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Rocket Fuel was tasked with generating flight bookings, alongside achieving a positive ROI and hitting an aggressive blended CPA goal. SAS initially enlisted Rocket Fuel to increase airline ticket sales. Utilising Rocket Fuel’s online partners and prospecting new audiences only, Rocket Fuel was able to deliver a CPA 63% better than goal. As a result of the programme’s previous success, SAS then introduced retargeting into the strategy – thus allowing Rocket Fuel to use its full-funnel approach. During this time, the monthly spend increased by 72%.
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As the branch of eBay responsible for connecting brands to the platform’s audience of engaged consumers, eBay Advertising embraced programmatic trading by adopting DoubleClick for Publishers and DoubleClick AdExchange. Delivering scale and reliability, DoubleClick solutions have enabled eBay to access and make smart use of audience data to consistently improve performance and revenue.
Watch it here.
Michelin, and their agency MEC, wanted to drive product awareness of CrossClimate and did so through mobile programmatic activation.
Video available HERE.
Nescafé Dolce Gusto, and their agency Jellyfish, wanted to drive sales of its coffee machines, while maximising the efficiency of its display advertising. Their approach allowed them to maximise sales, without compromising on ads viewability, and brand safety.
Video HERE.
Media Lab – Google’s internal media agency responsible for planning, buying and placing media to advertise Google products – leverages programmatic techniques to improve efficiencies, build better creative and increase the relevance of advertising messaging. Emily Sears, Head of Digital at the Google Media Lab in EMEA, discusses the benefits in depth.
View the case study here!
For more insights on The Myths of Programmatic, watch the video HERE.
Get the slides here.
Get the slides here.
Get the slides here.
Brussels, 15 February 2016 – IAB Europe, the leading European level trade association representing a European network of national trade associations and companies from the entire range of actors in the digital advertising ecosystem, has taken note of the formal notice issued last week by the commission nationale de l’informatique et des libertés (CNIL), the French data protection authority, to Facebook asking the company to make changes inter alia to its use of cookies.
While prima facie the warning concerns only the company to which it was directed and not the entire sector, it carries a message for the entire industry, and may indeed have wider implications as many other French and European companies also engage in some of the practices in question.
Recent developments in the area of data protection law, including in the transatlantic and European contexts (Safe Harbour and the Privacy Shield, the proposed general data protection regulation, upcoming consultations on the amended ePrivacy Directive, recent national and European case law) are leading to a climate of confusion and uncertainty for many website operators. Yet companies are increasingly in need of legal certainty to maintain their ability to compete globally, but find such certainty to be sorely lacking.
“We are deeply worried about the current escalations and actions from some data protection authorities, which leave the industry in a state of legal uncertainty. Questioning the adequacy of Facebook’s information to users about cookies and obtaining their consent by way of a cookie-banner creates an environment of uncertainty for thousands of European companies that conduct similar business models,” said Townsend Feehan, IAB Europe CEO and continues:
“Cookies, including third party cookies, are an integral part of the Internet today and virtually all websites are relying on them for security purposes, displaying relevant advertising, analysing the effectiveness of their offerings, and more. It is just how the web works. The current escalations illustrate the need for an urgent clarification of the suggested data protection regulation and a revision of the e- privacy directive in order restore legal certainty for European businesses.”
IAB Europe urges the European Commission, national data protection authorities and other stakeholders to establish a constructive dialogue with a view to improving legal certainty, and is committed to do its part in contributing to such an undertaking.
