The worlds of TV and Digital have been coming closer together for some time. With the rapid adoption of smart TV, streaming apps and devices the convergence is accelerating at a dizzying pace, radically transforming the media landscape. There has been rapid interest from broadcasters and buyers alike in finding new ways to enable more programmatic execution of advanced TV.
IAB Europe’s Buyers Guide to CTV was originally written by experts from the Brand Advertising Committee in 2020 to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers. 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 looks at the overall European CTV landscape providing local market data. It also offers some key considerations and best practices to ensure that advanced TV environments are being optimised.
To bring further clarity to the Connected TV landscape, IAB Europe has also updated its list of CTV definitions. In order to ensure this clarity is not blurred across borders, IAB Europe has aligned with IAB UK on these definitions.
Thank you to all contributors who helped us to create and share this useful guide.
Download the updated Guide and Definitions below!
Watch the third webinar in this exclusive MIXX Awards Europe 2022 Winners series here.
This webinar dives deeper into the campaign that won Gold in the Influencer Marketing category of the 2022 MIXX Awards Europe. Publicis presented an overview of their Little Headhunters powered by LinkedIn campaign.
Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception. With the rise of Connected-TV (CTV) advertising, and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead and is deemed the holy grail of advertising, above CTV.
As such, Samsung Ads, with the help of Verve research agency, has surveyed over 700 UK consumers to measure advertising engagement on AVOD/FAST services versus linear, and other streaming formats.
So, how does AVOD measure up to linear advertising? Does all advertising within a streaming environment drive the same engagement? And how do consumers feel about the value exchange of ads for free quality content? Is there a level of trust, enjoyment and engagement that ads deliver across platforms?
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.
Watch the second webinar in this exclusive MIXX Awards Europe 2022 Winners series here.
This webinar dives deeper into the innovative Digital Out of Home winning campaign – AI Anxiety Meter. Over the past 3 years, Croats have experienced a lot of stress. The country was struck by earthquakes and ranked 8th in the world in Covid-19 death rates per capita. Furthermore, the ongoing conflict in Ukraine opened old wounds from the recent wartime atrocities in Croatia. All of the above have led to an alarming rise in mental health disruptions. That is why Croatia Insurance, Bruketa&Zinic&Grey and Go2Digital designed an AI Anxiety Meter – a digital city light to measure the anxiety levels of passers-by. The campaign aimed to expose the hazards of long-term emotional stress and the consequences of neglecting mental health at multiple locations in the country.
The AI Anxiety Meter uses Google face mesh and automatic facial emotion recognition (FER) technology, along with other algorithms for facial expression analysis, to identify a combination of 8 emotions classified as anxiousness. The most stressed respondents were referred to a free preventive health check-up.
With third-party cookies and Android Advertising IDs (AAIDs) set to be phased out by Google, and Apple’s ID for Advertisers (IDFA) privacy updates already taking effect, web and mobile app publishers and advertisers are testing new approaches to addressability.
Alternative identifiers figure prominently as one such alternative for publishers and advertisers. However, more than 80 independent IDs are currently available, each requiring its own on-site tag, implementation, technical troubleshooting, and reporting capabilities, which makes things complicated.
This short guide has been developed by experts from IAB Europe's Programmatic Trading Committee to help publishers and buyers get to grips with some of the technical standards that need to be considered in the ID market. It provides an educational resource on identity standards and some key considerations when looking to buy and apply ID solutions.
It has been a collaborative effort to produce this first European-level Guide to Identity, focusing on technical standards and key considerations, with contributors including Adform, ID5, Index Exchange, Liveramp, Novatiq, PubMatic, Verve Group and Xandr.
A big thank you to the following contributors:
For more information on advertising identifiers, view and download our one-sheet 'What are Advertising Identifiers?' here.
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. To help maintain such transparency, IAB Europe’s Programmatic Trading Committee created the Supply Chain Transparency Guide.
The aim of the Guide is to improve transparency in the digital advertising supply chain in the areas of data, cost, and inventory source. The Guide provides questions for each stakeholder category to be asked at different stages of the supply chain. First launched in 2018, the Guide is updated on a regular basis by IAB Europe’s Programmatic Trading Committee, with the last version being released in March 2021.
Access the fifth version of the interactive version of the guide here or download the PDF version here.
This new survey from IAB Europe identifies buyers’ digital advertising quality concerns and their attitudes towards industry standards for these concerns.
The 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.
Technology has disrupted numerous areas of the advertising industry and the world of television is certainly no exception. With the rise of Connected-TV (CTV) advertising, and greater access to advertising across ad-supported streaming platforms, advertisers have benefited from the addressability and data-driven approach of digital, married with the premium experience of TV. Yet, traditional linear TV still holds the lead and is deemed the holy grail of advertising, above CTV.
As such, Samsung Ads, with the help of Verve research agency, has surveyed over 700 UK consumers to measure advertising engagement on AVOD/FAST services versus linear, and other streaming formats.
So, how does AVOD measure up to linear advertising? Does all advertising within a streaming environment drive the same engagement? And how do consumers feel about the value exchange of ads for free quality content? Is there a level of trust, enjoyment and engagement that ads deliver across platforms?
Watch this webinar with Samsung Ads and a panel of experts as they unveil the results from this study and discuss some of the driving forces behind consumers’ perceptions and acceptance of advertising on their TVs.
Speakers:
Andrej Timoracky, European Research & Insights at Samsung TV & Mobile Services
Jessica Holmes, Managing Partner at Wavemaker
Andy Jones, Head of Agency Development at Samsung Ads
Cassandra McDonald, Senior Research Manager, UK & International at Vevo
Watch the first webinar in this exclusive MIXX Awards Europe 2022 Winners series here.
The webinar dives deeper into the campaign that won Gold in the In-Gaming category of the 2022 MIXX Award Europe. Gameset and Erbud share details of their successful in-gaming recruitment campaign. This was the first metaverse employer branding campaign in Poland and probably Europe. By bridging the gap between offline and online worlds, ERBUD and Gameset created a virtual space replicating ERBUD’s flagship project – revitalized Hala Koszyki in Warsaw, the most important social hotspot in Warsaw. This novel idea of a construction company entering esports and gaming influenced the image of ERBUD and brought real benefits – over 11 candidates competed for a single internship position, which was a record-breaking number and a fourfold increase compared to 2020.
Catch up on our latest Third-Party Cookie Webinar here!
Just over a year ago, Google announced a two-year delay in its phasing out of third-party cookies. Fast forward to today and whilst this shift in time has brought about more room for assessment and innovation, is the industry feeling any more prepared?
In this webinar, experts from IAB Europe’s Programmatic Trading Committee dive into the current cookie conversation and share perspectives from the buy and sell-side on how prepared we are and the advances that have been made as we head towards the post-third-party cookie era.
Agenda:
Introductory Keynote with Andrew Hayward-Wright, Partnerships Director, SeenThis and Programmatic Advisor, IAB Europe
Panel Discussion and Audience Q&A moderated by Nick Welch, Head Of Programmatic and Publisher Development, Northern Europe at Integral Ad Science and Chair of IAB Europe’s Programmatic Trading Committee. Nick was joined by:
The AdEx Benchmark report is the definitive guide to advertising expenditure in Europe covering 28 markets. Following on from the release of the study highlights in May, this full report 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.
Read the press release here.
Download the 2021 AdEx Full Report here
Download the AdEx 2021 Infographics below:
This Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee (PTC) to educate all stakeholders on the importance of a good SPO strategy and implementation. The first edition was released in September 2020.
“Supply Path Optimisation (SPO) & Demand Path Optimisation (DPO) is a valuable skill worth investing in, for any organisation across the supply chain. It ensures efficiencies right across the chain, from cost, an improved win rate, and a better yield right through to greater reach across quality inventory or audience. The key to success is to understand and own your SPO or DPO strategy and to place your business interests at the heart of the strategy."
Nick Welch, Head of Programmatic and Publisher Development, IAS, and Chair of IAB Europe’s Programmatic Trading Committee
The updated guide will take you through the requirements for, and the basics of, SPO and DPO, and will enable you to dig deep to ask the right questions, demand data, and challenge assumptions. It also includes practical steps on how to start your SPO or DPO journey, adding extra checks for those that already have these in place.
The updated guide also dives a little deeper into Demand Path Optimisation (DPO) for publishers, to enable publishers to better understand how their inventory is being bought and offer more transparency.
Members of IAB Europe’s Programmatic Trading Committee came together to review and update the guide. Contributors from CNN International Commerical, IAS, Index Exchange, Triton Digital and Xandr share their expertise on what SPO and DPO enable, demystify common misconceptions, highlight the importance of SPO for the different stakeholder groups, and provide a step by step guide on how to start and implement SPO and DPO.
Thank you to the following people who contributed to the updated guide:
View and download the guide here - IAB Europe Guide to SPO June 2022
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’.
You can find the presentations and recordings for each of the sessions below:
Day One (25th May)
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.
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.
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.
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.
Day two (26th May)
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.
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.
Catch up on our latest Industry Insider with ShowHeroes Group! Watch ConnectedTV Reigns Supreme in the Attention Economy here!
ConnectedTV (CTV) is increasingly becoming an integral part of how users across Europe consume television content. As CTV as an advertising channel evolves, it’s becoming vital to understand the CTV experience and how user behaviour manifests in front of this relatively new platform.
Attention is also becoming a key metric through which to assess the impact of advertising campaigns, which is why we also wanted to fully understand user attention and engagement in CTV, and how this compares to viewing on both linear TV and other platforms such as social.
Why do viewers choose CTV? How engaged and attentive are they to the content on CTV? and how will their usage change as subscription fatigue builds? These are some of the questions that ShowHeroes is looking to answer.
ShowHeroes Group and a panel of experts from GroupM and Samsung Ads joined IAB Europe in a fascinating webinar to discover the answers to these questions and learn more about the attention and behaviours around CTV.
The ShowHeroes Group research study - Why CTV Reigns Supreme In The Attention Economy - can be downloaded here, all you need to do is register.
Watch the webinar recording here.
IAB Europe's Virtual CTV Event is a series of panel discussions and market deep dives to explore the emerging and exciting digital advertising channel that is Connected TV (CTV). On the first Virtual CTV Day of 2022, industry experts came together to talk about everything, from the current CTV landscape in Europe to the latest on measurement and targeting!
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!
Another fascinating instalment of IAB Europe’s Corporate Responsibility and Sustainability in Digital Advertising Series for you to sink your teeth into!
Many companies in different sectors are already dealing with digital responsibility and digital ethics. New fields of action and best practices are constantly being added in this area and some companies even use CDR measures without calling them that or knowing it.
Against this background and in view of the rapidly growing relevance of CDR, it has become necessary to develop a uniform understanding of Corporate Digital Responsibility. The CDR Building Bloxx, developed within BVDW, therefore aims to create this practice-oriented framework that supports businesses, politics, science and society in developing a common understanding of CDR and uniform standards for its implementation in organisations in Germany and Europe. The Building Bloxx facilitate access to CDR for beginners and support advanced users in the successful development of their CDR activities.
To learn more, listen to the webinar in which a panel of experts, moderated by Beatriz Bilfinger, dove headfirst into the world of CDR.
On 7th April, IAB Europe hosted The Time to Act is Now: How Can We Address Sustainability in Digital Advertising? This eye-opening webinar was the perfect start to our new Corporate Responsibility and Sustainability series, in which we aim to discuss and debate the impact the digital advertising industry has on the wider world and what we can do to help tackle the issues.
The webinar began with an insightful keynote presentation from IAB Europe's Chief Economist, Daniel Knapp on what sustainability is, why it matters to our industry today and how we, as an industry can approach the growing crisis.
This was then followed by a fantastic panel discussion. Sustainability enthusiasts from industry-leading companies Mediacom, PubMatic, Google and Microsoft looked at what’s next, and what can be done from the different corners of our ecosystem to help combat the problem. From creative to programmatic supply and beyond we unpacked how each element of our industry can make small changes today that can have a huge impact on tomorrow.
Finally, the webinar ended with a keynote presentation from sustainability expert Brian O’Kelley from Scope3 on how we can make sustainable advertising a reality.
If you missed the webinar, watch the recording on our Youtube channel here!
It’s easy to assume there’s an inherent conflict between privacy and ad performance. But when Google commissioned Ipsos to interview more than 7,000 people across Europe about their data concerns, that’s not what we found. Discover the three principles brands should adopt to help ensure their marketing is both privacy-safe and effective.
Download the report below!
The European digital video market is seeing rapid growth. In Europe, it now commands nearly 40% of all display spend and is the fastest-growing segment within social. Innovations in this space, such as advances in video quality, mean that this growth will likely continue at speed.
However, the market is highly fragmented by factors including media consumption habits, regulation, and media trading cultures. There is also a lack of research into formats and the factors affecting buying decisions in the online programmatic video space.
Additionally, and as with other forms of digital advertising, identifying and measuring audiences across screens and touchpoints is becoming more of a challenge as platforms and services proliferate and the depreciation of cookies takes its toll. Any solution to this challenge will need to win the trust of consumers if it is to be fit for purpose.
Given the complexity of the digital video market, in December 2021 IAB Europe and PubMatic invited advertisers and agencies to take part in an industry survey. In doing so, we hope to further the understanding of online video formats and the factors influencing buying behaviours across Europe.
The survey attracted respondents who command significant volumes of advertising supply and demand.
Below is an infographic summarising the key findings. Download the full report at the bottom of the page.
This Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee (PTC) to prepare brands, agencies, publishers and tech intermediaries for the much-anticipated post third-party cookie advertising ecosystem. The first edition was released in May 2020. The second edition was released in February 2021.
This updated edition of the guide was released in March 2022. It povides brands, agencies, publishers, and tech intermediaries with all the information we need to know today to prepare for the impending post-third-party cookie era.
The updated edition of the guide 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 to answer questions around measurement and attribution.
Overall, the extensive Guide provides a comprehensive and complete deep-dive into the following key themes:
This guide will continue to be updated to reflect the changes and developments within the industry.
Thank you to the following people who contributed to the Guide:
The first Economic Trends Forum of 2022 took place on 22nd February.
Led by Dr. Daniel Knapp, IAB Europe’s Chief Economist, The Economic Trends Forum (ETF) offers market analysis and industry insights for our corporate members and network of National IABs.
In this session, Daniel provided an outlook for the digital advertising and marketing industry in 2022. He shared his key trends and expected industry developments, including growth area predictions. There was also a Q&A session at the end of the Forum for audience members to dive a little deeper.
If you’re a member of IAB Europe and would like access to the deck, please email Lauren Wakefield at wakefield@iabeurope.eu
From post-COVID recovery to new monetization opportunities, 2022 is a big year. Are you ready?
Smaato’s 2022 Global Digital Advertising Trends Report dives into key digital advertising trends that are driving the industry forward this year. This mix of proprietary analysis and extensive industry research bring you answers all in one place. Publishers who want to deliver powerful monetization strategies will benefit from this in-depth look at creative ways to monetize inventory. The report also shares key opportunities for Marketers and Advertisers who want to reach global audiences and combat banner blindness. Get your free copy here.
Digital Marketing Communications Platform DPIP was established in January 2021 by Turkish Advertisers Association(RVD), Turkish Association of Advertising Agencies (RD), Interactive Advertising Bureau Turkey (IAB) and Mobile Media Research, Marketing and Advertising Association Turkey (MMA). DPIP works to follow the rapid changes in digital marketing communication in line with technological developments, to ensure solution-oriented collaborations for the healthy development of this area and the establishment of a secure internet environment. The primary objectives of the platform are, to create solutions by cooperating with similar organisations abroad on brand security and prevention of fraud in advertising, to support research to fuel the data needs of the industry, and to develop the ecosystem in a sustainable and controlled manner. Besides, the work of the Global Alliance for Responsible Media (GARM), which was established by the
initiative of the World Federation of Advertisers, WFA, for the development of digital advertising, is closely followed by the Digital Marketing Communications Platform DPIP.
Studies carried out for the measurement and tangible data generation for the advertising industry, which is accepted as the driving force of trade all over the world, are of great importance for the sake of the healthy development of the industry. Despite such a requirement, the absence of any added value research carried out for the “Turkish Advertising Industry with a high growth potential” -as the sector stakeholders have consistently verbalized-, is both our major shortcoming and the most obvious reason why our industry does not have an identity based on tangible data in the public eye.
This research measures the value that advertising adds to the economy, which is one of the fundamental needs of the Advertising Industry. With the economic modeling developed by IPSOS and with the valuable contributions of Sabancı University Faculty Member Dr. Ezgi Akpınar Uysal in detailed reporting, this research has concretely revealed the impact of the advertising industry on the Turkish economy. In addition, its contribution to employment, innovation, exports and trade is also
stated.
Read this fantastic report in full here.
This Guide provides an overview of the in-app marketplace, the ad formats available, supports key changes and challenges we are seeing in the industry with in-app advertising, and provides key considerations for buyers in this space.
In-App Advertising is an exciting growth area with Global ad spend reaching $295bn in 2021, providing many opportunities for advertisers today. But as with any new or emerging channel or format, there are still barriers to overcome, including some fundamental industry changes that are affecting digital advertising, such as Apple’s IDFA. The guide has been developed by members of IAB Europe’s Programmatic Trading Committee to help advertisers and publishers to understand the in-app opportunity, the key barriers that need to be addressed, and how to tap into its potential.
Thank you to the following people who contributed to the Guide:
Download the guide below!
The deprecation of third-party cookies and Apple’s new user privacy updates have prompted web and mobile app publishers to prioritise reinventing their audience addressability strategy in 2022.
Diving deeper and obtaining insights from publishers in EMEA specifically, this infographic, created by PubMatic, explores the areas publishers are building into their strategies to solve cookieless addressability challenges in 2022.
Download the infographic here to learn more about:
This Guide follows IAB Europe’s Guide to Connected TV (CTV), Guide to the Programmatic CTV Opportunity in Europe, and the Guide to Brand Safety in CTV to address an industry ask to delve deeper into this channel, to explore the targeting and measurement options and best practices for CTV.
It has been developed by members of IAB Europe’s Channels & Formats Task Force to provide an overview of the targeting and measurement capabilities currently available, as well as to share key considerations for the buy-side. Given that this channel is evolving so quickly, it also dives into what the future holds for measurement and targeting in this space.
Thank you to the following people who contributed to the Guide:
On 26th January, IAB Europe hosted an Industry Insider with GroupM.
The webinar was hosted live and you can watch the recording here.
In this session, IAB Europe’s Chief Economist, Daniel Knapp shared an overview of the eCommerce opportunity in Europe today. He was then joined by Mudit Jaju, Global Head of eCommerce at Wavemaker, and Yulia Livne, eCommerce Partner EMEA at Mindshare WW who explored this channel further and discussed how brands are building and adapting their eCommerce strategy and shared best practices and practical examples.
Speakers:
Daniel Knapp, Chief Economist, IAB Europe
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 partner at Ecuiti, a data science firm.
Mudit Jaju, Global Head of eCommerce, Wavemaker
Mudit was recruited to the WPP MBA Fellowship while doing his MBA at Yale and came to Wavemaker after stints at Ogilvy and Red Fuse. He has consulted with the C-suite of brands looking to set up their eCommerce operation such as Tiffany & Co., Pfizer, Danone, Colgate, Mondelez, L’Oreal, Xerox, LVMH, and Vodafone.
In his current role, Mudit oversees Wavemaker’s global eCommerce practice and is tasked with delivering solutions for clients to grow their eCommerce business in a holistic way across media and retail through our proprietary tools. He also oversees the consistency of delivery through direct management of the ecommerce teams in each of the markets. He also serves on WPP’s Commerce Council.
Yulia Livne, eCommerce Partner at Mindshare EMEA
Yulia has been working in the eCommerce space for over 10 years, covering pureplay, omnichannel, social commerce & D2C, with first-hand experience in all areas impacting commerce business – from digital shelf and media to CRM and online stores development.
Currently, Yulia is leading eCommerce at Mindshare EMEA, designing new services across consulting, content and paid media, helping the brands to optimise their online shopping experience at every touchpoint of the consumer journey, and to reach their commercial goals. Before moving to EMEA, Yulia lead the Unilever eCommerce team at Mindshare UK, with a focus on marketplace and retail media capabilities, while driving best-in-class Amazon practices.
Changes to privacy regulations, the disappearance of the third-party cookie, advances in multi-screen programmatic technology, and an increasingly fragmented digital advertising ecosystem mean that advertisers must constantly develop new strategies to connect with consumers.
Programmatic advertising continues to deliver greater efficiencies in digital media buying. However, as the online population and volume of content continue to grow, supply paths are becoming increasingly complex and difficult to control.
Media buyers are advancing their strategies with auction packages that bridge the gaps in current programmatic buying methods and add significant value. There is an emphasis on testing multiple audience addressability strategies, leveraging first-party customer data, identifiers, and contextual targeting across a balanced mix of screen types.
PubMatic’s latest Media Buyer’s Guide explains how media buyers can tap into valuable data assets to build a scalable, privacy-centric audience strategy and create packages of curated inventory to prepare for a successful, sustainable future.
In this guide you will discover:
Download the full guide here.
On 12th January, IAB Europe hosted an exclusive event to uncover what we can expect from the Plenary DSA session.
The event was hosted live and you can watch the event recording here.
In this session, our panel of expert speakers including Slavina Ancheva, Parliamentary Assistant to MEP Eva Maydell at the European Parliament (EPP, Bulgaria), Benedikt Blomeyer (Director EU Policy, Allied for Startups), Tim Geenen (Managing Director, LiveRamp), and Fernando Parreira (Business Director, SAPO), moderated by MLex’s Matthew Newman, shared their insights into the DSA debate as it comes to a head.
In December 2021 IAB Europe released its ‘Guide to Native Advertising’ to shed more light on one of marketers’ most used forms of advertising.
IAB Europe first published a white paper on Native Advertising in 2016 when it was still a nascent and evolving area of digital advertising. Since then, Native has continued to grow in importance as consumers found themselves bombarded with intrusive advertising, which led to ad blocking, banner blindness, and ad fatigue.
This Guide has been written by three experts of IAB Europe’s Channels and Formats Taskforce, which is part of the Brand Advertising Committee, to provide up-to-date information on Native Advertising formats, placements, and best practices so that buyers can ensure effective campaign delivery. The Guide also explores how Native will be key to growth in other digital channels such as eCommerce, CTV, and DOOH. Alongside this, there are a number of case studies to show real-life examples of Native in action.
Read the press release here.
The latest Economic Trends Forum of 2021 took place on 30th November.
Led by Dr. Daniel Knapp, IAB Europe’s Chief Economist, The Economic Trends Forum (ETF) offers market analysis and industry insights for our corporate members and network of National IABs.
In this session, Daniel provided an outlook for the digital advertising and marketing industry in 2022. He shared his key trends and expected industry developments, including growth area predictions. There was also a Q&A session at the end of the Forum for audience members to ask questions.
If you’re a member and would like access to the deck, please email Lauren Wakefield at wakefield@iabeurope.eu
On 25th November, IAB Europe hosted an Introduction to In-Gaming webinar.
The webinar was hosted live and you can watch the recording here.
Following on from the publication of IAB Europe’s Guide to In-Gaming, we hosted the webinar to further explore the key opportunities, challenges, and innovations in this nuanced advertising space. We heard from digital advertising experts on how In-Gaming is developing and how brands can take advantage of this emerging channel.
Ryan Martin, Programme Manager CBM, TikTok EU and Chair of IAB Europe's Brand Advertising Committee hosted the session, and was joined by the following panelists:
Watch the session recording here.
11th November 2021, Brussels, Belgium: IAB Europe, has released its ‘Guide to Gaming’ to provide a basic understanding of in-game advertising. It addresses the various formats available and how to buy and measure them, as well as the key considerations and best practices for buyers.
Having quickly transitioned from a quirky hobby to an invaluable source of connection, driven by console and mobile innovations, gaming brings people together and gives brands new opportunities to reach engaged audiences. Particularly post-pandemic, this topic has never been so relevant.
As such, this guide, written by a host of experts from the IAB Europe Channels and Formats Taskforce, is a fantastic resource for those who need an introduction to In-Gaming.
Thanks to our knowledgeable contributors, including Anzu, GroupM, IAB France, Index Exchange, Oracle Advertising, SmartClip, Triton Digital, Xaxis, and Yahoo we are able to provide the perfect 101 Guide to this channel.
Download the guide below.
On 2nd November, IAB Europe hosted an Industry Insider with Magnite.
The webinar was hosted live and you can watch the recording here.
Brands and their agencies are continuously looking to better understand the newly emerging digital TV landscape. Devices, such as connected TVs, have opened new streaming possibilities and, in the process, changed the way advertisers need to approach their TV strategies.
In this webinar, we looked at new research from Magnite and Statista. Extending upon two research projects conducted in H1 by SpotX and Magnite respectively – this new report provides advertisers with an in-depth analysis of TV viewers in the UK, France, Germany, Italy and Spain, to better understand the markets’ CTV behaviour and trends. We see how CTV has changed the way advertisers need to approach their TV and omnichannel strategies moving into 2022 and beyond.
You also hear from a panel of experts as they discuss this highly relevant topic.
Speakers:
Watch the session recording here.
Download the CTV report here.
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 seventh 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:
Thank you to the following members that helped to compile the report:
In September 2021, IAB Europe's released its ‘Guide to Quality’ to help and support all stakeholders in the supply chain on being accountable and responsible for the reputation of digital advertising.
As summarised in the Guide, there are various components to quality, and the priority of these will vary depending on each stakeholder. The guide looks at what makes a quality campaign from both a brand’s and consumer’s perspective by detailing best practices and practical examples for viewability, brand safety and suitability, ad fraud, campaign creativity and privacy and consent. The guide is a call for action that Quality is something that all stakeholders have to strive for. The guide starts by defining what quality is and details how it can be achieved.
The guide was written by members of IAB Europe’s Quality & Transparency Taskforce. The Taskforce aims to combat stakeholder quality and transparency concerns and address the challenges that the industry is facing in order to fuel consumer trust and brand investment in the digital advertising and marketing ecosystem. Expert contributors included stakeholders from agencies, National IABs, verification companies and AdTech platforms including DoubleVerify, GroupM, IAB France, IAB Portugal, IAS, Magnite and Oracle Data Cloud.
Read the press release here.
Written by CTV experts at Smaato, the latest OTT/CTV Advertising eBook is raising the bar with knowledge-driven decisions. You’ll discover everything in one place: from the high-level definitions to the nitty-gritty tips, you’ll learn the benefits of the format, advantages of Dynamic Ad Insertion (DAI) and programmatic auction types, opportunities to maximise revenue, and more. Plus, there are new sections on RTB targeting, OTT Audio Ads, and how to reach audiences while respecting user privacy.
Outbrain surveyed over 8,000 shoppers worldwide in order to recommend digital strategies that optimise any marketing campaign, based on today’s shopper.
Get the latest consumer insights to inform your marketing strategies for the 2021 holiday shopping season.
Scibids builds customisable AI to make marketing more effective. AI is transforming whole industries and is raising expectations for global brands. It is powering the supply chains that bring goods to our doorstep and shaping the products consumers use every day.
Download “AI, Privacy and the Future of Digital Marketing,” to learn more about Scibids AI, its privacy-first approach to custom bidding algorithms, and how it solves the biggest challenges facing digital marketers today.
Ad operations experts and business leaders will benefit from learning how to future-proof media strategies for the privacy-first era.
Find out more and get the guide here.
About Scibids and Scibids AI: Scibids AI drives powerful ad decisioning and scale without the use of cookies, personal information, or other digital identifiers to drive growth and successful business outcomes. Scibids works across the digital marketing ecosystem and is enabled within the leading Demand Side Platforms, embraced by media agencies, and trusted by brands. Scibids was founded in 2016, is headquartered in Paris, and has 10 locations worldwide.
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