When DMEXCO opens its doors in Cologne on September 20 and 21, the big topics of the digital economy will once again be on the agenda. This year, Europe's leading digital marketing & tech event will take place under the motto "Empowering Digital Creativity" and will explore the question of what creativity can and must look like, in times of artificial intelligence, across numerous keynotes, panel discussions and sessions.


DMEXCO Worlds: Agencies, E-commerce, Media and Tech 

The four DMEXCO Worlds are dedicated to the sectors of the digital economy and offer a combination of networking area, conference and expo area - the ideal environment to exchange and network with like-minded people and gather exciting insights about tomorrow's trends.



New for 2023 - Experts Come Together at the Retail Media Summit

Retail Media is one of the hottest marketing trends and strongest growth areas of the year. Many experts see enormous potential for advertising measures with clear target groups and precise targeting thanks to first-party data. A new approach to data and the professionalisation of the sector play a major role. These are expressed, for example, through generally applicable standards and KPIs that make solutions measurable and comparable.

The topic of retail media already attracted attention at last year's DMEXCO, and the top voices of this discipline of online advertising are again expected at DMEXCO 2023. Among the speakers at the Retail Media Summit on September 20 will be Patricia Grundmann (Vice President Retail Media and Managing Director, OBI First Media Group), Jessica Koch (Director New Business & Retail Media, Douglas), Christian Raveaux (Head of Customer Insights & Media, REWE) and Maike Abel (Head of Media, CRM & Content, Nestlé).

IAB Europe’s Chief Economist, Daniel Knapp, will also be hosting a lecture on Retail Media in Europe, where he will share the market sizing, and the investment opportunities for this new space. Find out more here. 


Digital Fashion in Cooperation with the Deutsches Mode Institut

It won’t only be the eyes of the digital industry, but also the eyes of the fashion industry on Cologne this September. This is because Koelnmesse, Deutsche Mode Institut (DMI) and the German Association for the Digital Economy (BVDW) are organising the Digital Fashion - The Phygital Network event for the first time as part of DMEXCO 2023. The focus will be on digitisation in the fashion industry, which, among other things, can avoid overproduction and conserve physical resources.

Due to the possibilities of digitalisation, the fashion industry is facing an epochal upheaval. All professionals involved in the industry's digital value chain will find the right environment for networking and exchanging ideas about the challenges and opportunities of digitisation at "Digital Fashion." In this way, they can benefit from a diverse range of information and inspiration, prepare for the transformation in the best possible way, and play a decisive role in shaping the digital fashion industry.


w3. Vision Shapes the Future of the Internet

The legendary Web3 is the next stage of the Internet and digital culture that will permeate almost every fibre of our society. It's no wonder that DMEXCO is once again shining a spotlight on the new Web. After last year's successful debut, this September's event will once again feature w3.vision in cooperation with the w3.fund. The event will provide visitors with valuable insights into developments in the industry, bring together the international Web3 community and offer excellent networking opportunities. Topics include all Web3 building blocks from the metaverse to cryptocurrencies and NFTs.

The w3.vision offers many exciting speakers on both days of the fair. These include Philipp Weiling (Director Business Development EMEA, Polygon Labs), Laura-Marie Geissler (Racer, LMG-Racing), Peter Grosskopf (Co-Founder & CTO, Ultimate Money), Vicktoria Klich (Co-Founder, w3.fund), Jürgen Alker (Advisor Web3 Strategy, Highsnobiety) and Anne Greul (Co-Founder & CEO, Moonblock).



Deep Dive Sessions and Insights

On the DMEXCO stages, keynote speeches by experts provide the audience with insights and information from their business experience. The panels, in which leading heads of the digital industry discuss with each other, prove to be special highlights every year.

This year's program includes the hot topics "Change Ahead: Current Trends in the Media Industry" (Wednesday, 20.09.23, Center Stage) and "AI in Marketing - Is This the Revolution?" (Wednesday, 9/20-23, Center Stage).


IAB Europe at DMEXCO – Programmatic Advertising in Europe: Latest Trends, Attitudes and Growth Drivers

IAB Europe will be at DMEXCO on 20th and 21st September 2023. We will be hosting a masterclass on Programmatic Advertising in Europe that you don’t want to miss on 21st September at 09:45-10:15 CET. Join this session to find out the latest insights on the development of programmatic advertising across Europe. Now in its 9th year, IAB Europe’s annual industry benchmark survey, The Attitudes to Programmatic, reveals the latest  buy-side and sell-side drivers, barriers and strategies. The 2023  key findings will be presented and then discussed by a panel of industry European leaders. 


Tickets for DMEXCO 2023 Available Now 

Visitors can already secure their tickets for DMEXCO on September 20 and 21, 2023 in Cologne. This will give them access to two days full of insights, exchange and networking. More than 600 top speakers await them with over 200 hours of programming on 12+ stages. Three ticket options are available for Europe's leading digital marketing and tech event at the Koelnmesse exhibition centre: The standard option is the DMEXCO Trade Visitor Ticket, in addition there is the DMEXCO Young Leader Ticket for young talents up to and including 26 years of age and the DMEXCO Student Ticket for students and university employees.


Secure your ticket now for DMEXCO 2023 on September 20 and 21 in Cologne and be there when the course is set for the digital world of tomorrow!



27th April IAB Europe published an update to the In-Gaming guide first released in November 2018. In the last 18 months there have been tremendous developments within the industry. Access to buy via the open market, new formats and increased brand safety. 

Produced by the Brand Advertising Committee, it provides an overview of the opportunities for advertisers within In-Gaming. 

Download Below



Retail media competition is rising, and marketing organisations must continue to evolve their approaches and strategies to maintain performance in this growing channel.  Skai have spoken with their clients, prospects, and industry experts on this topic. Skai believe only by knowing where retail media is going can the industry develop the next generation of innovative technology to support practitioners’ efforts. The State of Retail Media 2023 provides a valuable snapshot of how practitioners approach the channel. Read this complimentary report to learn how industry experts are approaching retail media.

Download below



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PubMatic recently produced a new Insights & Attitudes report, in association with ExchangeWire, that explores how sellers of goods and services within Europe are interacting with commerce media. It looks into the core drivers and barriers to increasing commerce media investment, and how retailers are working with technology partners to capitalise on opportunities within the sector. 

To dive into the results further we held an Industry Insider with PubMatic on the 15th February where we discussed the findings of this research, and a panel of experts shared how they navigate the commerce media ecosystem and shared some predictions for the next 12 months.

Watch the recording here

Download PubMatics slides below


The objective of this research was to understand how marketers view the importance of attention measurement and potential benefits of adopting attention measurement. 

The research found that 91% of UK marketers think that attention measurement is important, while 83% said it is an important factor in reducing the environmental impact of digital ads.

Teads and CensusWide polled 100 senior UK marketers employed across a variety of sectors and found:

Click below to download the full report.

In this week’s member guest blog post we caught up with David Wayne, Senior HR Business Partner at DoubleVerify.  David discusses the importance of creating a positive employee experience and shares ways in which companies can maximise their efforts. Keep reading to learn more:


Employee experience is becoming an increasingly important topic in the business world. It's directly correlated to the improvement of profitability, revenue, and employee well-being. 

But the benefits of a positive employee experience extend beyond just the company's bottom line. Our people are our customers' most important assets, and a positive employee experience can lead to increased customer results. 

At DoubleVerify, we understand that the positive experience of our employees is not just a nice-to-have, it's a business imperative. A positive and supportive work environment is crucial for attracting and retaining top talent, and for fostering a culture of engagement and productivity.

So how can businesses improve their employee experience? To create a positive employee experience, organisations must create an environment and values that personally connect with the employee, where the intersection of the individual's passions, values, and skills meet the organisation's vision, identity, culture, and brand equity. 

Growth opportunities are important, as it's incumbent on organisations to help employees improve and grow with and from their work. Organisations must develop a platform to enable positive risk, develop a framework for mental resilience training and encourage conversations that always start with positive intent. Sense of belonging is also important because it helps employees feel connected to and valued by the organisations. 

The impacts of the COVID pandemic, global recession, social injustice, and rise of mental health issues, has caused employees to shift their mindset to become more open and look for positive collaborative experiences. To meet this new demand, organisations are shaping their values to reflect a "Growth Mindset" that embraces challenges and change.

A positive employee experience can also be driven by investing in employee well-being. At DoubleVerify, we have implemented a variety of initiatives to support the well-being of our employees. From offering flexible working arrangements, to providing access to mental health support and resources, to promoting a culture of work-life balance, we are committed to creating a positive and supportive work environment for our team.

We also understand the importance of employee engagement and have implemented regular surveys to measure employee satisfaction and engagement levels, to ensure that we are providing the best possible work environment for our team.

In conclusion, creating a positive employee experience is essential for attracting and retaining top talent, fostering a culture of engagement and productivity and ultimately driving business results. At DoubleVerify, we are committed to creating a positive employee experience and we 

and we encourage other businesses to make positive employee experiences a priority.



If You Miss It, You Miss Out: EBE 2023 Agenda Released

With the E-commerce Berlin Expo being just a month away, the agenda for the event has recently been released. The one-day event will be packed with informative talks, presentations, workshops and panel discussions from notable industry players. It already appears to be the best agenda for this event that has ever been released and implemented.

Insightful knowledge hub and great networking platform is here for you! And while it might sound like an event that happens every single year, it's 2023 that brings a lot of new, fresh air to this well-established Expo and Conference.

Five stages full of knowledge

The five stages at this year's event promise to deliver insight and entertainment in spades. With a huge multitude of presentations, discussions and demonstrations on offer, there's guaranteed something for everyone. The organizers strive to be the beacon of e-comm knowledge!

The agenda was put together in a very international spirit, but with a strong local factor, too. What also pleases the eye is gender diversification: out of 70 speakers, 30 of them are female.

Let's take a look at a few spots on the agenda – just to whet your appetite:

We could be listing presentations for days - the selection is simply too broad and diverse. Make sure to check out the full agenda on Expo website, as you don't want to miss out on any session. 

The full agenda is available here: https://ecommerceberlin.com/schedule.

Panel discussions are a valuable way to share information and gain insights – that’s why you’ll get quite a few of them served straight to your table this year.

Examples? Here you go!

You can learn what it's like to combine fan-based e-commerce with working with an admired brand and selling tickets in a chaotic market from the above. You'll find out what the Metaverse is, who created it, and how to become a part of it - and it's all worth the effort, as you’ll see. 


Creators of the Metaverse Fest sub-event


There's no time to get complacent, and the organizers work hard every year to surprise our audiences. As usual, this year is no different. 

During E-commerce Berlin Expo 2023, there will be a special program block dedicated to the Metaverse and how it can benefit your business.

Starting at 1:10 p.m., the Creators of the Metaverse crew will facilitate a series of talks and panels. Any time is a good time to visit their section in Hall 8!

Nothing like a panel discussion to round out this experience, right? There will be a very interesting discussion between representatives of the web3 community and Meta's representatives on stage!


Seeking more interactivity? Sign up for FREE Masterclasses

With the E-commerce Berlin Expo right around the corner, Hall 2 is going to be abuzz with Masterclasses. 

The organizers believe it is important to share knowledge for free, so the Masterclasses, along with the entire Conference, are free of charge. Simply choose the topic you're interested in and sign up on a special page to save your seat. 

There will be two tracks of five sessions each. If you come in crowds, the EBE crew will prepare more Masterclasses next year!

Space is limited, so make sure you reserve your spot today here: https://ecommerceberlin.com/masterclasses

See you in February


Leverage the opportunity to participate and deepen your knowledge of e-commerce: E-commerce Berlin Expo 2023 will be an amazing event that you won't want to miss!With five stages full of knowledge, Masterclasses to whet your appetite, and panel discussions, this agenda is packed with exciting topics and speakers that are sure to leave attendees with a much better understanding of e-commerce. It's a must-attend event for anyone interested in the e-commerce industry.

The EBE2023 is free to attend. Mark your calendars and book your tickets here: https://ecommerceberlin.com/visit

 Find out more about the E-commerce Berlin Expo 2023

The E-Commerce Berlin Expo will be taking place for the seventh time on the 23rd of February, 2023, at Station Berlin. Doors will open at 10 AM, and EBE2023 is expected to welcome more than 9,000 visitors. The annual fair has become a leading e-commerce event in Berlin with representatives from Google, Meta, YouTube, Zalando, Otto Group, Amazon and Alibaba Group as past participants. Learn more at https://ecommerceberlin.com 

For further questions, reach out on pr@ecommerceberlin.com


In this week’s member guest blog post we caught up with Julie Selman, SVP, Head of EMEA at Magnite. In this all-inclusive piece Julie looks at Sustainability, Privacy and Transparency. For more on what she expects from a year of ‘collaboration, innovation and transformation’ keep reading.

The new year is here and we’ve been busy at Magnite, excitedly looking forward to what we think is to come in 2023. 

The media and advertising landscape that we all navigate is ever-changing, so as part of eMpower 2023 with Magnite, I asked some of our EMEA experts to reveal their key predictions and offer some insight. 

A Greater Emphasis on Sustainability

There is a growing determination across our industry to make significant changes for the good of the planet. Over the next year, we expect to see a continuation and activation of initiatives that bring about greater awareness amongst brands and consumers. 

In 2023, consumers will place an even greater demand for the brands they love to operate more climate-consciously. There will be a stronger focus on putting ESG policies into action, enabling brands to align with consumers' expectations.

Finally, sustainability will become less intimidating as our knowledge increases, which will pave the way for significant and positive change in behaviours. 

Ad-Supported Streaming Becomes the Norm

Consumers are looking for ways to enjoy a wide variety of content while not taking on additional costs. This is clear from the sheer amount of consumers transitioning from paid-for streaming services to ad-supported ones.

Our MD, CTV in EMEA, Sam Wilson, says, ‘In the current environment, consumers don't want to give up watching quality content, but they are looking for ways to limit monthly outgoings. This shift will mean advertisers can find their audiences more easily in a premium environment in 2023.’

Sam believes 2023 will be the year of hybrid viewing. Media owners will offer more choice and flexibility through improving their ad offering, and audiences will have a wider variety of services and a better user experience. 

This transition opens a whole world of opportunities for sellers and buyers to reach audiences who were once unreachable programmatically. 

Transparency and Efficiency Will Remain Paramount

The industry is gaining a better understanding of Supply Path Optimisation and the value it brings, but there is still room to improve. 2023 will be a continuation of educating and implementation for agencies, clients and publishers.

By shifting the focus to transparency, and reducing tech partnerships to a carefully curated list,  Graeme Lynch, Head of Demand, EMEA, believes agencies and brands will benefit from more control of their own supply management.

‘A stronger emphasis on determining costs will mean an increase in clients wanting a more direct relationship with tech partners so they can drive efficient media buying,’ Graeme says.

Higher Focus on Privacy-Centric Products

The eventual deprecation of third-party cookies means the focus on finding alternatives to identity resolution is higher than ever. The development of solutions like Seller Defined Audiences (SDA) and Magnite Audience Segment, demonstrate meaningful growth in privacy-centric identity products. 

The industry has been talking about context for a while now, but with improved content classification, sessions can now be targeted with incredible detail, with reduced reliance on user data.

Pete Danks, VP of product, says, ‘I have two asks for the industry. Firstly, from the supply-side, lean into this tech. It’s important that we embrace it and work together. And for buyers, we need meaningful test budgets, because that’s what will drive success in 2023.’

There is plenty to look forward to in 2023. Sustainability will remain a top priority for the industry as a whole. The shift to ad-supported streaming services will continue, and the transparency that SPO brings will continue to benefit buyers. Finally, we can expect to see an increasing emphasis on privacy-centric products that put the power back in the hands of the publishers. 

Wishing you all a happy, healthy and successful 2023!

If you’d like to see the full library of eMpower 2023 predictions click here 


In this week’s member guest blog post we caught up with Andy Jones, Head of  UK Sales at Samsung Ads Europe. In this very exciting and informative piece Andy looks at the common misconceptions within CTV and uses his expertise to demystify these. 

In 1996, Bill Gates coined the phrase Content is King. It’s now clear just how right he was. The internet has changed everything - even the TV set.

Our TV experience is now made up of more than linear channel hopping - we go to different providers for different needs across smart TVs. Personally I use live TV for sports, YouTube for my fix of international news, Disney+ for family viewing and Samsung TV Plus for the variety of lean-back TV content. The market has changed so quickly that it is difficult for publishers, agencies and advertisers alike to keep their finger on the pulse.

At Mediatel’s The Future of TV Advertising Global event at the end of last year, I explored the current TV landscape, addressing misconceptions of TV advertising in the age of streaming.


Misconception #1 - There’s no quality content in CTV

AVOD and FAST channels do not yet have the same reputation among advertisers for high quality content. This is a competitive space. Amazon spent $432 million producing the blockbuster Rings of Power and forayed into live sports by securing rights to select Premier League matches.

But new FAST players are subverting the narrative. FAST, for those new to the concept, is Free Ad Supported Streaming TV: think scheduled content within streaming channels. Such services in Europe - which include Pluto TV and Rakuten TV - offer between 45 and 150 FAST channels across France, the UK, Germany, Italy and France. These countries have been our priority with our own FAST service Samsung TV Plus -  securing partnerships with regional broadcasters like Spain’s RTVE, allowing Spanish audiences to view La Liga matches and DAZN launching its first FAST channel exclusively for German Samsung TV Plus viewers, featuring exclusive live sporting content. FAST channels give audiences access to some of the most popular shows in the country for free. Our Samsung TV Plus service  gives Europeans free access to an exclusive catalogue of BBC programming including  giving French, German, Italian and Spanish audiences access to classic Doctor Who episodes. Alternatively, for the US TV lovers, Samsung TV Plus features America’s Got Talent and American Idol. Similarly, Pluto TV gives MTV fans the chance to enjoy some of its flagship programmes - such as Catfish: The TV Show and Teen Mom - nonstop.


Misconception #2 - It’s hard to manage ad frequency

With so many options for viewing content, advertisers are right to be cautious around the possibility of under- or overexposure. This is where the advanced targeting capabilities made possible via CTV come into play. Combining modelled data such as BARB with deterministic data, like Samsung Ads’ ACR data, advertisers get both a trend based holistic view of the market and target specific viewers who have not been exposed to campaigns via linear TV.

Innovation in programmatic on Connected TV (CTV) is continuously developing tools for improving the CTV experience for viewers and advertisers alike. The growing adoption of OpenRTB 2.6 is one example of the evolution, which likens the buying and selling of inventory to linear TV through ad podding. Podding allows publishers to deliver several ads in a single ad slot, mimicking the experience viewers are familiar with in linear TV ad break settings. It also allows advertisers to maximise ad revenue through queuing up a customisable sequence of the most relevant ads within a certain ad slot.

As more consumers make the shift away from linear to streamed content, incremental reach becomes an important tool. Eurovision exemplifies this shift. Youtube recorded a 50% YoY increase in the number of people enjoying the music through this platform in the 2022 competition compared to the previous year. Increasingly audiences are opting to stream the big ticket, live TV events rather than accessing them via traditional linear platforms.


Misconception #3 - The quality of the viewing experience is not the same as it is on linear.

Experiences are more streamlined on CTV.

The need for additional devices is declining rapidly. On Smart TVs, everything is built in the TV, for the TV. It’s like comparing a modern smartphone to a handset from the 90s - technology within TVs is more powerful than ever. Gone are the days of buffering and clunky experiences. Viewers have embraced streaming, and the simplicity of the technology in this space. And it will continue to be the job of the OEM or Operating System to aid user navigation and content discovery.

Bringing all content strands under the roof of one OS isn’t the same as linear - it actually makes it even easier and more convenient.


Misconception #4 - Ads on CTV are perceived differently to linear.

Some people believe that ads on CTV are perceived differently than those on linear channels. However, research has shown that advertising is generally viewed similarly across platforms.

We commissioned a study earlier this year with VERVE, to better understand viewers’ engagement with advertising across viewing platforms and understand if there was a difference across streaming vs linear across those five EU countries. The results showed that broadly viewers are just as likely to watch an ad on streaming vs linear – even a  little more likely to watch them on AVOD. 

Consumers appreciate the value exchange in viewing ads. A recent Seedtag report found 57% of  consumers in the EU5 are willing to watch ads in exchange for free content. In fact 58% of respondents to the survey would choose a hybrid or ad-supported model instead of a paid for service. The TV landscape is no exception.

Consumers today understand and are open to the value exchange of free content in exchange for ads, as long as those ads are relevant, which the data led approach of CTV advertising delivers.


Challenge assumptions

As an industry, we need to challenge and re-evaluate our own preconceptions.

Technology is changing the world quickly. Take the Qatar FIFA World Cup last year. The British broadcaster ITV reported its coverage was streamed 146 million times. This is 100 million more streams than the Russian FIFA World Cup in 2018. 

As Bill Gates predicted - content is king. But now we can see that data is the kingdom. The insights Smart TVs offer advertisers are shining a light on the reality of the CTV landscape - and empowering brands to get closer to audiences through these channels.




Vidmob's recent case study used Corona’s Free Range Humans campaign. This was an eight- part digital content series celebrating eight brave pioneers who left behind a conventional life indoors in pursuit of more fulfilling lives outside. Utilising content from this series within ads across YouTube and Facebook, Corona UK sought to drive increased awareness focusing on View Through rates as the core performance metric.

Download Vidmob's Case Study below.


Welcome back and hello to 2023!

Last year, IAB Europe’s committees and task forces produced some incredible outputs including key Guides to Ecommerce and Identity, insightful research and whitepapers and the latest policy updates for the industry. 

This year we have exciting work ahead, including key focuses on channels and formats, such as  In-Gaming, DOOH, and omnichannel, as well as a continuation of all of the great and essential policy work we have achieved to date. We will also be diving into topics such as The Attention Economy, Data and Ethics, and Brand Safety to name a few. 

Our new Sustainability and Retail Media groups will also be working on important research and definitions, metrics and measurement, as well as delving into how best to support the industry in these key areas. For this and so much more get involved today! 

We have a range of committees and taskforces that every IAB Europe member can join. Below, we’ve put together a summary of our committees so you have all the information you need to sign up today!

Why join a Committee?

Being a part of a committee will help you to expand your knowledge, network and provide valuable education and guidance to the wider community. You can stay up to date on the latest regulatory affairs and public policy initiatives that promote self-regulation, best practice and industry standards. Most of our committees organise events so you have the opportunity to become a speaker or moderator at large events which bring together hundreds of industry peers. Finally, being a part of a committee means you can influence the work we are doing to drive forward the future of our industry.

What’s involved? 

Each committee has a monthly conference call with a quarterly face to face meeting. The committee Chair and Vice-Chair lead each session and proactively involve members to get the very best from each meeting. The latest projects and outputs will be discussed so members can decide what they’d like to get involved with and work on. Most committees will focus on two to three key projects each quarter which could range from producing a white paper or discussing the latest policy situation to conducting industry research and market insights. For any output you are involved with, you and your company will be cited in the report and have the opportunity to be involved in subsequent PR or events.

What Committees can I join?

Please see below for an overview on the committees you can join.

For more details on the committees with details on the Chairs, work-plans and contact details, please click here.


With Christmas celebrations upon us and the new year fast approaching we look back at what an incredible year 2022 has been! In this blog, we celebrate all of IAB Europe’s best bits and all the great work we have accomplished with our wonderful members.  Before we ready ourselves for an action-packed 2023, we look back at everything we have achieved together and thank you for all your hard work, support and expertise.

Key stats

In 2022, IAB Europe ran over 40 events and webinars attracting nearly 5,500 attendees across the year, sharing information and knowledge within the industry. We worked with industry experts from across our membership to produce 9 guides on key topics such as In-Gaming, Identity and Ecommerce. We also worked with our members to deliver:



Interact 2022 - Driving the Next Digital Decade 

In May, we travelled to Madrid for our flagship event, Interact, to bring over 270 industry leaders together from across 22 nationalities for two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’. 


Virtual Programmatic Day

This event was brought together by industry experts and thought-leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. Topics on the agenda included Identity and Privacy,CTV, Diversity and Inclusion, the future of programmatic, the ecosystem post cookies and more. This year we held two events, one is H1 & one in H2 which were attended by over 650 viewers.

State of the Nation 

The ‘State of the Nation’ is an exclusive digital advertising outlook, led by our Chief Economist, Daniel Knapp. In uncertain times, with added economic pressure, predictions are ever evolving. Daniel shared his latest outlooks for the industry detailing growth opportunities and the upcoming challenges the industry will face. 

Virtual CTV Day

Our bi-annual Virtual CTV Day was back again this year, the events featured a series of panel discussions and market deep dives from our member companies, and unpacked key topics on CTV. This year we held two events, one is H1 & one in H2 which were attended by over 300 viewers. 

Trust & Transparency Series

This September, we hosted a series of virtual events to discuss and debate trust and transparency in the digital advertising industry. The series discussed what’s currently being done and what needs to be done moving forward to ensure a sustainable future.

Network Next

Exclusively for leaders of National IABs from across Europe, Network Next aims to share best practices, discuss the latest industry trends and challenges and collaborate on future European-level initiatives and projects. In 2022 we held two events,  in Paris and in Sweden. 

Corporate Responsibility & Sustainability Event Series 

2022 was the year we took action and set up our Sustainability Standards committee and launched IAB Europe’s Corporate Responsibility and Sustainability in the European Digital Advertising Industry event series. A panel of industry experts joined our Chief Economist, Daniel Knapp to look at what’s next and how we can help combat the problem.


2)Industry Leading Research

AdEx Benchmark

IAB Europe’s AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe covering 28 markets. The 2021 Report details the formats and channels that contributed to digital advertising’s annual growth of 30.5 percent in 2021, culminating in a total market value of €92bn.

Attitudes to Programmatic Advertising 

Our annual Attitudes to Programmatic Advertising study is an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving. The 2022 Report highlights trends such as an increase in the use of Programmatic Guaranteed, a shift in the type of data being used and CTV as key to the growth of Programmatic Advertising. 



The Retail Media Opportunity in Europe

To understand this exciting new advertising sector, we joined forces with Microsoft to survey over 800 buyers across Europe in Q4 2022 to understand their current experience leveraging retail media. More than 90% of advertisers surveyed said they are now partnering with retailers to reach consumers, proving that retail media is now an established part of the media plan. 

Buyers Survey on Digital Advertising Quality

New for 2022, this survey identified buyers’ digital advertising quality concerns and their attitudes towards industry standards for these concerns. The Report highlights 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.


3)Guides Authored by Industry Experts 

Updated Buyer’s Guide to CTV

Our Buyers Guide to CTV was originally written by experts from the Brand Advertising Committee in 2020. Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions.

Channels & Formats Spotlight - One-Sheets

Our one-sheet’s provide a handy summary of the key opportunities, current challenges & solutions. So far we have created one for In-Game Advertising and one for CTV, with more to come in 2023. 







Guide to Ecommerce

Released in September, our  ‘Guide to Ecommerce for Digital Advertising’ provides an introduction to eCommerce and retail media advertising in Europe. The Guide, which is aimed at buyers, explores opportunities in this category,provides insights into how e-commerce works, available ad formats, considerations and best practices.

Guide to Identity - Technical Standards & Key Considerations

This short guide was developed by experts from our 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. 


4)Policy, Advocacy and Legal 

Let’s talk policy! This year, we have continued our policy advocacy efforts, demonstrating the value of the industry with a view to contribute to discussions on relevant EU policy dossiers. 

The Digital Services Act (DSA) was front and centre in our policy programme over the past two years and that remained the case in 2022. Further to considerable investment in addressing misconceptions about targeted advertising, with initiatives such as the ‘No Easy Wins’ campaign, we welcomed the EU co-legislators’ political agreement on the DSA in April 2022. With the DSA being directly applicable across the European Union from 17 February 2024, the industry’s attention is shifting to compliance. As the European Commission and future national Digital Service Coordinators are in the process of shaping the DSA enforcement apparatus and designing ensuing secondary legislation, stakeholder engagement will be critical. We have declared our readiness to support industry players preparing to apply the DSA rules, and accordingly, have commenced a work track to ensure technical means to comply with Art. 26 transparency requirements.

The finalisation of the strengthened Code of Practice (CoP) on Disinformation, with us endorsing the CoP instrument in June 2022 constituted another important milestone. The industry has also been active on other files with expected impact on the digital advertising industry, which includes proposals for Political Ads Regulation, Data Act, Media Freedom Act, and ePrivacy Regulation. Our position papers can be consulted on our website here

In 2023, we will continue our active engagement in European Digital Policy. The scope will comprise efforts to support the industry with respect to relevant standardisation and guidance stemming from the DSA, as well as work on the aforementioned open EU dossiers, and policy approaches to Disinformation and Ads Misplacement. We will also pay attention to the Commission’s fitness check of EU consumer law on digital fairness, designed to determine if existing laws ensure a high level of protection in the digital environment, as it might have an impact on matters such as the so-called ‘dark patterns’, personalisation practices, or consumer vulnerabilities, and more generally, influence interpretation of the data protection laws. 

The complete Commission work programme 2023 can be consulted here


2023 - What’s on the Horizon?

As we look forward to 2023, you can expect lots more great content, insights and news from us. Alongside working to ensure the digital advertising industry becomes sustainable, we will be focused on topics such as The Attention Economy, Retail Media, Data and Ethics, Omnichannel and more.

We will also be hosting our annual Interact conference in Madrid on 23-24 May! Save the date and keep an eye out for more information on our website. 

So that rounds up 2022! A huge thank you to all of our members for getting involved in our initiatives this year and for helping to keep content engaging and thought provoking. 

If you are interested in joining IAB Europe, or are already a member and want to get more involved in our committees or task forces, outputs or content, please get in touch with the team at communication@iabeurope.eu 

We wish you all a wonderful festive period and a relaxing break. We look forward to working together and collaborating in the new year to drive the industry forward in 2023 and beyond! 

Earlier this year Google announced a two-year delay in its phasing out of third-party cookies, with the new deadline set for 2024. As we come to the end of 2022, how prepared do companies feel they are for this new era and what progress has been made? And as we prepare to enter a new year, what’s next as we head towards a cookieless world?

In this webinar, experts from IAB Europe’s Programmatic Trading Committee took a look back to assess the cookie conversation in 2022 and the advances that have been made, and explored what we can expect over the next twelve months.

Watch the recording here.

Access the slides here. 

Google provided an Update on the Privacy Sandbox in the webinar. Please see below for further resources on this:


In this week’s member guest blog post we caught up with Maria Ramiro of Huawei Ads. Following on from our Virtual Programmatic Day where Maria sat on a panel of experts ‘Tackling 2023 – The Big Themes Coming Up’ we wanted to get  her indepth thoughts on the shape digital advertising will take in 2023.

The digital advertising sector, like virtually every other industry in Europe currently, is experiencing vast changes. From the deprecation of third-party cookies by some major browsers to the changes in consumer behaviour that characterize our post-pandemic world, advertisers and brands are being forced to adopt an agile, adaptable approach to reach their audiences.

I recently joined  the  Virtual Programmatic Day, an event hosted by the Interactive Advertising Bureau (IAB) Europe, sitting on a panel of experts in programmatic advertising. We discussed the past year, and shared our thoughts on the shape that we believe digital advertising will take in 2023.

We all agreed that 2022 had been a rollercoaster. Starting with optimism as workplaces re-opened, the preoccupation of advertisers then was about reaching consumers once again in an office environment. What became clear very quickly, however, was that the hybrid approach was here to stay and instead of reverting to using one or two devices, consumers could be found on multiple devices and in multiple places.

At Huawei we find that users are now are spread within smart scenarios not just on different devices but across multiple channels, too.  The user churn rate of a single platform is too high, and we know that users are more likely to buy a product if they have been impacted on several channels. We have adapted our offer to incorporate personalized ads not just on laptops or tablets but on smartwatches or audio devices, and within news feeds or on the Assistant or Search pages for example. This allows advertisers to reach users in micro-moments and reinforce their engagement during their daily digital life. 

Trends in measurement and personalization

The IAB panel acknowledged that the challenges of ‘cookie-less environments’ together with the current economic climate had caused advertisers uncertainty. What emerged over the past year, however, was greater focus on measurement and metrics, a trend they see extending into 2023. While one of my fellow panelists felt that there was no longer a single view of the customer, we all agreed that the way forward for brands was relevant, contextual ads that would automatically be more personalized.

Following a year of change in programmatic advertising, the panel felt there was more to come in the year ahead, but that brands were better prepared. One panel member pointed out that because of economic and technology flux brands had developed an appetite for a more holistic approach.

 From my own perspective, I believe we must move away from the notion of third-party data and get used to working with consent platforms that instead give us user aggregated data and offer more holistic options to advertisers and brands.

 An example of this is the HUAWEI Ads platform. It is now one of the main drivers of advertising client growth and will become more relevant to brands and advertisers in 2023. It is powered by both third party and first-party data that supports three forms of advertising (AppGallery, Display and Search Ads) and covers the entire Huawei user funnel.

 Huawei has increased the number of advertisers it is working with by nine times in the past two years because of the platform’s ability to deliver innovative ad experiences.  Users demand new experiences on the devices they are using every day in their digital lives, and this affects how advertising is received. We can offer image recognition that enables real-time item search and shopping; we use augmented and virtual reality together with Internet of Things hardware to devise new ways to display ads; and we even provide voice recognition and smart translations to improve online shopping experiences.

 Sustainability will drive change

In the new year Huawei advertising partners will benefit from the company’s ability to retain users through deep, multi-touchpoint interactions across all smart devices and localization services, but the company recognizes that sustainability, which was an area highlighted by the IAB panel, also matters greatly to its advertising partners.

 Huawei believes technology can contribute to a better, more sustainable world. We are facing changes on the supplier side (traffic side) to technologies such as header bidding, which reduces latency and improves the efficiency of platforms, websites, and apps. 5G will also improve data exchange and latency which again will improve sustainability. Moving forward, 5G will become essential to the value proposition and the sustainability credentials of any digital advertising platform. 

 Sustainability emerged as one of the priorities in an IAB poll which took place among the organization’s members following the panel session. When asked what the main priority for the programmatic industry would be in 2023, the option ‘solutions for third-party cookies’ was selected by 29% of the audience and ‘emerging channels’ by 20% but ‘sustainability’ was the choice for 13% of those that voted.     

 How to move the needle in 2023

As the IAB panel discussion found, there are many challenges for advertisers and brands when it comes to reaching and engaging with customers. Selling services and products online means competing not just with other brands in their own domestic markets, but internationally too and this has had an impact on the user acquisition cost. The preference for using multiple devices and channels is creating churn, which introduces problems with increasing user retention, and it is harder than ever to create long-term, successful partnerships.

For Huawei, these challenges are seen as an opportunity for innovation. The company is present in more than 170 countries, and it has efficient ways to reach users, particularly in Europe. HUAWEI Ads not only serves multiple devices and multiple channels as explained above, but it incorporates Huawei’s app store, AppGallery and the display network, plus Huawei’s own search engine Petal Search. By using the vast ecosystem behind the HUAWEI Ads platform and the support packages that Huawei puts in place, advertisers are reducing the loss of users by 10%.

By aggregating data from all the traffic that Huawei generates through its platform, its devices, and its IoT connected ecosystem, HUAWEI Ads is set up to deliver huge efficiencies and lower the cost of media buying for advertising partners in the year ahead. This is why from its launch outside China in 2020 more than 2000 advertisers in more than 200 different industries have joined the platform which has also attracted 360,000 publishers.

 Huawei set out to differentiate the HUAWEI Ads platform from others and the results it is achieving for advertisers speak volumes. In an uncertain world with economic challenges ahead in 2023, it looks set to be the partner of choice for advertisers and brands who want to reach a mass audience on whatever device they are using with the most relevant and personalized ad experience.


See Skai’s breakdown of industry trends and performance across retail media, paid search, and paid social. Download the report to dive into spending, pricing, and results across channels, and find out what influenced the digital advertising market in Q3.

Click Here to Read the Full Report

In this week's member guest blog post we caught up with Shez Iqbal, Director of Publisher Partnerships and Global BIPOC Co-Community Leader, Criteo to find out what brands need to know ahead of Black History Month's 100th Anniversary. 

Originated in the US in 1926, Black History Month took more than 60 years to materialise in the UK in its current form.

While undoubtedly a move in the right direction for its time, in 2022 the concept of a Black History Month provokes key questions about the state of diversity and inclusion across the UK; shouldn’t Black history be woven into the fabric of British history? Should we really have a set month to celebrate it? Do we celebrate it in the right way?

It’s clear a more nuanced conversation is required, not least when it comes to advertising. To support this, Criteo held a series of talks and panels with leaders from the advertising industry. Here we summarise some of the key takeaways from Criteo’s BIPOC Community panel discussion with Media For All, hosted by Director of Publisher Partnerships, Shez Iqbal.

  1. Keep an eye out for tropes

From The Little Mermaid to James Bond, the conversation about Black representation in blockbuster films is as hot as ever. However, Criteo’s Jessica Luzemo warns brands to be careful about the characters and personalities they create, “so often you see the runner, the athlete, the rapper et cetera, but among these needs to be the astrophysicist, the politician, as well as everyday people.”

Choosing the person who’s not well known gives communities who rarely see themselves represented in the media an important stake in the ground, not to mention the impact on their relationship with the brand whose name accompanies that memory.

  1. What goes on behind the camera matters

“Who doesn’t like seeing someone who looks like them in a movie or on the front cover” quipped Darren Sital-Singh of Studio PI, “but the fact is most crews behind the camera are still predominantly white.”

The importance of representation within the brand cannot be understated. One of the most interesting developments in this space is the number of studies highlighting the improved performance of diverse teams. Simon Haynes of Havas Lyons Group quoted McKinsey research revealing it’s statistically proven outputs are 35% higher on average among businesses that embrace diversity in the decision making process.

Ali Syed of ZoomInfo picked up on the pitch process, which so often fails to make any stipulation about the diversity of the team responding to a brief. “While unseen, I think it’s a really powerful way to drive change in how you operate and ensure every campaign is centred around people who understand the subject matter best.”

  1. Involve Black publishers

Black publishers can be a fantastic help to brands unsure of how to bring their ideas to market when they’re in the planning stages.

As the founder of The Grape Juice, a leading urban news publication, Sam Ajilore reflected on the fact he has yet to be approached by a brand looking for his consultation on how to engage his readership. Rather, he drew from his recent experiences being approached by brands with very grime oriented briefs looking for a “rapping mascot”, where a more granular approach would reveal savvier partnerships with Rihanna or Beyonce, who produce far greater resonance with Black audiences.

  1. Be vigilant about commercialisation

Ali Syed raised the important question of profiteering as brands refocus on the Black pound. It’s all too easy to join in the clamour of the moment, but when a brand’s subsequent actions don’t empower Black consumers to improve products based on their needs for instance, a question must be asked about authenticity.

The solution here is in considering if and where a connection can be made the drives meaningful benefit and opportunity for Black communities. “There’s so much potential for brands to more directly connect with consumers and give them the chance to educate the business in a way that positively grows the brand” Ali explained.

  1. Follow in pharma’s footsteps

One sector which takes full advantage of the opportunity presented by the diversity of thought is pharmaceuticals. As Simon Haynes recounted from his campaign experiences, “they’re acutely aware of the discrepancies in healthcare provision to the degree the conversation about representation simply isn’t needed, it’s the modus operandi.”

Whether its the specialised hair and skin requirements of women from ethnic minority backgrounds or something universally relevant like common cold remedies, representation is woven into every creative; a benchmark for all brands to aspire to.

  1. Remember your commitments

Finally, it’s one thing to make a host of commitments each year as October comes around, but what matters is how you deliver on them. Sam Ajilore has noticed a trend of companies speaking about their value or what they’ll achieve but in many cases last year’s promises have simply “fallen by the wayside”.

More often than not this the product of myopic thinking at the campaign planning level. To escape the vicious cycle of promise and re-promise, brands should take all of the above into consideration when planning and embed the delivery of real change throughout the organisation, from top to bottom.

Perhaps, as Darren Sital-Singh points out, “the need to talk about it in October takes away from the need to talk about it all through the year.”


The negative impact of providing a poor privacy experience is almost as severe as that of a data breach. New research from Google and Ipsos, involving more than 20,000 people across Europe, has revealed what’s really at stake for brands. Discover the practices marketers can adopt to keep customers in control, build trust, and get better marketing results.

Check out the 'Think with Google' blogpost here.

Download the report below. 

That's a wrap on the first Virtual Programmatic Day of 2022!

The event brought together industry experts and thought-leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. We watched two insightful Keynote presentations and four riveting panel discussions and audience Q&As. It was a fully interactive and engaging experience for everyone and we cannot wait for the next one.

Topics on the agenda included Identity and Privacy, CTV, Diversity and Inclusion, the future of programmatic and the ecosystem post cookies.

A big thank you to our event partners Quantcast and Yieldlove for helping to make this event possible!

Watch the full event recording here.

The European Ecosystem: New Partnerships and Shift in Value

Opening keynote from Tom Suttle, Senior Digital Advertising Analyst at IAB Europe

Watch the recording here

Panel Discussion and Q&A – Identity and Privacy: New Approaches and Innovations 

Moderated by Naïma Conton, Chief Operating Officer at Sirdata, this panel explored where we are at today and what innovations are available as we transition into a post-third-party cookie world. Naïma was joined by:

  • Morwenna Beales, VP of Strategic Partnerships at ID5
  • Paul Farrow, Senior Product Manager at Xandr
  • Christer Ljones, Head of Data at Schibsted Marketing Services

Watch the recording here.

Let The Cookie Crumble – The Countdown has Begun

Join Ilaria Zampori,  General Manager at Quantcast Italy & Spain and Francesca Grassi Mantelli, Digital Marketing Cluster Lead at Vodafone as they dive into the Cookie countdown.

Watch the recording here.

Panel Discussion and Q&A – CTV Deep Dive: The Programmatic Opportunity 

This panel explored the CTV programmatic supply chain and the buying options available in Europe today.

The session was moderated by Lauren Bigland, Marketing Director EMEA at MediaMath, who was joined by:

  • Sam Wilson, VP of Business Development and Enterprise Sales at Magnite Inc.
  • Colin Kurth, Global Head of Biddable Media for GSK at Publicis Media
  • Chris Kleinschmidt, Head of Platform Sales, EU at Samsung Ads
  • Sarah Standke, Senior Account Executive at The Trade Desk

Watch the recording here.

Panel Discussion and Q&A- Diversity & Inclusion: How can we make programmatic more accessible?

Our penultimate panel addressed how we can demand and drive diversity and inclusion in the European digital advertising industry.

Vytautas Paukštys, Founder of Eskimi moderated this session and was joined by:

  • Amanda Cohrs, Senior Consultant Global Programmatic Advertising at ShowHeroes Group
  • Jacqueline Boakye, VP, Customer Success EMEA at PubMatic 
  • Michael Olaye,  Senior Business Development Manager at IAS

Watch the recording here.

Panel Discussion and Q&A – Programmatic Advertising: Future Outlook

Our last panel explored programmatic innovations and what’s next for programmatic advertising as we look to ensure a sustainable future.

Moderated by Harriet Cunningham, UK Sales Director for Scibids, this panel featured:

  • Guillaume Orsolini, Head of Sales at Yieldlove
  • Elsa Demain-Griffiths, Digital Sales & Innovation Director at The Telegraph 
  • Ionut Ciobotaru, Co-CEO Verve Group
  • Artur Semionov, Director of Product & Innovation, Xaxis EMEA

Watch the recording here.

We can’t wait to see you at the next Virtual Programmatic Day!


On 25th and 26th of May, IAB Europe will host its flagship event Interact in Madrid. In partnership with IAB Spain, we will be hosting two days of keynote speeches, panel discussions, and networking opportunities. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, the latest policy and regulatory developments, and more, no stone will be left unturned as we take a deep dive into the next era of digital advertising.

Get your ticket now!

In the run-up to the event, we will be introducing you to some of the leading speakers that will be discussing and debating how we can Drive the Next Digital Decade. 

We are pleased to introduce Anthony Crocker, Head of Commercial Success Strategy at The Telegraph.

Q. Firstly, thank you for supporting Interact 2022, we are really looking forward to your keynote on the Premium Publisher Advertising model. Is there anything else on the Interact agenda you are particularly interested in hearing more about?

I’m looking forward to hearing more on the industry's efforts to drive sustainability – it is undeniably the biggest priority for all of us. 

On a personal note, having studied three year’s worth of data to help deliver industry-beating attention for Telegraph advertisers, I am keen to see how other publishers are approaching effectiveness and how we might be able to work collaboratively to establish better benchmarks for campaign success.    


Q. Can you give us a little insight into your keynote? Why is the premium publisher business model so valuable to digital advertising?

When The Telegraph embarked on its subscription-first strategy we looked very closely at how advertising could share the space responsibly with our quality journalism to enhance our paying subscriber's experience and boost effectiveness. My keynote will explore the learnings we have made over the past three years and how our approach is delivering stronger brand outcomes throughout the purchase funnel.


Q. Now, a bit more about you -. Can you tell us a little bit about your role at The Telegraph? 

I have always been passionate about helping brands understand not just what happened with a campaign, but the how and the why.

When I moved into the digital innovations team my task was to rethink our reporting and optimisation metrics and ensure they were fit for purpose demonstrating the value of a premium subscription environment. 

It’s been fantastic to see the ideas we had back in 2019 now forming a fundamental part of The Telegraph's approach to delivering a quality ad experience, crucially feeding insights back into the business that ensure the ongoing development of best practice. 


Q. What has been your career highlight this year? 

Winning Product Development Team of the Year at the AOP Digital Publishing Awards was a huge highlight. The judges' comments that we were “delivering for the benefit of the industry, creating a better media experience for readers and advertisers” completely matched our ambition: to make changes that would have a positive impact for industry, not just ourselves.


Q. And who is Anthony outside of work? What are your passions, your wind-down activities? 

I’ve lived in London for nearly 20 years and I am still astounded at the sheer variety of art, theatre and live music that is available – there really is something for everyone and something that will challenge your perception of the world as you know it. 

My ideal day would be hitting a gallery, a delicious dinner somewhere relaxed and casual followed by a live show that has me on my feet till the early hours! 


Q. We hope you are excited to head to Madrid, we definitely are! Do you have any other travel plans this year? 

This will be my first time visiting Madrid so I am incredibly grateful for the opportunity! 

There is a huge backlog of travel plans from 2020 I am still working my way through including Barcelona, Seville, Florence and Lake Como. I’d also like to spend some more time in the States as I have friends there. 


 Two new case studies with Czech Publisher Exchange and Adasta demonstrate the value of the ID5 ID

London, Prague, and Rome, 21 April 2022 – ID5, the leading identity solution for digital advertising is proven to increase average Bid CPM across all browser environments and thus maximize publisher inventory.

Today, almost 40% of global online traffic is unaddressable due to third-party cookie restrictions. Without third-party cookies, the value of publishers’ inventory is significantly reduced. In preparation for the cookieless future, both Czech Publisher Exchange (CPEx), an association of leading Czech online publishers and Adasta, the Italian digital sales house integrated the ID5 ID and then measured the value of the ID5 ID, the most adopted cookieless solution on the market, with their downstream partners.

Both CPEx and Adasta leveraged ID5’s Prebid Analytics Module to evaluate the effect that using the first-party identifier had on their inventory. They deployed the Module (still in closed alpha) to collect prebid event data, such as auctions, bids, bid CPM by browser, SSP and country. It then used this data to distinguish proxy indicators such as Bid CPM, bid density, bid response rate and % no bids to enable an accurate assessment of the ID’s value.

This involved the implementation of A/B testing in both cases, with 90% of consented users being assigned an ID5 ID, and 10% being placed in a control group, allowing for a direct comparison of auctions when an ID5 ID was present or not. 

The Prebid Analytics results clearly showed the value of the ID5 ID to publishers. SSPs passing the ID5 ID downstream returned more and higher CPM bid responses than those not passing the encrypted ID5 ID to their DSP partners.

CPEx’s average Bid CPM for ad opportunities where an ID5 ID was present was 11% higher than when there was no ID5 ID present. On top of this, the average Bid CPM for ad opportunities in cookieless environments, such as Firefox, Safari and Edge, where an ID5 ID was present was 39% higher than when it was absent.

For Adasta, the average Bid CPM for ad opportunities where an ID5 ID was present was 8% higher than when there was no ID5 ID present across all environments. As well as this, the average Bid CPM for ad opportunities where an ID5 ID was present was 25% higher than when there was no ID5 ID present in browsers such as Safari and Firefox.

ID5 exists to benefit the entire Open Web by providing a comprehensive, efficient and privacy-first solution to identify users. ID5 improves online advertising for consumers, media owners and advertisers, with a primary goal of helping publishers to grow sustainable revenue. Working with ID5 enables publishers to address their audiences better, advertisers to run effective and measurable campaigns, and platforms to maximise the value of digital advertising across all environments.

“When we first started preparing for the post-cookie era and researching identity solutions, there were

almost an overwhelming number of different providers and solutions, often with very little information on how they worked or their added value. ID5 stood out in having a clear vision, were proactive and tech-savvy, coming up with new ideas and were willing to discuss ours. In short, they showed themselves to be a valuable identity partner, enabling us to future-proof our business. These results prove that ID5 will be one of the key elements in our identity stack,” Lukáš Šmol, Head of Production, Czech Publisher Exchange.

“The deprecation of third-party cookies is an amazing opportunity for independent publishers to improve their relationships with users. The use of ID5 ID is the most exciting part of the project that will see independent publishers able to access monetization tools that are usually reserved for large institutional publishers. Adasta is 100% committed to helping independent publishers with the adoption of industry standards, enabling them to succeed in the post-third-party cookie era and compensate for the resulting drop in addressability, and in turn, revenue, which is expected at the beginning of next year. Having worked closely with ID5 for the past two years, we believe they are the ideal partner in our bid to find a viable alternative to third-party cookies,” Simone Chizzali, CEO, Adasta.

“The results from both of these case studies demonstrate the value that the ID5 ID brings to publishers. They also highlight the importance of integrating a shared ID solution, such as ID5, now. Cookieless traffic is unaddressable and therefore undervalued by the buy-side. By working with ID5, publishers can maximize the value of their Safari and Firefox inventory and be better prepared for the post-cookie era. We expect promising results such as these to continue to surface as more campaigns run with the ID5 ID,” Jessica Werner, Senior Director, Publisher Development, ID5.

About ID5

ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue.

ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solutions improve user recognition and match rates and provide a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetise their audiences, advertisers to run effective and measurable campaigns, and platforms to maximise the value of data and inventory for their customers.

Created in 2017 by seasoned ad tech professionals, ID5 services clients globally. For more information about ID5 and its solutions, please visit: www.id5.io

About Czech Publisher Exchange (CPEx)

The Czech Publisher Exchange is an association of leading Czech online publishers – Czech News Center, Economia, Mafra and Vltava Labe Media - providing advertisers with online advertising space using RTB technology. Thanks to a combined monthly reach of over 5 million users (real users according to the specifications of the SPIR – the Czech Internet Advertising Association) it is the largest provider of premium advertising space within the Czech RTB, with a reach of 70% of the Czech online population.

About Adasta

Adasta is a digital sales house for publishers, with years of experience, whose primary purpose is to efficiently monetise the ad formats that the publisher manages on the page. Working with tier-1 European entities on the advertising supply-side they are primarily focused on the Italian market where their headquarters are located.

Check out the in-detail case studies below.

In just a few weeks, the E-commerce Berlin Expo will be kicking off! This is definitely an event not to be missed if you are in the e-commerce industry. With hundreds of exhibitors and thousands of visitors expected, you are sure to gain some valuable insights that will help your business grow. Make sure to get ready for the biggest e-commerce event of the year!

About E-commerce Berlin Expo
The E-commerce Berlin Expo is a one-day event that will be taking place on the 5th of May 2022. This Expo is the perfect opportunity to learn about the latest trends and developments in the e-commerce industry. Additionally, you will have the chance to network with other industry professionals and learn from their experiences. As an exhibitor, you will have the opportunity to showcase your latest products and services to a large audience.

In 2022, over 10 thousand visitors, 206 exhibitors, more than 50 speakers and over 50 media partners on 10k m2 in the event venue are expected.

Who attends E-commerce Berlin Expo?
The E-commerce Berlin Expo is attended by business owners, managers, and professionals from a wide range of industries. They all sell or are going to start selling services and products online – from e-commerce pure players through retailers and marketplace passionate to wholesale experts and manufacturers.

If you are looking to expand your knowledge about e-Commerce and meet new people in the industry, then this Expo is the perfect event for you.

Speakers of EBE 2022
EBE organizers managed to gather a lot of the top minds in the e-Commerce industry. They know that innovations are key to any industry, so they invited speakers who are experts in this field. During our event, attendees will have a chance to hear from the best in the business. Leading industry experts present their talks and share their expertise on numerous stages during the EBE, giving attendees an opportunity to learn about current e-commerce trends, use cases, and predictions. In 2022, the EBE stage hosts representatives of some industry giants such as Hubspot, Amazon, BigCommerce, MediaMarktSaturn, Pipedrive, Vodafone, Otto and Delivery Hero.

Of course, that is not all - there are more than 50 top-notch speakers at the E-commerce Berlin Expo. You don't want to miss out – read more about speakers here.

To get a better understanding of what to expect at this year's E-commerce Berlin Expo, we have also listed exhibitors and media partners below.

Exhibitors of E-commerce Berlin Expo 2022
The E-commerce Berlin Expo 2022 is about to get in full swing, and the exhibitors will be showing off their latest and greatest products and services! There's a lot of excitement in the air as people will be wandering from booth to booth, checking out all the new offerings.

This year, the list of exhibitors is extremely impressive, including Shopware, Deutsche Post DHL, Freshworks, Tradebyte, Computop, JD.com, Huboo, Wish, Soundcloud, Plentymarkets, Kaufland, Asendia, Spring GDS, Austrian Post, just to name a few.

The Networking Zone is sponsored by Checkout.com, while the VIP Zone is sponsored by Storyblok, BigCommerce, Lowell, Global-E, Namogoo, Octopia are stage sponsors, and E-commerce Germany Awards – a special gala proceeding Expo – is sponsored by TreviPay and Emplifi.

This year's line-up is incredibly diverse, representing the entire market spectrum.

Don’t just read the articles and recaps – come to Berlin and join the event for free. Take part in the event, visit booths, and talk to business partners who will assist you in facilitating sales!

Media Partners of E-commerce Berlin Expo 2022

In addition to our amazing exhibitors, the E-commerce Berlin Expo is also thrilled to have some media partners on board. These organisations will be providing coverage of the event, so make sure to keep an eye out for their articles and announcements. Some of the media partners include: IAB Europe, E-commerce Europe, HDE, Händlerbund, Bundesverband E-Commerce und Versandhandel Deutschland, Bundesverband Onlinehandel, BDOA, InternetRetailing and SIBB. This alone ensures a strong representation of sector professionals at the Expo!

Get your tickets today!
The final countdown has begun for the E-commerce Berlin Expo, which is coming up in just a few weeks. This event is always a highlight of the year for the e-commerce industry, and this year is no exception. You don't want to miss out on the amazing line-up of speakers, who will be discussing everything from digital marketing to payments processing. Plus, there will be plenty of opportunities to network with fellow e-commerce professionals.

Tickets are still available, so make sure to get yours today! See you in May!

The EBE2022 is free to attend. Visitors can register for a ticket here.

Learn more at https://ecommerceberlin.com
For further questions, reach out on pr@ecommerceberlin.com

The E-commerce Berlin Expo is just a few weeks away, and we're getting excited! This year's expo is going to be bigger and better than ever, with tons of great speakers and exhibitors. If you're planning on attending, make sure to check out the agenda for the day. The jam-packed schedule of events will teach you everything you need to know about E-commerce! 

About E-commerce Berlin Expo

The E-commerce Berlin Expo is the leading trade fair for the digital economy. It is the meeting place for decision-makers and innovators from the DACH market. They come to learn about the latest trends and technologies in online retail, network with other industry leaders, and find new partners.

This event is the perfect platform for showcasing your products and services to a highly qualified audience and getting potential new opportunities. 

The next E-commerce Berlin Expo will take place on May 5th at STATION-Berlin. This year's expo will be bigger and better than ever, with a range of great speakers and exhibitors. If you're interested in learning more about e-commerce, this is the event to attend.

Check E-commerce Berlin Expo Agenda

The one thing you will notice about this agenda is that it is full; there are a lot of different sessions and exhibitors to visit, so make sure you come prepared! The focus will be on the latest trends, actionable case studies, and developments concerning technology and innovations. 

E-commerce Berlin Expo 2022 Agenda Overview

Here's an overview of what you can expect from E-commerce Berlin Expo this year:

Would you like to delve deeper into any of these topics? Register now to watch this speech live - Get your ticket at https://ecommerceberlin.com/visit

You won't want to miss it!

Selected speakers at E-commerce Berlin Expo 2022

An amazing lineup of speakers awaits! Among the brands that will be presenting are: Checkout.com, Hubspot, Amazon, Wish, IKEA, Pipedrive, Moebel24, Henkel, Douglas, MediaMarktSaturn, NBB, KaDeWe, TUI, Vodafone, Zalando, or Shopware.

Here are just a few of the notable presentations and names you can expect to see:

Check the full agenda right here

More to be announced soon! Stay tuned for updates on the website – and register today so you have it penciled in your calendar.

See you at the E-commerce Berlin Expo 2022

This is just a small taste of what they have in store for you this year. There are plenty of other great sessions and exhibitors, so make sure to check out the website for more information. You don't want to miss out on this opportunity to learn from the best in the business. 


The EBE2022 is free to attend. Visitors can register for a ticket here

Find out more about the E-commerce Berlin Expo 2022.

The E-Commerce Berlin Expo will be taking place for the sixth time on the 5th of May, 2022, at Station Berlin. Doors will open at 10 AM, and EBE2022 is expected to welcome more than 10,000 visitors. The annual fair has become a leading e-commerce event in Berlin with representatives from Google, Facebook, YouTube, Zalando, Otto Groupm, Amazon and Alibaba Group as past participants. Learn more at https://ecommerceberlin.com

For further questions, reach out to pr@ecommerceberlin.com

We're kicking off the month of February with a brilliant blog post from one of our members, Audiencerate. CEO, Filippo Graminga, dives into the topic of consumer needs in a post-pandemic, digitally charged world, so if you want to know more about the expected online experience, keep reading!

As a result of two years of intermittent lockdowns and limited social interactivity, people have come to demand more and more from their digital experiences as a way to compensate. The spheres of online and offline continue their trajectory towards complete synthesis, and as they do, consumers expect the digital to be life-like, and to meet them in the here and now.

What does this mean for businesses? For one, 2022 can be considered “The Year of B2H” – business to human – where experience trumps all else. This means that to retain consumers and build long-lasting loyalties, companies have a lot of boxes to tick: interactions need to be immersive, personal, and real-time – all the time.

Up to 80% of consumers consider current experiences to be lacking, and businesses that did not meet expectations during lockdown could have lost as much as £2.5 billion per year. So as businesses set out in the new year, it is crucial for them – whatever their expertise – to remember that they are marketing to people searching for meaning, engagement, and personal value.

Closing the Experience Gap

Traditionally, there has been a discrepancy between what consumers want and what businesses and organisations offer. Customers want their brands to see them as they are, for who they are, and what they need. Importantly, the picture of the public is changing: purchasing power and influence are escaping narrowly definable cohorts, extending to digitally savvy TikTokers, senior citizens with more disposable income, financially empowered female consumers, and globally attainable markets. Companies need to learn how to tap into shifting paradigms and power dynamics while avoiding tuning out existing long-term customers. The ability to communicate personal messages across borders, generations, and circumstances is no easy task – and it takes more than simple data collection.

The truth is, simply amassing information is no longer enough. One of the ways businesses can begin to tackle this is by introducing unity from the ground up: making more connections, creating fewer barriers. In practice, this means everything from your tech stack to your business operations needs to reach new levels of effective cooperation. Intelligence must be able to flow from product development and design to marketing, with gathered insights then feeding back up the supply chain, constantly optimising and integrating new information. Tools that aid businesses in aggregating and centralising their data – thus preventing the formation of disconnected data silos – will be vital to help companies provide users across the globe with the experiences they are looking for.

It’s Now or Never

While the word ‘instant’ in a digital context once referred primarily to messaging, ‘instant’ now permeates, if not defines, the entire online experience. The pandemic accelerated this process, exemplified by companies such as Gorillas and Weezy popping up to provide ultra-speedy grocery deliveries alongside go-to established supermarkets, while transactions within the realms of banking and real estate occurred as close to real-time as they can get. It has been seven years since Google started to talk about micro moments’ – that itchy impulse we all have to reach for our phones, tablets, or laptops to answer a sudden but pressing question or need that has infiltrated our brain – and still, businesses are failing to truly capitalise on these.

Customers are looking for answers within the first seconds of their search, and the first five minutes of a query. Since technological development and processing speeds are becoming more reliable, the onus is migrating from the device to the company to fulfill expectations, and any lags are considered a failure on the behalf of the business for not updating their deals, their inventory, or their content properly. In some cases, going further and messaging proactively can hit the spot – as long as it stays personal, relevant, and most importantly, valuable to the consumer: specific new products, information on purchased products, and time-sensitive updates. For businesses to meet these expectations, they need to make sure that not only their technology is continuously providing and integrating real-time updates, but that they are acting on this information effectively.

Every Path is a Path to the Consumer

While communications from businesses to the public used to be unilateral, following a “one-to-many” approach – from newspaper announcements to TV and radio advertising – communication paths have opened up, giving consumers unprecedented access to the companies that serve them. The surge of e-commerce, bolstered by the pandemic, further emphasised this reliance on digital channels. Crucially, there is no one channel to dominate them all: customers flick between platforms and applications, with nearly half (46%) opting for email, more than a third (35%) for live chat online, and nearly a fifth (17%) taking the social media route.

Up to 80% of interactions between customers and businesses are now digital, with companies such as WhatsApp, Pinterest, and Instagram expanding features to meet demand with personalised responses, and refusing any one of these would lose out on a considerable user base. Yet while 70% of UK SMEs acknowledge that communication is key, 40% do not invest in personalised strategies or more than one channel. This has to change: digital can no longer be an afterthought, it needs to be integrated from step one, with the right tools and technology to facilitate omnichannel experiences while enabling tracking and performance measurement. A growing number of marketers have turned to specific data management systems – Customer Data Platforms (CPDs) – to accurately gather and collate data from multiple touchpoints, building and updating consumer profiles in real-time, to meet all of the criteria.

Digital and social experiences are inextricably intertwined. Companies must make sound technological investments moving into 2022, to meet consumer demands. Only through providing the best services can they expect to stand out in a saturated market, a challenge that is becoming ever more complex. The key elements of hyper-personalisation, hyper-speed, and hyper-connectivity help create a positive customer experience, which will unlock company growth. There is no turning back the clock: digital immersion is necessary for survival.

It is no secret that audio is on the rise and that digital content is embedded in so many touchpoints in our day-to-day lives – increasingly the complexity for advertisers trying to reach the right people, in the right moments and then measure accordingly. But with the right tools and practices in place, progress is possible.

In this Industry Insider, Moomal Shaikh and Mark Rogers, from Oracle Advertising, and Faye McDowall from Global DAX tackled the state of audio today, and the measurement and contextual solutions at your fingertips that can help inform your decisions of tomorrow.

Take a listen here

According to Google's latest EMEA research with Boston Consultin Group, the digital maturity race belongs to the swift — and many companies need to accelerate their efforts to catch up.

Discover four areas of investment to fast track your digital marketing and gain a competitive edge.

Download the full report and infographic below. 

16th September 2021

A ban on targeted advertising would have a host of unintended consequences and hinder Europe’s efforts at creating a digital space fit for the future, finds a new report published today.

As the European Parliament prepares to consider amendments to the draft Digital Services Act, the report, ‘The wider socio-economic and cultural value of targeted advertising in Europe’, finds that a blanket ban (as proposed by some MEPs) would damage Europe’s media, SMEs, culture, and global position.

Authored by Dr. Daniel Knapp, Chief Economist for IAB Europe, the study highlights how advertising is a critical pillar of a free and open internet and that in order for online content and service providers to grow advertising revenue, targeting is essential. Over two thirds of digital advertising revenues in Europe depend on behavioural targeting and advertisers pay on average 2.68 times more for ads targeted this way.

The report also finds that targeted advertising is increasingly important for European publishers as they transition to digital-first business models and that any ban would deepen the digital divide between European citizens who have the financial means to pay for quality news and those that don’t.

Dr. Knapp’s analysis also shows that targeted advertising is particularly important for Europe’s SMEs, many of whom were forced to shift to digital-only marketing strategies by COVID-19 restrictions, and who simply don’t have the budgets to pay for ads geared to general audiences, rather than tailored to those who are most likely to be interested in their products and services.

Download the report below and access the summary of the report here.

Daniel Knapp, Chief Economist, IAB Europe 

Dr Daniel Knapp is Chief Economist at IAB Europe and a partner at data science firm Ecuiti, where he focusses on forensic analysis of programmatic advertising. He is Senior Fellow at MediaLab, a think-do tank in Brussels, and board member at the Institute for European Media Law. Daniel teaches advanced analytics for marketing at UCD Michael Smurfit School of Business in Dublin. Previously, he spent 11 years at IHS Markit, latterly as Executive Director for Technology, Media and Telecoms.He was an associated expert on  media at AI with the European Commission and co-founded a programmatic advertising agency. Daniel received his PhD from the London School of Economics on the sociology of algorithms and the datafication of media.


Novatiq has just published a detailed report that outlines a new approach for online identity verification to overcome the challenges of the newly anonymised web. The report, ‘Digital Identity Verification for a Privacy-first World’, explains why this new approach offers a compelling solution to the challenges facing the advertising industry today.

By creating a service in partnership with telco operators around the world, Novatiq can identify users more accurately, more securely, and more cost-effectively, wherever they are in the digital sphere, thereby gaining a 360-degree view of users.

This helps the entire advertising ecosystem by supporting:

Novatiq’s white paper is a must-read for anyone looking to make the most of this new opportunity and can be downloaded for free from their company website here.

If you want to find out more about how Novatiq uses telco customer intelligence to support publishers and advertisers, then check out the two short videos below:

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.

This updated edition of the guide was released in February 2021. It provides the industry with all the information that we know today on the solutions being developed for the post third-party cookie era.

This updated edition of the Guide provides the most up to date answers to the following questions:

To  help stakeholders navigate and prepare for the post-third-party cookie advertising era, additional key questions are also covered:

This guide will continue to be regularly updated to reflect the changes and developments within the industry.

Thank you to the following people who contributed to the Guide:


IAB Europe's Updated Guide to the Post Third-Party Cooke Era - February 2021

With COVID-19 accelerating online shopping around the world, it’s more important than ever for marketers to understand how people make purchase decisions. Google’s Alistair Rennie and Jonny Protheroe share their latest research, showing how brands can win and retain customers in the “messy middle” of the purchase journey. Download the full report on Think with Google here.

The annual IAB Europe Research Awards recognise and showcase great European digital research projects and the contribution they have made to the development of the digital advertising industry. The winners are the best of the best from across the region and here we share the case studies of the winning entries to showcase the latest innovations in digital advertising research.

Each case study includes details of the project objectives, methodology, results and industry impact.

Project: Digital Attribution In a privacy driven world
Companies and partners involved: A Danish fitness chain (Client) Hearts & Science (Media Agency) Annalect (Analytics)
Research budget: 50k or less
• Cross-Media Measurement – Gold
• Data Effectiveness – Gold
• Research Innovation - Silver
Download the case study

Project: MeMo² introducing THX. – The Future of Cross-media Analytics
Companies and partners involved: MeMo²
Research budget: 50k or less
• Research Innovation – Gold
• Best Use of Research Budget - Gold
• Cross-Media Measurement – Silver
• Data Effectiveness – Silver
• Audience Measurement - Bronze
Download the case study

Project: Understanding how the next wave of disruptive AI technology can drive brand growth through higher value consumer experiences.
Companies and partners involved: OMD, 2CV
• Digital Advertising and Marketing Industry Insights - Gold
Download the case study

Project: Uniting advertisers' and publishers' universes in one single-source research. From content and ad distribution planning to post-exposure verification.
Companies and partners involved: Gemius and The Polish Internet Research
• Audience Measurement - Silver
Download the case study

Project: Viewability & Exposure duration: Which impact on ad effectiveness?
Companies and partners involved: Médiamétrie in partnership with Integral Ad Science (IAS)
• Brand Advertising Effectiveness - Bronze
Download the case study

MIXX Awards Europe is IAB Europe’s annual digital advertising creativity competition that recognises and celebrates the best digital advertising campaigns from across Europe. The winners are the best of the best from across the region and here we share the case studies of the winning entries to showcase the latest innovations in campaign creativity and effectiveness. Each case study includes details of the campaign objectives, strategy, creative approach, media and execution plan and results.

Campaign: €200,000 additional monthly revenue through personalisation
Brand / advertiser: Plein.nl
Media Agency: Fingerspitz
Creative Agency: Fingerspitz
• Campaign Effectiveness - Gold

Watch the campaign video 
Download the case study

Campaign: A-Class Sedan Celebrations
Brand / advertiser: Mercedes-Benz Turkey
Media Agency: OMD Turkey
Creative Agency: Publicis Emil Turkey
• Campaign Effectiveness - Silver

Watch the campaign video
Download the case study

Campaign: air dropping fries
Brand / advertiser: Skapto
Media Agency: proof.
Creative Agency: proof.
• Product Innovation - Bronze

Watch the campaign video
Download the case study

Campaign: An unexpected return to the studio
Brand / advertiser: Old Spice / Procter & Gamble
Media Agency: MediaCom Warsaw
Creative Agency: Fantasy Expo
• Games & e-Sports - Silver
Watch the campaign video
Download the case study

Campaign: Building Memories
Brand / advertiser: LEGO
Media Agency: Socialab
Creative Agency: Socialab
• Brand Advertising Campaign – Bronze

Watch the campaign video
Download the case study

Campaign: Citi Simplicity Card - YouTube Director's Mix
Brand / advertiser: Citi Handlowy
Media Agency: Sales&More
Creative Agency: Feno, DDH
• Video Advertising - Silver

Watch the campaign video
Download the case study

Campaign: Coke Energy - This Energy is For You
Brand / advertiser: The Coca-Cola Company
Media Agency: Carat Media
Creative Agency: McCann Istanbul
• Campaign Effectiveness – Bronze
• Integrated Advertising - Silver

Watch the campaign video
Download the case study

Campaign: Come Back to Bulgaria
Brand / advertiser: Telus International Europe
Media Agency: proof.
Creative Agency: proof.
• Direct Response / Lead Generation - Gold

Watch the campaign video
Download the case study

Campaign: Dove#ShowUs Russia
Brand / advertiser: Dove / Unilever
Media Agency: Initiative Russia
Creative Agency: Possible
• Integrated Advertising - Silver

Watch the campaign video
Download the case study

Campaign: Eti Puf Music Academy
Brand / advertiser: Eti Puf
Creative Agency: milklab
Media Agency: MG Media
• MIXX Awards Europe 2020 Grand Prix
• Campaign Effectiveness – Bronze
• VR / AR – Gold
• Games & e-Sports - Gold

Watch the campaign video
Download the case study

Campaign: Exclusive Club for Night Owls
Brand / advertiser: Turkcell
Media Agency: Hype
Creative Agency: Hype
• Direct Response / Lead Generation - Bronze

Watch the campaign video
Download the case study

Campaign: FANTA – Music Is Ours
Brand / advertiser: FANTA / The Coca-Cola Company
Media Agency: Carat Media Turkey
Creative Agency: VMLY&R
• Social Media - Bronze

Watch the campaign video
Download the case study

Brand / advertiser: FIX - Olympic Brewery
Media Agency: UM
Creative Agency: Liquid Media
• Branded Content - Bronze

Watch the campaign video
Download the case study

Campaign: Foundation Portraits
Brand / advertiser: Avon
Media Agency: proof.
Creative Agency: proof.
• Influencer Marketing - Bronze

Watch the campaign video
Download the case study

Campaign: Generation Z chooses Rexona
Brand / advertiser: Rexona / Unilever
Media Agency: Initiative Russia
Creative Agency: 12 Digital
• Influencer Marketing - Bronze

Watch the campaign video
Download the case study

Campaign: Hey Mercedes! A-Class Sedan
Brand / advertiser: Mercedes-Benz Turkey
Media Agency: OMD Turkey
Creative Agency: Teads, Publicis Emil Turkey
• Video Advertising - Silver

Watch the campaign video
Download the case study

Campaign: Lay’s 4 Seasons
Brand / advertiser: PepsiCo
Media Agency: OMD
Creative Agency: Titrifikir
• Digital OOH Advertising - Bronze

Watch the campaign video
Download the case study

Campaign: Mobile Proximity Marketing for BP
Brand / advertiser: BP
Media Agency: Mindshare Poland
Creative Agency: BP
• Effective Use of Data – Silver

Watch the campaign video
Download the case study

Campaign: #nudoarluni
Brand / advertiser: 5 to go
Media Agency: The Onion Media
Creative Agency: The Onion Media
• Brand Advertising Campaign – Bronze
• Social Media – Bronze
• Offline Digitisation - Gold

Watch the campaign video
Download the case study

Campaign: OLX for International Women's Day
Brand / advertiser: OLX Poland
Media Agency: 180heartbeats + JUNG v MATT
Creative Agency: 180heartbeats + JUNG v MATT
• Branded Content – Bronze
• Non-Profit / Corporate Social Responsibility - Bronze

Watch the campaign video
Download the case study

Campaign: sahibinden.com - secondhand
Brand / advertiser: sahibinden.com
Media Agency: Sem & Kozmonot
Creative Agency: Rafineri
• Video Advertising - Gold
Watch the campaign  video
Download the case study

Campaign: Search and beyond. Profitable growth of the market leader.
Brand / advertiser: Vola.ro
Media Agency: Adequate
Creative Agency: Screen Native
• Search Advertising - Bronze

Watch the campaign video
Download the case study

Brand / advertiser: Dodoni S.A.
Media Agency: Universal Media
Creative Agency: McCann Athens
• Integrated Advertising - Bronze

Watch the campaign video
Download the case study

Campaign: The Generation T
Brand / advertiser: Akbank
Media Agency: Hype
Creative Agency: Hype
• Games & E-Sports - Bronze

Watch the campaign video
Download the case study

Campaign: The Great Google Shopping Hack
Brand / advertiser: Yalı Spor
Media Agency: Neodigital
Creative Agency: Neodigital
• Effective Use of Data – Bronze
• Search Advertising - Bronze

Watch the campaign video
Download the case study

Following the publication of the IAB Europe Guide to Connected TV, we are working with our members on a series of Industry Insiders to drill-down into how this emerging channel is developing across Europe and to help you make sense of the different perspectives, considerations and opportunities. In this Industry Insider, Xandr explores the challenges and opportunities for advertisers. Headline findings from the join IAB Europe and Xandr Connected TV buy-side poll are also presented.

Looking past COVID-19, Daniel Knapp, Chief Economist at IAB Europe and Tom Kershaw, Chief Technology Officer at Rubicon Project each presented their hypothesis on how they see the digital advertising market evolving over the next 5 years. They discussed and debated these hypotheses, particularly in relation to market consolidation, user habits and how advertising needs to adapt, openness and interoperability of technologies and businesses, and the role programmatic will play in all of this.

Watch the recording here.


On 3rd June, IAB Europe hosted its flagship event Interact, virtually! Given the  circumstances regarding the COVID-19 pandemic, IAB Europe took the decision to postpone its flagship annual event, Interact, until 2021, and host a virtual event.

Thanks to the event partners Adform, Google and OneTrust IAB Europe was able to connect nearly a thousand people to hear panel discussions and keynotes on topics including sustainable advertising, the future of work, 2020 digital investment and changing roles and responsibilities across the value chain. Please see below for the videos links and full descriptions of the panel discussions and keynotes. Please note these videos are hosted on IAB Europe's YouTube channel.

Interact video highlights!

Session one video -AdEx Benchmark 2019 Study with 2020 Market & Investment predictions (with Q&A) Watch here.  The AdEx Benchmark is the definitive guide to the state of the European digital advertising market. Covering 28 markets, Daniel will present the key trends observed in 2019 and will then review the economic outlook for the industry for the coming year, incorporating extraordinary factors such as the impact of the COVID-19 pandemic. Presented by Daniel Knapp, Chief Economist, IAB Europe. 

Session two video - Digital Investment & Transformation in 2020 (with Q&A) Watch here. A panel of industry experts will discuss how Daniel Knapp’s 2020 market predictions will shape digital investment in 2020 (including spending redistribution, regarding screens, formats, channels and campaign aims), answering what needs to be done to mitigate any damages and secure a sustainable ecosystem. Moderator: Constantine Kamaras, Chairman Emeritus, IAB Europe Panellists: Daniel Bischoff, Chief Marketing Operations Officer, RTL AdConnect, Barbara Sala, CEE Strategic Connection & Media Director, Coca-Cola, Ian Edwards, Communications Planning Director, Facebook.

Session three video - Changing Roles and Responsibilities across the Value Chain (with Q&A) Watch here. A lack of Transparency and accountability will cause notable friction in any value chain, especially digital advertising. This cross stakeholder panel will discuss what needs to be done and by whom across our current and future value chains. Moderator: Suzanne McElligott, CEO, IAB Ireland. Panellists: Andreas Antrup, VP Advertising, Zalando, Stevan Randjelovic, Director, Brand Safety and Digital Risk, GroupM, Oliver Whitten, COO, Adform, Stefanie Scognamiglio, Associate Director, Solutions Consulting, Xandr, Ben Dick, Senior Director, Product – Privacy, Identity & Data, IAB Tech Lab.

Session four video - Responsible Use of First Party Data. Watch here. Presentation by Mark Howe, Managing Director EMEA Agencies, Google.

Session five video - Sustainable Advertising in a Privacy-Centric World (with Q&A) Watch here. How can we ensure that privacy remains a core focus for the industry when current challenges impact operations and revenue? This panel will discuss how privacy needs to remain a priority and will talk about the impact on consumers of a cookie less world. Moderator: Townsend Feehan, CEO, IAB Europe. Panellists: Stefan Hanloser, Vice President Data Protection Law & Policy, ProSieben, Mark Howe, Managing Director EMEA Agencies, Google, Sascha Dolling, Managing Partner Data Driven Marketing, OMD Hamburg GmbH, Stephanie Hanson, Director, OneTrust PreferenceChoice.

Session six video - Keynote from Clemence Scottez, Head of the Economic Department Sector, CNIL. Watch here. Introduced by Benoit Oberlé, Treasurer and in charge of Public Affairs, IAB France.

Session seven video - Keynote: The Future of Work. Watch here. The fourth industrial revolution is upon us and the digital transformation of businesses has gone into overdrive courtesy of the current Coronavirus pandemic. The widespread adoption of home working and the recent social upheaval has forced a change in how businesses look at their places, spaces and working practices. The social distancing policies of the COVID-19 pandemic represent a global trial run of what may become a new normal. As we adjusted to home isolation, technology became our sole platform for community and collaboration. Using their latest Global Study on the Future Of Work as a backdrop, Verizon Media will discuss the impact the virus has had and how these digital environments are now changing the ways we look at civic, social, and professional engagement forever. Speaker: Anita Caras, Sales Insights Director EMEA, Verizon Media

2020 kicked off with one of the most fundamental technology advances our industry has seen in many years, the announcement that third-party cookies were to be depleted. There is a lot of debate around how the ‘post-cookie era’ will affect future business models in the digital advertising industry and what alternative solutions are being developed. Fortunately, IAB Europe has published a Guide to provide an overview of the factors that have contributed to this evolution, how the absence of third-party cookies will affect the execution of digital advertising campaigns and an overview of the alternative solutions being developed.

In this webinar on 9th June, we provided some more information about the Guide followed by a panel of experts on the evolution of digital advertising in a post third-party cookie era.

Watch the recording here.


The AdEx Benchmark 2019 study revealed that digital advertising grew 12.3 percent in 2019 to €64.8bn, driven by strong growth in out-stream video, mobile and social spend. On average €4bn has been added to the digital advertising market every year since 2006.

The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe, covering 28 markets, and is now in its fourteenth year. In 2019, a total of twenty-one markets experienced double-digit year-on-year growth.

Read the full press release here

The IAB Serbia AdEx 2019 report shows a total YoY increase of 28% between 2018 and 2019. Mobile ad spend increased by 60% and video by 46%. Download the report for more insights.

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 20th May and following on from April’s Economic Trends Forum which was dedicated to the assessing the impact that COVID-19 will have on our industry, IAB Europe’s Chief Economist Daniel Knapp provided an update on the data he previously presented and how the digital advertising industry is reacting to the pandemic.

IAB Europe will be providing a monthly update on the impact of the pandemic on our industry.

Watch the recording here

Download the slides below.

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 20th May and following on from April’s Economic Trends Forum which was dedicated to the assessing the impact that COVID-19 will have on our industry, IAB Europe’s Chief Economist Daniel Knapp provided an update on the data he previously presented and how the digital advertising industry is reacting to the pandemic.

IAB Europe will be providing a monthly update on the impact of the pandemic on our industry.

Members can access the recording and slides here (note: you must be logged in).

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