On the 30th March IAB Europe bought together a panel of experts from its Programmatic Trading Committee to discuss advertising within Premium Video environments in Europe. The panel explored what constitutes Premium Video, dove into the challenges of cross-channel and platform measurement, and shared their thoughts on what to consider when looking to buy Premium Video ads programmatically.
This is a must-watch for anyone wanting to explore the programmatic advertising opportunities of Premium Video in Europe today.
Moderator:
Speakers:
Watch the session recording here
As we near the end of 2022, we asked IAB Europe’s Programmatic Trading committee for their insights into what 2023 has in store for the programmatic industry. Will we be seeing similar developments from 2022? Will there be growth opportunities given the current economic current? And what buzzwords do industry folk think will hit the speaking circuits and industry publications? Take a look below at the insights shared from European leaders across the Programmatic ecosystem.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - As businesses look at their ad budgets with greater scrutiny in the midst of economic uncertainty, so will marketers look to extract the maximum value from their media spend in 2023. A concerning macroeconomic picture can hit budgets hard, so there will be an increased focus on solutions that maximise the balance between efficiency and outcomes whilst respecting the privacy of consumers. According to a Statista study in 2021, 46.6% of consumers ‘strongly disagreed’ with the statement that they consented to cookies. With the advancements in privacy compliant technology including contextual targeting, and an increasing interest in consumer attention, these areas will be more and more appealing for programmatic advertisers. Marketers who can understand and capitalise on the interplay between quality media, contextual and real ROI will navigate economic headwinds and even turn them into tailwinds.
Ben Geach, Consultancy Lead at Google - Through 2022, the industry has heard loud and clear that as consumers manage more & more of their life online, their expectations of privacy have also increased. The time for brands to demonstrate ‘trust’ is now & advertising must go beyond the basics and what’s legally required to exceed people’s expectations around data privacy. Into 2023, I see European brands recognising strong privacy practices build brand loyalty & make a real difference to engaging with their customer base - perhaps with the adoption of the ‘3M’ approach - meaningful (demonstrating what users get in return for sharing data), memorable (remind users what data is shared & when) & manageable (provide simple tools to manage your data).
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - In 2023, we will see further diversification of revenue across programmatic. As budgets remain cautious due to economic uncertainty, brands and investment teams may continue to pull back from historic 'Big Tech' investment in favour of precision-based, performance enhancing, sustainable programmatic technologies and algorithms. As a result, there will be a greater focus on innovation across the industry. For instance, attention - offering insights into metrics like exposure and engagement, encompassing audibility, quartile completion, screen touches, screen real estate and more - will increasingly replace viewability. Having this intel will be crucial for brands to optimise ad campaigns moving forward. Attention metrics will make great strides next year as a mid-funnel solution that will fuel the halo effect feeding into lower-funnel programmatic attribution. Privacy regulations and the deprecation of cookies will undoubtedly accelerate the shift towards attention as the industry’s new currency. However, the shift isn’t only reactive but grows out of verification solutions. Advances in verification have improved transparency and measurement, in turn improving the baseline for media quality. Once quality has been established, measuring attention is the next step in understanding how campaigns will perform - helping to not only optimise, but protect media buys.
John Wittesaele, Global CEO at Xaxis - The advertising industry will see multichannel campaigns evolve as advertisers unlock true omnichannel capabilities. Whereas multichannel lets buyers reach consumers across screens, omnichannel strategies fill in the missing links between screens and platforms so that advertisers can purchase inventory, make in-flight optimisations, and measure performance in a unified way. This means advertisers can effectively frequency cap their campaigns across channels to reduce wastage and maximise their ad budgets, while also improving relevance for audiences. Omnichannel capabilities let advertisers fluidly adjust which channels they direct their budget towards in real time, boosting efficiency and supporting a test-and-learn mindset. Advertisers can then invest in the channel mix that best delivers against their objectives, ensuring all components of a campaign work together to exceed the sum of their parts.
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - We expect further increase of demand for every non-standard ad formats, which exceed the standard, flat display ad formats. This trend is much stronger than in previous years and includes formats like "page takeover", intrusive display creatives and audio ads. In terms of transaction types, we expect that the demand for private auctions is going to decrease, and expect the campaigns to be moved to preferred and programmatic guaranteed deals, but also to the open exchange. In terms of the inventory availability, we see that more and more publishers start selling their impressions on the programmatic market and expect to generate additional revenue this way. However, due to the increased competition for the campaigns, simply being present there would not be enough, and the publishers must offer some unique, incremental value for advertisers, which is not available there.
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - With the growing diversity of formats and solutions in Connected TV, Audio, DooH, and InGame, it is expected that composite approaches are needed to meet audience’s cross channel. Together with this omnichannel approach, it’s fundamental that technical standards and clear guidelines must be established and implemented across the board. Reaching audiences in a privacy-safe way has already brought alternative identifier solutions front and center on the adtech side, while contextual solutions are now becoming more attractive and necessary pieces to the cookieless puzzle for buyers and sellers. And last but not least, sustainability is no longer a “nice to have”. Sustainable practices are becoming interwoven in every major component of advertising and how digital media companies are evolving their business.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - If 2022 pushed horizons on consolidation and efficiency, then 2023 will be focused more on performance and holistic measurement. We believe that publishers will be looking for more controls and ways to increase the value of their inventory through seller-defined audiences, cohorts and enhanced creative units. We're expecting privacy enabling tech to grow from the toddler stage to a child, with greater focus on what Privacy Sandbox, Interoperable Private Attribution and others have to offer, and that there will be clear winners (and losers) as it relates to efforts such as universal identifiers. Lastly, we see performance and measurement being a big opportunity for CTV to become more widely utilized. Proving its value be hooks for largest digital screen in the household to continue to gain traction.
Piper Heitzler, Head of Growth, EMEA, Amobee - Over the past 3-5 years it was easy to categorise industry players into 4 quadrants, with "Linear" and "Digital" on the X axis and "Demand" and "Supply" on the Y axis. The peak trends of 2022: SVOD --> AVOD, retail media network proliferation, seller-defined audience strategies, etc illustrate how in 2023 we will see ad tech offerings pull closer to the centrepoint of this matrix – giving buyers and sellers a one-stop shop, end-to-end ecosystem for programmatic buying. With that said, we should gear up for a major year of consolidation as large players look to buy rather than build their own end-to-end stacks focused on delivering self-serve tools to advertisers, agencies, publishers and media owners alike.
David Bauckmann, CTO, ImpressionMedia - With the growing share of CTV, DOOH and programmatic audio advertising, more and more emphasis will be placed on controlling and evaluating these channels from one place in a holistic manner. At the same time, we expect more and more pressure to optimize the supply chain and the associated increase in all forms of programmatic deals and SPO optimization practices. Closely related to the supply chain issue is the topic of sustainability, which is sure to be highly debated in 2023. But we expect to see concrete steps in optimization more for economic reasons.
Frederic Lutt, VP Client Success, MediaMath - The year 2023 will mark a shift in a few topics that emerged in previous years: CTV buying will become more mainstream than ever in Europe. Previous years have been about building the ecosystem and the proposition on the publisher side. The entry of Netflix & Disney+, and advances from the FAST services like Samsung TV Plus will accelerate the evolution of buying behaviours from linear to connected TV. Measurement will improve. The two buying models will co-exist in 2023 and CTV will need to prove its advantages to the advertising industry. Another important topic for our industry and for the world is sustainability. All players in the programmatic advertising supply chain will need to do more to collectively achieve net zero. “Collectively” is an important word here as we all need to play our part if we want to be successful as an industry. Attention is another topic, which can be linked to sustainability and will rightly gain traction in 2023. Advertisers and their agencies will continue to focus on identity and prepare for a cookieless future. We will continue to talk about the metaverse, but I feel that it will still be too early by the end of 2023 to have a strong offering to advertise in metaverses. In-gaming advertising will continue to evolve and pave the way for metaverse strategies.
María Ramiro, HUAWEI Ads Head of Business Development Europe - As a Technology Company with innovation as our heart, cutting- edge technologies will contribute to the development of AdTech as to expand into the whole value chain on programmatic advertising. Integrating hardware & software will continue bringing key opportunities for first party data strategies, automation, as well as a more integrated consumer personalized experiences. In an uncertain social & macroeconomic situation, Innovation & Diversification will be key for advertisers and publishers looking for cost- effective solutions.
Austin Scott, Head of Video Marketplace Development. Xandr - Exciting changes have been a staple of this year within the digital video world and I expect to see this continue through 2023. New entrants at local market level are driving the progress and digitalisation of the TV space, while disruption, led by media owners, is contributing to rapid transformations. As consumer expectations and habits constantly evolve, the phrase ‘content is King’ could not be truer; automation and programmatic technology will become invaluable to marketers’ success. The flexibility of digital and the number of platforms through which viewers can access content is increasing, meaning brands must work even harder to reach them. However, the big budgets of studios and the costs of high-quality content creation is competitive. In the current economic climate, creators and viewers alike are looking at ways to cut back on costs. As such, savvy media owners are looking to advertising as a way to generate revenue for new content and lower costs for their audience. We are seeing big players lean into new ad supported subscription models to meet consumer demand as an effective way to make their content more accessible for all. Next year, I anticipate the biggest shift coming through the programmatic buying of Connected TV as broadcasters and media owners lean further into this offering recognising its’ benefits of supporting effective ad targeting and frequency management across premium environments.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Evolving economic concerns have wide-ranging implications for the future of our industry, but the good news is that there are still bright spots and significant opportunities ahead. One of the largest opportunities still lies in consumer trust, and how we’ll come together as an industry to build mechanisms allowing consumers to be confident while navigating the web. In today’s increasingly digital world, there’s an ongoing movement to give consumers more transparency and control over their personal data. We’ve seen this play out over the last decade, with rapid developments to phase out the third-party cookie. Luckily, tech platforms can move with greater speed than governments and can have a more decisive impact in innovating to solve the root issues in privacy and advertising. 2023 will be the year of action, with media owners and marketers leaning into innovation to help perfect alternative solutions and ensure the ecosystem can continue to monetise and reach new audiences no matter the screen.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Attention-related
Ben Geach, Consultancy Lead at Google - Privacy By Design
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - Technogenesis; relating to the maturity of the programmatic ecosystem and the evolution of its infrastructure to accommodate emerging buying/trading models.
John Wittesaele, Global CEO at Xaxis - Omnichannel, Fluidity, Flexibility
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - CTV, DOOH, programmatic guaranteed, content to speech, vCPM, vCPV (viewable Cost-Per-View).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - ○ Contextual targeting. Supply path transparency. CTV. Audibility. Netflix. Omnichannel. Sustainability. SaaS. OpenPath
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Zero-party cookies. "Sustainabull"--the idea that ad-tech companies are creating sustainable efforts that are either not measurable or merely headlines for press releases. "Ad-tech immersion"--going deep to know the utilization of one's ad-tech experiences.
Piper Heitzler, Head of Growth, EMEA, Amobee - Vertical integration: owning every step of the content creation, distribution and monetisation workflow.
David Bauckmann, CTO, ImpressionMedia - Supply chain / Supply path. Sustainability. CTV. Holistic
Frederic Lutt, VP Client Success, MediaMath - Metaverse. Sustainability & Attention. CTV
María Ramiro, HUAWEI Ads Head of Business Development Europe - On one side, some keywords that we have been hearing, will still be trending: “Quality Traffic & brand safety”, “Identity” (First Party Data, Contextual targeting, and others), “Omnichannel strategies”. On the other side, 5G, AI & Connected Devices development, that will generate new buzzwords such as “cross device advertising”, referring to the possibility to either use the data of the connected devices for a precise targeting strategy, or start delivering ads into new devices such as smartwatches, connected cars, etc. A completely new area that could be subject to pilot cases in the next.
Austin Scott, Head of Video Marketplace Development. Xandr - Carbon conscious media – sustainability is finally earning its place as top of mind, influencing the decision makers like never before. Consumers are looking to brands to make sustainability a part of their daily lives and are consequently spending more on brands that share their values. Since technology is one of the largest contributors to carbon emissions, it is even more critical that marketers evaluate their partners. Tech partners are going to be held accountable and an expectation for us all to be ‘carbon conscious’ will be more and more a part of our daily lives.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Privacy, CTV, Addressability.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Efficiencies and Outcomes
Ben Geach, Consultancy Lead at Google - Innovation through change.
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - A mixed-bag.
John Wittesaele, Global CEO at Xaxis - You’re on Mute (Still).
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - Unpredictability (the war in Ukraine caused a huge increase of impressions, but some advertisers wanted to exclude content related to the war, on the other hand, a lot of publishers wanted to cease cooperation with advertisers that support Russia, also some demand providers wanted to cease cooperation with publishers from Russia).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - Gaining momentum.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Privacy (Re) Redefined
Piper Heitzler, Head of Growth, EMEA, Amobee - "In-person". It's been great to get everyone out of their homes and back to the office, industry events and live meetings.
Frederic Lutt, VP Client Success, MediaMath - New Reality.
María Ramiro, HUAWEI Ads Head of Business Development Europe - Saturation & Diversification.
Austin Scott, Head of Video Marketplace Development. Xandr - “What a ride!” 2022 was a great year for programmatic as the kinetic energy that had been building up all through 2020/2021 came into the mainstream. Programmers and broadcasters launched private marketplaces, FAST apps and new digital offerings focused on automation. However, emerging from a pandemic and with current world events having such huge impacts on consumers' lives, from ongoing situations in Ukraine and Iran to the cost of living crisis, we need to adapt our focus to keep pace with what’s important for the end consumer. Amidst financial uncertainty, advertisers will need to consider more than just basic sales figures as measurement for success. For the first year ‘post-pandemic’ we had a lot to do, but really the changes have only just begun and I’m curious to see what innovation and long-standing transformation comes out of this as a result. One thing is certain though, the TV revolution will be televised.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Innovation - economic uncertainty, will drive new thinking and further developments in our industry
In order to understand the status of programmatic adoption across Europe on both the buy-side and sell-side of the digital advertising industry, IAB Europe’s Programmatic Trading Committee developed the Attitudes to Programmatic Advertising survey in 2015. Now in its eighth year, the study has become an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving.
The survey attracted respondents who command significant volumes of advertising supply and demand. More than three quarters of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above.
The survey dives into the following areas:
Download the report below to discover the following highlights and more:
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.
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:
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
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:
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:
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:
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:
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
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
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
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.
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:
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
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.
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.
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.”
Native advertising spend is expected to reach $85.5 billion by 2020, double the current level. Indeed, the growth of digital advertising as a whole has doubled in size over the past 5 years according to IAB Europe’s AdEx Benchmark 2017 Report. This incredible rise is in part due formats being available programmatically.
This new IAB Europe white paper provides insight into the status of programmatic native advertising in Europe and delivers guidance on key strategic and implementation considerations. It explores the challenges that advertisers, agencies and publishers are facing and how transparency and control are just as important for native buyers and sellers as they are for any other format traded programmatically.
IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:
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Ina Arens, Head of Programmatic, MediaCom |
And the white paper contributors that provided content for this white paper:
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Mick Loizou, Product Marketing Director EMEA, Oath |
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Michel Gagnon, Global Managing Director, Plista (part of Xaxis) |
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Doug Phillips, Senior Platform Services Manager, Integral Ad Science |
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Matthieu Betton, GM Europe, Sojern |
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Gokberk Ertunc, Senior Programmatic Executive, OMD Turkey |
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Lukasz Ciechanek, Business Development Director, Netsprint Group and member of IAB PolandArtur Banach, Partner, Netsprint Group and member of IAB Poland |
Mobile is driving consumption and usage and as such it is driving advertising spend, the 2016 IAB Europe AdEx Benchmark report reveals that mobile display grew by 52.9%. Mobile is also the ‘most’ programmatic format and therefore the IAB Europe Programmatic Mobile white paper provides guidance around on how to maximise a programmatic mobile strategy.
It addresses the areas to consider when approaching mobile both as part of an omnichannel strategy and focusing on the key similarities and differentiators of the mobile programmatic landscape. The content draws on the new and emerging trends in mobile opportunities, how these can be accessed programmatically, and how to consider mobile as part of the overall programmatic mix. It also explores how the growth in mobile has impacted the planning and buying process, and how this will continue to evolve.
IAB Europe would like to thank the white paper leader that helped to edit and compile the final draft:
And the white paper contributors that provided the content for the white paper:
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