Interactive Advertising Bureau

dmexco is the global business and innovation platform of the digital economy. It enables visitors to experience disruptive trends and defines the business potential of tomorrow. This is the meeting place for makers and shakers, visionaries marketing and media professionals, techies, and creative thinkers. dmexco combines the leading trade fair for digital marketing with an extraordinary conference – and it’s the sector’s top event of the year.

Click here to register. 

Remember to also check out our DMEXCO Policy Panel and the Fireside chat!

IAB Europe Panel -  Programmatic advertising in Europe: Spend, strategies and models for the future

Join us in Seminar room 2 at 13:00 on 14 September

Stakeholders are reaping the benefits of concrete business impacts from investing in programmatic advertising, according to IAB Europe’s second Attitudes towards Programmatic Advertising report . In this panel representatives from across the digital advertising ecosystem will come together to discuss the latest programmatic advertising spend trends, the drivers and challenges and the future of programmatic in Europe. Gain insight into how programmatic strategies and models evolve as users and markets develop in experience and sophistication across the region.

DMEXCO signature - final

Moderator:

ALISON FENNAH
Executive Business Advisor, IAB Europe

Alison is responsible for expanding the IAB Europe research and marketing programmes. Alison brings with her over 20 years experience in marketing, business development and finance. She was previously Executive Director of the European Interactive Advertising Association, and joined IAB Europe when the two companies merged in May 2011. Alison helped to launch the EIAA in 2002 and oversaw the development of a wide-ranging activity programme involving: consumer, advertising and market research; event programmes across Europe; standardisation activities and education, of both the market and government, on the role of interactive advertising all aimed at growing the European interactive advertising market. In the 1990s, Alison worked in senior roles in European Marketing and PR with companies such as Yahoo! and Acclaim Entertainment, she also worked on the launch of some of the first Sony Playstation games. Alison started her career with Barclays in a variety of international banking roles. She speaks five languages and has a BA Hons degree In French and Spanish from Birmingham University.

Speakers:

DANIEL KNAPP
Senior Director, Advertising Research, IHS

Daniel is a Senior Director at IHS, where he oversees the global advertising research, consulting and forecasting practice. His key research areas include media market disruption, the re-architecting of the media industry through data-driven approaches, platform economics, advertising technology, and media M&A. Daniel works with a diverse array of organizations from investment banks, global media and entertainment groups, to governments and technology firms, advising on strategy, providing due diligence, trend modelling and expert insight. His insights have appeared in the New York Times, The Guardian, Le Monde, Variety and other international newspapers and industry journals. He is a regular guest on TV and radio, and frequent speaker at industry and academic conferences and policy round tables. Prior to IHS, Daniel worked in media policy for the State Chancellery in Dusseldorf, Germany, and as a Research Fellow at the European Institute for the Media, a think tank. Daniel studied in Germany, Finland, Paris and London and holds an MSc from the London School of Economics (LSE), where he is also completing a PhD.

GERHARD LOUW
Senior Manager, International Media Management & Digital Transformation, Deutsche Telekom Group

Gerhard Louw has been with Deutsche Telekom AG at the headquarters in Bonn, Germany for more than 9 years. As Senior Manager, International Media Management & Digital Transformation, he is responsible for steering and coordinating the international media function for the Deutsche Telekom Group across its 13 national telecommunication companies in Europe. A strategic focus area for him is the digital transformation of media & marketing: the way consumers connect with brands and screens (today and in the future), the way advertisers can use data & technology to shift from mass communication to targeted communication as well as the role of agencies and suppliers in the transformation process. His professional background spans 20 years and includes many aspects of marketing management on local and global levels, having worked in four of the most dynamic industries: advertising, fast-moving consumer goods, IT & Telecommunications. A South African native, Gerhard has worked across 4 countries and 2 continents, speaks 4 languages and truly enjoys working closely with people from different countries and cultures in cross-functional and virtual teams. He has two business degrees and a post graduate diploma, is a registered Coach and a workshop facilitator & moderator. He recently published his first book, a guide to finding one´s feet and integrating in Germany.

ALEX STIL
Chief Commercial Officer, GroupM Connect Worldwide

Alex is known as a results-driven senior "digital" executive with unique combination of operational, digital and creative experience. Alex is widely recognized as a passionate digital pioneer and entrepreneur in the online media market. Currently CCO at GroupM Connect where he is commercially responsible for al real-time media management activity in the group. Prior to this he was leading digital in the EMEA region at Mindshare combined with leading programmatic media globally. He started his career at GroupM in 2008 as COO Mindshare Netherlands. Prior to joining Mindshare in 2008, Alex was CEO and co-founder of Reddion, the first online media agency in Europe, which was sold to WPP in 2007. With Reddion Alex worked for clients to develop their digital knowledge and assets and was overall responsible for all their digital campaigns. Clients Alex worked for are: Unilever, KPN, monster.com, ING, Dell and Kodak.  Next to CEO of Reddion Alex was in the same period also shareholder in Bloosem Media, a successful search engine marketing in the Netherlands. Alex started to work in the digital market in 1996 as managing director of Arthouse Multimedia, a subsidiary of Arthouse design & advertising. He and his companies have received numerous industry honors such as Spin awards, Amma; Agency of the year 2x, Dutch search engine marketing award, Dutch email marketing award and was nominated twice as online media man of the year.
David something
DAVID GODDARD

Global head of Programmatic Trading, Advertising Sales BBC Worldwide

David is responsible for programmatic advertising across the BBC’s commercial digital portfolio across the globe. He is focused on automating the BBC’s display and video advertising and ensuring that its inventory is discoverable in all markets outside of the UK. Prior to joining BBC Worldwide in 2014, David was responsible for programmatic trading at Gumtree (part of eBay inc) where he was at the forefront of premium programmatic trading in the UK, setting up Gumtree’s first private market place in 2011. Before Gumtree, David worked at London Metro.
Hank
HENK VAN NIEKERK
Head of Publisher Services, AOL International

Henk van Niekerk is Head of International Publisher Services at AOL International. In this role, he leads the international publisher teams in all markets outside of the US across EMEA, Americas, APAC and SEA. Henk is responsible for seeking out and developing relationships with large publishers, content and syndication partners, and programmatic demand sources to increase the adoption and usage of ONE by AOL for Publishers display, mobile and video advertising platform and services. During his time leading the international publisher business, Henk has built a team that works with publishers to show how AOL can provide all the tools to successfully monetise their properties. Before joining AOL in 2013, Henk oversaw publisher sales and inventory operations at video ad platform Adap.tv. Henk has spent more than 16 years in the gaming, entertainment, advertising and technology industries holding a wide range of positions in business development, sales, operations and marketing.

Don't get lost - dmexco is bigger than ever! Download the floor plan here and join us in Hall 5Seminar room 2!


About the Expo

Within just a few years, dmexco has developed into the most important meeting point for the global digital economy. This is where visitors can conclude direct business deals, make valuable new contacts, and evaluate business ideas. The expo presents all the relevant brands of the digiconomy. The focus is on dialogue – and that certainly pays off. Around 50,000 visitors and more than 950 exhibitors are expected in 2016.


About the Conference

Thanks to its outstanding international conference program, for two days dmexco will be the hotspot of the digiconomy. The leading thinkers of the digital economy will be coming here from all over the world in order to present and discuss the latest trends and innovations. Visitors can look forward to a full program of practice-oriented presentations by top international speakers, lively discussions, and a wealth of new impulses.

Dicover more about the conference here.
 

Click here to register now!

Programmatic advertising has become an essential component of modern marketers’ digital strategies. With its real time insights, granular targeting, effective tracking, and precise cross-device capabilities, programmatic advertising has gone mainstream, with most publishers now offering premium inventory for Real-Time Bidding (RTB) buying.

However, nothing comes without challenges.

A major concern for marketers in regards to RTB has always been brand safety. Marketers naturally need their ads to appear on sites that align with their brand’s DNA. Unfortunately, when inventory is purchased via an open ad exchange, brands do run the risk that their ads could appear on undesirable sites due to nefarious activity.

However, since the dawn of programmatic, Adform has invested considerable resources into creating a wide range of market leading data science solutions based on complex algorithms to effectively combat fraudulent activity.

As experts within the field, we are fully dedicated to providing our clients with a brand safe programmatic environment, and actively support initiatives that help us ensure that we remain at the very forefront of brand safety. We have therefore been assisting the European Commission and IAB Europe at the Intellectual Property Right (IPR) Enforcement Conference in a project which aims to eliminate commercial scale online IPR infringements by preventing money from online advertising budgets flowing to websites based on such activities.

At the conference, a wide range of key European and international decision makers, public representatives, enforcement agencies, multinational companies and other stakeholders reviewed the progress made and planned the next steps in arranging  and applying new measures to further disrupt and suppress all IP infringing activities at their source, with the goal of ensuring full supply chain integrity.

Being part of the IAB Europe Policy Committee and the Digital Single Market Task Force, our CTO Jakob Bak said of the project:

“This initiative is a very welcome collaboration between government bodies and the industry towards ensuring brand safe advertising placements. On a more practical level, I initially expect the initiative will help ensure that the process of sharing black lists (of IPR infringing sites) with local police, enforcement agencies and other industry partners becomes a much more streamlined and common practice. Further down the road, I expect that increased industry participation (based on a self-regulatory approach) will result in higher commitment by advertisers, intermediaries, sell-side networks and exchanges. This is key in order to effectively eliminate advertising revenue flowing to these illegal websites, and will thereby disrupt IP infringing activities. This initiative is a positive development towards increased industry collaboration and commitment in regards to tackling the larger issues I see in terms of combatting programmatic fraud.”

The initiatives regarding online advertising are only a part of the Commission’s focus, which also deals with the illegal counterfeiting of physical goods. However, Jakob Bak sees similarities between counterfeiting physical goods and ad fraud:

“In my view, online advertising fraud is simply digital counterfeiting, as fake inventory is often sold while labelled as a premium brand. Although Adform has our own powerful fraud prevention technology (called Bearskin) in place, I believe that the sheer existence of this significant issue is hurting the industry in general, in particular programmatic, through the total allocated budgets as well as through the continued funding of criminal operations which fuels even more advanced fraud, such as malware, hacking, DDOS attacks and the like. We hope that this initiative will act as a catalyst to expand the commission's focus to ultimately tackle these problems as well."


To learn more about Adform, IAB Europe and the European Commission’s battle against IPR infringement, or our own Fraud Detection solutions, please contact Jakob Bak here.


Further information on the event can be found here.

Read the original article here.

This blog article was originally published on the TYPES Blog. TYPES is a EU-funded programme under Horizon 2020 whose aim is to support growth in the online advertising industry through trust-enhancing tools and technologies, in the face of the growing popularity of advertising mitigation software such as ad blockers. IAB Europe plays a critical role in this programme, by providing insights and inputs from the digital advertising industry perspective.

As from 2018, under the newly adopted General Data Protection Regulation (EU) 2016/679 (GDPR), the Article 29 Working Party (WP29), bringing together the European Union’s national data protection authorities, will become the European Data Protection Board (EDPB).

The Working Party recently published its work programme for 2016 – 2018. The plan reflects the significant changes to the regulatory landscape arising from the adoption of the GDPR, and indeed was accompanied by a supplementary statement drilling down on GDPR-specific priorities.  Both documents illustrate the important institutional implications of the new Regulation, which the WP29 will need to manage while continuing to perform its advisory role on substantive matters.

So what have the Data Protection Authorities (DPAs) identified as their priority tasks for the coming two years?

The Work Plan for 2016 – 2018

The work plan for 2016 to 2018 is laid out according to Working Party’s structure of eight sub-groups.

The eight subgroups cover a range of substantive topics, and includes one cooperation sub-group which is tasked with overseeing any coordinated actions by DPAs, specifically those around the consequences of the Court of Justice of the European Union (CJEU) case which invalidated the Safe Harbour arrangement.

The other seven subgroups focus on these substantive issues:

All of the subgroups will be re-examining the opinions relevant to them in light of the new legislation, to hammer out any inconsistencies. Particularly interesting for the TYPES project are the Technology and Key Provisions subgroups.

The Technology subgroup looks at technological developments and their impact on privacy – for example the Do not Track standard. It also works on the topic of user friendly and privacy-complaint was of informing and expressing consent by way of smart devices, the e-Privacy Directive, and the Digital Single Market.

The Key Provisions subgroup, on the other hand, will be looking at interpreting all the key concepts contained in the new legislative framework, which could have some interesting results.

The Action Plan on the Implementation of the GDPR

In the action plan on implementing the GDPR, issued on 2 February 2016, the WP29 indicates it will add new objectives and deliverables to the action plan in 2017, and also states that it will regularly consult relevant stakeholders (where appropriate) about the implementation of the GDPR.

The plan has four priorities, two of them being directly related to the creation of the EDPB. One such priority is setting up a Task Force dedicated to creating a structure for the EDPB in terms of its administrative aspects, such as IT, human resources, and budget. Another priority is focusing on communications around the EDPB – making it “visible and identifiable as a key player which legitimacy stems from the DPA”. As a part of this it aims to create an online communication tool.

The other two priorities set out are largely based around continuing to fulfill its role as the EU-level privacy watchdog; issuing guidance on new concepts introduced by the GDPR, and preparing the consistency mechanism. This includes designating a lead data protection authority, the one-stop shop that was promised for enforcement cooperation, and creating the vaguely termed ‘EDPB consistency mechanism’.

This consistency mechanism is a reference to Article 63 of the GDPR, a mechanism through which DPAs cooperate to contribute to the consistent application of the GDPR. There are several references throughout the GDPR to this consistency mechanism so it will be quite an important issue for the EDPB to get right. The recitals explain it a bit further – the mechanism should apply in any cases where national DPAs may adopt a decision that affects a large number of people in multiple Member States.

Rebranding or transformation?

The question still remains whether becoming the EDPB is more than simply rebranding. The work plan seems to indicate that the WP29’s subgroups will be continuing their work as usual, but the action plan indicates that some substantive changes will need to happen in the coming year and a half. Particularly, the administrative restructuring of the WP29 and the focus on improving its communications indicate that the EDPB wants to have a louder voice and become a more prominent body. This makes sense given the GDPR assigning a stronger role to DPAs. Added to that are several provisions in the GDPR where the EDPB gets to have the final say. Based on this, it’s safe to say that the EDPB is not simply a rebranded Working Party, but a larger and more important body.

Guy Phillipson, the Chief Executive of the UK’s Internet Advertising Bureau has announced his intention to step down in January 2017 after exactly 12 years heading the industry body. Phillipson will stay involved in the media business through advisory and non-executive roles.

Since his appointment in January 2005, the UK online advertising industry has experienced rapid growth, from £825m to £8.6bn in 2015, representing a world record 43% of total UK media expenditure. During his time as CEO, Phillipson transformed the IAB to become a valuable, free resource for marketers, encouraging best practice and setting standards for audience measurement, brand safety, and ePrivacy through the global Ad Choices programme.

He also devised and launched the IAB's Engage conference which endures as the focal point of the year for the digital advertising industry in Britain.

IAB UK, CEO, Guy Phillipson said, “For me, leading the IAB has been the most rewarding and exhilarating job in the world, navigating the growth of video, social, mobile and programmatic advertising – none of which really existed when I took over. But the best part has been recruiting and nurturing a team of top professionals, and working with incredibly bright and supportive member companies right across the global digital industry. So to be moving on at a time when the UK is so far ahead, and digital advertising is a large, vital ingredient to the success of all ad campaigns, is a big decision for me. But the time feels right”.

Richard Eyre, CBE, Chairman of IAB UK said, “Guy has transformed the IAB, creating a model trade organisation of 1200 businesses which has played a consistent role in building confidence in online marketing.  He has achieved this with tenacity, humanity and a lot of laughs. His place in the history of online advertising is assured.  We'll all miss him, but he’s played a blinder

The IAB UK will be considering internal and external applications for the position of CEO, with a view to appointing Phillipson’s successor before the year-end.


For more information contact:

Harriet Gale, Senior PR & Communications manager, IAB UK, +44 020 7050 6957, harriet@iabuk.net


About the Internet Advertising Bureau UK

The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners and agencies. Given the rapidly evolving nature of the digital landscape, the IAB works to ensure that marketers can maximise the potential of digital media and mobile devices, helping members engage their customers and build great brands. By disseminating knowledge and fostering dialogue through research, policy guidance, training and events, the IAB aims to be every marketer’s authoritative and objective source for best practices in internet advertising. To access the IAB’s current research, policy briefings, training opportunities and events schedule, please visit www.iabuk.net.

 

Below you can find a list of recordings for all 2016 webinars hosted by IAB Europe. This list will be updated regularly.

Library of Programmatic case studies sell-side webinar

Drawing on some of the case studies within the programmatic library the webinar showcases how programmatic works and how it can deliver on key objectives.

The recording is available here.

Library of Programmatic case studies buy-side webinar

Drawing on some of the case studies within the programmatic library the webinar showcases how programmatic works and how it can deliver on key objectives.

The recording is available here.

Advertising Effectiveness and Cross-Device Measurement webinar

This is the first of two webinars showcasing the winners of the 2016 IAB Europe Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.

The recording is available here.

Consumer Behaviour and Media Planning webinar

This is the second of two webinars showcasing the winners of the 2016 IAB Europe Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.

The recording is available here.

Below you can find a list of recordings for all 2015 webinars hosted by IAB Europe.

European Programmatic Market webinar

The IAB Europe European Programmatic Market Sizing report reveals that the European Programmatic market grew by 70.5% reaching €3.65bn in 2014. This webinar dives deeper into the trends driving this growth.

The recording is available here.

White Paper on Digital Advertising in the European Economy webinar

The white paper includes an EU-level estimate of the number of jobs attributable to digital advertising, using a new approach that is intended to finesse the shortcomings of some earlier attempts, but without constituting a full, formal economic impact assessment.

The recording is available here.

Road to Programmatic Sell-Side Considerations webinar

This webinar addresses how sell-side stakeholders can develop their programmatic strategy including considerations for choosing an SSP, how to use data effectively and how mobile and video can be developed as part of this strategy.

The recording is available here.

Road to Programmatic Buy-Side Considerations webinar

This webinar addresses how brand advertisers and agencies can develop their programmatic strategy including considerations for choosing a DSP, how to use data effectively and how mobile and video can be developed as part of this strategy.

The recording is available here.

Multi-screen Behaviour and Media Planning webinar

This is the second of two webinars showcasing the winners of the 2015 IAB Europe Research Awards which recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.

The recording is available here.

Global Mobile Ad Revenue 2014 webinar

This webinar explores the trends in the Global Mobile Ad Revenue 2014 report.

The recording is available here.

Operational Considerations and Choosing the Right Solution for a Programmatic Trading Strategy

This webinar explores some key considerations from the IAB Europe Road to Programmatic white paper for developing a programmatic strategy.

The recording is available here.

European Online Advertising spend in 2014 webinar

This webinar explores the trends of the IAB Europe AdEx Benchmark 2014 report, the definitive guide to the state of the European online advertising market.

The recording is available here.

Advertising Effectiveness and Cross-device Measurement webinar

This is the first of two webinars showcasing the winners of the 2015 IAB Europe Research Awards which recognise and celebrate the contribution made to the development of the industry by innovative research projects and the teams behind them.

The recording is available here.

Introduction to Programmatic Trading webinar

This webinar provides insight and education into Programmatic Trading and how it is developing across Europe drawing on some of the content of the IAB Europe Introduction to Programmatic Trading white paper.

The recording is available here.

The future of data for programmatic advertising is bright but is not without its challenges. brands, agencies and publishers have made their steps in developing their programmatic strategy in the last few years and some even more strategic steps. However, more and more recognise that Programmatic without data is very linear and its getting more difficult to reach the goals with every additional buyer. So data is the key to being a smarter buyer and seller. If you want to get your customer journey or attribution model straight you have to get all your own data together, if you want to leverage your bidding on programmatic platforms you need third or second Party data to be the smartest buyer out there, because with every additional buyer it becomes harder to get the right impression at the best CPM.

Unfortunately getting data is still not that easy. For third party data, the markets need quality, transparency and reach for the buyers across multiple markets and countries. Second party data requires platforms and technologies directly at the data owners and if they have a data technology in place, it must be compatible to the technology of the partners or must be connected with an API (application programming interface - a direct connection between two different systems).  And for first party data you need technology in place to start with and then questions, like “inhouse data privacy questions” or “how do we deal with opt in and opt outs of our users and customers” have to be addressed

If you are global brand with 50 countries and regions, 20 different brands and units and different regulations across markets or unexpected challenges like “UK leaving the EU” it is very challenging, takes time, resource and the right technology partners to accomplish a programmatic data strategy. But in the end, no one has a choice. Businesses will automate what can be automated, they will do digital advertising where possible and in the future trade all advertising programmatically.

However, reaching the target audience using data and programmatic is not the end, the message needs to be relevant and with the rise of ad blocking this is more important than ever. Data provides the possibilities to reach those audiences with relevant ads and content they want to look at.

So programmatic is here already, now it’s the right time to get the strategy for data right.

IAB Europe and its members is currently working on producing a white paper outlining how to use data in programmatic trading effectively, watch out for this publication in September.  The Road to Programmatic white paper provides guidance on key considerations for developing a programmatic strategy.

Criteo Dynamic Retargeting helped La Redoute unlock a new sales stream and convert new customers across Facebook’s desktop and mobile properties.

By adding Facebook Dynamic Ads to its existing Criteo Dynamic Retargeting campaigns, La Redoute converted +10% more customers at about half the cost of sale. Criteo’s tight integration with Facebook Dynamic Ads and ability to capture purchase intent across the entire shopping journey enabled La Redoute to reach new customers across Facebook properties when they were most likely to convert, generating 28% incremental sales from new product discovery at 18% lower cost per order

Click the button below to get the case study.

Consumers are consuming more and more digital video content and as such digital video advertising showed significant a growth of 35.8% in 2015 and is driving brand spend into online (IAB Europe AdEx Benchmark 2015 report). However there remains little insight into the current adoption, strategies and attitudes towards the format.

Therefore, IAB Europe invites brand advertisers, agencies and publishers to share their thoughts on digital video advertising in this survey to elevate understanding and identify areas for guidance to help with strategy development.

The survey will take no longer than 10 minutes and will close on Friday 16th September. Participants will be among the first to see the results and your input will help shape future IAB Europe work streams. Please pass on the survey link to any relevant colleagues. Your response will be treated in the strictest confidence.

Take part now: https://www.surveymonkey.co.uk/r/IABEUvideo

Thank you for helping us to create another important asset for the European digital industry!

The global advertising landscape continues to evolve as investment shifts to digital across various devices and channels. This change in direction underscores the need to understand your campaign audience delivery across screens in a way that is comparable and easily actionable. This release of Nielsen's Digital Ad Ratings benchmarks and findings gives you an inside look into audience delivery across four geographic regions with the market specific information required to make strategic decisions around how you invest and optimize your campaigns.

With a new industry focus on digital advertising there has been a burst of new metrics and targeting capabilities, but this has not been enough. In the UK, 45% of impressions delivered to campaigns targeting Persons aged 25-54 ended up reaching the wrong target audience. And this only gets lower for more narrowly targeted campaigns.

Nielsen can help solve the audience delivery problem by giving you benchmarks that quantify performance against all the key demographics at global scale. This is quantified by measuring a campaign’s “On-Target Percent.” and can give useful information about when further optimization is needed. These benchmarks continue to become more robust and will expand as Nielsen starts including results from the nine new markets they on-boarded this year, bringing the total to 17 Digital Ad Ratings markets globally.

Download the report below

<strong> Get the slides <a href="https://www.slideshare.net/IAB_Europe/joint-industry-statement-e-privacyfinal1?ref=https://iabeurope.kinsta.cloud/" target="_blank" rel="noopener">here</a>.</strong>

Remember the internet before web browsers? I didn’t think so.

Before the advent of Netscape as the first commercial web browser in 1995, the potential of the internet lay stagnating in technological silos. In his book, The World Is Flat, Thomas Friedman describes the launch of Netscape in 1995 as one of ten levellers of globalization or “flatteners” that made the world what it is today.

Now, programmatic advertising for mobile finds itself in a similar situation to that of the pre-browser era. There are lots of screens, lots of ways to track users, lots of ways to deliver ads and none of them communicating together to deliver a holistic, customized user-targeted ad experience.

Or as the IAB puts it, “while the potential for mobile advertising is enormous, it is challenged by the lack of tools available to meet advertisers’ needs for targeting their desired audience and tracking the effectiveness of their spend…”

And yet, it’s an exciting time because we can see that potential – while advertising in VR might seem like a futuristic thought, it’s going to happen quicker than you think.

So what’s the solution? At the moment, there isn’t one and in the end it might not be a single “missing link” that creates the final holistic experience. Tech partners will need to work together to find the key that’s going to create the next Netscape. And to some extent we already are. Here are just two innovations being used right now to make technology flatter.

Tracking users: universal logins and device fingerprints.

We’ve all seen the rise of universal logins across the internet. This is when we’re given the option to login to a new online experience using an existing account, whether on Google, Facebook, Microsoft or Twitter. According to the IAB, “This type of tracking is limited to specific vendors, but enables companies with this type of universal login to gather data across applications and devices.”

Another effective way to track users is using device fingerprints. This type of software collects data points on any device in the online environment without the use of cookies. That means that this type of solution can be used to fully or partially identify individual users or devices even when cookies are turned off.

Deploying data to match the ad opportunity: Hadoop and Kafka frameworks.

With so many data points being collected from across devices, it’s important to be able to maximize the value of that data, and it’s open-source frameworks that help us do that. We use what’s called a Hadoop framework to store and aggregate the huge amounts of data ad tech can collect.  Kafka frameworks are used to move real-time data feeds, since, in our industry the timing and speed of processing and utilizing data is critical.

What does this mean for publishers and advertisers? There’s a lot we can do with what we have now.

With the tools we have now to track users and deploy data in real-time, a platform like ours can already evaluate tons of strategic data to serve up users a well-targeted experience in real-time. But we’re also pushing towards the next breakthrough. New platforms and new publishers will continue to innovate the communications industry and we must continue to innovate along with. Groups that help standardise technology requirements will help this innovation scale. Organisations such as IAB Europe have helped by simplifying the landscape of mobile ad formats across Europe and reducing the processes and costs related with planning and booking national and Europe-wide brand advertising campaigns with the Mobile Brand Builders ad format recommendation. This helps setup the market for continued growth by getting everyone on the same page. The world of mobile will continue to accelerate and grow. It’s exciting to get up every day and be able to work on new technology that will bring the industry one step closer to a holistic, customized user-targeted ad experience, a tech-flatter world.

I can’t wait to see what that world will look like.

The majority of Europeans own a smartphone, making the platform a key consideration for any industry. How can retailers best leverage consumers’ consumption habits? 

An analysis of the mobile landscape taken from comScore Mobile Advisor reveals the differences in smartphone adoption in Europe, as well as the use of apps and browsers for smartphone purchases.

comscore1

Key Findings:

comscore2

comscore3

The ability to understand how smartphones are growing as a vital commerce channel is important for retailers to optimise the right platform experience and engage their target audience. To learn more about comScore mobile solutions including Mobile Advisor, MobiLens, Mobile Metrix, and MMX Multi-Platform, please contact comScore.

You can read the original article on the comScore website here.

IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
Belgium
Sign up for our newsletter
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram