The IAB (Internet Advertising Bureau) US and ABC UK global list for ad and site traffic-related, non-human (robotic) activity, known as the International IAB/ABC Spiders & Robots list, helps filter known, non-human activity that can significantly inflate ad impression and site traffic counts. Effective use of this data can lead to a more transparent and accurate measurement for you and your clients. The implementation of this list is a requirement in the UK by ABC & JICWEBS 'Web and AV Reporting Standards' and in the US for the IAB's Ad Impression Measurement Guidelines' and the MRC's 'Invalid Traffic Detection and Filtration Guidelines'.
There are actually two text files that make up the International IAB/ABC Spiders & Robots List - one that identifies known robots and one that identifies valid browsers. Both are lists of User-Agents. There are therefore two ways of using these lists and you should download the text files that correspond to how you wish to use them. Either using the single-pass method (excluding robots only) or the dual-pass method, recommended by the IAB US (including valid browsers THEN excluding remaining robots).
These IP addresses typically represent activity from external site monitoring tools and from certain robots which use generic User-Agents. The current IP address exclusion list is always available in 3 formats: CIDR, plain text and also in a perl-style regex format.
The Bots file downloads in a text file format and is 40kbs. The IP exclusion list downloads separately and is 3kbs.
Access can be direct through our website or we can set up access via FTP. We are looking at the implications of setting up an API.
Updates are monthly on or before the 25th of each month
We email subscribers with any emergency changes that affect the list in addition to making newly revised lists available through the ABC website each month. Once subscribed you need to log in to the technical area of the ABC website each month to download the list.
"ABC/IAB Robots and Spiders list is a critical resource, providing a central repository where search engines and others committed to transparency have declared themselves.” Larry Goldstein, VP – Research Audit Services, comScore
Traffic Fraud is a serious problem. Addressing this issue together as an industry is essential to preserving the integrity of the online ecosystem and for maintaining trust.
To stop non-human activity that inflate ad impression and site traffic, download the registration form below and send it to the IAB Europe Team: communication@iabeurope.eu.
Note: IAB Europe members get a special discount on the subscription rate.
On 13 September at #dmexco, IAB Europe CEO, Townsend Feehan hosted The Privacy Debate – Preparing for GDPR: Embracing the inevitable regulations
Becoming effective in 2018, the new General Data Protection Regulation (GDPR) and the upcoming ePrivacy regulations will bring fundamental changes to the legal framework in which every business dealing with data in Europe has to operate. Especially companies who rely on third party data or whose business model is based on tracking people across the internet and using the data will be affected. Critical voices, among them the World Federation of Advertisers, doubt that the digital landscape is already prepared for the implications of the GDPR. Let’s get started with the upcoming changes now and discuss the right ways to embrace the inevitable regulations in our industry, from processes and policies through to technology changes.
Watch the video: here.
Speakers:
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| Dr Sachiko Scheung, European Privacy Officer, Acxiom | Stefan Loerke, CEO WFA | Julia Shullman, Chief Privacy Officer & Deputy GC Appnexus |
This is the first of two webinars showcasing the winners of the IAB Europe 2017 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary webinar shared winning case studies of the Brand Advertising Effectiveness, Advertising Solutions, Research and Data Innovation and Consumer Devices categories.
The recording and case studies are available below.
You can watch the webinar here.
[slideshare id=80009486&doc=iabawardskantarmillwardbrownoathcadbury08-170921084343]
[slideshare id=80009713&doc=iabeuropewebinarsept19gemius-170921085014]
You can register for the second webinar in this series and all our other webinars and events here.
This is the first of two webinars showcasing the winners of the IAB Europe 2017 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary webinar shared winning case studies of the Brand Advertising Effectiveness, Advertising Solutions, Research and Data Innovation and Consumer Devices categories.
The recording and case studies are available below.
You can watch the webinar here.
[slideshare id=80009486&doc=iabawardskantarmillwardbrownoathcadbury08-170921084343]
[slideshare id=80009713&doc=iabeuropewebinarsept19gemius-170921085014]
You can register for the second webinar in this series and all our other webinars and events here.
Viewability is a crucial yet controversial digital advertising metric.
It not only dominates the industry measurement agenda—the top priority for nearly half of U.K. digital advertisers—but it’s also recognised as a key transactional element by 68% of advertising professionals. The reason for this is easy to understand. Ensuring brands engage consumers is the purpose of the advertising ecosystem and to achieve this, the ad must at least be viewable.
Download the report off the FreeWheel website here.
On the 25th and 26th September, IAB Europe will host its annual European CEO Policy Fly-in.
The European CEO Policy Fly-in brings together C-level executives of Europe’s innovative and competitive companies in the digital advertising ecosystem. It is a unique opportunity for European industry leaders to provide “real world” feedback to the EU policy makers and stakeholders whose policy and regulatory initiatives increasingly impacts business in the digital advertising ecosystem.
A wide-ranging group of CEOs and Senior Executives from a number of major European companies, such as GfK, Havas, Meetrics, Purpur Media Vermarktungs GmbH, RTL Group, are expected to meet with key EU policy makers from the European Commission, the European Parliament and representatives of the Members States, to discuss the proposed ePrivacy Regulation and its critical role in ensuring growth and innovation in digital advertising while protecting users’ interests.
For more information, please take a look at IAB Europe's latest Position Paper on the ePrivacy Regulation proposal.
The GDPR Compliance Primer has been prepared by the members of the IAB Europe GDPR Implementation Working Group, under the leadership of Improve Digital.
The purpose of the GDPR Compliance Primer is to give companies a guide to navigating the first steps required for GDPR Compliance, and to make Members of IAB Europe aware of the scale and consequences of figuring out compliance with the GDPR.
The GDPR Compliance Primer is an evolving document, and may be subject to change in case of major developments of public authorities or the work of IAB Europe's GDPR Implementation Working Group. The current version is Version 1.0, published on 22 May 2017.
Browse the Primer or download it below:
Platform Now Available to Worldwide Advertisers, Publishers, Agencies and Ad Networks to Promote Trust and Transparency in Digital Advertising
RESTON, VA, September 14, 2017 – comScore today announced that it has extended access to its free viewability measurement solution around the globe. First announced in April 2017, comScore Viewability has completed live testing by worldwide advertisers, agencies, publishers and ad networks, and is now broadly available.
comScore Viewability is a self-service solution that enables clients to continuously measure digital campaigns within and across publishers and ad networks through an easy-to-use interface that reports baseline display and video viewability metrics. Providing broad access to viewability metrics promotes trust and transparency in advertising and shifts focus toward more advanced measures of ad impact, such as in-target reach and frequency and lift in brand equity, sales, or visits to retail stores and other destinations.
“We’re now several years into the viewability debate, yet it seems like our industry is having the same conversations while overlooking advertisers’ more critical needs,” said Dan Hess, executive vice president of products at comScore. “By offering free viewability measurement, we’re taking a stand to help marketers benefit from more meaningful metrics, such as who is truly being reached and the impact of creative and placement decisions.”
“If we’re to achieve true cross-platform measurement, we need to be confident that impressions are being measured on the same ‘opportunity to see’ basis that has been a standard for decades in television,” Hess continued, “By making viewability a given, we’re enabling clients to connect the dots and understand the total impact of advertising investments across both digital and TV.”
comScore Viewability uses the same measurement tag and technology as comScore validated Campaign Essentials™ (vCE®), meaning the metrics provided in comScore Viewability will align with vCE-reported data. vCE is accredited by the Media Rating Council (MRC) for both display and video viewability for impressions in desktop and mobile environments, and includes filtering of both general and sophisticated invalid traffic (IVT). comScore Viewability is not accredited at this time.
To sign up for comScore Viewability, please click here.
To receive updates related to viewability and other comScore advertising solutions, please click here.
What the Industry is Saying
"In order to create a total video marketplace where buyers can plan across platforms to achieve advertising goals, viewability is key to leveling the playing field between digital and TV. This new viewability solution will help expand access and use of viewability measures, allowing the industry to turn its focus back to making sure that ads have an impact."
- Lyle Schwartz, president of investment, North America, GroupM"IAB applauds comScore for providing critical support for the digital ad industry’s viewability standard. It is critical that this industry stop wasting time on unproductive arguments about baseline standards and start investing time on what really matters – the strategies, ideas, and executions that move hearts, minds, and wallets. The MRC standard for viewable impressions was agreed to and has evolved under consistent cross-industry participation. It’s time for the entire marketing-media ecosystem to accept it and move on to more productive innovations, including agreement on how to measure cross-media audiences and engagement."
- Randall Rothenberg, president and CEO, Interactive Advertising Bureau (IAB)“Viewability has been one of those important issues that no one was quite willing to make the first move on. What comScore just made is a leadership move. They’ve changed the conversation and created a new normal on the issue of viewability. It’s great to see.”
- Doug Weaver, CEO, Upstream Group“Establishing viewability as a baseline standard is critical to the evolution of digital advertising – it further helps bridge the measurement gap between digital and TV. By better aligning advertising across all platforms, advertisers can then take the next step to better understanding their campaign and brand performance.”
- Alison Fennah, executive business advisor, Interactive Advertising Bureau (IAB) Europe“Offering free viewability measurement will allow for more comprehensive reporting and help close the gaps where viewability is not currently reported getting us one step closer to our industry goal of making digital measurement comparable to other media.”
- Marla Kaplowitz, president and CEO, American Association of Advertising Agencies (4As)“Giving the market broad access to viewability metrics is a critical step in moving digital advertising forward. We applaud comScore for taking this step to bring greater trust and transparency to the industry, and working to level the playing field between digital and TV advertising.”
- Blaise D’Sylva, vice president of media at Dr. Pepper Snapple Group"At Oath, we're committed to helping advertisers and publishers build their brands and take action on real metrics across screens. As the digital advertising industry continues to grow, viewability is a top priority and marketers want greater transparency and trust in the marketplace. We're excited to see the steps comScore is taking to enhance viewability measurement on a global scale, which will offer clients greater control and in turn drive more dollars to digital."
- Tim Mahlman, president, head of programmatic ad tech platforms, Oath“We’re glad to see comScore’s efforts to bring more transparency and accountability to digital advertising. By making viewability measurement accessible for all, our publisher community can better demonstrate the real value that they bring to media buyers and their brands.”
- Jeff Hirsch, CMO and head of U.S. publisher development, PubMatic
About comScore
comScore is a leading cross-platform measurement company that measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, comScore’s data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and a global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC:SCOR). For more information on comScore, please visit comscore.com.
Cautionary Note Regarding Forward-Looking Statements
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, without limitation, comScore’s expectations as to the impact of comScore Viewability, validated Campaign Essentials™ (vCE®) and comScore's entire suite of advertising products. These statements involve risks and uncertainties that could cause our actual results to differ materially from expectations, including, but not limited to, comScore’s ability to achieve its expected financial and operational results. For additional discussion of risk factors, please refer to comScore’s respective Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q, and other filings that comScore makes from time to time with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s website (www.sec.gov).
Investors are cautioned not to place undue reliance on our forward-looking statements, which speak only as of the date such statements are made. comScore does not intend or undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.
Antoine Ibrahim
comScore, Inc.
(212) 497-1785
press@comscore.com
The total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 42.7% from €5.7bn in 2015 to €8.1bn in 2016.
The report reveals that 50.1% of European display ad spend is now traded programmatically. Additionally, programmatic video grew by an exponential 155% and now accounts for more than 45% of total online video ad spend. Mobile continues to be the ‘most’ programmatic format with 65% of mobile ad spend traded programmatically in 2016.
Whilst CEE is still small in size and maturity, it is starting to catch up and grew by 53% in 2016 compared to Western Europe which grew by 42%.
Programmatic revenues by format:
Programmatic revenues by region:
The European Programmatic Market Sizing research is produced by IAB Europe and IHS Markit, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark Report, the definitive guide to the state of the European digital advertising market.
Please click below and enter your details to download this Report.
Programmatic video surges by more than 150%
Cologne, 13th September 2017 – At dmexco today, IAB Europe in collaboration with IHS Markit announced that the total programmatic display advertising market in Europe experienced another year of double-digit growth jumping 42.7% from €5.7bn in 2015 to €8.1bn in 2016.
The report reveals that 50.1% of European display ad spend is now traded programmatically. Additionally, programmatic video grew by an exponential 155% and now accounts for more than 45% of total online video ad spend. Mobile continues to be the ‘most’ programmatic format with 65% of mobile ad spend traded programmatically in 2016.
Whilst CEE is still small in size and maturity, it is starting to catch up and grew by 53% in 2016 compared to Western Europe which grew by 42%.
Programmatic revenues by format:
Programmatic revenues by region:
The European Programmatic Market Sizing research is produced by IAB Europe and IHS Markit, taking a holistic approach to aggregating the data to ensure all stakeholder perspectives were included. The numbers are based on ad spend reported by IABs, transactional data, statistical and econometric models to infer a European market size and knowledge from industry experts. This programmatic research complements the IAB Europe AdEx Benchmark Report1, the definitive guide to the state of the European digital advertising market.
As programmatic becomes the primary mechanism for trading, it is important for data to be integrated into programmatic trading tools, indeed IAB Europe’s Digital Measurement Priorities Report2 reveals that more than 90% of stakeholders state that is it important for industry-agreed digital audience and effectiveness studies to be available in programmatic trading tools alongside measurement and trading data.
IAB Europe’s efforts in advancing programmatic trading across Europe with its Programmatic Trading Committee are focused on enhancing transparency and education in key areas such as mobile and data.
Daniel Knapp, Executive Director TMT at IHS Markit said: “Europe is now programmatic-first. In a big leap, programmatic transaction mechanisms have matured and enjoyed large-scale adoption, up from 18.3% of spend in 2013 to 50.1% in 2016. Adoption across Europe remains uneven, with less mature advertising markets lagging behind market leaders such as the UK or the Netherlands. Growth in online advertising now largely means growth in programmatic, but uncertainty related to the evolving EU regulatory landscape on the collection and use of data puts in question the degree to which companies will be able to realise future growth.”
Gustav Mellentin, Co-Founder and CEO, Adform said: “While the major news in this report is the continued mass adoption of programmatic, the key takeaway for advertisers should be what this translates to looking forward. Expanded programmatic adoption across multiple channels, particularly video and mobile, pave the way for more sophisticated buying. Adoption extends far beyond traditional digital formats to include out of home, programmable TV, audio and even Print. The widespread adoption of programmatic combined with more intelligent and connected platforms enables added overall transparency and a simplification of the buying process for true people-based marketing. The industry, through consolidation and innovation, is rushing to create more unified advertising platforms that can reduce the tech tax, deliver added transparency while increasing simplicity for the media buyer.”
Fabien Scolan, VP of Ad products, Schibsted said: "There is no big surprise to see that automated media trading is over 50%. Advertising is now living what financial trading dealt with more than 20 years ago. With the arrival of the direct guaranteed in programmatic, the revolution in media trading has ended and entered a new phase driving new ways of mastering all conversions KPIs. While large advertisers and media agencies have been the first one to face this revolution publishers have largely contributed in making it go mainstream.. For a publisher like Schibsted, the next challenge will be to have one-stop-shop automated platform that allows all advertising sales channels, business models, products and formats. Ultimately, we want to allow both top advertisers and long tail spenders to benefit from a holistic automated media trading model."
The report can be downloaded here.
For more information, please contact:
Alison Fennah, Executive Business Advisor, IAB Europe (fennah@iabeurope.eu)
Marie-Clare Puffett, Business Programmes Manager, IAB Europe (puffett@iabeurope.eu)
1 IAB Europe AdEx Benchmark 2016 Report
2 IAB Europe Digital Measurement Priorities Report
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
Join this webinar series to gain insights into the work of IAB Europe’s GDPR Implementation Group (GIG).
After the 25th of May 2018, data protection authorities will have the power to fine companies up to €20,000,000 for breaching the new data protection law, the GDPR. The best time to start figuring out compliance was probably a year and a half ago, when the law was adopted. The next best time is now
In September, we had the first webinar of our GDPR Webinar series, presented by Michele Appello, Senior Director Business Solutions at Improve Digital, which focused on IAB Europe's GDPR Compliance Primer. Watch the replay here.
On Monday 6 November at 16:00 CET, please join us for the second part of our GDPR Webinar Series, presented by Ghita Harris-Newton, Chief Privacy Officer & Deputy General Counsel from Quantcast, which will focus on Personal Data.
Please note that this first webinar series will be entirely FREE. Sign up now! Register HERE.
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Upcoming webinars:
…and more to come in 2018.
The research company GfK conducted online surveys with over 11,000 internet users across 11 EU countries. They explored the types of content they access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising.
Key findings include:
