In the past 20 years, the proportion of non-US internet users measured by comScore has increased from 34% of the global desktop population to 89%, with EMEA now accounting for a third of this audience across the globe.
Global trends such as the growth of mobile platforms have created new digital time, and distributed audiences across devices. Understanding nuances of each platform, important synergies between them, and subtleties unique to the UK are key to making the most of consumers’ shift to multi-platform usage.
Some key insights:
Read the original report here.
Brussels, 14 November 2016 – Today, the European Interactive Digital Advertising Alliance (EDAA) launches new guidelines to enhance transparency and user control for online video advertising.
EDAA is responding to the distinct technical challenges video advertising presents, compared to the more traditional browser-delivered advertisements, in providing enhanced notice and choice for consumers with regards to online behavioural advertising (OBA) practices. The new guidelines provide specific technical assistance to businesses applying the online behavioural advertising (OBA) Ad Marker to videos. The OBA Ad Marker is a consumer-facing, interactive symbol that links consumers to an online portal, www.youronlinechoices.eu, where they can find easy-to-understand information on the practice of OBA.
The guidelines propose initial specifications for the video environment, including advice on the size, positioning, duration of display and linking options for the Ad Marker, which should be displayed directly in the corner of the advert. Video advertising is currently presented in multiple formats, most commonly in-stream as part of the delivery of video content, but also in other formats where video advertising is presented independent of video content (for example, freestanding in-page or in-banner video adverts) and the new guidelines cover these various formats.
“The advertising industry continues to provide practical solutions for EU citizens to manage their privacy preferences. These new guidelines aim to provide greater transparency and user control over behavioural or interest-based video advertising.” said Nick Stringer, Chair of the EDAA Board.
The EDAA is also keeping a pace with the business reality, which is that video continues to be a key growth driver of the European online ad market with worldwide video advertising expenditure forecasted to increase from 13.14 billion USD in 2015 to 17.68 billion USD in 2016 (Magnaglobal, 2016). "The extension of the European principles on online behavioural advertising to include video reflects the increasing importance of video advertising space as well as the continued will of the digital and ad industry to practically enhance transparency for OBA through EDAA’s self-regulatory programme." said Oliver Gray, EDAA Director-General.
This is the second EDAA development this year that is ensuring the OBA Self-Regulatory programme stays on top of market and technological developments. In March, the EDAA launched the Mobile Principles, adapting the EU Self-Regulatory Programme on Online Behavioural Advertising to the mobile environment. Consistent and proper use of the Ad Marker reinforces the application of consumer-friendly standards for Online Behavioural Advertising (OBA).
The Guidelines can be downloaded here.
About the EDAA
The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the Self-Regulatory Programme for Online Behavioural Advertising (OBA) across Europe since its launch in October 2012. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the youronlinechoices.eu online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure European consistency in approach. More information can be found at www.edaa.eu
For media enquiries, please contact:
Uzo Madu
EDAA Communications Coordinator
+32 2 213 4180
uzo.madu@edaa.eu
Our latest survey of European advertisers, agencies and publishers shows what some might think is a surprising paradox. Whilst consumers are moving in droves to mobile, where smaller screens and variable bandwidth make any advertising more challenging, the industry stakeholders we surveyed are betting heavily on digital video, the most sophisticated and complex ad format, with over 90% considering video to be an indispensable part of their overall strategy. Indeed, digital video is taking its place as an essential brand-building format, including in the mobile environment. Investment in mobile video is catching up with investment in desktop, as consumer media consumption habits evolve and advertisers aim to reach their audiences at relevant times throughout the day in a mobile, “always-on” environment.
More than 60% of Europeans use a smartphone, though Europe trails behind the US market where smartphone apps apparently account for around half all US digital media consumption, as measured in hours.
Many factors are contributing to the trend toward higher mobile use, including bigger screens, better screen resolution, ubiquitous Internet access at higher bandwidths, and robust competition between mobile handset manufacturers, which means more affordable smartphone models on the market and multiple ecosystems for app developers to build for, resulting in a richer range of service and content options for users.
Advertising, of course, is following users, as the IAB Europe / IHS Global Mobile spend survey released in September showed – mobile advertising growth is continuing to accelerate, with spend increasing by an impressive 68% in 2015 to € 37 billion from € 22 billion in 2014, driven by a mobile-first consumer environment, growth in premium video inventory and better marketing technology and measurement tools.
As the research we announced today shows, the future for digital video advertising looks bright, with over 90% of buyers (advertisers and media agencies) planning to increase their investment in the medium over the next twelve months. Publishers are similarly bullish about the prospects for increased advertising revenues from digital video over the coming 12 months. The Huffington Post is now embedding video in 80% of its content, and fully one in three visits to the site apparently results in at least one video view. Huffington Post owner AOL was quoted in our report as pointing out that video on mobile devices is the preferred media format for millennials – which anyone who, like me, has teenagers at home, can readily confirm.
Looming on the horizon, though, is the threat from ad blocking. Ad blocking penetration on mobile still lags desktop, but it is growing. Even if smartphones come out of the box with multiple browsers (Chrome, Safari, Opera, Samsung’s browser, Firefox), users are always free to download an additional app that will interfere with the advertising displayed on websites or apps. According to PageFair, in March 2016 408 million worldwide mobile users were using a browser that blocks ads by default, meaning that 21% of global smartphone users had an ad blocking browser app installed on their device
IAB Europe believes that publishers should be allowed to ask for compensation for their work, and to choose their own business models, whether advertising-funded, subscription-based, both, or something else. We also believe that publishers are entitled to take reasonable measures to ensure that their audiences understand the implicit deal that takes place when they view advertising-funded content online – viz., that in exchange for being willing to receive advertising, users don’t have to pay for access to content.
Over the next few months, we will have to ensure the right balance between mobile users’ choice and publishers’ right to compensation if we want to fully benefit from the opportunities offered by the mobile ecosystem.
Brussels, 9th November 2016 – Buy-side and sell-side digital video advertising strategies mature as measurement evolves towards branding KPIs and away from the click, the first IAB Europe Attitudes to Digital Video Advertising survey reveals.
Based on a survey of more than 650 advertisers, agencies and publishers from across 31 markets, the study provides clarity on the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods.
The research shows that nearly all stakeholders are now deploying some form of digital video advertising strategy, with over 90% of advertisers, media agencies and publishers claiming that they are using the channel.
Key findings of the report:
Alvaro Bolivar, Senior Director and Head of International Product, ONE for Publishers, AOL Platforms said: “Sound, sight and motion is the future of advertising. Video is now embedded in 80% of our original content on Huffington Post and one in three visits to the site results in at least one video view, showing that there is an appetite for both content creators and advertisers to engage with audiences through the medium, though the fact that this figure is not 100% represents an opportunity to close the gap between supply and demand in the market. Video on mobile devices is the preferred media format for millennials, and this is reflected in the 21% increase year on year in video views that we have seen on non-desktop devices.”
Oliver Gertz, Managing Director Interaction EMEA and Programmatic Lead Global Clients, MediaCom said: “As video consumption increases across digital channels, so does video advertising. Digital video can drive brand KPIs via inspiring and informing content combined with effective targeting. Integrated screen planning is important to maximise reach across all screens, from TV to mobile video.”
For more information, please contact:
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations. The online advertising Industry is estimated to account for over a million jobs in Europe and contribute over EUR 100 billion to European GDP, and acts as an incubator of high-end data analytics and other digital skills that can then be deployed in the wider economy.
In a previous article, we talked about what a data strategy is and the key components to build for success. Now, we look to the ‘why’ and explore the business value that comes from consolidation, analysing and making your data actionable.
Loosely, value commonly falls into three buckets:
Let’s take each value bucket in turn.
Making sense of the data you have
We often see brands with multiple data silos. A large consumer brand might have website journey behaviour in a web analytics tool run by the web marketing team; client purchasing and intent data within a CRM database; and a separate silo of data covering other marketing channels like paid search, email and social – all owned by different teams.
In this situation, it’s impossible to get a clear, single and consolidated view of each of your users. It’s simply a selection of ‘data prisons’ which, while they perform well for individual consumer interaction channels, miss the bigger picture. In a multi-channel, multi-device world where consumer journeys are not linear, you miss the colour and context.
What does this look like in reality? Your existing data sources, if joined up, could tell you that your search marketing drove an infrequent low cart value customer to your site, someone who viewed content but failed to make a purchase again. You then retargeted that user by a highly engaging video ad the following day, and the person made a purchase.
Identifying any gaps in data you need to supplement
First-party data by its very nature is extremely targeted, and here is where the value lies. However, it’s often so specific that a CRM database may know what a customer bought but not the full picture of ‘who’ they are: what are their likes and dislikes? How do they interact with your brand across channels? A data management platform (DMP), allows you to take your own datasets and line them up against other providers data to determine correlations such as demographics and interest categories. Traditionally this insight would need to be collected explicitly via consumer market research, which leads to non-real time insight, potential selection bias and small sample sizes.
Of course, the process of mapping your data assets against your business needs is often eye-opening. Marketers will then ask, ‘Why do we have have these data silos?’ or ‘Where do we capture interactions with our consumer when they do x, y or z?’
Visualising data for activation and analytics
We touched on audience insights in a previous post. These give a brand a fuller picture of their audiences and can help lead a data-driven strategy with existing and potential customers beyond the boundaries of digital marketing.
Key questions that could be answered through audience insights are:
In summary, start by answering the ‘why’ for data. Naturally the selection of data will come from this – you will achieve a better outcome than starting with the data sets and figuring out what to do with it once it’s in a DMP. It’s a case of plan and act today, get value tomorrow.
Q: What is your role at comScore?
Timur: I run our Advertising Platforms and Corporate Development teams, which include comScore’s campaign measurement and effectiveness solutions. Corporate Development includes M&A review and strategic partnerships. I enjoy the role immensely as it’s a wonderful blend of Product and Strategy.
Q: As the co-founder of MdotLabs, a fraud detection company comScore acquired in 2014, you’ve been involved in the war against fraud for several years. What are the most significant changes you’ve seen recently regarding fraud and invalid traffic (IVT)?
Timur: There have been significant, positive changes in the industry-wide fight against fraud and IVT. Compared to 2013, when we had difficulty getting anyone to pay attention to the issue, the industry is aligned and fighting IVT via multiple, coordinated organizations including the MRC and IABs. Notably, the MRC’s recognition of the distinction between “General” and “Sophisticated” IVT (SIVT) underscores that the industry is working hard to understand the nuances of this issue.
Q: Why is Sophisticated IVT (SIVT) detection becoming so important in the industry?
Timur: SIVT detection is so important due to how complex and fast-changing fraud techniques have become. The baseline General IVT detection and filtration of what you might call ‘standard’ botnet activity and conspicuous traffic patterns still leaves media partners vulnerable to more sophisticated techniques of malpractice, requiring more advanced methods of detection.
We are pleased to share that comScore recently received MRC accreditation for SIVT detection capabilities. Further, comScore is the first measurement provider to gain accreditation for SIVT practices for both content and campaign measurement of desktop and mobile web.
Q: Over the last year, IVT has become an increasingly hot topic for Europe’s digital industry. What key factors do media buyers need to watch out for to not fall victims to IVT? What about media sellers?
Timur: Some of it can be boiled down to common sense and doing one’s homework – who are you doing business with, have you met face-to-face, do you screen for results that are too good to be true? Is your media partner offering results in line with their track record or have they ‘come out of nowhere’? However, both buyers and sellers need to utilize a variety of internal solutions and external partners to fight IVT based on the recognition that the “bad guys” will never stop evolving their methods and IVT has different flavors depending on which media type your campaign is running.
comScore is working actively in IAB Europe’s Brand Advertising Committee and its Quality Taskforce which is looking at viewability, brand safety and soon fraud/IVT. The group’s work is reviewing the various industry initiatives in the U.S. and Europe on these topics with the ambition to leverage cross-border cooperation and harmonization of standards and audits as much as possible. At comScore we are certainly keen to help the markets across Europe accelerate their education and approaches to mitigating the threat that fraudulent and invalid traffic can cause to our industry.
Q: What technology and approach does comScore use to detect and remove IVT?
Timur: comScore leverages both the cybersecurity expertise gained via its MdotLabs acquisition and its massive data footprint to detect and remove IVT. comScore uses multiple methods, broadly described as anomaly detection, paired with machine learning to catch evolving threats. Given that comScore has the unique ability to compare results of specific campaigns to data captured through our audience panel, publisher tagging partners, and brand safety crawling engine, we have an unparalleled dataset against which to match normative vs. suspicious activity.
Q: We’ve seen that IVT often is more prevalent in programmatic trading than direct. What trends has comScore seen on this front?
Timur: That is still the case, programmatic buys are often more susceptible to IVT than direct buys – however in some cases we are seeing signs of improvement as our programmatic partners have used internal tools and external solutions to attack IVT.
Q: Programmatic continues to see immense growth in Europe with the latest IAB report showing programmatic spend up 70.3% year-on-year. What new ways are you seeing clients tap into targeting in today’s data-heavy and automated environment?
Timur: Clients are leveraging their 1st party data in conjunction with trusted 3rd party data more effectively and confidently than ever, across all platforms, so we expect that growth to continue. The ability to take trusted validation metrics and deliver campaign messages to a broad audience modeled on known customer profiles is delivering better KPIs than ever before.
Q: As we near the end of this year, what trends do you see shaping the industry in 2017?
Timur: The key challenge for clients now is no longer data onboarding, or running campaigns, but appears to be determining which 3rd party or DMP data is most useful vs. which is not adding any value to their campaigns. There will be a separation of the “wheat from the chaff” in terms of the many audience segment providers in the market. Additionally, we will continue to see cross-platform marketing gain ground as silos between TV and digital continue to blur for consumers and marketers alike.
Last Friday I had the pleasure of speaking at the Digiday Publishing Summit Europe in Nice, France. There were a good number of European publishers and technology companies in attendance. For me, the Summit was an opportunity to sound the alarm about the storm that is gathering in Brussels around online “tracking”, and how that storm may break on European media, depriving them of an important and growing revenue stream just when many of them are struggling in the transition to digital.
I explained how the negotiations on the General Data Protection Regulation (GDPR) had landed rather poorly for my members, with more data falling in-scope and fewer options for processing it legally than under 1995 Data Protection Directive. Still, I said, at least in theory we came out of the GDPR with three potential bases for processing personal data – consent, contract and legitimate interest.
I then shared the demoralising news that no sooner was the ink dry on the GDPR than we were confronted with the prospect of the goalposts being moved again, and those three legal bases being reduced to only one. This is a perfectly plausible outcome of the current review of the ePrivacy Directive, with its famous “cookie” provision. Instead of repealing that provision – which seemed to us to be the only logical course, since the GDPR leaves little or no room for arguing that cookies are out of scope – the Commission looks set to retain it in a new ePrivacy instrument, making digital advertising – or, in another variation, virtually every interaction that European users have with the Internet – subject to a single legal basis, consent.
But what’s wrong with that, you might think – surely something as important as the processing of personal data should not be done without the knowledge and agreement of the user?
My companies would fully agree. No one in my membership, and no publisher worth his weight in salt, wants to process the personal data of his customers in secret, or against their will.
But as I pointed out above, consent under the GDPR, consent, like the other legal bases, looks a narrower construct than under the 1995 Data Protection Directive. This is because recital language in the Regulation suggests that consent will not be operative when refusal to provide it might lead the user to suffer undefined “detriment”, or if there is “asymmetry” between the user and the provider of the online service that he or she is trying to access, or if the consent entails letting a publisher conduct data processing that is not “necessary” in order to deliver the online service. Any of these conditions could be interpreted in multiple ways. In the case of the “necessity” test, publishers may try to argue that it is “necessary” to pay journalists and keep the lights on in order to deliver content to users. Data Protection Authorities (DPAs) may make a different call.
Worse yet, I explained, even consent may not work in future. Since the summer, the national data protection authorities meeting in the Article 29 Working Party, with strong support from the European Data Protection Supervisor (EDPS), have been socialising the view that “cookie walls” – a phenomenon originally endorsed by DPAs as a means of implementing the cookie provision, and that allows publishers legally to collect consent for data processing – have failed, and need now to be banned. Informed consent, they argue, is a fallacy; consumers cannot be trusted to make the “right” choice, so they need to have the decision taken out of their hands.
Under this approach, the law would make it impossible for publishers to make access to their content conditional on the willingness to receive data-based advertising – the only kind of advertising that generates any meaningful revenue – or to process data to adapt content to what cookies on the browser of a regular user suggest that he or she is likely to be interested in. A future ePrivacy instrument could force publishers to offer either the very same content without advertising – that is, to give it away for free, or virtually for free – or via subscription, and at “reasonable cost”.
Such is the hysteria around tracking in Brussels now, and such was the failure of the GDPR to provide a “third way” for the low-risk processing of pseudonymous, non-sensitive data for advertising and the personalisation of digital content and services, that people one would not normally consider to be part of the lunatic fringe are perfectly at ease with the idea of the law dictating European publishers’ business model going forward – at least that of the publishers who are able to remain in business once the future rules come into force.
This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry.
Download the report below.
Reflecting growth of 67% year on year, Mobile Adspend reaches €108.5m in H1 2016 (Jan to June)
Total Digital Adspend is now at a record high of €216m for a half year, with 33% growth year-on-year
The H1 2016 IAB PwC Online Adspend Study sees growth of 33% in the Irish digital advertising market with a total digital spend of €216m - this breaks down into €108.5m on the mobile platform and €107.5m on desktop. As always, advertising spend follows media consumption and Mobile Adspend is now catching up with consumer online engagement via smartphones. Reuters Institute Digital News Report 2016 records that 80% of Irish adults are now using smartphones with Ireland ranking 3rd in smartphone usage in this study of 26 countries.
Digital Advertising Formats (Desktop and Mobile)
Display advertising had the highest growth rate among digital ad formats at 59% representing €94m in the first half of the year. Display now represents 43% of total digital spend.
Paid-for-Search advertising has grown by 21% year-on-year and remains the dominant digital format with a 50% share of total Digital Adspend at €108m.
Classified advertising online holds a 7% share of total online Adspend at €14m in the first half of 2016.
Within the Display category, Social Media Display saw a spend of €50.8m up from €22m in H1 2015 , Video advertising grew by 85% from €11m in H1 2015 to €20m in H1 2016 reflecting brand advertisers’ strong commitment to this format. Native Advertising cross platform at €36.6 m is now 39% of total digital display in H1 2016.
Finance & Retail are the top advertiser categories in Display Spend
Finance is the top spending category in display advertising across digital platforms with a share of 15% of display spend. Retail is in second position with a 13% share.
Irish Mobile Adspend now represents €1 in every €2 of total Digital Adspend
Reflecting the global growth trend in Mobile Adspend, the Irish market experienced 67% growth in mobile advertising to €108.5m in the first half of the year.
Mobile Search accounts for 58% of total mobile spend with Mobile Display advertising representing a 42% share.
Key Drivers for Digital Adspend growth:
1) Growth of digital consumption
80% of Irish adults now use smartphones * up from 75% in 2015.
2) Digital is the top focus for marketing spend for Irish marketers in 2016
Digital was ranked the top area for marketing spend for Irish marketers in 2016 by 73% of the respondents to the Alternatives/ MII Sentiment Survey 2016. 28% of Irish marketers will dedicate between 21% and 50% of their marketing budget to digital in 2016.
3) 61% of Irish adults spend more than 4 hours a week consuming video streaming content **
Video advertising delivers hard to reach audiences, 59% of 15-24 year olds watch more VOD than TV.***
Video advertising drives brand growth - following seeing a video ad 24% of adults visit the brand’s website following seeing a video ad, 20% search online for the brand.***
Further growth predicted for Online Adspend:
PwC predicts 16.5% growth per year (CAGR) in Irish Digital Adspend during the period 2016 – 2020 (PwC 2015 Global Entertainment and Media Outlook).
Media agency predictions: Carat predicts a 25% growth rate for digital in the full year 2016 with Core Media forecasting a growth of 23%.
Commenting on the study results Suzanne McElligott, CEO, IAB Ireland, said: ”Smartphones are increasingly being used as the main online device for users to access information, transact business, consume news and entertainment. It is very exciting to see Irish advertisers really embrace this platform which is the first device consumers reach for in the morning and is with them wherever they go throughout the day”
Commenting on the survey results, Richard Phelan, Strategy Manager, PwC, added: “One of the key drivers of mobile Adspend this year has been the continued growth in Display advertising. It accounted for the majority of mobile growth and now represents over 40% of mobile spend, up from 30% last year”
*Reuters Institute Digital News Report 2016
**Virgin Media Digital Insights Report 2016
***IAB Ireland report : The Power of VOD 3, conducted by Nielsen June 2016
For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291, maeve@iabireland.ie
Notes to Editors
Background to the study
Get the infographic below.
The Coalition for Better Ads has been established for the purpose of commencing an industry-wide effort to improve the consumer ad experience. The Coalition leverages consumer insights and cross-industry expertise to develop and utilize new global standards for online advertising and will address challenges posed by commercial ad blockers that could result in threatening the ad-supported Internet. Using consumer research and consumer views, the Coalition will work to learn about consumers’ evolving preferences regarding their online advertising experience and develop practices that are responsive to these preferences. ANA is one of the Coalition’s founding members.
This webinar scheduled for Tuesday, November 15, 2016 at 1:00pm ET / 6.00pm CET will provide an overview of the Coalition for Better Ads and how ANA members and others can get involved in this important initiative.
Read more about this webinar and register here. Registration is free.
Europe plays a significant role for the future of TV advertising, containing seven out of the top twenty advertising markets in the world. Differences between market structures and media consumption trends point to diverse paths of development towards programmatic TV in the region. This report by London-based research firm Enders Analysis examines the growth opportunities from automation and ad technology for European TV advertising over the next decade. The analysis covers France, Germany, Italy, the Netherlands, Sweden, Turkey and the UK.
Currently, TV advertising revenues are still predominantly generated by spot commercials on broadcast linear channels. Compared with the US, national airtime sales throughout Europe are highly consolidated into just two or three main groups by country. Although the trading mechanisms vary, there is broad reliance on Gross Rating Points (GRPs) as the currency, based on peoplemeter panel measurement.
Click on the button below to download the full report.
This is a three-part blog series:
Sink or Swim? Data without a strategy is going to drown you
While brands have now heard loud and clear that they need to start using data in their marketing, many organisations often struggle to get off the ground because they don’t have a real data strategy. We find clients without a data strategy that try to get value out of an ocean of data end up just drowning in the numbers.
Here’s an analogy I find useful: Do you take random ingredients out of your kitchen cupboards and then work out how you’re going to make dinner out of a tin of beans, some eggs and a bag of flour? Of course the outcome will be better and your ROI greater if you work out what you want to cook, and then go select the right ingredients from a recipe.
It might be worth first considering what data strategy is not:
For our clients, a true data strategy is about comprehensive vision and actionable foundation for an organisation to harness their data for customised messaging (advertising, content, etc.) at every stage of the customer journey. Data can help move ever closer to the marketer's holy grail of having a 1:1 conversation with the customer.
To kick off the process, you must start from the end and work backwards, understand what the business objectives and end goals are, then form a plan to get there. Too often brands start the conversation with a list of data assets (such as their website, CRM, paid media, email or search) and have no clear vision of their goals.
In order to qualify a true data strategy, we find clients have the most success if they employ three check points:
If you can’t hand-on-heart say these core principles are met, the data strategy is not yet complete.
Next step is to understand the core components of a data strategy, these consist of setting goals (as previously mentioned - start with the end in mind!), then understand your data sets (are they fast moving or slow moving? User level or aggregated?), next comes the execution part - plan the rollout & testing against a milestone driven timeline. Finally it’s critical to understand impact & this is done via measuring value metrics. More on the end to end process best practice in our final article of the series ‘how?’.
For additional reading, look out for IAB Europe’s Using Data Effectively in Programmatic white paper being published soon which will provide guidance on the types of audience data available and how they can be used to execute effective programmatic advertising.
