When it comes to identity, it’s time to bridge the knowledge gap between buy-side and sell-side stakeholders.
“Identity: Decoded” by Verve Group is the ultimate resource for navigating the complex discussions around identity — a must-read in today’s ad-tech environment.
Whether you’re a publisher or an advertiser, you’ll find timely, actionable ideas and insights in this in-depth eBook.
What You’ll Learn
IAB Europe’s 2023 Brand Safety Poll results are here!
IAB Europe’s Brand Advertising Committee conducted a survey in January 2023 to ask industry experts for their views on how brand safety has been tackled over the past 12 months and determine what action needs to happen in 2023.
Whilst there are lots of studies which look at consumer views, the Committee wanted to find out what is actually happening from the advertising industry experts.
The results highlight how seriously the industry is taking brand safety, and show how the ecosystem has changed in the last couple of years to place more emphasis on ensuring brand safe environments.
Key highlights:
To read the full report download below.
This one sheet provides a handy summary of the key opportunities, key challenges & solutions and best practices for Native Advertising. For more information about Native Advertising, check out IAB Europe's latest guide to Native Advertising
Download Below.
The European Connected TV (CTV) market has skyrocketed in recent years. Where the worlds of TV and digital have been gradually merging over time, more and more consumers have been tuning out of traditional Linear TV options and moving into online streaming, paving the way for the CTV phenomenon. In Europe, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message. But for the CTV market to reach its full potential in Europe scale is key, and for that to happen programmatic CTV needs to be adopted.
IAB Europe's ‘Guide to the Programmatic CTV Opportunity in Europe’ was originally written by experts from the Programmatic Trading Committee to help planners and buyers of media understand and navigate how CTV can operate programmatically.
Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It provides a European-level overview of the CTV programmatic supply chain and the CTV options available to advertisers and addresses the challenges that planners currently face to make the most of the opportunities and demand in this space. It also offers some key considerations and best practices to ensure programmatic CTV is being optimised and used effectively.
Thank you to the following contributors who helped us to update this useful guide:
IAB Spain has released their Digital Media Advertising Investment Research 2023, thanks to PwC and partners Adevinta Spain, and Adjinn.
According to the research, the Advertising Investment in Digital Media grew 10% in 2022, exceeding 4.5 M€. For these stats and more download the report below.
Click here to download the full report.
Watch the webinar recording here.
IAB Europe’s Chief Economist, Daniel Knapp, led this ‘State of the Nation’ digital advertising 2023 kick-off edition.
In these uncertain times, with added economic pressure, Daniel shared his latest outlook on digital advertising and key trends for the Euro ecosystem for 2023.
IAB Spain has released the 2023 Digital Audio Study, sponsored by Audioemotion and Iki Group and produced in collaboration with Elogia. According to the study, Digital Audio consumption in Spain is 19.3 million listeners. The podcast is gaining ground (54%) and increasing its reach by 10 points compared to the previous edition of the study, now positioning itself as the third most listened to format, after digital music (77%) and live online radio (61%) . 60% of listeners consume Digital Audio on a daily basis and 7 out of 10 listen to it when doing housework, while 6 out of 10 do so while travelling. Regarding the perception of advertising, 75% of listeners remember having listened to advertising while consuming Digital Audio. To see all the stats download the report below.
Click here to download the full report.
Sustainability is now a key focus for the digital advertising industry. Last year, it was estimated that a typical ad campaign emitted around 5.4 tons of CO2, with a programmatic ad impression producing around one gram of Co2 emissions. When the number of ad impressions transacted on a regular basis multiplies over time, it is easy to see how this has become an imperative problem for the industry.
In order to gain insight into how the digital advertising industry is tackling sustainability and what measures individual companies have in place, IAB Europe’s Sustainability Standards Committee developed the State of Readiness – Sustainability in Digital Advertising survey. The survey attracted 256 respondents from across the digital advertising ecosystem with the vast majority coming from Ad Tech, Agency, and Publisher businesses, as well as Advertisers.
Key Findings:
Download the full report below
Find the supporting infographic here
Toy car manufacturer Hot Wheels races to success with its latest in-game advertising campaign in the lead-up to Christmas 2022.
The world’s best-known scale-model toy car brand Hot Wheels (Mattel), worked with Mediabrands Slovakia, Eskimi, a full-stack programmatic advertising platform, and Anzu, the global in-game advertising platform, to launch an intrinsic in-game advertising campaign to promote their Monster Trucks (Trucks Turnaj Titanov) and increase brand awareness, brand visibility, and reach during the lead-up to the holiday season 2022.
The display ads featuring the products ran within Anzu’s non-intrusive in-game ad placements, built into some of the best-known gaming titles in places where you would expect to find ads in the real world like alongside racetracks and around sports stadiums.
In-game advertising presented Hot Wheels with a compliant and ethical way of bringing their product to young audiences, meeting them where they spend most of their time — in their favourite games.
Hot Wheels was able to easily execute the campaign through Eskimi’s self-service platform, tapping into premium mobile titles from Anzu’s vast inventory, including Nitro Nation, Gravity Rider Zero, Tennis Clash, Dragon City, and Cooking Diary.
Hot Wheels was pleased with the outcome of the programmatic campaign, with Oracle Moat reporting a 99.5% viewability rate vs. a benchmark of 60.40% and an IVT rate of 0.4% vs. a benchmark of 6.10% for digital campaigns.
On the success, Marek Somol, Senior Associate Digital Marketing Czech Republic & Slovakia & Hungary at Mattel EMEA, said, "I am a huge fan of OOH because it allows advertisers to catch attention and engage with consumers in fun and out-of-the-box ways, which have huge impacts on brand building and campaign awareness. In-game ads have allowed us to bring all the advantages that come with OOH to the gaming world with the added benefit of all the reporting, targeting, and measurement features that come with digital advertising."
Chaim Berko, Senior Programmatic Account Manager EMEA at Anzu, said, “To launch a successful in-game campaign, there are several important factors you need to consider, including the messaging, creatives, games, time, frequency, audience, and how your campaign elevates and adds to the player experience. We worked closely with Eskimi DSP to ensure the Hot Wheels campaign was set up for success, and in the end, it all paid off. Advertisers should remember that the devil is in the detail!”
“In this specific case, Mediabrands SK team of experts were able to boost the speed of the advertising process using Eskimi’s self-service option”, said Yana Grishkova, Product Marketing Manager at Eskimi. “Integration into the gameplay with creatives utilising the distinctive brand image displayed an impactful presence of Hot Wheels brand in their audience’s favourite medium - mobile gaming.”
PubMatic have produced the new Insights & Attitudes report, in association with ExchangeWire, “The Evolution of Commerce Media in Europe”. The study looks into how sellers of goods and services within Europe are interacting with commerce media, the core drivers and barriers to increasing commerce media investment, and how retailers are working with technology partners to capitalise on opportunities within the sector.
Click here to download the full report.
This is one of the most important reports from IAB Spain. Prepared in collaboration with their main Working Committees, the report aims to provide an overview of the market in a practical and effective way, and analyses the keys to digital business that will help the industry to understand the challenges and developments that may arise in 2023.
Click here to download the full report.
With this guide from IAB Sweden Task Force Gaming you will gain a deeper understanding of the opportunity that gaming offers to help drive growth for your business (whatever your business). The guide covers the monumental growth of gaming as an entertainment channel, the audiences who are engaging, buying methods, strategy to get into gaming and much more.
Click here to download the full report.
AVOD is a key part of the media mix; exclusion from the media plan isn’t an option when over a third (36%) of viewers are watching content exclusively through this channel. Read our new report to learn about the latest trends in streaming behaviour across Europe and find out what agencies need to know about engaging with the growing AVOD audience.
To see viewer insights across Europe on the evolving consumer behaviours - Click below to download the full report.
A practical textbook for publishers on maximising revenue
Discover this textbook (around 200 pages) on maximising revenue by David Bauckmann of IAB Czech Republic (SPIR). This book is free to download in PDF for all IAB Europe members. All you have to do is go to the website and fill in the registration form with the code ‘IAB’. You will then receive an email with the link to download the book. Check it out below.
In December, IAB Europe, in collaboration with Google, held two technical webinars to provide a deeper understanding of how the API proposals of the Privacy Sandbox will work once the third-party cookie is deprecated. .
The second session focused on personalised Ads APIs, (Topics and FLEDGE) that are being tested in Chrome as of December 2022.
If you missed this webinar or just want to dive deeper into the Privacy Sandbox, please find a table of resources on Topics and FLEDGE below for your reference:
Also Read here for an article from Joey Trotz, Director of Product Management, Privacy Sandbox, that provides an overview of how to maximise ad relevance after third-party cookies are deprecated on Chrome.
Topics
| Name + URL | Type | Description |
| Topics - chrome://topics-internals/ (only available within Chrome)
|
Tool | User controls and classifier |
| API overview | Demo Page | Try out the Topics demo, and learn about the API and how to run Topics with flags or participate in an origin trial. |
| Topics - how to start testing
|
Technical | Quick guide to implement and test the API. Access topics with JavaScript and share your feedback. |
| Topics demo - see the API in action
|
Demo Page | Basic demo of the Topics API |
| Topics - technical explainer
|
Technical | Draft proposal example |
| Topics tester list | Tool | Consolidated list of testing information which is currently distributed across various GitHub issues, company blogs, social posts, etc. |
| Topics API - announcements mailing list | Document | Mailing List |
| Topics taxonomy | Technical (Github) | |
| Colab to play with the classifier | Demo | |
| How Topics API decides which callers sees which topics | Demo | Topics demo to learn about the API and how to run Topics with flags or participate in an origin trial. |
Fledge
| Name + URL | Type | Description |
| FLEDGE overview | Document | On-device ad auctions to serve remarketing and custom audiences, without cross-site third-party tracking. |
| FLEDGE developer guide | Document | Technical reference to the current iteration of the experimental FLEDGE API. |
| FLEDGE technical explainer | Technical | Early prototype for ads serving in the TURTLEDOVE family, appropriate for experimentation before a fully-featured system is ready. |
| FLEDGE tester list | Tool | Consolidated testing information list which is currently distributed across various GitHub issues, company blogs, social posts, etc. |
| FLEDGE - announcements mailing list | Document | Mailing List |
| FLEDGE explainer - Chapter 2: describing different types of signals | Document | Mailing List |
| FLEDGE start testing | Demo | FLEDGE is a Privacy Sandbox proposal to serve remarketing and custom audience use cases, designed so it cannot be used by third parties to track user browsing behaviour across sites. |
In December, IAB Europe, in collaboration with Google, held two technical webinars to get a deeper understanding of how the API proposals of the Privacy Sandbox will work.
The sessions focused on the advertising APIs (Attribution Reporting, Topics and FLEDGE) that are being tested in Chrome as of December 2022.
If you missed these webinars or just want to dive deeper into the Privacy Sandbox, please find a table of resources below for your reference:
For the resource table on Topics and FLEDGE see here
Privacy Sandbox : Initialisation
| Name + URL | Type | Description |
| Privacy Sandbox | Document | High-Level Overview |
| Chrome developer | Document | Library |
| Developer Resources | Technical | Summary |
| Chrome origin trials page | Technical | Sign up for the Original Trial token - Privacy Sandbox Relevance and Measurement |
Attribution Reporting API
| Name + URL | Type | Description |
| Aggregation Service for Aggregatable Reports | Technical (Github) | This repository contains instructions and scripts to set up and test the Aggregation Service for Aggregatable Reports locally and on Amazon Web Services Nitro Enclaves |
| Attribution Reporting (description) | Document and technical | High-level overview of connected services for Attribution Reporting, aimed at technical decision makers. |
| Attribution Reporting (API) | Technical (Github) | Technical explainer |
| Attribution Reporting (Community) | Technical (Mailing list) | |
| Attribution Reporting (Demo) | Demo page | Live demo page of the Attribution Reporting API created by Maud Nalpas |
| Noise Lab tool (User guide) | Tool | Tool to onboard and experiment with summary reports and noise in Privacy Sandbox Measurement APIs |
| Attribution Reporting API: live demo 12/9/2021 (video) | Presentation |
Retail media is one of the hottest topics within the digital advertising industry right now. IAB Europe forecasts retail media ad spend to reach €25bn in Europe by 2026.
The COVID-19 pandemic fundamentally changed consumer shopping habits and the percentage of online shoppers in Europe has now reached 75%. Looking at the UK market as an example, ONS data shows that online sales as a percentage of total retail sales surged and accounted for close to 40% of total retail sales in 2021.
To understand this exciting new advertising sector, IAB Europe and Xandr (now part of Microsoft) surveyed over 800 buyers across Europe in Q4 2022 to understand their current use and experience leveraging retail media including the drivers and, barriers and how they plan to use it in the future.
Download the report below.
Check out the latest ‘State of the Nation’ digital advertising end-of-the-year edition, led by our Chief Economist Daniel Knapp.
In these uncertain times, with added economic pressure, Daniel shares his latest outlook for the industry detailing growth opportunities and the role of new channels. After the presentation, Daniel explores questions from the audience to delve deeper into the markets and channels that will provide opportunities and challenges next year.
On the 30th of November, IAB Europe hosted a Transparency & Consent Framework (TCF) webinar with a special focus on CTV. Didomi and Consentmanager discussed the best practices for the industry when it comes to CTV and consent, looked at what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Watch the recording here and download Didomi and Consentmanagers presentations below.
Host: Helen Mussard, Chief Marketing Officer, IAB Europe
Speakers:
Ninon Vagner, Privacy and Compliance Manager, IAB Europe
Jeff Wheeler, Head of Product for North America, Didomi
Jan Winkler, Founder and CEO, Consentmanager
On the 29th of November, IAB Europe hosted a Transparency & Consent Framework (TCF) webinar with a special focus on CTV. Sibbo and Sourcepoint joined the session to discuss best practices for the industry when it comes to CTV and consent, what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Watch the recording here and download Sibbo and Sourcepoint's presentations below.
Host: Helen Mussard, Chief Marketing Officer, IAB Europe
Speakers:
Ninon Vagner, Privacy and Compliance Manager, IAB Europe
Agustin Perez Buendia CEO, Sibbo
Miguel Alvarez Hevia CMP Business Development Manager, Sibbo
Pat Effinger, US Client Services Director, Sourcepoint
Chris Maurer, Solutions Consulting Director Sourcepoint
The advertising world as we know it is changing. Third-party cookies are on their way out, yet they are still available and heavily used in Chrome today. Many are unaware of the consequences that cookie syncing presents for publishers, such as piggybacking and energy consumption.
To explore this in more detail and quantify the scale of the problem, ID5 has commissioned a study with Sincera to assess the damaging implications of cookie syncing by looking at 63,604 domains.
Click here to download the study.
As we near the end of 2022, we asked IAB Europe’s Programmatic Trading committee for their insights into what 2023 has in store for the programmatic industry. Will we be seeing similar developments from 2022? Will there be growth opportunities given the current economic current? And what buzzwords do industry folk think will hit the speaking circuits and industry publications? Take a look below at the insights shared from European leaders across the Programmatic ecosystem.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - As businesses look at their ad budgets with greater scrutiny in the midst of economic uncertainty, so will marketers look to extract the maximum value from their media spend in 2023. A concerning macroeconomic picture can hit budgets hard, so there will be an increased focus on solutions that maximise the balance between efficiency and outcomes whilst respecting the privacy of consumers. According to a Statista study in 2021, 46.6% of consumers ‘strongly disagreed’ with the statement that they consented to cookies. With the advancements in privacy compliant technology including contextual targeting, and an increasing interest in consumer attention, these areas will be more and more appealing for programmatic advertisers. Marketers who can understand and capitalise on the interplay between quality media, contextual and real ROI will navigate economic headwinds and even turn them into tailwinds.
Ben Geach, Consultancy Lead at Google - Through 2022, the industry has heard loud and clear that as consumers manage more & more of their life online, their expectations of privacy have also increased. The time for brands to demonstrate ‘trust’ is now & advertising must go beyond the basics and what’s legally required to exceed people’s expectations around data privacy. Into 2023, I see European brands recognising strong privacy practices build brand loyalty & make a real difference to engaging with their customer base - perhaps with the adoption of the ‘3M’ approach - meaningful (demonstrating what users get in return for sharing data), memorable (remind users what data is shared & when) & manageable (provide simple tools to manage your data).
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - In 2023, we will see further diversification of revenue across programmatic. As budgets remain cautious due to economic uncertainty, brands and investment teams may continue to pull back from historic 'Big Tech' investment in favour of precision-based, performance enhancing, sustainable programmatic technologies and algorithms. As a result, there will be a greater focus on innovation across the industry. For instance, attention - offering insights into metrics like exposure and engagement, encompassing audibility, quartile completion, screen touches, screen real estate and more - will increasingly replace viewability. Having this intel will be crucial for brands to optimise ad campaigns moving forward. Attention metrics will make great strides next year as a mid-funnel solution that will fuel the halo effect feeding into lower-funnel programmatic attribution. Privacy regulations and the deprecation of cookies will undoubtedly accelerate the shift towards attention as the industry’s new currency. However, the shift isn’t only reactive but grows out of verification solutions. Advances in verification have improved transparency and measurement, in turn improving the baseline for media quality. Once quality has been established, measuring attention is the next step in understanding how campaigns will perform - helping to not only optimise, but protect media buys.
John Wittesaele, Global CEO at Xaxis - The advertising industry will see multichannel campaigns evolve as advertisers unlock true omnichannel capabilities. Whereas multichannel lets buyers reach consumers across screens, omnichannel strategies fill in the missing links between screens and platforms so that advertisers can purchase inventory, make in-flight optimisations, and measure performance in a unified way. This means advertisers can effectively frequency cap their campaigns across channels to reduce wastage and maximise their ad budgets, while also improving relevance for audiences. Omnichannel capabilities let advertisers fluidly adjust which channels they direct their budget towards in real time, boosting efficiency and supporting a test-and-learn mindset. Advertisers can then invest in the channel mix that best delivers against their objectives, ensuring all components of a campaign work together to exceed the sum of their parts.
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - We expect further increase of demand for every non-standard ad formats, which exceed the standard, flat display ad formats. This trend is much stronger than in previous years and includes formats like "page takeover", intrusive display creatives and audio ads. In terms of transaction types, we expect that the demand for private auctions is going to decrease, and expect the campaigns to be moved to preferred and programmatic guaranteed deals, but also to the open exchange. In terms of the inventory availability, we see that more and more publishers start selling their impressions on the programmatic market and expect to generate additional revenue this way. However, due to the increased competition for the campaigns, simply being present there would not be enough, and the publishers must offer some unique, incremental value for advertisers, which is not available there.
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - With the growing diversity of formats and solutions in Connected TV, Audio, DooH, and InGame, it is expected that composite approaches are needed to meet audience’s cross channel. Together with this omnichannel approach, it’s fundamental that technical standards and clear guidelines must be established and implemented across the board. Reaching audiences in a privacy-safe way has already brought alternative identifier solutions front and center on the adtech side, while contextual solutions are now becoming more attractive and necessary pieces to the cookieless puzzle for buyers and sellers. And last but not least, sustainability is no longer a “nice to have”. Sustainable practices are becoming interwoven in every major component of advertising and how digital media companies are evolving their business.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - If 2022 pushed horizons on consolidation and efficiency, then 2023 will be focused more on performance and holistic measurement. We believe that publishers will be looking for more controls and ways to increase the value of their inventory through seller-defined audiences, cohorts and enhanced creative units. We're expecting privacy enabling tech to grow from the toddler stage to a child, with greater focus on what Privacy Sandbox, Interoperable Private Attribution and others have to offer, and that there will be clear winners (and losers) as it relates to efforts such as universal identifiers. Lastly, we see performance and measurement being a big opportunity for CTV to become more widely utilized. Proving its value be hooks for largest digital screen in the household to continue to gain traction.
Piper Heitzler, Head of Growth, EMEA, Amobee - Over the past 3-5 years it was easy to categorise industry players into 4 quadrants, with "Linear" and "Digital" on the X axis and "Demand" and "Supply" on the Y axis. The peak trends of 2022: SVOD --> AVOD, retail media network proliferation, seller-defined audience strategies, etc illustrate how in 2023 we will see ad tech offerings pull closer to the centrepoint of this matrix – giving buyers and sellers a one-stop shop, end-to-end ecosystem for programmatic buying. With that said, we should gear up for a major year of consolidation as large players look to buy rather than build their own end-to-end stacks focused on delivering self-serve tools to advertisers, agencies, publishers and media owners alike.
David Bauckmann, CTO, ImpressionMedia - With the growing share of CTV, DOOH and programmatic audio advertising, more and more emphasis will be placed on controlling and evaluating these channels from one place in a holistic manner. At the same time, we expect more and more pressure to optimize the supply chain and the associated increase in all forms of programmatic deals and SPO optimization practices. Closely related to the supply chain issue is the topic of sustainability, which is sure to be highly debated in 2023. But we expect to see concrete steps in optimization more for economic reasons.
Frederic Lutt, VP Client Success, MediaMath - The year 2023 will mark a shift in a few topics that emerged in previous years: CTV buying will become more mainstream than ever in Europe. Previous years have been about building the ecosystem and the proposition on the publisher side. The entry of Netflix & Disney+, and advances from the FAST services like Samsung TV Plus will accelerate the evolution of buying behaviours from linear to connected TV. Measurement will improve. The two buying models will co-exist in 2023 and CTV will need to prove its advantages to the advertising industry. Another important topic for our industry and for the world is sustainability. All players in the programmatic advertising supply chain will need to do more to collectively achieve net zero. “Collectively” is an important word here as we all need to play our part if we want to be successful as an industry. Attention is another topic, which can be linked to sustainability and will rightly gain traction in 2023. Advertisers and their agencies will continue to focus on identity and prepare for a cookieless future. We will continue to talk about the metaverse, but I feel that it will still be too early by the end of 2023 to have a strong offering to advertise in metaverses. In-gaming advertising will continue to evolve and pave the way for metaverse strategies.
María Ramiro, HUAWEI Ads Head of Business Development Europe - As a Technology Company with innovation as our heart, cutting- edge technologies will contribute to the development of AdTech as to expand into the whole value chain on programmatic advertising. Integrating hardware & software will continue bringing key opportunities for first party data strategies, automation, as well as a more integrated consumer personalized experiences. In an uncertain social & macroeconomic situation, Innovation & Diversification will be key for advertisers and publishers looking for cost- effective solutions.
Austin Scott, Head of Video Marketplace Development. Xandr - Exciting changes have been a staple of this year within the digital video world and I expect to see this continue through 2023. New entrants at local market level are driving the progress and digitalisation of the TV space, while disruption, led by media owners, is contributing to rapid transformations. As consumer expectations and habits constantly evolve, the phrase ‘content is King’ could not be truer; automation and programmatic technology will become invaluable to marketers’ success. The flexibility of digital and the number of platforms through which viewers can access content is increasing, meaning brands must work even harder to reach them. However, the big budgets of studios and the costs of high-quality content creation is competitive. In the current economic climate, creators and viewers alike are looking at ways to cut back on costs. As such, savvy media owners are looking to advertising as a way to generate revenue for new content and lower costs for their audience. We are seeing big players lean into new ad supported subscription models to meet consumer demand as an effective way to make their content more accessible for all. Next year, I anticipate the biggest shift coming through the programmatic buying of Connected TV as broadcasters and media owners lean further into this offering recognising its’ benefits of supporting effective ad targeting and frequency management across premium environments.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Evolving economic concerns have wide-ranging implications for the future of our industry, but the good news is that there are still bright spots and significant opportunities ahead. One of the largest opportunities still lies in consumer trust, and how we’ll come together as an industry to build mechanisms allowing consumers to be confident while navigating the web. In today’s increasingly digital world, there’s an ongoing movement to give consumers more transparency and control over their personal data. We’ve seen this play out over the last decade, with rapid developments to phase out the third-party cookie. Luckily, tech platforms can move with greater speed than governments and can have a more decisive impact in innovating to solve the root issues in privacy and advertising. 2023 will be the year of action, with media owners and marketers leaning into innovation to help perfect alternative solutions and ensure the ecosystem can continue to monetise and reach new audiences no matter the screen.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Attention-related
Ben Geach, Consultancy Lead at Google - Privacy By Design
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - Technogenesis; relating to the maturity of the programmatic ecosystem and the evolution of its infrastructure to accommodate emerging buying/trading models.
John Wittesaele, Global CEO at Xaxis - Omnichannel, Fluidity, Flexibility
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - CTV, DOOH, programmatic guaranteed, content to speech, vCPM, vCPV (viewable Cost-Per-View).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - ○ Contextual targeting. Supply path transparency. CTV. Audibility. Netflix. Omnichannel. Sustainability. SaaS. OpenPath
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Zero-party cookies. "Sustainabull"--the idea that ad-tech companies are creating sustainable efforts that are either not measurable or merely headlines for press releases. "Ad-tech immersion"--going deep to know the utilization of one's ad-tech experiences.
Piper Heitzler, Head of Growth, EMEA, Amobee - Vertical integration: owning every step of the content creation, distribution and monetisation workflow.
David Bauckmann, CTO, ImpressionMedia - Supply chain / Supply path. Sustainability. CTV. Holistic
Frederic Lutt, VP Client Success, MediaMath - Metaverse. Sustainability & Attention. CTV
María Ramiro, HUAWEI Ads Head of Business Development Europe - On one side, some keywords that we have been hearing, will still be trending: “Quality Traffic & brand safety”, “Identity” (First Party Data, Contextual targeting, and others), “Omnichannel strategies”. On the other side, 5G, AI & Connected Devices development, that will generate new buzzwords such as “cross device advertising”, referring to the possibility to either use the data of the connected devices for a precise targeting strategy, or start delivering ads into new devices such as smartwatches, connected cars, etc. A completely new area that could be subject to pilot cases in the next.
Austin Scott, Head of Video Marketplace Development. Xandr - Carbon conscious media – sustainability is finally earning its place as top of mind, influencing the decision makers like never before. Consumers are looking to brands to make sustainability a part of their daily lives and are consequently spending more on brands that share their values. Since technology is one of the largest contributors to carbon emissions, it is even more critical that marketers evaluate their partners. Tech partners are going to be held accountable and an expectation for us all to be ‘carbon conscious’ will be more and more a part of our daily lives.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Privacy, CTV, Addressability.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Efficiencies and Outcomes
Ben Geach, Consultancy Lead at Google - Innovation through change.
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - A mixed-bag.
John Wittesaele, Global CEO at Xaxis - You’re on Mute (Still).
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - Unpredictability (the war in Ukraine caused a huge increase of impressions, but some advertisers wanted to exclude content related to the war, on the other hand, a lot of publishers wanted to cease cooperation with advertisers that support Russia, also some demand providers wanted to cease cooperation with publishers from Russia).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - Gaining momentum.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Privacy (Re) Redefined
Piper Heitzler, Head of Growth, EMEA, Amobee - "In-person". It's been great to get everyone out of their homes and back to the office, industry events and live meetings.
Frederic Lutt, VP Client Success, MediaMath - New Reality.
María Ramiro, HUAWEI Ads Head of Business Development Europe - Saturation & Diversification.
Austin Scott, Head of Video Marketplace Development. Xandr - “What a ride!” 2022 was a great year for programmatic as the kinetic energy that had been building up all through 2020/2021 came into the mainstream. Programmers and broadcasters launched private marketplaces, FAST apps and new digital offerings focused on automation. However, emerging from a pandemic and with current world events having such huge impacts on consumers' lives, from ongoing situations in Ukraine and Iran to the cost of living crisis, we need to adapt our focus to keep pace with what’s important for the end consumer. Amidst financial uncertainty, advertisers will need to consider more than just basic sales figures as measurement for success. For the first year ‘post-pandemic’ we had a lot to do, but really the changes have only just begun and I’m curious to see what innovation and long-standing transformation comes out of this as a result. One thing is certain though, the TV revolution will be televised.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Innovation - economic uncertainty, will drive new thinking and further developments in our industry
DoubleVerify’s 2022 Four Fundamental Shifts in Advertising & Media report provides a detailed analysis of consumers across 18 countries, in nine regions, to help advertising and marketing professionals navigate their changing world and refine their media approach. In this report you’ll find four key takeaways:
Click here to download the full report.
What is the state of digital identity in 2022? ID5 turns to the industry once again by surveying 164 participants to find out how far publishers, brands, advertisers, and platforms have come with their cookieless preparations.
Some of the key results gathered include 87% of advertiser respondents believing that they are missing out on the opportunity of reaching cookieless audiences today, and 59% of publisher respondents reporting having less than 10% of users logged in.
The third edition of The State of Digital Identity report provides valuable insight into today's identity landscape, including how successful testing has been for different parties, which solutions are coming out on top, and what is holding some companies back from acting on cookieless.
Click here to download the full report.
This one sheet provides a handy summary of the key opportunities, current challenges & solutions and measurement considerations for In-Game Advertising. For more information please see IAB Europe's latest Guide to In-Gaming.
Lay’s Achieves A 92.5% VCR With 6-Second Snackable In-Game Video Ads From Anzu & Eskimi.
One of the world’s largest and best-known snack companies, Lay’s, partnered with Eskimi, a full-stack programmatic data platform, and Anzu.io, the world’s most advanced in-game advertising company, to launch an intrinsic in-game video ad campaign to promote its potato chips among the mobile gaming audience in Latvia.
What does the Retail Media opportunity in Europe look like? In this webinar, IAB Europe and Xandr unveil the results of a new industry survey that outlines buyers’ views and use of Retail Media. The insights followed by a panel discussion showcase the opportunity of partnering with retailers and how retail media can be used to enhance digital advertising.
Watch the recording here.
Speakers:
Marie-Clare Puffett, Senior Manager, Marketing & Industry Programmes, IAB Europe
Miriam Thome, Senior Director Marketplace Development, Xandr
Nate Pinkston, Head of Account Management & Customer Success, PromoteIQ (Microsoft)
Alice Hawcroft Anson, Digital Media Director, Nectar 360
IAB Europe’s Chief Economist leads a ‘State of the Nation’ digital advertising special edition.
In these uncertain times, with added economic pressure, Daniel shares his outlook for the industry detailing growth opportunities and the role of new channels.
This is a must-watch for any industry professional that wants to see the science and data shaping our future paths.
This one sheet provides a handy summary of the key opportunities, challenges & solutions and measurement considerations for Connected TV in Europe taken from IAB Europe's latest Guide to Connected TV.
ID5, in partnership with technology pioneer MediaMath, announced that they enabled IBM to reach and retarget 1.4 million B2B users in Safari.
Check out the case study below
ID5, in partnership with Amobee enabled boutique wine brand Gusbourne to expand its reach by 76% and achieve a conversion rate of 95% while reducing CPA by 23% for a recent direct-response, cross-device display campaign.
Download the case study below
Across September 2022 IAB Europe hosted 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 discussed what’s currently being done and what else needs to be done to ensure a sustainable future.
In this Trust and Transparency Industry Insider, LiveRamp took over!
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 talked through:
This September, IAB Europe hosted 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 discussed what’s currently being done and what else needs to be done to ensure a sustainable future.
In this Trust and Transparency Industry Insider, Adform took over!
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. Watch this 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, Adform invited PwC to take a look under the hood to verify their claims.
Speakers:
In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its eighth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.
The survey attracted respondents who command significant volumes of advertising supply and demand. More than three quarters of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
The survey dives into the following areas:
Download the report below to discover the following highlights and more:
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.
In this Trust and Transparency Industry Insider, Verve Group took over!
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 addresses 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 provide discussions through both international and North American lenses so there is an understanding of where transparency is–and where it is needed.
Speakers:
In this session, IAB Europe's Chief Economist, Daniel Knapp shares an overview of the commerce landscape in Europe today. TikTok then hosts a panel discussion with thought leaders from across the industry to discuss their thoughts on the past, present, and future of commerce, and the opportunities this presents for marketers.
For more information on what's happening in commerce, check out this series of videos produced by TikTok in partnership with IAB Europe.
Speakers:
Dr Daniel Knapp is Chief Economist at IAB Europe. He is an advertising and media analyst with more than 15 years of international experience. He has served in leadership roles spanning market analysis, strategic advisory, and business intelligence. Daniel spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms. He was also an associated expert on media and AI at the European Commission. Daniel received his PhD from the London School of Economics (LSE) on the sociology of algorithms and the datafication of media. In addition to his role at IAB Europe, he is CSO at Twins Digital, a marketing services company, and a partner at Ecuiti, a data science firm.
Aoife Dowling leads Agency & Tech Partnerships for Shopify in the EMEA region, leading a team that seeks to drive growth through partner channels and expand into new markets. Prior to Shopify Aoife spent six years at WPP where she was most recently Director of Strategic Partnerships & Business Development.
Nilam Atodaria is the Global Product Director at INCA, GroupM’s brand-safe influencer marketing solution. She is responsible for exploring upcoming trends and opportunities, not only to define INCA’s unique product suite, but also to help shape the future capabilities of influencer marketing more generally. Nilam’s knowledge and expertise is underpinned by her extensive background in the industry, having spent over 7 years in influencer marketing. She has an excellent track record of supporting business growth and scale internationally and is passionate about delivering new product offerings and innovative solutions for clients.
Ryan joined the industry on the agency side, as a press planner and buyer, where he fell in love with traditional advertising: the big media brands, energised environments and the constant push to deliver reach for clients. As the industry developed, his path took him towards increasingly digital roles. Ryan's best work has included multiple players from across the world of media, working in harmony to deliver results for clients in a rapidly changing landscape.
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.
In this Trust and Transparency Industry Insider, OneTrust took over!
It’s hard to increase brand loyalty without offering consumers a clear view of why you need their data and how that data will be used. Data collection is essential to offering consumers a robust personalised shopping experience — yet without clear language and value exchange, consumers are often hesitant to share. As consumers become more educated on data collection, join us to learn how you can prioritise data transparency and share openly with consumers in order to build trust, gain loyalty and improve ROI.
Watch this session to:
Speaker: Bally Lotay, Senior Solutions Engineer
As consumers continue to adopt and increase their use of online channels to shop for goods and services, the relative importance of eCommerce and retail media in the broader marketing mix has become prominent in recent years and is only going to grow. In fact, IAB Europe estimates that it could reach €24.8bn by 2026.
To help buyers navigate and tap into this evolving opportunity, IAB Europe’s Brand Advertising Committee has developed The IAB Europe Guide to eCommerce. The guide supports buyers that are starting to explore opportunities in eCommerce. It provides insights into how eCommerce works, the available ad formats, and considerations and best practices for the digital advertising ecosystem.
It has been a collaborative effort to produce this first European-level Guide to eCommerce, with contributors including Criteo, PubMatic, Perpetua, Skai, Xandr and Yahoo.
A big thank you to the following contributors:
This Navigator demonstrates the vast amount of work being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. It includes a summary of the work being undertaken in national markets such as quality certification schemes, guidelines and best practice guides.
The Navigator was updated in September 2022.
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