coca-Cola, Meta, Mindshare, Vodafone and many more leading companies.
The MIXX Awards competition is a fantastic opportunity for brands to gain recognition for their hard work and for the Digital Advertising industry as a whole to showcase all of the incredible creativity and innovation it has to offer.
In 2021 we awarded innovative campaigns such as The Fortnite Undercover Avatar by Havas Sports & Entertainment, Dogvertising by Mediacom and Beautiful When Clean by Mindshare. You can find out more about the 2021 winning entries in this blog post.
The winners of the 2022 competition will be chosen to showcase what a successful digital marketing campaign looks like and to inspire the industry by highlighting new ideas and future trends.
I encourage all advertising practitioners to enter this widely recognised competition with their latest advertising campaigns to reward and motivate their teams! If you still need some convincing, here are some more reasons to enter:
I look forward to reviewing all of the great work and meeting the winners in Madrid in May at IAB Europe’s flagship event, Interact.
Strong growth in online video advertising is being driven by emerging channels and formats but media buyers still seek better measurement solutions
Today, IAB Europe and PubMatic released an industry report titled “The State of Online Video Advertising in Europe”. The report highlights media buyers’ appetite to continue to increase investment in video advertising, in particular connected TV (CTV).
Over 140 online video buyers from agencies and advertisers across 31 European markets took part in the survey-based research generating key insights such as:
“Media buyers are excited about the potential of CTV advertising as it offers a cost effective way to reach audiences that are viewing far less traditional TV. This is appealing to big brands, while also opening an opportunity for smaller brands to invest in TV advertising without the big price tag attached to linear TV,” said Hitesh Bhatt, Senior Director, CTV/OTT, EMEA at PubMatic.
The study also found that when media buyers find the same programmatic video inventory available via multiple sell-side platforms (SSPs) - which is often the case - from almost half say performance KPIs are the most important factor in deciding which SSP to work with. This is followed by cost (26%) and data activation (16%)
“This focus on KPIs as a deciding factor in SSP selection highlights the importance of maximising audience addressability – a known driver of better performance. Combining brand- and publisher-owned first-party data and independent ID solutions helps better predict consumer behaviour and thus maximises the size and accuracy of addressable audiences across the open web,” said Bhatt. “Today, A/B testing different addressability strategies is one of the best ways to establish which partners can deliver the best performance. Early tests show that a portfolio approach delivers the best performance.” said Bhatt.
The deprecation of third-party cookies has changed buyers’ approach to online video advertising in browser environments, however, despite previous reliance on third-party cookies, programmatic remains strong with two-thirds of respondents allocating the majority of budget to programmatic channels.
Key to driving more revenue into digital video will be solving a lack of cross-screen measurement cited by 46% as the biggest barrier and 57% actively seeking more measurable formats. Despite measurement being a significant challenge, almost one-quarter (23%) of digital media buyers are planning digital campaigns as cross-screen including TV in that definition.
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe commented on the research: "IAB Europe and PubMatic's The State of Online Video Advertising study provides a view into the direction of travel in Europe for this growing advertising market. The findings will help advertisers, publishers and the broader digital advertising industry plan ahead and make the most of the opportunities on offer. This report shows that advertisers view online video as a strong channel for brand building. However, there are also clear concerns around cross-device targeting that will need to be addressed for the value of online video advertising to be realised in full. Given the aptitude for innovation in the digital advertising sector I have every confidence these concerns will be overcome and online video will continue as an important channel for brand building."
Since the European Commission’s proposal for the Digital Services Act was first published in December 2020, the legislation has progressed at pace. The trilogue negotiations commenced swiftly after adoption of the Parliament’s mandate in January and as the DSA reaches its final phase – with the co-legislators turning their attention to online advertising-related aspects – IAB Europe believes that policymakers must remain alive to the value of data-driven marketing, the risks of some remaining provisions of the DSA, and finally, the importance of a thriving digital media ecosystem and economy at large for Europe’s future.
The European Parliament proposed to introduce new obligations and further restrictions on digital advertising. Expansive and undue formulations under Art. 13a and Art. 24 raise fundamental questions about the implementation and functioning of the data-driven ads ecosystem as it functions today.
Unintended consequences and real-life implications of the DSA proposals
The proposed ban on so-called ‘dark patterns’ has been making headlines – as clearly no one wants the user to be misled in any way – but sweeping proposals under Art. 13a risk duplication and overlap with the existing privacy & data protection legal framework as well as relevant consumer law, the latter being evident from the recently published Commission’s guidance on the application of the Unfair Commercial Practices Directive.
Art. 13a 1(e) would likely take away the right of a publisher to independently hold a dialogue with the user about access to their very own ad-supported content or services – a growing concern given the ability to set signals such as ‘Do Not Track’ at browser or operating system level. Far from being a technologically neutral provision, this will pose an increasing problem for publishers looking to carry ads, as well as the businesses who rely on the reach of digital advertising to attract new customers. In 2021, Apple’s ‘Ask App Not To Track’ feature was estimated to have cost the biggest internet companies almost $10 billion – a significant sum that smaller players simply could not absorb.
Art. 13d 1(b) would in effect introduce a blanket approach to establishing validity of ‘consent’, imposing a prohibition of repeatedly requesting a recipient of the service to consent to any - not just ad-related - data processing when they have already refused. These matters - including the storage duration of user consent or refusal - are already being addressed by Data Protection Authorities (DPAs) guidance on the basis of their analysis of the GDPR provisions. It is important for any such interpretation of the GDPR requirements to be made on a case-by-case basis, including taking into account the context of different business models. Adding new, overlapping and possibly contradictory language on the matter of obtaining ‘consent’ would obfuscate the GDPR, and render DPAs efforts to-date irrelevant. For similar reasons, the added value of Art. 24 1a should be questioned.
Finally, though provisions that stand for an online environment that protects children and vulnerable people are important, they present cause for concern about how they might work in practice. The ban on targeted advertising to minors proposed under Art. 24 1b should take into account the business context and technical possibilities, avoiding a full ban on targeted advertising when the means of reliably discerning an internet user’s age - fully in line with the data protection regulation - cannot be found.
Preventing websites from asking vast swathes of users for their consent to advertise would remove a vital element of websites’ autonomy and concentrate it in the hands of a small number of gatekeepers – something European legislators are explicitly seeking to prevent and which has not been subject to any impact assessments.
Sustainability of the digital media ecosystem at stake
In this situation, many publishers could find themselves struggling, deprived of yet another crucial source of revenue. Facing years of declining print circulations, small publishers across Europe have turned to digital advertising to sustain themselves, often with great success. The Reuters Institute for the Study of Journalism reported that digital advertising revenues grew at their fastest rate ever in 2021, at over 30 per cent year on year, accounting for almost two-thirds of advertising spend.
Making digital advertising unviable would ultimately result in declining media pluralism across Europe. Even as policymakers strive to improve it. The Parliament’s Culture and Education Committee reflected on the fact that a shift to a subscription economy without advertising could lead to a decline in the availability of free quality information, stressing underlying liquidity issues of media organisations on another occasion. Diminished access to free, reliable content provides space for disinformation to take root, something that has plagued governments trying to combat uncertainty of the current times . Far from solving a problem, restricting digital advertising in this way could make the problem worse.
Digital advertising is no longer simply a nice to have. It is a crucial element of the modern media ecosystem, supporting pluralism and the proliferation of free, high-quality information. Severe restrictions on digital advertising could have equally severe, negative consequences.
We have had a brilliant start to the year with several insightful, thought-provoking events taking place, but the best is yet to come! Kicking off this month, we will continue key conversations through a series of unmissable virtual events and webinars that will focus on the latest policy updates, insights into online video advertising and CTV, and everything you need to know about programmatic advertising today.
All of our events are live and free to attend, so keep reading to find out what’s coming up, and be sure to secure your space today.
IAB Europe Industry Insider with PubMatic – State of Online Video Advertising in Europe
Join our first Industry Insider webinar of the year on Tuesday 15th March at 12:00 CET as we partner with PubMatic to share insights from their new research report, The State of Online Video Advertising in Europe, and shed some light on the formats and factors affecting buying decisions in the online video programmatic space today. You will also hear from a panel of industry experts as they share how agencies and publishers navigate the video ecosystem, as well as key predictions for the year ahead. Secure your free space below.
Our Virtual CTV Day is Back! Get All the Latest Updates on this Exciting Channel
Your favourite Connected TV (CTV) event is back on 27th April at 12:00 CET! Dive into a series of panel discussions and market deep dives to explore the emerging and exciting digital advertising channel that is CTV. Covering a range of topics from the CTV advertising landscape today through to measurement and targeting and the latest industry standards, this event is not to be missed.
Keep your eyes peeled for our impressive list of speakers, coming soon.
Virtual Programmatic Day- Save the Date!
We also want to remind you that our Virtual Prgrommatic Day will be back on 12th May at 12:00 CET. We will be covering everything you need to know about the programmatic advertising world today, from identity and privacy to diversity and inclusion; no stone will be left unturned.
The final agenda and speakers will be confirmed very soon.
We look forward to seeing you at one or more of our events in the coming weeks!
The Early Bird Deadline for the prestigious annual MIXX Awards Europe and IAB Europe Research Awards is fast approaching! Enter before Friday 11th March, to take advantage of the discounted entry fee!
Be a part of the competitions that receive hundreds of entries every year showcasing the very best campaigns and research efforts from across Europe!
The MIXX Awards Europe recognise and celebrate the best digital advertising campaigns in Europe, while the IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the digital advertising industry.
There are more than 20 categories to choose from across the two awards, from Campaign Effectiveness to Connected TV in the MIXX Awards and Cross-Media Measurement to Consumer Behaviour in the Research Awards.
Find out more and view the full list of categories, judging criteria, and entry fees here.
The winners of IAB Europe’s MIXX Awards Europe and Research Awards 2022 will be celebrated at IAB Europe’s flagship event, Interact on 25th-26th May, the must-attend event for the digital advertising and marketing industry.
Entry Checklist
We have created a handy checklist to help you make sure your entry is on track.
✔ Download the entry notes
Our entry notes contain all the rules and entry info you need for entering the awards, including the judging criteria. The MIXX Awards Europe entry notes can be found here and the IAB Europe Research Awards entry notes here.
✔ Plan your time
Make sure you have enough time to draft your submissions and get them reviewed before you submit them. Please note the final deadline is Friday 15th April. Please get in touch if you think you might have any delays.
✔ Consider all of the categories
Consider entering your work into multiple categories to get maximum visibility for your project or campaign. There is a discounted rate for entering additional categories!
✔ Review the 2021 winning entries
Why not have a look at some of our winners from last year to inspire your entry?
✔ Ask the organisers
Get in touch with us via email if you have any questions - awards@iabeurope.eu
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