This Navigator demonstrates the vast amount of work being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. It includes a summary of the work being undertaken in national markets such as quality certification schemes, guidelines and best practice guides.
The Navigator was updated in September 2022.
This new survey from IAB Europe identifies buyers’ digital advertising quality concerns and their attitudes towards industry standards for these concerns.
The survey found that buyers are willing to pay more for premium, high quality and trusted inventory and that the majority prefer to spend their advertising budget with suppliers that adhere to industry standards in the area of quality.
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
In September 2021, IAB Europe's released its ‘Guide to Quality’ to help and support all stakeholders in the supply chain on being accountable and responsible for the reputation of digital advertising.
As summarised in the Guide, there are various components to quality, and the priority of these will vary depending on each stakeholder. The guide looks at what makes a quality campaign from both a brand’s and consumer’s perspective by detailing best practices and practical examples for viewability, brand safety and suitability, ad fraud, campaign creativity and privacy and consent. The guide is a call for action that Quality is something that all stakeholders have to strive for. The guide starts by defining what quality is and details how it can be achieved.
The guide was written by members of IAB Europe’s Quality & Transparency Taskforce. The Taskforce aims to combat stakeholder quality and transparency concerns and address the challenges that the industry is facing in order to fuel consumer trust and brand investment in the digital advertising and marketing ecosystem. Expert contributors included stakeholders from agencies, National IABs, verification companies and AdTech platforms including DoubleVerify, GroupM, IAB France, IAB Portugal, IAS, Magnite and Oracle Data Cloud.
Read the press release here.
In April 2021, IAS released a deep dive into how quality metrics reflect an evolving landscape in an unprecedented time.
Please see below for an introduction by IAS to the guide.
In the Media Quality Report, Integral Ad Science (IAS) analysed over 1 trillion media quality metrics to reveal global performance benchmarks for ad fraud, brand risk, viewability and more. The report offers an industry barometer against which ad buyers and sellers can benchmark the quality of their campaigns and inventory.
You can access the report here.
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
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.
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
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.
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.