What is SPO? Who does it help? How does it work?
Check out the IAB Europe SPO 101 to answer all of the above questions!
This helpful factsheet accompanies the IAB Europe Guide to SPO which can be found here. 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.
View and download IAB Europe SPO 101 Factsheet
As part of a fact-based COVID-19 content series, IAB Europe is working with members to provide industry and consumer insights to help stakeholders better understand and navigate through 2020 and beyond. In this Industry Insider webinar, Rakuten Advertising, a leading global provider of advertising technology and consumer insights, shared some key findings of its consumer research conducted among 5,000 people across Europe.
Chris Edwards – Director, Business Development EMEA at Rakuten Advertising – explored how consumers engage with video-on-demand (VOD) and their attitudes towards advertising. He also examined the impact of COVID-19 on audiences’ viewing behaviours during lockdown and beyond, and demonstrated how advertising-based VOD (AVOD) is the necessary evolution of TV as viewers demand greater access to content without wanting to sacrifice their experience to irrelevant ads.
Watch the recording here.
Download the research here.
About Chris Edwards – Director, Business Development EMEA, Rakuten Advertising
As Director of Business Development, EMEA, Chris Edwards is responsible for commercial sales and building lasting and trusted relationships with advertisers, agencies, trading desks & tech partners related to Rakuten Advertising’s media solution. This solution provides access to unique audiences across Rakuten’s diverse owned and operated media properties, including Rakuten TV. Prior to Rakuten Advertising, Chris has gained over 20 years’ experience working in multiple advertising disciplines, including video, digital, programmatic, adtech & print for leading media businesses including AOL, Hearst Magazines and Glam Media.
We have compiled some of the key stats on the state of social advertising spend in Europe from our annual 2019 AdEx Benchmark Report. The interactive version is below and you can download a PDF version here.
We have compiled some of the key stats on the state of video advertising in Europe from our annual 2019 AdEx Benchmark Report. The interactive version is below and you can download a PDF version here.
IAB Europe has launched this Guide to share background context on brand safety in Europe, pan-European definitions for brand safety and brand suitability with accompanying key considerations, best practices and case studies to help educate all stakeholders on ensuring brand safe environments.
The guide was developed by experts from IAB Europe’s Quality & Transparency Taskforce (a part of the Brand Advertising Committee). Formed in January 2020, the taskforce’s aim is 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. Following on from IAB Europe’s industry poll brand safety which demonstrated the need for more education and guidance, the taskforce agreed that their first priority was to address the need for harmonised pan-European brand safety and brand suitability definitions.
Thank you to the following people who contributed to the Guide:
IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of Transparency and Consent Framework (TCF) v2.0. Over the last year, vendors and CMPs have been working hard to update their tech stacks, to ensure they comply with the new technical specifications, protocols and policy documents by 15th August 2020, the switchover date for TCF v2.0.
TCF v2.0 Real-life CMP Implementations
Following on from May’s TCF v2.0 In Practice (Part 1) webinar, and June’s Part 2 webinar, our final instalment (Part 3) live streamed on 22nd July and was dedicated to publishers looking to successfully switch over to TCF v2.0 in the coming months.
TCF v2.0 Validated CMPs Sirdata, iubenda and Sourcepoint use real-life examples of TCF v2.0 implementations to show publishers how they can bring GDPR compliance in the digital advertising industry to the next level. The webinar was followed by an audience Q&A to help answer any technical and policy questions publishers may still have about TCF v2.0.
Watch the recording here.
Agenda:
Each CMP presented..
TCF v2.0 Transition
CMP v2.0 UI
TCF v2.0 Compliance
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 webinar on 15th July, IAB Europe’s Chief Economist Daniel Knapp provided an overview of the key digital ad trends in 2019 using data from the AdEx Benchmark Study as well as an update on May’s COVID-19 economic forecasts for 2020 and beyond.
IAB Europe will be providing a monthly update on the impact of the pandemic on our industry.
Watch the recording here.
Access the full AdEx Benchmark 2019 Report here.
Members can access the 2020 outlook slides here (note: you must be logged in).
The AdEx Benchmark report is the definitive guide to advertising expenditure in Europe covering 28 markets. Following on from the release of the AdEx Benchmark study highlights in June, the full report details the formats and channels that contributed to digital advertising’s annual growth of 12.3% in 2019, culminating in a market value of €64.8bn. The market has more than doubled since 2013 and on average, €4bn has been added to the digital advertising market every year since 2006.
Read the full press release here.
This paper demonstrates the vast amount of work being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. It includes a summary of the work being undertaken in national markets such as quality certification schemes, guidelines and best practice guides.
The paper was updated in December 2021.
The annual Attitudes to Digital Video Advertising Report is based on responses from approximately 300 stakeholders across all parts of the ecosystem and provides insight into the growth and adoption of digital video advertising across Europe, the ways in which video is being traded on both the buy-side and sell-side, and what the future holds.
Thank you to the following people who contributed to the Report:
Download the report below.
Interactive Infographic
Like most, the advertising industry is continuing to seek guidance on how best to navigate the unchartered waters faced due to COVID-19. As part of a fact based COVID-19 content series, IAB Europe is working with members to provide industry and consumer insights to help stakeholders better understand and navigate 2020 and beyond. In this webinar, Integral Ad Science explored the evolving advertising landscape drawing on some of their latest research, including:
Watch the recording here
Speakers:
IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of Transparency and Consent Framework (TCF) v2.0. Over the last year, vendors and CMPs have been working hard to update their tech stacks, to ensure they comply with the new technical specifications, protocols and policy documents by 15th August 2020, the switchover date for TCF v2.0.
TCF v2.0 Real-life CMP Implementations
Following on from May's TCF v2.0 In Practice (Part 1) webinar, this webinar is dedicated to publishers looking to successfully switch over to TCF v2.0 in the coming months. TCF v2.0 Validated CMPs Ogury, Didmoni and LiveRamp use real-life examples of TCF v2.0 implementations to show publishers how they can bring GDPR compliance in the digital advertising industry to the next level. The webinar was followed by an audience Q&A to help answer any technical and policy questions publishers may still have about TCF v2.0.
Watch the recording here.
Speakers
Agenda
IAB Europe has launched this buyer's guide to Connected TV Guide 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.
This guide has been developed by experts from IAB Europe’s Channels & Formats Taskforce (a part of the Brand Advertising Committee) for buyers and aims to bring clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions. It also looks at the overall European CTV landscape providing local market data with some key considerations and best practices to ensure that CTV environments are being optimised.
Thank you to the following people who contributed to the Guide:
IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of Transparency and Consent Framework (TCF) v2.0. Over the last year, vendors and CMPs have been working hard to update their tech stacks, to ensure they comply with the new technical specifications, protocols and policy documents by 15th August 2020, the switchover date for TCF v2.0.
TCF v2.0 Real-life CMP Implementations
This webinar is dedicated to publishers looking to successfully switch over to TCF v2.0 in the coming months. TCF v2.0 Validated CMPs Quantcast, Conversant and OneTrust use real-life examples of TCF v2.0 implementations to show publishers how they can bring GDPR compliance in the digital advertising industry to the next level. The webinar is followed by a Q&A to help answer any technical and policy questions publishers may still have about TCF v2.0.
Watch the recording here.
Speakers
Agenda
This infographic from IAB France outlines the growth of video over the past decade and the development and benefits of new video ad standards (SIMID, OMID, VAST 4). Find out more 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.
Access the third 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.
Supply Chain Transparency Webinar
IAB Europe hosted a webinar to provide a deep dive into the Guide and how it enables industry players to gain transparency in the key areas of data, cost and inventory source. Access the webinar slides here and watch the recording here.
IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of Transparency and Consent Framework (TCF) v2.0. TCF v2.0 continues to support the overall drive of the TCF to increase user transparency and choice, management by digital properties of consent and compliance and industry collaboration that centers on standardisation. Under TCF v2.0, not only can the user give or withhold consent, but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interests. It also enables greater transparency for the user, through more detailed and more easily understandable descriptions of the purposes of data processing.
At the end of Q1 2020, TCF v1.1 will no longer operate. This is the official deadline for all registered TCF vendors and CMPs to be signed up to and operating TCF v2.0.
In the run up to the switch over deadline, IAB Europe hosted a series of workshops to offer full support and guidance to CMPs and Vendors. The workshops started in January 2020 and ran through till the end of March. Hosted in 1 hour-long webinar formats, TCF experts went through everything that is needed to fully implement TCF v2.0. All webinars featured Q&A sessions and have been recorded.
Below you can access the slides and webinar recordings for all 10 workshops.
| Workshop Title | Workshop Synopsis | Time & Date | Webinar recording |
| Training 1: Policy Check 101 | An overview on the main differences in policies between v1.1 and v2.0 of the TCF. This session is for all TCF stakeholders. | 4pm CET
Thursday 16th January |
This workshop has now taken place. You can see the slides here watch the recording here. |
| Training 2: It’s all about the first impression. How the CMP UI should look in TCF v2.0. | An overview of the main differences in a CMP UI for v2.0 of the TCF. You can see best practice examples of what a CMP UI should look like in v2.0 plus guidance on correctly incorporating all policy additions for the best user experience. | 4pm CET
Tuesday 21st January |
This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 3: What actually happens when we switch over. A deep dive on the process for switching from TCF v1.1 to TCFv2.0 | This session will cover all questions related to the switch over including: how will the switch over work in practice? How long will TCF v1.1 consent strings be respected? And will it be a hard stop? | 4pm CET Tuesday 28th January | This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 4: Resource overview overload. Where to go for more detailed TCFv2.0 Technical Resources | An introduction to the different resources and libraries that have been built to help CMPs and Vendors navigate TCF v2.0. | 4pm CET Thursday 6th February | This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 5: Getting it right! (Part 1) . The do’s and don’ts of a CMP - technical implementation | An overview of the technical implementation for CMPs. | 4pm CET Tuesday 11th February | This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 6: Getting it right! (Part 2) The do’s and don’ts of a Vendor - technical implementation | An overview of the technical implementation for Vendors. | 4pm CET Thursday 13th February | This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 7: Vamp up your validation. An introduction to the CMP TCF v2.0 validator tool | An introduction to the CMP validation process for TCF v2.0. | 4pm CET Tuesday 25th February | This workshop has now taken place. You can see the slides here and watch the recording here. |
| Training 8: Ready for launch? The final Countdown to switch over | A summary of what is needed to be ready for the switch over to TCF v2.0. | 4pm CET Tuesday 10th March | This workshop has now taken place. You see the slides here and can watch the recording here. |
| Training 9: If you don’t ask, you don’t get. Q&A for CMPs | This will be a session for CMPs to ask any final questions to the IAB Europe team related to the switch over. | 4pm CET Thursday 19th March | This workshop has now taken place, you can watch the recording here |
| Training 10: If you don’t ask, you don’t get. Q&A for Vendors | This will be a session for Vendors to ask any final questions to the IAB Europe team related to the switch over. | 5pm CET Thursday 19th March | This workshop has now taken place, you can watch the recording here |
The Virtual Programmatic Day (VPD) brings together industry experts and thought-leaders to explore the latest trends, drivers and barriers impacting programmatic trading in Europe. It’s one of the largest virtual events in the programmatic industry, with global leaders and experts dialling in to discuss and debate the hottest topics! All participating speakers sit on IAB Europe’s Programmatic Trading Committee, to help educate, shape and inform the industry on the latest programmatic news and developments.
The H2 2019 edition of the event took place on the afternoon of 19th November and focused on the latest market trends including spend, drivers and barriers, key growth areas such as connected TV, how programmatic will look in a post-cookie era and up to date insight into GDPR and the IAB Europe Transparency and Consent Framework. You can watch the event panels back via the following pages:
IAB Europe’s Chief Economist, Dr. Daniel Knapp, provided a deep dive into the trends, developments, challenges and opportunities in digital OOH for advertising including a global and local perspective.
Members can access the event slides recording and content by logging in and scrolling to the bottom of this page.
This edition of the Forum was hosted on 25th February.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
This multi-stakeholder panel of publishers, ad tech payers and agencies moderated by IAB Europe explored the latest industry developments around Trust and Transparency alongside the recently launched v2.0 of the IAB Europe Transparency and Consent Framework (TCF), the largest industry effort to help companies that serve, measure and manage digital and personalised advertising content comply with the European General Data Protection Regulation (GDPR) and ePrivacy Directive (ePD) when processing personal data or accessing and/or storing information on a user’s device.
Watch the panel here.
Panelists
Moderator: Anne Goodman, IAB Europe
Thomas Adhumeau, Senior Associate General Counsel, Xandr
Stevan Randjelovic, Brand Safety Manager, GroupM
Stefan Hanloser, Vice President, Data Protection Law & Policy, ProSiebenSat1
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
The panel explored the results of IAB Europe’s industry benchmark studies Attitudes to Programmatic Advertising and Programmatic Ad Spend which was presented by IAB Europe’s Chief Economist, Daniel Knapp.
Watch the panel here.
Panelists
Moderator: Simon Halstead, Senior Director Exchanges and Supply, Verizon Media
Daniel Knapp, Chief Economist, IAB Europe
James Brown, Managing Director, EMEA, Rubicon Project
Andrew Buckman, CEO, Sublime
Simon Baker, Head of Programmatic EMEA, Bloomberg Media Group
Faye Liddle-Moore, Commercial Director Northern Europe, Outbrain
Daniel Knapp, Chief Economist, IAB Europe
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
It is no secret that the digital and TV advertising worlds are colliding, driven largely by changes in media consumption habits. The panel explored how this is evolving across Europe and the key opportunities and challenges it presents to advertisers and media owners. Is it a dream come true for advertisers, all the advantages of linear TV but now with targeting and measurement? Or is it more complex than that? Find out in this panel recording.
Watch the panel here.
Panelists
Moderator: David Goddard, VP Global Programmatic Strategy, BBC Global News
Martin O’Boyle, Managing Director, Partnerships PMX, Publicis Media
Tanzil Bukhari, Managing Director EMEA, Double Verify
Tom Fryett, Head of Programmatic Development, OMG EMEA
Glenn Perera, Director, Product Strategy, EMEA, Integral Ad Science
Sophie Knight, Director, Platform Services, SpotX
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
The post-cookie era is top of mind for many in our industry and how it will impact programmatic trading. The panel explored what impact has been seen so far and solutions that currently exist. They also discussed the challenges and opportunities that lie ahead including alternative technology solutions and the importance of creativity.
Watch the panel here.
Panelists
Moderator: Catherine Lofthouse, Programmatic Director, Essence Global
Matt Bennathan, Senior Director, Channel Partnerships, International, Oracle Data Cloud
Lisa Kalyuzhny, Senior Director, Advertiser Solutions, PubMatic
Sara Vincent, Senior Director, Strategic Partner Development, Index Exchange
Toccara Baker, Senior Product Marketing Manager EMEA, Adobe
Tej Rekhi, VP Group Development EMEA, Publicis Media
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
The publishing ecosystem has had it’s fair share of ups & downs in the last year, whether that be changes in data collection capabilities post GDPR, brand safety, battling fake news and invalid traffic or the sheer complexity of the channels that content is available in now. The panel discussed these challenges and approaches to help tackle them and what the future holds for publishers and how they can monetise their quality content in a programmatic world.
Watch the panel here.
Panelists
Moderator: Ben Geach, Senior Director, Global Product Strategy, Oracle Data Cloud
Jéricho Lämmler, Programmatic Development Manager, Goldbach
Elsa Demain-Griffiths, Head of Commercial Innovation, The Telegraph
Emmanuel Ogidan, Commercial Director, UK and Ireland, FreeWheel
Vignesh Narayanan, Senior Director, Media Partnerships, International MediaMath
Szymon Pruszyński, Head of Global Communication, Yieldbird
Europe’s biggest virtual programmatic event took place on Tuesday 19th November. The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies.
Attribution, and how to do it well, has been the topic of industry debate for some time. But what do we actually mean by attribution and how does it work or help with evaluating programmatic campaigns? This panel addressed this question and explored the key challenges that exist and developments that need to happen to overcome those.
Watch the panel here.
Panelists
Moderator: Matt Isdale, Head of Performance, Teads
Clementina Piazza, Programmatic Director EMEA, Integral Ad Science
Oliver Gertz, Managing Director Interaction EMEA, MediaCom
Ionuț Munteanu, Education Project Manager, IAB Romania
Lucia Mastromauro, Vice President, Global Head of Agency and Partner Business at Adform
IAB Europe’s Brand Advertising Committee conducted a survey in November 2019 to ask industry experts for their views on how brand safety has been tackled in 2019 and determine what action needs to happen in 2020. Whilst there are lots of studies which look at consumer views, the BAC wanted to find out what is actually happening from the advertising industry experts.
The results highlight how seriously the industry is taking brand safety, and show how the ecosystem has changed in the last couple of years to place more emphasise on ensuring brand safe environments.
Key findings include:
IAB Europe members can login to access the report below.
IAB Europe’s Chief Economist, Dr. Daniel Knapp, provided a deep dive into the trends that will shape digital advertising in 2020 across Europe including the developments, challenges and opportunities.
Members can access the event recording and content by logging in and scrolling to the bottom of this page.
This edition of the Forum was hosted in Brussels on 11th December with a virtual audience as well.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
In this webinar organised by the IAB Europe Education and Training Committee in collaboration with the Programmatic Trading Committee, we looked at what - to many - is the solution for advertising in the post cookie age. To learn more about this technology we invite you to read the articles by Alwin Viereck, Head of Programmatic Advertising and Ad Management, United Internet Media on our website here and here. Watch the webinar recording below and download the deck at the bottom of the page.
The speakers:
Moderator:
Aaron Curran, Technical Account Manager EMEA, Iponweb
Aaron Curran is Technical Account Manager EMEA at the innovative data and engineering company, Iponweb. Based in London, he has a client focus on demand side platforms. Aaron has spent over twelve years working with many ad-tech vendors in the industry, leading strategic account management for global clients.
Speakers:
Jordan Mitchell, Senior Vice President - Identity, Data and Privacy Initiatives, IAB Tech Lab
Jordan Mitchell is Senior Vice President - Identity, Data and Privacy Initiatives at IAB Tech Lab, a global member community developing foundational technology and standards for growth and trust in the digital media ecosystem. He was CEO of DigiTrust, a non-profit industry consortium which IAB Tech Lab acquired in 2018. DigiTrust is the only truly neutral, standardized identifier designed to offer a privacy-safe bridge from first-parties to the third-party ecosystem. Jordan co-founded DigiTrust while serving as Vice President of Product at Rubicon Project, where he spent 7 years. Prior to that, he was founder and CEO of audience data company Others Online, which he sold to Rubicon Project. Jordan is an expert in audience identity and data systems, with over 15 years of related experience within the converging areas of consumer identity, data, privacy and digital advertising. Jordan received his BA in Accounting from Michigan State University, and resides in Kirkland, Washington.
Travis Clinger, Vice President of Global Strategy and Partnerships, LiveRamp
As Vice President of Global Strategy and Partnerships at LiveRamp, Travis is responsible for crafting LiveRamp’s Ad Tech and international identity strategy, leading some of LiveRamp’s most strategic initiatives, and creating global partnerships. Travis leads LiveRamp’s efforts as one of the co-founders and Board Members of the Advertising ID Consortium to enable a standard cookie pool and people-based identifiers for the open Internet. Prior to LiveRamp, Travis was a director at Epic Systems responsible for implementing systems that managed sensitive healthcare information. Travis holds a BA in Political Science from Rollins College.
Francesca Warne, Senior manager, Advertising Solutions, PubMatic
Francesca is a business development and digital sales professional with experience in both ad tech and media. At PubMatic, she is responsible for driving the company’s key relationships with buy-side businesses, particularly agencies, trading desks, Demand Side Platforms and direct brands.
Prior to PubMatic she worked at Havas Programmatic Hub, managing clients such as National Express, Emirates and BBC.
Alwin Viereck, Head of Programmatic Advertising & Ad Management, United Internet Media
Alwin Viereck works for United Internet Media as a Senior Vice President since 2018. Within the publishing house he is responsible for Programmatic Advertising, Yield Management and Technical Application and Media Management.
His former role has been the affiliate network affilinet, also part of United Internet, where he worked as Director Product, Strategy & Communication since 2012, being part of the management board as of 2014.
Alwin Viereck has more than 20 years of strategic product development as well as digital advertising experience and started his career as founder of digital education and ecommerce startups. He also worked for consulting company Accenture, a direct insurer DFV Deutsche Familienversicherung AG as well as Tutoria, a digital education company of Holtzbrinck.
Salvatore Cospito, CTO and Co-Founder, DATMEAN
Salvatore Cospito is Co-founder and CTO of DatMean. Salva has made of his passion his career, after training as a computer engineer in Milan he has worked in various marketing and advertising agencies being in his last stage Affiperf´s Head of trading Iberia. His biggest challenge and achievement is now being an entrepreneur in DatMean as CTO of the company helping companies to walk hand in hand toward the world of big data providing them an empirical vision of the world of data applied to the companies reality (thought its sap platform) thanks to his
Business Translator profile that is at the base of the digital transformation.
Salvatore is President of the Data Commission in IAB Spain, Professor in several universities, academic director in EDIX and one of the big experts in Data Activation for Marketing.
Mathieu Roche, CEO, ID5
Mathieu Roche is the CEO of ID5. He co-founded the business in 2017, after spending over 10 years at European data specialist Weborama, where he led international development and launched the DMP offering worldwide. During his time at Weborama, the company experienced exceptional growth, establishing itself in a dozen countries and growing from 3 to 30 million euros in revenues.
With ID5, Mathieu Roche materialises his vision of helping Ad Tech and publishers to compete against the “walled gardens” who dominate digital advertising. ID5's mission is to create a shared identity infrastructure supporting the development of programmatic advertising for premium publishers and independent Ad Tech platforms.
Mathieu graduated from Institut Commercial de Nancy and holds a Master of Science from the Georgia Institute of Technology. He lives in London since 2011 with his wife and 3 daughters.
For more information contact Alex Macarescu (macarescu@iabeurope.eu)
The growth of programmatic media-buying and the ever-increasing inventory landscape is prompting many in our industry to call for more transparency in the hope it will lead to greater efficiency with ad budgets. Supply Path Optimisation has become a hot topic recently and with good reason, but what is it and how can it help our industry?
SPO refers to an evaluation process of media buying. it allows buyers to assess the effectiveness of their SSP partners and identify opportunities for more transparency and innovation for their bidding processes.
With these benefits in mind, here’s our guide to SPO in 4 steps for buyers:
The first step is to undertake an internal audit to understand how things are working currently. This initial step will help you understand the answers to key questions such as: How many SSPs are you buying through? Where are the majority of impressions coming from? Are you buying specific inventory through specific SSPs? If so, why? Tip: be as specific as possible. The insights gained here are important as they will be the early identifiers of to your eventual SPO goals.
Once the internal assessment is complete, it’s time to look at the SSPs you’re working with. Evaluating your SSP partners is an important step – it allows you to understand the differences between your supply partners, measure their willingness to share data and quantify any special or unique values that set them apart. Tip: Measure equally. This will ensure you arrive at any unique selling points fairly.
The data and insights gained by this stage can be used to inform your consolidation strategy. Consolidation is what will ensure greater efficiency as you will be greenlighting and only working with the SSP’s that you have identified as having the potential to be long-term partners. Tip: Relationships are key. As a buyer you want to be able to inform your DSP which SSP’s you want to work with and the strength of your relationship will ensure greater collaboration here.
We work in a constantly evolving industry and therefore it is normal that your SPO strategy will also evolve. Learning as the process evolves is essential to ensure that your chosen SPO path continues to deliver against your goals. This is why it’s important to choose SSP partners that will work in partnership to meet your changing requirements. Tip: Remain flexible. Continue to monitor your progress and also your performance against key metrics. While building and maintaining relationships with your chosen SSPs is likely first priority, don’t forget to consistently appraise your SPO over the long term.
In this white paper, Adform take a look at some of the recent technological and regulatory changes impacting digital advertising and reveal why we are not facing a cookie apocalypse. Separate the facts from the fiction and find out how the changes resulting from privacy legislation and browser tracking restrictions will ultimately create a brighter future for digital advertising. Adform provides a clear overview of what the changes are, how they affect the industry, as well as predictions for future solutions for measuring and targeting users.
Download white paper here.
Ad fraud has been a persistent nuisance for ad tech and advertisers since the industry's inception. While it may paralyze some with fear, Adform believe that the best way to overcome a phobia is through acquiring the understanding, knowledge, and ability to confront the threat head-on. In this white paper Adform runs through different forms of ad fraud, while providing tactics and solutions for mitigating the threat of ad fraud.
Download white paper here.
Europe’s greatest programmatic virtual took place on Tuesday 19th November! The Virtual Programmatic Day (VPD) brought together industry experts and thought-leaders from IAB Europe’s member companies including The BBC, Bloomberg, Integral Ad Science, Group M, Oracle, ProSiebenSat1, Teads, Adform, MediaCom, SpotX, Goldbach, Adobe and many more to explore the latest trends, drivers and barriers impacting programmatic trading in Europe.
VPD is one of the largest virtual events in the programmatic industry. All participating speakers sit on IAB Europe’s Programmatic Trading Committee, to help educate, shape and inform the industry on the latest programmatic news and developments. The event featured several panel discussions which covered the following topics:
Watch the Event!
For the first time, IAB Europe hosted the event with a live audience at Verizon Media’s studio in central London. Filmed and live streamed by Verizon’s professional film crew, you can watch the entire event on IAB Europe’s YouTube channel.
Next VPD! Stay tuned for details on our next VPD scheduled for early Q2, 2020. For more details on IAB Europe’s Programmatic Committee, please visit the committee webpage.
IAB Europe's Chief Economist, Dr. Daniel Knapp, provided a deep dive into Connected TV advertising across Europe including an overview of the trends, developments, challenges and opportunities for this emerging advertising channel. The infographic below provides a snapshot of the stats presented. Members can access the event recording by logging in and scrolling to the bottom of this page.
This edition of the Forum was hosted by IAB Europe member, Xandr in London on 13th November with a virtual audience as well.
IAB Europe’s Economic Trends Forum offers market analysis and industry insights for our corporate members and network of National IABs. Every 8 weeks, a webinar or face to face event will be hosted. Free for members to attend, each forum will focus on a different industry topic with a detailed analysis of the marketplace.
The next Economic Trends Forum will focus on 2020 trends in December (exact date TBC). Watch this space or sign up to our newsletter on our homepage for more information.
For more information please contact Helen or Marie-Clare
Connected TV Infographic
We have compiled key stats on the state of video advertising in Europe from our annual AdEx Benchmark and Programmatic Ad Spend reports in the following simple and easy to digest infographic:
The following industry experts explain what programmatic advertising, how digital evolved into programmatic and how it will continue to evolve.
Watch the other IAB Europe Explains videos:
The latest IAB Europe Programmatic Ad Spend Report
Members can login at the top of the page to access the report. Non-members can register to download the report.
IAB Europe's annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee.
Download the IAB Europe Attitudes to Programmatic Advertising Report 2019
The Xaxis (in association with IAB Europe) Programmatic Audio Advertising Report highlights that the future of programmatic audio advertising looks bright across Europe. Publisher/Media Owners expressed that they want to enhance their offer, improve user experience and increase advertising revenue.
The study asked respondents about advertising in radio, podcast and streamed environments, drivers and barriers to programmatic audio investment, stakeholder knowledge of programmatic audio and the metrics used to evaluate programmatic audio campaigns.
John Wittesaele, EMEA President at Xaxis, says: “We’re buoyed by the confidence that buy-side stakeholders will very likely plan to increase programmatic audio spend in the near future, although there is work to be done to educate.”
IAB Europe’s Chief Economist, Daniel Knapp, agrees that “Programmatic audio is still at a nascent stage but growing quickly. Innovative European companies, both those with a history in radio and online streaming, are helping to drive growth.”
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