In collaboration with the UK’s Competition & Markets Authority (CMA) on 12th September we hosted a webinar on Privacy Sandbox testing methods and proposed metrics. We looked into how results of testing will be used in the CMA’s assessment of the Privacy Sandbox changes. The CMA presented an overview of their testing framework alongside the relevant metrics and how companies can share their results with the CMA. This is a must watch session to hear from an independent body on their assessment of industry feedback and the next steps needed.
Other useful resources discussed during the webinar:
The CMA encourages market participants to continue providing feedback and get in touch at firstname.lastname@example.org.
In this webinar held on 13th September, experts from members of IAB Europe’s Retail Media Working Group gave an up to date view on the retail media market in Europe. The webinar drew on insights from IAB Europe’s recently released101 Guide to Retail Media and explored the definition, how it is bought and sold, key measurement principles and how the industry can work together to develop standards. Experts then discussed IAB Europe’s Retail Media Standards Survey results released September 2023.
Watch the recording here
IMPACT+ is a technology company that enables brands, agencies, publishers & ad tech companies to measure and reduce the carbon impact of their digital advertising.
Based on their expertise, this white paper shares best practices so that you can take steps to make your digital advertising more sustainable.
At the end of 2022, IAB Europe created a new Retail Media Working group to bring stakeholders from across the Retail Media ecosystem together to facilitate collaboration, provide education, insights, and create standards.
Currently, however, there are no standards for Retail Media in existence, so the group set out to explore what should be tackled and prioritised in this area.
To support this work, we recently conducted a survey to understand what is hindering further investment in this space and what areas are in need of standardisation, whether that be metrics or measurement or creative specifications.
The survey attracted 110 respondents from across a range of European markets from both buy- and sell-side stakeholder groups.
Key findings include:
In a world driven by innovation and advancement, it's crucial to stay ahead of the curve. That's why our Retail Media Working Group has taken the lead in defining Retail Media and sharing key expertise in this new comprehensive 101 Guide to Retail Media.
What is Retail Media?
Retail Media is rapidly reshaping the digital advertising landscape, and understanding its intricacies is paramount. This 101 Guide provides an extensive overview, breaking down on-site, off-site, and in-store definitions. These definitions, crafted in collaboration with National IABs across Europe, offer a clear understanding of the various dimensions of Retail Media.
Empowering Success Through Retail Media
Navigating the evolving digital advertising landscape can be challenging, but with this 101 Guide, you'll be equipped with the knowledge to thrive. Designed to empower both buyers and sellers, this guide provides a roadmap to making informed decisions that drive advertising success through Retail Media.
What to Expect:
A huge thank you to all members of our Retail Media Working Group who contributed to the Guide:
Explore the latest advancements in the TCF v2.2 User Interface (UI). Watch these webinars where we are joined by CMP’s for insightful demos and best practices as we look to help you seamlessly transition to the latest version of the TCF. The sessions conclude with audience Q&A.
Session 1 with Consentmanager, OneTrust and Sourcepoint.
Watch the recording here
Session 2 with Didomi and Sibbo
Watch the recording here
Presentation decks can be downloaded below:
For Further information on TCF v2.2 please see our blog post Understanding the Transparency & Consent Framework v2.2 here
For FAQ on TCF Policies & Technical Updates (Updated July 2023) here
ID5 Prebid Analytics Module Reveals a CPM Increase of up to 365% for Publishers Leveraging Universal IDs
ID5 leveraged its recently launched Prebid Analytics Module, which utilises data from publishers using Prebid, to provide tangible insights into the value of universal identifiers. The data looks at the effects of using any ID across Europe, with regional breakdowns in the UK, France, Italy, Spain and Germany.
The analysis found that on average, publishers that use cookieless IDs can expect to increase average win CPM by up to 365%, increase bid density by up to 893% and decrease the percentage of no bids by up to -14% across cookieless environments. Download the full report below.
Advertisers and agencies want contextual targeting to deliver perfectly aligned ads on the freshest content. But most content has a short shelf life, becoming "old news" before it's even indexed.
New research from TPA Digital compared three leading contextual solutions (including Verve Group’s Moments. AI™) by measuring content relevance and recency.
The takeaway? Marketers should set a higher bar for accuracy and freshness in their contextual campaigns. Click below to download the report.
IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices.
In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims.
With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.
The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.
The guide will be further supported by the development of more in-depth business reports and playbooks and sustainability scorecards that will enable market participants to consider ESG factors as well as economic benefits.
Key areas covered in the guide include tips and guidance on:
Download the guide here and check out the press release here.
A big thank you to the following contributors of this guide:
This report The Evolution of Digital Audio Advertising in Europe Report 2023, conducted in collaboration with GroupM Nexus, is packed with invaluable insights, offering a comprehensive overview of the current trends and investment strategies in the digital audio advertising landscape. Brace yourself for a glimpse into the promising future that this dynamic channel holds for marketers across Europe.
Download the report today and discover the key insights such as the below along with much more:
According to our findings, 65% of European buyers consider audio's ability to enhance wider media plans as the top driver for investment. This shows the critical role that digital audio advertising plays in the broader marketing mix, solidifying its position as a strategic tool for capturing audience attention.
The report reveals a remarkable surge in the interest surrounding digital audio advertising. An impressive two-thirds (66%) of media buyers surveyed expressed their intention to invest more in digital audio within the next 12 months.
Our report identifies the key drivers behind the increased spending on digital audio advertising. The top three factors include incremental reach, innovative activation techniques such as dynamic creative ads optimisation (DCO), and improved targeting efficiencies.
For an in-depth analysis of the current audio investment landscape, the key drivers behind advertisers, agencies and publishers, as well as the challenges they face, download the full Evolution of Digital Audio Advertising Report here.
In the rapidly evolving landscape of digital advertising, it is crucial to have guidelines and standards in place to ensure a seamless and user-friendly experience across different formats and channels. The Interactive Advertising Bureau (IAB) is at the forefront of developing and providing these guidelines through its IAB Tech Lab. Below, IAB Europe has compiled a collection of the current guidelines for the different digital advertising formats and channels.
In addition to format guidelines, at the end of this page is an overview of IAB Tech Lab’s technical guidelines. These technical standards and solutions were developed to support a healthy and sustainable digital media and advertising industry. This includes addressing consumer privacy and identity, advancing advanced TV, combatting ad fraud, and ensuring transparency and security within the supply chain.
By adhering to these guidelines, advertisers, publishers, and other stakeholders can enhance their digital advertising strategies, provide a seamless user experience, and build trust with their audiences.
The IAB Tech Lab released the IAB New Ad Portfolio in July 2017. The New Ad Portfolio guidelines replaced all previous creative display guidelines for desktop and mobile—including rich media units, Universal Ad Package (UAP), and other ad units related guidance.It provides comprehensive recommendations of advertising experiences across diverse digital landscapes including websites, mobile apps, social media, communication, and messaging experiences as well as new digital experiences like virtual reality and augmented reality. It includes best practices and ad specifications for a range of creatives:
The guide also includes LEAN principles for user intent and use privacy that represent a guideline for a complex of Lightweight, Encrypted, AdChoices supported and Non – invasive advertising and express the following attributes: Respect, Control and Choice.
Since the publication back in 2017, an FAQ document has been created to include any new updates.
With the surge of growth in Connected Television (CTV) in recent years, In 2022, the IAB Tech produced an updated version of the Digital In-Stream Video and CTV Ad Formats guidelines to account for the growing use of CTV products as part of the video ad landscape. The specifications outlined in this document have been updated to support the growth of CTV in the digital video marketplace, as well as the advances of new technologies that have emerged. With cross-screen ad execution in mind, provisions have been made for various file types and video qualities.
Publishers should use these guidelines as a resource for providing creative submission requirements for video ads. Video Ad developers should use this document as a reference for baseline ad development specifications. Creative agencies, studios and video ad technologists, as well as video ad-serving partners should use this document as a reference for digital video ad specifications.
The digital video marketplace includes platforms that extend to mobile, television, and an array of other technologies and devices. The specifications outlined below have been updated to support cross-screen ad execution, and provisions have been made for varied quality files that improve “intelligent” selection in vendor-served ads (3rd party) and server-side ad stitching practices. Supporting the need for high-quality video files has also been a key focus in this update.
In order to simplify the digital video advertising buying and selling process, the Digital Video Committee of the Interactive Advertising Bureau (IAB) has developed these guidelines and best practices for the most common current in-stream ad formats, including: Linear video ads; Non-linear video ads and Companion ads. There are three types of recommendations contained in this document for each ad format: Ad Format guidelines; Common creative submission recommendations and Additional best practices.
In 2021, IAB worked with its members and industry partners from the UK, Europe and US to create a unified advertising framework for gaming and esports. The aim of this framework is to enable further growth of the gaming ad market in a sustainable and efficient way, ensuring that key terms are standardised and that there is shared understanding within the industry.
The framework can be used by anyone who is currently buying, selling or looking to buy/sell gaming ad inventory. Its primary use will be for brands, agencies and publishers - who may not currently use gaming-related terms every day - but will increasingly need to communicate with one another as the gaming ad industry grows and becomes a more important part of their businesses. The framework is numerically coded and split into ‘user’ and ‘viewer’ categories, then via sub-categories. This enables you to quickly scan sub-category headings to identify terms that you are looking for. If you’re brand new to the gaming space, it may be useful to read through the entire framework to understand what options, categories and capabilities are available. If you have experience of the gaming ad market, specific terms are defined here which have been agreed upon to become common language for the space.
IAB Tech Lab - Technical Standards
IAB Tech Lab produces global technical standards and solutions to build and support a healthy and sustainable digital media and advertising industry.
Their key areas of focus are:
Here you can find their full suite of digital ad standards, initiatives and products mapped to their area of focus.