Brussels, 31st October 2017, IAB Europe has published its Transparency Guide with the aim of improving transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.
IAB Europe’s Transparency Working Group1 was formed earlier this year in response to advertiser demands for swift, transformational change in accountability and transparency. The group, formed of representatives from the buy and sell-side, has developed the guide as a first step to driving transparency within the digital advertising supply chain.
Digital advertising is at a turning point with half of European display ad revenue now traded programmatically2. Continued growth will therefore be dependent on unlocking further programmatic spend and transparency is cited as a barrier to investment by 40% of advertisers3.
The guide, which is the first output of IAB Europe’s work programme on transparency, aims to aid buyers and sellers alike in achieving best practice.
Dominique Delport, Global Managing Director, Havas Group said: "Innovation and education must work hand in hand. This is why we chose to launch the industry's first fully transparent client facing programmatic solution - our Client Trading Solution (CTS) at this year’s IAB Europe Interact Conference. We then offered demonstrations at both Interact and other events such as Cannes. IAB Europe’s ‘Transparency Guide' further boosts levels of education and understanding of the programmatic supply chain. In our view, it provides a valuable starter kit of critical questions, across data, costs and inventory sources and will help us, as an industry, work together to raise standards."
Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath said: “With trust and transparency high on the industry agenda, IAB Europe’s Transparency Working Group wants to empower all parties to be able to ask good questions of their partners. This guide enables partners to identify the right questions in the area of transparency they are keen to explore. As the industry evolves with initiatives like IAB led Ads.txt and the impact of GDPR, all parties need to engage in detailed conversation to drive transparency.”
Daniel Secareanu, Board Director of IAB Europe and Chief Digital Officer, Burda Romania said: “In order for the programmatic trading ecosystem to continue to grow and provide added value to the industry and its stakeholders we need to make sure that everyone has a clear image of how this ecosystem works. We can only do this by ensuring that the programmatic trading currency (inventory & data) and its supply chain are fully transparent to everyone involved in it.”
Access the IAB Europe Transparency Guide 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 The Transparency Working Group brings together members of the Brand Advertising and Programmatic Trading Committees to coordinate industry agreed initiatives to enhance transparency within the digital advertising supply chain. Find out more about IAB Europe’s Committees, Task Forces and Working Groups here.
2 European Programmatic Market Sizing Report 2016 – IAB Europe
3 Attitudes to Programmatic Advertising survey – IAB Europe – look out for the full report in November 2017.
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 on Monday, 13th November at 4pm CET / 3pm GMT to gain insight into the results of two of the studies commissioned by IAB Europe to explore data-driven advertising's contribution to the European Union (EU), entitled “The Economic Contribution of Digital Advertising in Europe” and “The Economic Value of Behavioural Targeting in Digital Advertising”.
The analyses carried out by the research company IHS Market validate the economic contribution that digital advertising as a whole makes to the EU, as well as define the role of data in digital advertising and how data is fundamentally transforming the mechanisms and procedures that underpin the digital advertising.
The studies were unveiled in the context of the proposed ePrivacy Regulation, which in its current form would restrict data-driven advertising and have serious and unintended consequences for the EU economy, and for Europe’s independent media relaying in particular on data-driven advertising as a primary revenue source. The research shows that data-driven advertising makes up over 81% of European news publishers revenue, and 62% of mobile app revenues. Moreover, behaviorally targeted advertising, a form of data-driven advertising, is on average five times more valuable than advertisements that do not draw on such data. This data use further drives virtually all growth in the market where broad economic contribution of digital advertising amounts to €526 billion for the EU28.
The webinar will be presented by Daniel Knapp, PhD, Senior Director, Media & Advertising at IHS Markit. He will present the reports' findings. The presentation will be followed by a Q&A session.
Register HERE.
After registering you will receive a confirmation email containing information about joining the webinar.
Brussels, 26 October 2017 - IAB Europe regrets the European Parliament’s decision to approve the controversial and extreme report on the proposed ePrivacy Regulation today. By only a slim majority of its members, the Parliament decided to ban advertising-funded businesses from making access to their online content conditional on the user’s agreement to the use of data that is fundamental to the advertising process.
“The European Parliament’s text on the ePrivacy Regulation would essentially expropriate advertising-funded businesses by banning them from restricting or refusing access to users who do not agree to the data collection underpinning data-driven advertising,” warned Townsend Feehan, CEO of IAB Europe.
“Data is the mechanism by which ads are delivered to users, the evidence that users see advertising, and how advertisers pay for it. Data-driven advertising isn’t an optional extra; it is online advertising,” explained Feehan. “Forcing businesses to grant access to ad-funded content or services even when users reject the proposed advertising value exchange, basically deprives ad-funded businesses of their fundamental rights to their own property. They would be forced to give something in return for nothing.”
In ignoring the inherent link between data and the commercial functioning of digitally driven businesses, the ePrivacy Regulation risks seriously distorting the nature of the internet itself. The short-term result would be a major step backwards for the European internet. With publishers unable to target audiences effectively and unable to demonstrate that ads are seen by users, advertising loses its value. With the value of advertising diminished, so is the value – and ultimately the availability – of online services Europeans have thus far enjoyed access to at little or no cost.
“The ePrivacy Regulation will affect almost every aspect of the functioning of the internet and the digitally driven economy. The European Parliament should have taken the time necessary to carefully assess all relevant legal, commercial and technical complexities,” said Feehan. “Use of data in internet business models is far from simple. Its role in users’ experience of the internet is far from simple either. A rushed regulatory approach that fails to acknowledge this complexity isn’t just simple – it’s simplistic.”
IAB Europe will continue to engage constructively with the EU institutions in hopes of meaningfully improving the draft law in the remaining legislative process. The draft ePrivacy Regulation still needs approval from member state governments in the Council of the EU. We hope that they will take the time needed to do a thorough evaluation, and have the courage to oppose the extreme position taken by the European Parliament.
The co-legislators and the European Commission are expected to enter so-called trilogue negotiations to agree compromise during 2018.
Contact
Townsend Feehan, CEO at IAB Europe
(feehan@iabeurope.eu, +32 478 27 50 74)
About IAB Europe
IAB Europe is the leading European-level industry association for the digital media and advertising industry. 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.
An in-depth study by GfK, based on online surveys with over 11,000 internet users, explored the types of content consumers access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising. With two-thirds of users never paying for services or content, the report demonstrates that the European online experience is essentially free and ad-supported, proving that ultimately the most Europeans’ use of the internet depends on data-driven advertising.
During the webinar, Gonzalo Zavala, Associate Director at GfK, presented the key findings and reflected on some of the country-specific results.
Missed the webinar? Watch the video here.
This is the second 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 Consumer Attitudes and Behaviour and Digital Advertising Formats categories.
The recording is available here.
Case studies are available below.
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Brussels, 19 October 2017 -- IAB Europe regrets today’s decision by the European Parliament’s Committee on Civil Liberties, Justice and Home Affairs (LIBE) to back amendments that would force news and other European websites to provide their content for free.
Over the objections of a substantial minority of MEPs, the Committee in effect voted to allow the expropriation of publishers’ work. “News and other online services rely on data-driven, ad-funded business models to finance the creation of content”, noted Townsend Feehan, IAB Europe CEO. “Content that must be given away for nothing will ultimately end up being worth nothing.“
“Well-intentioned MEPs believe they need to take these extreme measures to protect citizens. This is simply not true. Privacy rights are already expanded significantly in the new General Data Protection Regulation (GDPR) adopted last year. And sadly, other fundamental rights, including the right to access diverse, quality information sources affordably, media freedom, and property rights, are being needlessly sacrificed.”
“More than ever, Europe needs vibrant, independent media that can hold power to account. We welcome the fact that a considerable number of Committee Members seem to share this conviction. This said, the majority view betrays a mystifying disregard for it, and by the very political groups one might have thought would be most conscious of it.”
IAB Europe calls on the Parliament not to start trilogues before all Members have been consulted via a Plenary vote.
For more information, please contact:
Matthias Matthiesen
matthiesen@iabeurope.eu
+32496709294
Townsend Feehan
feehan@iabeurope.eu
+32478275074
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 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.
This is the second 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 Consumer Attitudes and Behaviour and Digital Advertising Formats categories.
The recording is available here.
Case studies are available below.
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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.
The first webinar of our GDPR webinar series was presented by Michele Appello, Senior Director Business Solutions at Improve Digital, together with one member of her legal team, and focused on the IAB Europe's GDPR Compliance Primer.
Missed the webinar? Watch the video here.
Global adoption of marketing attribution has increased though majority of business still struggle to act on insights, according to survey by Econsultancy
LONDON - October 4, 2017 - AdRoll, the performance marketing platform, today published its 2017 State of Marketing Attribution report in partnership with Econsultancy. Based on a survey of nearly 1,000 brand marketers and agencies across Europe, North America, Japan and Asia-Pacific, the report provides detailed insight into a marketer’s perspective on the changing dynamics of attribution. Now in its second instalment, this year’s report provides a global comparison, expanded from the European report released in 2016.
The customer journey is becoming increasingly complex and fast-paced with multiple devices and touchpoints. It’s essential that marketers understand the effectiveness of their campaigns and how each channel contributes to bringing customers to their businesses in order to effectively spend their budgets. To do this, attribution continues to be a top priority for marketers. AdRoll’s 2017 report shows almost four out of five organisations are using marketing yet 70% respondents still struggle to act on insights, citing defining the online customer journey as the most significant barrier to more effective usage.
“Attribution continues to be one of the hottest topics in the industry for a reason: it has huge consequences, such as lost revenue and wasted ad budget, if not done properly,” said Shane Murphy, AdRoll VP of Marketing. “The State of Marketing Attribution report gives a sense of how marketers are dealing with this challenging topic. Marketers are being held to higher standards of measurement and accountability than ever before, and attribution models have the ability to show the true impact our discipline has on the bottom line of a business.”
When asked about primary motivations of attribution, 70% of company respondents say better allocation of budget across channels was the No. 1 benefit; followed by 64% citing a better understanding of how digital channels work together. With the added visibility into where marketing dollars are performing across specific channels, 32% have increased their spend on digital marketing channels.
Additional key global findings from the report include:
Econsultancy’s Head of Commercial Research Services, Monica Savut said: “There's increased recognition of the role marketing attribution can play in helping companies to maximise their business outcomes, but knowledge and confidence surrounding the use of various methods could prove to be a stumbling block. This year's research shows that companies need to take a more holistic and nuanced approach to attribution, constantly adjusting and refining until the correct balance is achieved.”
For further information about this report please visit www.adroll.com/SOMA2017.
About AdRoll:
AdRoll is a leading performance marketing platform with over 37,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert and grow their customer base. The company is home to the world’s largest opt-in advertiser data co-op, the IntentMap™, with over 1.2 billion digital profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability and openness.
AdRoll is headquartered in San Francisco, with offices in New York, Chicago, Tokyo, London, Dublin and Sydney. Learn more at www.adroll.com.
About Econsultancy:
Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and e-commerce through research, training, and events.
Founded in 1999, Econsultancy has offices in New York, London and Singapore.
Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice guides, case studies and elearning—all focused on helping individuals and enterprises get better at digital.
The subscription is supported by digital transformation services including digital capability programmes, training courses, skills assessments, and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.
Subscribe to Econsultancy today to accelerate your journey to digital excellence.
Featuring inspiring presentations, case studies, research, and more, IAB Denmarks “Programmatic Advertising and Marketing Automation 2017 – is designed for marketing leaders, from brand managers to CMOs, as well as publishers and agencies to learn about the most prominent trends in digital advertising.
Programmatic will continue to refine buying and selling processes and shift attention to higher-value marketing and advertising functions. Automated platforms and services can continue to drive industry growth through increasingly relevant and effective advertising, flexible publisher monetization opportunities, and enhanced consumer experiences.
Gradually “programmatic advertising” is becoming the explanation for a diverse range of platforms, tools, and processes in digital advertising. Now that automation via software and data has become the de facto means of executing digital and disruptive to most industries – understanding and evolving the roles and utility of each component involved in automation is critical to ensuring an effective marketplace.
Programmatic buying and selling of advertising, real-time bidding (RTB), automation, and the buying and selling of digital media are changing rapidly. Approximately 20% of all digital advertising is sold by one machine talking to another machine—and growing rapidly.
To help ensure that programmatic creates value for the entire marketplace and continues to drive advertising we have created an agenda focused on clarity and education in the Scandinavian market.
More info and registration here.
DIGITAL AD REVENUES IN TURKEY INCREASED BY 14.6%, REACHING TO 1,063 BILLION* TL IN THE FIRST HALF OF 2017
According to IAB Turkey AdEx-TR 2017 Half Year Report digital ad revenues reached 1,063 billion TL with a 14.6% growth.
IAB AdEx-TR Half Year report reveals that display ad revenues reached 618 million TL by growing 13%. Advertising based on Display/Click gets the biggest share under Display category with 460 million TL. On the other hand, Video ad revenues reached to 122.7million TL with a high growth rate of 33.7% and Native to 35 million TL.
Search Advertising revenues which consists of Keyword Based Advertising completed 2017 first half with 387 million TL, where Classified & Directories rose to 49,8 million TL. E-mail marketing ad revenues which had declined last year due to effect of the Law on Regulation of Electronic Commerce started to increase again and completed the half year with 2.9 million TL. On the other hand, In-game advertising reached 5.8 million TL.
454.6 million TL out of 1,063 billion TL occurred on mobile platforms. 64% of the social media ads (160.7 million TL in total) took place on mobile platforms. Programmatic ad investments hit 625.3 million TL and continued to increase in 2017 first half.
Dr. Mahmut Kurşun, IAB Turkey’s Chairman said, “We made a relatively slow beginning to 2017, due to referendum on April. However, it is good that we completed half year with an increase of almost 15%. According to e-marketer, global digital advertising revenues will have a share of 50% in 2021. Digital surpasses TV for the last two years in Europe. Considering the progress in Turkey; we can predict that digital will take the first place in terms of ad revenues in 2022. To make this prediction real, we have to solve the global problems with all of the industrial stakeholders and generate solutions. Today, the media and marketing departments’ main focus is digital transformation. As IAB Turkey we are aware of that fact and believe that every trade body within the industry should work to make the conversion easier.”
| 2016 first half- million TL | 2017 first half million TL | Change % | ||
| Total Digital Advertising Investments* | 927.62 | 1063.13 | 14.61 | |
| Display Advertising Investments | 545.98 | 617.54 | 13.11 | |
| Advertising based on Display/Click | 427.70 | 459.78 | 7.50 | |
| Video | 91.78 | 122.70 | 33.69 | |
| Native | 26.51 | 35.07 | 32.29 | |
| Search Advertising Investments | 329.60 | 386.99 | 17.41 | |
| Keyword based advertising | 329.60 | 386.99 | 17.41 | |
| Classified & Directories | 44.46 | 49.81 | 12.02 | |
| Others | 7.58 | 8.79 | 15.93 | |
| E-mail marketing | 2.75 | 2.99 | 8.80 | |
| In-game advertising | 4.83 | 5.80 | 20.00 | |
| * Creative executions. CRM works and SEO investments are excluded. | ||||
| Social media** | 126.65 | 160.74 | 26.91 | |
| Mobile** | 285.30 | 454.59 | 59.34 | |
| Programmatic** | 164.30 | 625.29 | 280.58 | |
| ** Social media. mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value. | ||||
1$ = 3.64 TL (Central Bank of Republic of Turkey 2017 First Half Daily Avg. Effective Exchange Rates)
About IAB Turkey
IAB (Interactive Advertising Bureau) is active in 45 countries and conducts its operations in order to develop interactive advertising and grow its share among overall marketing investments. In accordance with this purpose IAB continuously demonstrates advertisers. agencies and media agencies the added-value of interactive communication. IAB is based in USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of digital industry. In July 2011. IAB Turkey has become an association and currently it has 170 members. For detailed information: www.iabturkiye.org
When header bidding started to gain momentum in 2015, it promised publishers the ability to sell every impression at its true market value.
Two years later, it’s clear that header bidding has delivered on that promise and had a profound impact on the digital marketplace. Right from the start, a wide range of publishers began seeing greater yields and enjoying unprecedented insight into what their inventory was really worth. Over time, technology vendors and publishers worked together to refine the process further, building new tools that made header bidding faster, more effective, and easier to manage. With each improvement, publishers got better results, and new companies decided to give the solution a shot. As a result, the vast majority of today’s top publishers use header bidding.
But for as much as header bidding has grown over the past two years, there is yet more change on the horizon. Indeed, when AppNexus last explored header bidding technology in August of 2016, the biggest questions facing publishers revolved around which wrapper they should use to manage their auctions. Since then, the conversation has evolved to encompass new priorities, new technologies, and of course, new questions. Today, publishers are increasingly focused on finding the right demand sources, pushing into new formats, and looking for ways to improve header bidding’s impact on user experience.
This whitepaper aims to help publishers navigate this complex ecosystem by addressing their most pressing concerns. Ultimately, its authors hope to give you the information you need to maximize your header bidding returns, both now and in the future.
Here’s a taste of what's covered:
Download the White Paper here.
