Together with Smaato’s proprietary platform data and extensive industry research, get insights on the latest digital ad tech trends for publishers and marketers. What are the best ad formats to keep users engaged and improve your monetisation strategy? What are the pros of programmatic bidding? How can publishers and marketers maintain compliance with ever-changing privacy laws? With OTT/CTV on the rise, what are the biggest opportunities for your business? What are the trending malicious ad fraud schemes?
Get the answers in Smaato’s 2021 Digital Ad Tech Trend report, here.
In July 2021, IAB Europe released its 'Guide to Contextual Advertising' to provide further education on alternatives to third-party cookies and to help planners and buyers of media navigate this solution.
This guide has been developed by experts from IAB Europe’s Programmatic Trading Committee. It offers a definitive round-up of what contextual advertising is, and the opportunities it provides in Europe, particularly in a post-third party cookie world. It also offers key considerations and best practices. In doing so, it ensures that buyers of media have the necessary tools and knowledge to implement effective contextual advertising campaigns.
Contextual advertising has always been a fundamental part of the marketing mix, but advancements in technology and a shift towards privacy-focused solutions, accelerated by the end of third-party cookies, have brought contextual advertising back into focus. As such, the Guide to Contextual Advertising serves as an exclusive resource and key tool to help tap into the opportunity that Contextual Advertising offers.
It has been a collaborative effort to produce this European-level industry guide for contextual advertising, with contributors including Bloomberg, CNN, Comscore, DoubleVerify, IAS, Magnite, PubMatic, Rakuten Advertising, Triton Digital, and Xandr.
A big thank you to the following contributors:
DoubleVerify’s 2021 Global Insights Report uncovers actionable insights for advertisers to maximise impact on their media investment. In this report, they offer market-by-market analysis and the state of brand suitability, fraud, viewability, and performance from more than a trillion impressions, delivered in 80 markets, across 2,100+ brands.
2021 Global Findings Include:
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 6.3 percent in 2020, culminating in a market value of €69bn.
Measured against the severity of the COVID-19 outbreak and the subsequent economic deterioration, only three markets recorded a decline in investment for 2020. Even some of the largest markets like Italy, France, and The UK posted solid performances. Digital now commands more than 50% of all media ad spend in 13 out of 28 markets included in this study.
Read the press release here.
Download the 2020 AdEx Full Report here
On 15th June, IAB Europe hosted an Industry Insider with Xandr.
The webinar was hosted live and you can watch the recording here.
Synopsis: In an increasingly fragmented supply landscape, access to inventory has become commoditised and buyers struggling to find the most efficient route to reach their desired audience. The loss of the third-party cookie may further accelerate this fragmentation as there will be more reliance on publishers’ first-party data and a dependency on multiple industry identifiers to achieve scale.
In this Industry Insider webinar with Xandr, they share why they believe curated marketplaces should, and will, become a key part of media buying strategies in the future.
You hear how curated marketplaces will make it possible for industry participants to easily build programmatic supply solutions with a broad array of features that combine high-quality inventory, new levels of transparency, and valuable audience and contexts at scale.
You also hear from a panel of experts about how agencies and marketers can successfully reach audiences without third-party cookies, take control of their supply paths, gain transparency and achieve differentiation
Watch the session recording here.
Download the Guide to Demystifying Curated Marketplaces here.
Speakers:
In May 2021, IAB Europe in collaboration with TikTok released a Buyer’s Guide to Creator Marketing.
For those of you that don’t know, TikTok is a platform where you can unleash your brand's creative side. A fully immersive world where there's an audience for every voice. TikTok has become one of the world’s leading destinations for short-form video entertainment and information.
This guide draws on some of the key considerations for advertisers to understand and undertake Creator Marketing in brand campaigns, and to leverage the opportunity that this new category brings.
Now is the time for Creator Marketing to thrive, and it will be exciting to see how this will continue to evolve across 2021 and beyond. Going forward, Creator Marketing will enable brands to not only help create more meaningful connections with consumers but add real value through engaging and innovative content.
On 25th May, at IAB Europe's flagship event Interact, Daniel Knapp, Chief Economist at IAB Europe presented the AdEx Benchmark 2020 study highlights.
The study revealed that digital advertising grew digital advertising grew 6.3% in 2020 to €69bn. The positive growth figure comes after a challenging year with the impact of COVID-19. Typically, advertising markets react strongly to an economic downturn, but this time digital advertising bucked the historic trend.
Now in its fifteenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets. In 2020, a total of 7 markets experienced double-digit year-on-year growth. Turkey was the most dynamic market posting growth of 34.8% and now entering the top 10 European markets in terms of advertising spend. In 2020, only three markets experienced advertising spend decline.
Read the full press release here
Access the study highlights presentation here: IABEurope_AdexBenchmark_2020_2021
The full AdEx Benchmark 2020 Report which will provide full commentary and data across all 28 markets will be published in June 2021.
How is user consent collected and processed in the CTV environment?
In IAB Europe's Transparency & Consent Framework (TCF) special webinar, we focused on CTV and consent to find out what solutions exist and how stakeholders can adhere to privacy and data protection regulations.
Recorded live on the 19th May 2021, the webinar began with an overview from IAB Europe's Policy & TCF team on how the TCF works in the CTV environment with best practices and legal know how.
Three recently validated CMPs for the CTV environment - Didomi, LiveRamp and OneTrust - then showcased their solutions for collecting consent in the CTV environment. They demonstrated how it works, how consent is collected (with UI example) and how consent is then passed within the ecosystem. The session also featured a Q&A session with the audience.
WATCH THE WEBINAR HERE.
Speakers:
| Filip Sedefov, Legal Director, IAB Europe |
| Tamara Nordberg, Customer & Product Marketing Manager - Didomi and Julien Djelouah, Product Manager - Didomi |
| Ruud Leenders, Head of Front-end Development, XITE and Kai Kickuth, Business Development Manager, LiveRamp |
| Ethan Sailers, Marketing Solutions Engineer, CIPP/E, CIPM - OneTrust |
In May 2021, IAB Europe released its 'Guide to Brand Safety in CTV' to help stakeholders working in the CTV ecosystem maintain best practices and ensure brand-safe environments for advertisers.
2021 is a pivotal year for CTV advertising. With more people staying indoors over the past year, consumer behaviour has shifted to enable CTV to skyrocket. But as with in any new or emerging channel, it is crucial that the industry takes measures to protect both audiences and advertisers within a CTV environment.
The guide draws on some of the key considerations to help the Digital Advertising industry navigate brand safety in the new CTV environment. It provides an overview of the brand safety and ad fraud market within CTV, highlighting best practices, solutions, and case studies.
Written by CTV experts from IAB Europe’s Quality & Transparency Taskforce including Comscore, DoubleVerify, FreeWheel, MediaMath, Rakuten Advertising, SpotX and IAB Tech Lab, the guide also looks at the future landscape and what the market needs to do in terms of standardisation, measurement, and transparency to fully support this emerging channel.
Download the guide below.
A big thank you to the following contributors:
In April 2021, Admitad in partnership with SimilarWeb published its report containing insightful findings on fashion and Ad Tech data.
Please see below for an introduction by Admitad to the report.
In times of crisis, companies start to pay extra attention to their spending. As paying for clicks gives way to solutions that support ROI, the role of affiliate marketing continues to grow. Has it worked well for apparel in a challenging 2020? And which publishers have been able to benefit?
Admitad Affiliate and SimilarWeb conducted a joint report to investigate these questions.
Key Takeaways include:
● Traffic across the top 500 global Fashion & Apparel eCommerce sites grew by 33% between Q1 2020 and Q1 2021.
● Most of the traffic has been brought by Social Media (Youtube, Facebook) and Coupon websites.
● Paid traffic remains one of the most important channels, as well as display advertising and affiliate marketing.
For charts and details, have a look at the full version of AdTech report below
In April 2021, IAB Europe released its 'Guide to the Programmatic CTV Opportunity in Europe' to help planners and buyers of media understand and navigate how CTV can operate programmatically.
This guide has been developed by experts from IAB Europe's Programmatic Trading Committee. 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.
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.
As such, the Guide to the Programmatic CTV Opportunity in Europe serves as a unique resource and key tool to tap into the opportunity that Programmatic offers for CTV.
It has been a collaborative effort to produce this first European-level Guide for the Programmatic CTV Opportunity in Europe, with contributors including Criteo, Didomi, DoubleVerify, Finecast, Google, Integral Ad Science (IAS), Magnite, Oracle Data Cloud, PubMatic, Rakuten Advertising, SpotX, IAB Tech Lab and Xandr.
A big thank you to the following contributors:
In April 2021, Freewheel released a new study that looks into the use of Connected TVs to access VOD content.
Conducted in collaboration with independent, consumer-focused market research company – Happydemics, the Viewers Insights CTV-AVOD study aims to discover how viewers use video devices and platforms, understand the reasons behind their preferences, and explore attitudes towards free-to-access video platforms with advertising. The survey was carried out in the UK, France, Germany, and Italy.
The results reveal that a remarkable 70% of consumers across France, Germany, Italy and the UK have already connected their TV set to the internet, illustrating TV watching is now a predominantly connected experience across much of Europe. In the UK and France this figure is even higher at 80% and 77% respectively.
For further findings, download the full report below.
For more information on the survey and to access stand-alone studies for individual countries check out the article here.
For an insightful overview of the survey, watch the video here
In April 2021, IAS released a deep dive into how quality metrics reflect an evolving landscape in an unprecedented time.
Please see below for an introduction by IAS to the guide.
In the Media Quality Report, Integral Ad Science (IAS) analysed over 1 trillion media quality metrics to reveal global performance benchmarks for ad fraud, brand risk, viewability and more. The report offers an industry barometer against which ad buyers and sellers can benchmark the quality of their campaigns and inventory.
You can access the report here.
In March 2021, FreeWheel published their whitepaper on how identity management and privacy can coexist.
Please see below for an introduction by Freewheel to the guide.
Introduction: As the technology and legislation around data in the world of TV and premium video has evolved, the need for more robust identity management that addresses user privacy requirements is clear. To deliver more relevant and effective advertising, publishers are focused on the fine balance between connecting identity mechanisms across platforms, while ensuring consumers understand how their data is processed and that their privacy choices are addressed through transparency and control. There have been positive signs of progress, particularly from some premium video stakeholders who have brought consumer privacy to the forefront of their strategy. This thought leadership report from the FreeWheel Council for Premium Video (FWC) addresses the evolving state of identity management in the world of premium video advertising.
You can access and download the report here - FreeWheel Identity Management Whitepaper March 2021
For further information, please visit - Putting the Consumer at the Heart of Data Strategy - FreeWheel
Our second Economic Trends Forum of 2021 took place on 20th April.
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 we take a deep dive into e-commerce across Europe including an overview of the trends, developments, challenges, and opportunities for this exciting advertising channel.
Watch the recording here.
If you're a member and would like access to the deck, please email Helen Mussard at mussard@iabeurope.eu
On 15th April, IAB Europe hosted an Industry Insider with Adform.
The webinar was hosted live and you can watch the recording here.
Synopsis: There has been a lot of talk and guesswork in the industry on new identity solutions. In this session, we moved the focus onto numbers and tangible results. We asked: what are the most prominent IDs? What is the current adoption rate? What impact do they create?
Jakob Bak, one of Adform’s co-founders and an industry expert on identity, shared answers to these questions based on what Adform sees across borders, publishers, and advertisers. He was joined by guests from the buy-side and publisher side, Thomas Lue Lytzen, Head of Adtech at the largest Danish publishing group, JP/Politiken and Peter Loell, Director from OMD. They looked at case-specific numbers based on their move from third-party cookies to first-party IDs.
Watch the session recording here.
Speakers:
Ninon Vagner, Privacy & Compliance Manager, IAB Europe moderated the panel and was joined by:
Jakob Bak, SVP and Co-Founder, Adform
Jakob is currently SVP and co-founder of Adform and served as Chief Technical Officer through 2020. As one of the leading technology architects of the platform, Jakob developed his long-standing expertise working with ad serving, web analytics, and business intelligence and plays a key role in developing cutting-edge products and features. He is also heavily involved in shaping global advertising policies as a member of leading industry bodies and work groups and is one of the prominent experts on GDPR. Before co-founding Adform, Jakob was a management consultant at The Boston Consulting Group and worked at the Technical University of Denmark focusing on financial statistical modeling of bond prices. Jakob holds a master degree in engineering from the Technical University of Denmark.
Peter Loell, Director, OMD
More than 25 years in the media industry: in Television, advertising- and media-agencies, most recently into the realm of Math Men & Data. Working with planning and data activation, across media and platforms, which also involves a lot of “plumbing” and janitorial work.
Thomas Lue Lytzen, Head of AdTech, JP/Politiken
Thomas is Head of Product Development, Ad Sales & Tech, at Ekstra Bladet, Denmark’s leading online new outlet. He is responsible for product strategy and development within the areas of advertising and data bridging tech and development teams and sales. Thomas Lue Lytzen is also responsible for ad related privacy across the JP/Politiken Media Group. In various roles spanning from marketing to commercial and editorial management, Thomas Lue Lytzen has worked in the media business for more than 10 years. Before that he was Head of Communications and Marketing for ten-times Danish football champions Brøndby IF. He holds a BA in Media Science from University of Aarhus and a MSc in Information Technology from the IT University of Copenhagen.
On 8th April, IAB Europe hosted an Industry Insider webinar with PubMatic.
The webinar was hosted live and you can watch the recording here.
Synopsis:
Scalable audience addressability is one of the cornerstones of success in digital advertising. Now is the time for publishers and advertisers to knuckle down and define their strategy and roadmap for identifying, targeting, and engaging audiences in a compliant, brand-safe way that not only doesn’t compromise the user experience but actually enhances it.
This Industry Insider event featured a great lineup of industry leaders, from the buy-side to the sell-side. The guests shared their best practices and took audience questions in a compelling, fast-paced session. In a time when ROI and monetisation matter more than ever, the audience walked away with solid strategies for engaging consumers in a post-cookie world.
Watch the session recording here.
Speakers:
Emma Newman, CRO EMEA, PubMatic
Emma Newman has served as a pioneer in the digital media space with 20 plus years’
experience in all marketing disciplines, digital communications and business development.
Emma joined PubMatic in 2014 as a Senior Director of International Marketing, was
promoted to Vice President of International Marketing and later took on a commercial role as
VP, UK. Emma was promoted to Chief Revenue Office, EMEA in August of 2019.
Prior to PubMatic, Emma spent 10 years at MSN in several marketing roles before
transitioning to lead their business excellence function across EMEA. She then served as
AOL’s Senior Director of UK Marketing. Emma later joined the team that launched the
Huffington Post in EMEA and sat on the board of Clear Channel UK as their Marketing
Director.
Denis Palmer, Global Director Channel Partnerships, Zeotap
Denis is focused on expanding Zeotap’s global partnerships and the adoption of best practice data usage and identity resolution. Prior to this he was at LiveRamp, where he oversaw business development, having been initially involved with launching LiveRamp in the UK back in 2016. He was previously at Amazon, where he worked on the adoption of advertising solutions underpinned by data across Amazon’s online portfolio and the wider web through Amazon DSP.
Stefan Kurkic, Data Strategy Director, Mindshare
With nearly 7 years of experience in the programmatic and data landscape Stefan has been leading the global data strategy at Mindshare for the last 2 years. This includes creating first class guidance on how to leverage 1st party data across 80+ markets and working on multiple workstreams to prepare for a world without 3rd party cookies such as, ID solution testing, clean room adoption, and enterprise data collection to name a few.
Jay Fowdar, European Director of Product, Samba TV
Dr. Jay Fowdar is the Product Director for Europe at Samba TV, where he is responsible for developing and executing the go-to-market strategy for Samba TV’s European business. Jay has over ten years of experience in digital, mobile, and advanced television advertising at companies such as Yell.com, Advertising.com, and Byyd. He holds a Ph.D. in Artificial Intelligence, giving him a deep understanding of research techniques and machine learning.
On the 20th of March, IAB Europe hosted an Industry Insider webinar with Facebook.
The webinar was hosted live and you can watch the recording here.
Synopsis: In the digital by default world we are living in, every business is an e-commerce business. At Facebook, we are fascinated by the discovery mindset audiences are in and the opportunities this provides for businesses. We call this shift from people finding products, to products finding people, discovery commerce. If a product can be considered and purchased, within 5 taps or less, how does this change marketing for businesses as we know it? Showing up with relevance and creativity at the most critical moment is a powerful reset for brands, shifting expectations and reframing choice.
Watch the session recording here.
Speakers:
Daniel Knapp, Cheif 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.
Zehra Chatoo, Connection Planner, Facebook
Zehra is a Connection Planner at Facebook with a key focus on driving consumer insights and brand building to achieve business growth. Zehra recently joined Facebook, having worked both client and agency side in her 17 years in the industry. In her most recent role, Zehra headed up strategy at Manning Gottlieb OMD, working across a range of brands including Estee Lauder Companies, Starbucks, Virgin, Sony Pics and Government comms. Zehra has won numerous industry awards for her strategic work including IPA Effectiveness, Cannes, MediaWeek and Campaign awards.
Zehra was also recently named as one of the top 30 eCommerce influencers of 2021.
Shifts in TV viewership behaviours across Europe throughout the last year have been more evident and quicker than ever. The increase in streaming in 2020 has not only brought new and growing TV audience segments but also more viewership fragmentation which advertisers should consider when devising their media strategy in 2021 and beyond.
Take a deeper look into the streaming landscape across Samsung Smart TVs in the UK, Germany, France, Italy and Spain to learn about:
Register to download the white paper today!
IAB Europe works to produce relevant guidance on the implementation of EU privacy and data protection rules applicable in the digital advertising sector. In March 2021, our Legal Committee has developed this practical GDPR Guide on legitimate interests assessments (LIAs) in collaboration with IAB UK.
This latest Guide complements our GDPR Guidance on Data Protection Impact Assessments (DPIAs).
The Guide on legitimate interests assessments (LIAs) under the GDPR is intended for companies engaged in digital advertising in the EU. It aims to provide a standardised approach to conducting an LIA that takes into account the particularities of processing and the associated risks in the industry. In particular, the Guide covers the following:
It’s important to keep in mind that while there is value to standardising this approach for the sector and this Guide can be a useful starting point, it remains critical to analyse each particular circumstance objectively and in an organisation’s own terms, on a case-by-case basis.
Accessing the guide:
If you have any questions about this work, please contact Filip Sedefov at sedefov@iabeurope.eu
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.
Access the fourth version of the interactive version of the guide here or download the PDF version here. Read more about the release of the latest version in our blog post here.
CTV advertising offers advertisers the opportunity to extend their audience reach beyond traditional TV buying. This case study from SpotX illustrates how Under Armour was able to reach over 100,000 viewers, unreachable through linear TV alone, by including CTV in their media strategy.
Download the case study below.
2020 was a year like no other - and the nature of events saw an acceleration of pre-existing trends in the growth of CTV consumption globally. In a time of limited face-to-face contact, the digitisation of communication, culture, and entertainment saw a rapid uptick across all demographics - and this was mirrored in CTV as an increasingly preferred source for content.
Magnite’s research looks at the shift in peoples’ viewing habits across the UK, France, Germany, Italy, and Spain, and identifies CTV as an imperative for advertisers as they formulate their media buying strategies for 2021 and beyond.
CTV: The Future Forward full country reports are available for download below:
You can also view a summary infographic of the results across the EU5 here.
Our first Economic Trends Forum of 2021 took place on 19th January with nearly 200 people joining us live!
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.
As an exceptional year for advertising has drawn to a close, this ETF webinar looked back at 2020 and what we have learned from re-forecasting the impact of Covid-19 on the advertising market. With the pandemic still holding European societies in its grasp, it explored what to expect for 2021 in terms of digital ad market growth, and what the key underlying dynamics are.
Watch the recording here.
If you're a member and would like access to the deck, please email Helen Mussard at mussard@iabeurope.eu
In December 2020, IAB Europe released its 'Guide to Ad Fraud’, to help drive media quality and effectiveness in the digital advertising industry.
This guide has been developed by experts from IAB Europe’s Quality and Transparency Taskforce (a part of the Brand Advertising Committee). It defines specific types of fraud in digital advertising and outlines how verification companies work to combat new and emerging types of ad fraud across all channels. It also provides top tips for buyers and planners to prevent Ad Fraud in their next campaigns and serves as a call for action to the industry to follow best practices to tackle ad fraud.
Brands in Europe are now spending around €4.7 billion on digital advertising, and they want to know that this significant investment isn’t squandered. But with the World Federation of Advertisers (WFA) estimating that by 2021 over $50 billion will be wasted annually on Ad Fraud, it is vital for all stakeholders to ensure they have the right preventive measures in place. A key part of the guide, therefore, focuses on the importance of rapid detection, which includes the stages of ad fraud detection that companies should follow.
It has been a collaborative effort to produce this European-level guide for Ad Fraud, with contributors including Integral Ad Science (IAS), DoubleVerify, Oracle Data Cloud, Group M, Pubmatic, and Publicis Media. Agora S.A also contributed their knowledge on behalf of IAB Poland.
A big thank you to the following contributors:
View the guide here - IAB Europe Guide to Ad Fraud December 2020
Download below
On the 1st December 2020, IAB Europe hosted an Industry Insider Webinar with Magnite.
The webinar was hosted live and you can watch the session recording here.
Synopsis: How have consumers’ media habits changed this year? What does the CTV opportunity in Europe look like? What needs to change? This webinar, hosted by Magnite (formerly Rubicon Project & Telaria), answered all these questions and more.
Featuring a brand new piece of consumer research on CTV and a lively expert panel that discussed both the opportunities and barriers to entry in this exciting new sector, this is an unmissable session that will be sure to inform your 2021 strategy.
Speakers:
IAB Europe works to provide analysis and guidance on the interpretation and application of EU privacy and data protection rules as they apply to the digital advertising sector. As part of efforts to demonstrate that the industry takes legal compliance seriously, IAB Europe’s Legal Committee has collaborated with IAB UK to develop this practical guide to carrying out data protection impact assessments (DPIA) under the EU's General Data Protection Regulation (GDPR).
The GDPR Data Protection Impact Assessments (DPIA) for Digital Advertising under GDPR Guide provides background and describes the DPIA process in the context of processing data for digital advertising generally and for real-time bidding (RTB), in order to help companies understand their obligations and how to comply with them in practice. It explains how to incorporate the DPIA process into a company’s normal course of product design and development.
Our aim is to provide an accepted, widely adopted, standard for evaluating and managing risks associated with personal data processing in the industry. It can be used by any organisation across Europe and can significantly facilitate compliance efforts when used in conjunction with your implementation of IAB Europe’s Transparency and Consent Framework (TCF). In particular, the guidance covers the following:
Download the guide below.
If you have any questions about this work, please email Filip Sedefov at sedefov@iabeurope.eu
In November 2020 , IAB Europe released its ‘Buyer’s Guide to Digital Audio’ to help planners and buyers of media navigate the opportunities that a new world of audio creates for marketers.
This guide has been developed by experts from IAB Europe’s Channels & Formats Taskforce (a part of the Brand Advertising Committee). It provides harmonised definitions for digital audio in Europe, an overview of the evolution of audio advertising and the landscape in Europe, as well as key considerations and best practices for digital audio advertising. In doing so, it ensures that buyers of traditional audio and buyers of digital advertising have the necessary knowledge to implement effective digital audio advertising campaigns.
Digital audio is reaching a pivotal moment, where it is critical for buyers to understand this channel and to maximise their digital investment in it. With the boom in smart speakers and other connected devices, consumers now have the ability to access streaming audio content, however, or wherever they like. Unlike other media, this makes digital audio unique in that it can be a constant companion. It moves with consumers whether they’re on-the-go or winding down and comes in a variety of forms, from spoken word to podcasts to music and more. This offers fantastic opportunities for advertisers to reach engaged audiences. Digital audio is now paving the way for greater connection with audiences and has the ability to address consumers in a more personal way. As such, the Digital Audio Guide serves as a unique resource and key tool for advertisers to get a better understanding of how large the audio opportunity is and how to capitalise on it in the coming months and years.
It has been a collaborative effort to produce this first European-level guide for Digital Audio, with contributors including Spotify, Magnite, Oracle Data Cloud, Triton Digital and Xaxis. Representatives from IAB Finland and IAB Italy also contributed their knowledge.
A big thank you to the following contributors:
On the 20th November 2020, IAB Europe hosted an Industry Insider Webinar with Spotify
The webinar was hosted live and you can watch the session recording here.
Synopsis: As our world is adjusting to a new normal, it is now more important than ever for brands to show up in a relevant and appropriate way.
What insights can we offer about programmatic streaming trends for you to make the right buying decisions? How can we help ad tech players foresee what streaming may look like a few months down the road?
Watch this webinar with Clementina Piazza, Automation Lead UK at Spotify and Evangelia Samouris, Media Trader at L’Oreal to find out.
Speakers:
Clementina Piazza is the Automation Lead for the UK at Spotify, looking after Spotify programmatic business for the country, across audio, video and display. She was previously Programmatic Director for EMEA at Integral Ad Science, where her focus was to support and develop IAS programmatic offering for the region. Clementina came to IAS having previously worked on the DSP side, the latest being Amazon Advertising Platform, working both across the UK and EMEA.
Evangelia joined L'Oreal in 2019, as one of the first media traders in the in-house team for UK & Ireland. She developed her digital advertising expertise across both Google and ASOS prior to that and brings a wealth of knowledge within the fields of data science and automation to accelerate bespoke personalisation tactics. This sees L’Oreal continuing to develop and execute best-in-class programmatic campaigns across a diverse mix of brands ranging from cosmetics to lifestyle to hair salons.
Despite the awareness of what the biggest developments, opportunities and challenges are, IAB Netherlands' C-level research report presented in November 2020, shows that professionals find it difficult to find the right balance on a strategic and organizational level. The ambition to follow all developments and seize opportunities, and to do so at a rapid pace, appears to create unprecedented complexity and in some cases considerable friction.
New research methodology
For the fourth edition of the annual CMO research, commissioned by IAB Netherlands, research agency DVJ Insights not only spoke with CMOs, but also asked more than 250 senior professionals on the agency, technology and publisher side about their vision on the future of the marketing and media ecosystem. The combination of quantitative and qualitative research provides an interesting depth of figures in this C-level research and shows where the greatest needs in the market lie and where interpretation, knowledge and inspiration are desirable.
Continuously searching for the right balance
What makes the research especially clear is that the majority of those surveyed are looking for a balance between short and long term, data and creation, innovation and evidence. This balancing act has never been easy, but because of the increased data and technology applications and the speed with which everything happens, the professionals experience more abrasion than ever in the major challenges they face. The will to innovate, to be data-driven, creative and diverse is omnipresent, but consistency and long-term focus are also important. Finding a balance between these, and that in times of corona, seems to be the biggest challenge, both within the profession and within organizations.
Developments and challenges
What is more striking is that 91% of the respondents indicate that they are not yet fully prepared for a world without cookies. 31% of organizations indicate that COVID-19 has made decision-making faster and more flexible. Furthermore, 49% of those questioned confirm that they have difficulty putting together a sufficiently diverse team. And 58% of C-level professionals feel that there is too little focus on long-term strategy within marketing.
Together we make the difference
Wendy Pouw, director IAB Netherlands: "We see that the market is looking for the right balance. This is a very complex process, in which the speed with which our profession digitizes plays an important role. And that brings with it the necessary challenges, but above all opportunities. Successful completion of the digitization process requires a great diversity of people and disciplines. It is a trajectory in which the power, knowledge and experience of various experts are combined and in which the golden combination of creation-data-tech media is central. This is not an easy task, especially now that COVID-19 is working massively from home, but picking this up in collaboration is the only way to actually make a difference".
On the 12th November, 2020, IAB Europe hosted a webinar with IAB Tech Lab.
The webinar was hosted live and this is a recording of the session. Watch here.
Webinar synopsis: The sunset of third-party cookies and Privacy Sandbox have been dominating discussions since the start of the year, but the conversation around user identity has so far focused on web environments. Apple’s announcement of requiring consumer opt-in to allow use of the IDFA (Identifier for Advertising) has expanded the conversation into the app ecosystem. This implies even broader changes to consumer privacy controls, addressability, and digital advertising infrastructure.
Moderated by Oliver von Wersch, Representing IAB Tech Lab in Europe, a panel of experts discuss what losing the IDFA could mean, what data-driven advertising might look like in the near future, and how SKAdNetwork can support basic attribution for app developers. They also cover other technologies and standards – Data Label, Content Taxonomy, Transparency & Consent Framework, and Project Rearc – that companies can adopt or get involved in today.
Agenda
Panellists
In November 2020, IAB Europe released 'The Programmatic Out Of Home (OOH) Advertising Guide’ which examines the strengths and opportunities around digital out of home across Europe, sharing best practices and considerations around measurement and creativity for campaign success.
Out of Home (OOH) is almost as old as civilisation itself. From the moment there were goods to sell, vendors have relied on posters, engravings and symbols to attract peoples’ attention as they go about their day. Today’s static posters and billboards are being replaced by dynamic digital frames hosted on a range of formats including billboards, street furniture, busses and trains, shopping malls and more. These frames leverage programmatic automation to serve multiple ads to multiple audiences at multiple times throughout the day. And marketers have more control than ever to select, in real-time, the perfect location, screen size and moment to reach their target audiences.
Even in times of lockdowns and curfews due to the COVID-19 pandemic, DOOH plays an important role for brands to demonstrate awareness and sensitivity to the situation at large. Programmatic buying of DOOH allows brands and agencies to control their spend, respond instantly to lockdowns - whether regional or national - and focus on times of the day that get more reach. It’s for these reasons that since March 2020, programmatic DOOH vendors have reported new first-time buyers to their platforms.
In what started as a tough year for the DOOH industry, IAB Europe’s newly released Attitudes to Programmatic Advertising 2020 report shows that almost a third of agencies believe that DOOH will be the key growth area for programmatic investment in 2021. The aim of this guide is to therefore encourage those new buyers to continue their investment in DOOH, while encouraging others to test this new innovative and interactive channel.
In collaboration with IAB Europe’s Programmatic Trading Committee, the guide was written by DOOH experts from Awarion, Nielsen, OMD, Displayce, IAB France and IAB Turkey.
A big thank you to the following contributors:
Webinar overview: In this webinar Kantar review key findings from their ad equity research and reveal why consumers are so positive about ads on certain digital media platforms. We also hear from TikTok and Twitch about how brands can best take advantage of these exciting media spaces.
Webinar overview: This webinar explores all things #TikTok. From its mission of inspiring #creativity and joy, and what makes its vibrant, diverse, and engaged community of 100m users across Europe, and a suite of performance-driven ad products, such a powerful opportunity for brands, right through to how it ensures user safety. You will be sure to get all of the insider tips and tricks on how to ‘TikTok’ using best-practice examples from those who are leading the way.
Moderated by David Goddard, Senior Director, Business Development, EMEA, DoubleVerify & Chair of IAB Europe's Programmatic Trading Committee
Webinar overview: If you're looking for an overview of what SPO is, how it works, and how you can start or harness your SPO strategy then this webinar is for you. It’s a must-view for anyone hoping to truly understand the benefits of SPO for improving transparency, trust, and efficiency.
Featuring a panel of SPO Guide contributors the session covers the most interesting findings from the guide, addresses the technicalities of Supply Path Optimisation, and considers whether it has delivered on its promise to streamline buying via programmatic platforms. Co-authors of the Guide also take a look at the publisher's perspective, addressing Demand Path Optimisation (DPO) mechanisms, along with its key challenges and global best practices.
Access the IAB Europe Guide to SPO here
Many thanks to the expert panel:
The Programmatic Advertising Spend Report 2019 is an extension of the IAB Europe Adex Benchmark Study 2019 (released in June 2020). The AdEx Benchmark report is the definitive guide to advertising expenditure in Europe covering 28 markets. The report consolidates and harmonises local ad spend data from national IABs to provide a true, like-for-like comparison of European digital ad markets.
The Programmatic ad spend data presented in this report is collected from IABs, adjusted through company reports, industry interviews, DSP & SSP reports. Definitions of programmatic vary between countries and market participants: social included here to find common denominator with all countries. Unless stated otherwise, social is included in the figures presented here. Figures in this study are reported in gross (before publishers’ SSP fee).
The latest research from the Programmatic Advertising Spend Research reveals that programmatic revenue grew by 88% in 2019, topping €23bn, with 77% of display and more than 50% of video now traded via programmatic methods.
Commenting on the double-digit growth seen in the 2019 report, Daniel Knapp, Chief Economist at IAB Europe said “Programmatic is on the path to become the default infrastructure for digital advertising. Our newly consolidated 2019 figures across European markets showed continued double-digit growth in programmatic despite increased market maturity. This growth is visible in all markets - from established programmatic pioneer markets like the UK and France to CEE markets which benefit from a second mover advantage to ramp up programmatic spend particularly quickly. This growth is underpinned by continuing efforts to streamline the programmatic supply chain and the expansion of programmatic into premium environments such as video.”
View and download the report here- Programmatic Market Advertising Spend 2019 Report
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 sixth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.
The IAB Europe Attitudes to Programmatic Advertising Report 2020 attracted respondents who command significant volumes of advertising supply and demand. More than half of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
The survey asked about the following areas:
The 2020 IAB Europe Attitudes to Programmatic study highlights the following:
Download the report here - IAB Europe Attitudes to Programmatic Advertising Report 2020
Presented by Stevan Randjelovic, Director, Brand Safety and Digital Risk, GroupM.
Webinar Overview: Brand safety is still top of the agenda, with 2020 bringing new complexities. These include how certain brand safety practices may inadvertently block major news publications and smaller ones with more diverse audiences – limiting who your campaigns reach. Moreover, with new legislation being introduced left and right, cookies crumbling and fake news grabbing the headlines, brand safety practice has never been more important. The risk is also shifting. Traditionally, brand safety risk was limited to digital—programmatic and social. Now, with established media digitizing and reinventing themselves, opportunities to improve brand safety practices are appearing across new avenues – audio, gaming, Digital Out-of-Home and Connected TV. But there is opportunity to be found with every obstacle. Featuring a short presentation of the Brand Safety Playbook for Marketers, followed by an industry panel of experts from gaming, audio and CTV.
Access the GroupM Brand Safety playbook here
Many thanks to the expert panel:
Following on from IAB Europe's recent Economic Trends Forum webinars which have been dedicated to assessing the impact COVID-19 is having on our industry and in particular digital investment, IAB Europe’s Chief Economist, Daniel Knapp provides an updated outlook for 2020 and 2021 based on the announcements of Q2 results. This webinar was recorded live with over 100 people in attendance. The webinar features an audience Q&A at the end of the session.
Watch can watch the recording here on YouTube.
The increased sophistication of the programmatic ecosystem, with the introduction of new supply paths such as Header bidder, has led to a loss of transparency and increased opacity for advertisers and agencies, specifically related to the fees charged by intermediaries. This is where SPO offers critical help, allowing buyers to hone in on the buying paths that are low cost, transparent, and high quality. With 87% of brands, agencies and demand side platforms (DSPs) actively implementing SPO, citing brand safety, reduced fraud and improved KPIs as the main benefits, this guide is a call to action for all stakeholders to adopt SPO as one of their core business functions.
The aim of this guide is to educate all stakeholders on the importance of a good SPO strategy and implementation.
The guide will take the reader through the need and the basics of SPO and aid them to dig deep into the weeds, ask questions, demand data and challenge assumptions. It includes practical steps on how to start your SPO journey, adding extra checks for those already on the path.
The guide also features an overview on Demand Path Optimisation (DPO) for publishers. As explained in the guide, DPO enables publishers to understand how their inventory is being bought and by whom, providing publishers with more transparency into their relationship and revenue split with supply side platforms (SSP). Through the practice of DPO, publishers can then gain valuable footholds in negotiating better terms with buy-side platforms.
Members of IAB Europe’s Programmatic Trading Committee came together to write the guide. Contributors from Adform, Bloomberg Media, DoubleVerify, Magnite, Index Exchange, PubMatic, SpotX, Verizon Media, Vodafone, Xandr, Xaxis and Yieldbird share their expertise on what SPO enables, 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.
Thank you to the following people who contributed to the content for the guide:
View and download the guide here - IAB Europe Guide to SPO Sept 2020
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