London, 28 November 2017 – IAB Europe today presented a new technical standard to support the digital advertising ecosystem in meeting requirements relating to user consent under the General Data Protection Regulation (GDPR), which will enter into application in May 2018. The announcement was made at the EDAA Summit 2017 which brought together 200 participants including advertisers, agencies, ad tech, and media in London.
The technical mechanism is designed to enable websites, advertisers and their ad technology partners to make more robust disclosures, as well as obtain, record and update consumers’ consent for their personal data to be processed in line with the GDPR. Moreover, the mechanism enables transmission of user consent choices to the supply chain, increasing accountability in the advertising ecosystem by enabling the creation of consent records and an audit trail.
Key features include:
Companies relying on the future mechanism will have to adhere to principles and criteria that will be developed in consultation with brands, agencies, websites, publishers and tech companies. These principles will contribute to greater mutual reassurance and trust between all ecosystem participants.
IAB Europe is inviting broader industry engagement over the coming months with a view to building cross-industry consensus and commitment to the standard, the principles around its use, its implementation, and the governance underpinning the tool.
Commenting on the news, Townsend Feehan, IAB Europe CEO, said, “Advertising is a critical revenue stream for online services of all shapes and sizes, be they news publishers, mobile apps and other online media. It is an important step that affected players have come together to develop a robust response to the new legislation.”
Companies who wish to stay informed can register their interest at www.advertisingconsent.eu.
—
For Media queries, please contact:
This working paper has been prepared by the Members of IAB Europe's GDPR Implementation Working Group (GIG), under the leadership of MediaMath.
The purpose of this paper is to explain the definition of consent under the GDPR, and the practical implications of using consent as a legal basis for processing personal data in the online advertising ecosystem. The findings of this working paper have contributed to the Digital Advertising Consent Mechanism. The working paper considers various aspects of consent, such as the required granularity, how users should be informed, and whether it can be used as a condition for access to websites and/or services.
This is the third in a series of working papers published by IAB Europe's GDPR Implementation Working Group. IAB Europe’s GDPR Implementation Working Group brings together leading experts from across the digital advertising industry to discuss the European Union’s new data protection law, share best practices, and agree on common interpretations and industry positioning on the most important issues for the digital advertising sector. The GDPR Implementation Working Group is a member-driven forum for discussion and thought leadership, its important contribution to the digital advertising industry’s GDPR compliance efforts is only possible thanks to the work and leadership of its many participating members.
The working paper can be read here or downloaded HERE.
The third annual IAB Europe Attitudes to Programmatic report highlights four key findings:
Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as business impacts than lower media costs and trading efficiencies.
It is also worth noting that whilst programmatic is most likely to be used for display and mobile campaigns, video is not far behind in terms of adoption. Indeed, programmatic video revenues increased by 155% in 2016 emphasising it as a key growth area.
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response to IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
Click below to register and download this report:
Brussels, 27 November 2017 – Better campaign reporting and control on the buy-side and improved inventory control on the sell-side are now cited more frequently as dividends from programmatic than lower media costs and trading efficiencies, the latest IAB Europe Attitudes to Programmatic Advertising research1 shows.
The research, highlighted at IAB Europe’s first Virtual Programmatic Day2 on 9 November, is based on a survey of more than 700 advertisers, agencies and publishers from across 29 markets. It aims to provide clarity on the current status of programmatic adoption and stakeholders’ perspectives on its potential for delivering strategic competitive advantage.
The research, now in its third year, highlights four key findings:
In 2017 brand safety and fraud increased as barriers to investment for all stakeholder groups whilst viewability decreased as a barrier. Transparency of fees in the delivery chain is also a concern for advertisers and in response IAB Europe formed its Transparency Working Group. The Working Group published a Transparency Guide with questions for stakeholders to ask of their supply chain partners in relation to fees. The guide also covers data and inventory source to address all key elements of programmatic trading.
The study shows that programmatic strategies are evolving and in-house operations becoming more prevalent. For example, a quarter of advertisers are now using an in-house model compared to just 16% in 2016, and the number of advertisers outsourcing to an agency has decreased. The number of agencies and publishers with in-house programmatic operations has also increased.
Looking forward to 2018, the majority of respondents state that they plan to further increase their programmatic trading activity.
Alexander Pasch, Media Strategist, Schneider Electric said: “Our decision to move programmatic buying in-house has given us various benefits in terms of cost-saving, transparency and efficiency, but most importantly, running programmatic in-house means we have many valuable insights into our customers’ behaviour and the opportunity to react to the incoming data, as we receive it. This allows us to keep our campaigns as customer-centric as they can be.”
David Goddard, Global Head of Programmatic Trading, BBC Worldwide said: “Programmatic continues to be an increasingly important part of the BBC advertising business. The growth of automated guaranteed in programmatic advertising has enabled publishers, agencies and advertisers to avoid billing issues, reconciliation and creative delivery challenges which can plague direct reservations. This has all led to greater efficiencies and control.”
Nigel Gilbert, VP Strategic Development, EMEA, AppNexus said: “Programmatic is now a €41.9bn market with publishers, agencies, and advertisers alike recognising its benefits and investing more money each year. Yet, concerns over brand safety, fraud, and inventory quality have led 95% of UK CMOs to overhaul their digital marketing strategy with 45% arguing there needs to be more focus on the quality of ad placements. This sentiment is echoed by premium publishers and content producers, keen to promote the importance of user experience and quality ad placements, and ensure brand safe environments. It’s crucial our industry—publishers, advertisers, and agencies—to come together to tackle these concerns. We have a longstanding commitment to addressing these issues, including our Inventory Quality (IQ) initiative."
The full report can be downloaded here.
For more information, please contact:
Marie-Clare Puffett, Business Programmes Manager, IAB Europe (puffett@iabeurope.eu)
1 IAB Europe Attitudes to Programmatic Advertising survey
The survey illustrates the attitudes towards programmatic display advertising, current adoption and strategies, on both the buy-side and sell-side of the digital advertising industry.
2 IAB Europe Virtual Programmatic Day
The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency. The event attracted 500 industry professionals from the buy and sell-side across Europe. The content and recordings from the event can be accessed here.
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.
IAB Turkey, Turkish Advertising Agencies Association and Advertisers Association have established GUR, The Platform of Trustworthy Ad on Digital in order to protect brands and digital ad investment. The collaboration is expected to bring benefit to advertisers, publishers and agencies as a whole.
The Chairmen of these three associations met in a press conference on November 23, 2017 to sign the protocol of the Platform founded to fight the global ad fraud problem.
Ahmet Pura, Advertisers Association Chairman said “The Platform of Trustworthy Ad on Digital aims to provide transparency on supply chain and eliminate lack of knowledge. Transparency and trust in digital is in the global agenda. There are only few similar entities over the world and it’s important for Turkey to lead this field. The measurement, commerce and relationships are based on transparency. All parties should act in coherence to provide transparency and trust. GUR, which we shall announce the foundation soon, is one of the best examples of harmony between the trade bodies of ad industry.”
Dr. Mahmut Kursun, Chairman of IAB Turkey said “Ad fraud committed to get a share from ad revenues is a global crime. There are several entities to fight against fraud. It’s necessary to collaborate with international bodies and in the meanwhile our industry should be organized in itself. That’s why as being the leading trade bodies of ad industry, IAB Turkey, Advertising Agencies Association and Advertisers Association, we decided to found GUR, The Platform of Trustworthy Ad on Digital. Our co-operation will support the sustainable growth of digital industry.”
Nil Bagcioglu, Chairman of Advertising Agencies Association said “We’re in a period where digital is improving very fast and covers all the media. As the leading associations, our decision to come together and to launch a self-regulation mechanism is an important step. GUR is a Platform from which the whole ad industry would benefit. We believe this Platform currently focusing on Digital will cover all the media in the future.”
The original press release is available on the IAB Turkey website here.
DIMAQ Trainer
Coach, consultant and publicist in the field of e-marketing and e-business, with almost 20 years of experience in the Internet industry. As the owner of an advisory and training company eCode (www.ecode.pl) educates, develops and consults Internet strategies for promotion and sales. The portfolio includes, among others Coty Poland, ING Group, Bank DNB, Fortis Bank/BNP Paribas, Museum of the Second World War, Proama, Auchan Poland and INFOR.
Graduated from The Chartered Institute of Marketing "Diploma in Professional Marketing" and the certified course "IBM Application Framework for e-business" in Zurich.
For 13 years she has been running trainings and workshops for over 10,000 participants. Lecturer at the Warsaw School of Economics and CIM tutor "Digital Strategy" in Questus. Editor in charge of Online Marketing Poland magazine. Author of the books: "E-marketing in Practice. Effective online promotion strategies "," Effective e-mail marketing "and co-author of" Marketing Indicators "and" The Bible of e-business 2 ".
DIMAQ Trainer
A long-time member of the IAB Working Groups, Brand Advertising, Gaming, currently E-commerce. For 10 years in the industry, he has been working with the biggest agencies within the Allegro Advertising Bureau. He was responsible for the implementation of awarded campaigns, including Mixx for the best use of new media for Garnier Clean Skin and Harry Potter for ZenithOptimedia, and 3Bit Hot Number Cannes Media Lions, Best use of internet - shortlist for Starcom.
Contact Jakub Bakula
DIMAQ trainer
An expert in performance marketing, connected with the Internet industry for 13 years. She has gained experience in media agencies of Havas Media and Codemedia, where she was responsible for strategy building and performance project management. Over the years, she has co-created campaign advertising strategies on the Internet for such brands as: Peugeot, IKEA, Tesco, Getin Bank, KFC, Liberty Direct, Tchibo Direct.
For 6 years she has been responsible for development of the international affiliate network TradeTracker, where she effectively conducts sales programmes for among others: Home&you, WITTCHEN, 4f, Gino Rossi, New Balance, using advanced technology and innovative tools.
DIMAQ Trainer
Managing Director, Digital Resolution, OMD Group. Associated with the OMD media house group for 13 years. Her team of specialists conducts online campaigns for the biggest advertisers in the industry, including the following: Beiersdorf, Renault, Nissan, McDonald's. She has extensive experience in conducting advertising activities on the Internet. Her media talent is confirmed by numerous industry awards, including Mixx Awards, Effie and Cannes Media Lions.
kamila.kownacka@omd.pl
DIMAQ Trainer
Managing Director Annalect/OMDD Group. She has been working for the OMD media house for 13 years. Since January 2017, he has been managing Annalect's recently established subsidiary in the OMD group. She is responsible for technology development and innovation, data analysis and consumer research. From 2011-2014 she was associated with the SAS Institute in Belgium's leading provider of analytical and business intelligence services in the world. As a Business Consultant Customer Intelligence, she implemented Marketing Automation solutions and conducted analytical projects in the area of multichannel communication management. Previously as Group Account Director at OMD, she was responsible for media budget management and communication strategy for clients such as Beiersdorf, Heinz, Pudliszki, UPC, McDonald's.
DIMAQ IAB trainer and academic lecturer, conducted trainings within the OMD School and at the Warsaw School of Economics. Speaker of industry conferences in Poland and abroad, among others The Future of TV, Videowars by Screenlovers, SAS Forum, E-shop.
DIMAQ trainer
Since the beginning of his career, he has been working for the Mindshare media house. He has 7 years of experience in conducting Internet campaigns, among others for BRE Bank/mBank, Ubisoft, NIKE, LG, IBM, Heinz, Discovery Channel. Winner of Effie, Golden Arrow and InnovationAd industry competitions.
michal.szczur@mindshareworld.com
The AdEx Benchmark H1 2017 Study published by IAB Europe in collaboration with IHS Markit, reveals that online advertising grew 11.5% to €22.2bn for the first half of 2017 from €20.2bn in H1 2016.
The Study also shows that nearly all growth in online ad spend was on mobile; mobile display grew by 45.9% as desktop display shrank by 1.4%. Total mobile also outpaced all other formats with a growth rate of 41.4% to a value of €7bn, compared to search which grew by 12.8%.
Online video grew 3.2x faster than non-video display reaching €1.7bn in H1 2017 which accounts for 20% of total display spend suggesting that digital is becoming a key channel for brand advertising campaigns. The latest European Programmatic Market Sizing Report published by IAB Europe and IHS Markit demonstrates that video is also a key driver for programmatic ad spend with a 155% growth rate.
Display advertising growth continues to outpace search[1]; display grew by 13.1% and search by 12.8%. Display reached over €8bn in H1 2017 representing 37% of total online advertising whilst search accounted for 48%. Display advertising continues to experience strong growth in Central and Eastern Europe; in H1 2017 it grew by 16% compared to 12.6% in Western Europe. Indeed, the CEE region helped to drive the overall growth with an increase of 15.9% whilst the more mature markets in Western Europe experienced a growth of 10.9%.
Click the button below to register and download.
