Join this webinar to see best practice examples of delivering effective digital advertising campaigns.
This complimentary webinar will showcase some of the winners of the MIXX Awards Europe 2018 which recognise and celebrate the year’s best digital advertising campaigns in Europe.
The winning campaigns to be presented are:
Programmatic Advertising - GOLD
Dry Shampoo
Dove
Initiative Russia
Campaign Effectiveness - GOLD
Dare to Play
Special Olympics Belgium
LDV United
Effective Use of Data - GOLD
Jazz Version of the City
Akbank
MediaCom
The speakers are:
After registering you will receive a confirmation email containing information about joining the webinar.
Watch the recordings of other IAB Europe webinars on our YouTube channel here.
Transparency, Independence, and Higher Yields: How AppNexus Helped Axel Springer Take Its Business to New Heights
Schibsted Norway Delivers 70% YoY Programmatic Growth After Adopting AppNexus Publisher Suite
The IAB Forum, scheduled for 12 and 13 November at MiCo in Milan, is the most important Italian event in the digital sector and the 4th in Europe in number of visitors.
The 2018 edition, 'I AM EVERYWHERE - Challenges of Mobile Society', will focus on the impact of the digital society on man: the revolution led by Artificial Intelligence and Blockchain, the need for a strong ethical imprint of digital and a market more fair and transparent, the sustainability of some ongoing processes.
Over 30 speakers - industry experts, international opinion makers, innovators and institutional representatives - will offer scenarios, visions and opportunities for reflection on the social, economic and cultural impact of digital transformation: from the father of AI algorithms, Juergen Schmidhuber, to Ivana Bartoletti and Luciano Floridi; from Jim Harris, one of Blockchain's leading world experts, to visionary Daan Roosergaard, through Philip Kotler and Ryan Soutter. Not to mention an overview of the trends in the advertising market, commented by Gerry D'Angelo (P & G Global Media Director), Hamish Nicklin (CRO The Guardian) and Giulio Malegori (CEO Dentsu Aegis EMEA).
A very rich program, which will also offer moments of entertainment with Alessandro Cattelan and Valerio Mastandrea.
IAB Forum is also an Exhibition Area of 10,000 square metres, Training Session Side with Professionals and University Professors, Speed Dates with companies, and more than 60 workshops on the main innovations of digital adv!
Xaxis Grows ROI 37% for Shoe-d-vision With Custom Algorithms from the AppNexus
Tomorrow TTH Optimizes Performance With Flexible Campaign Controls and Maximum Transparency
AppNexus Helps MiQ Double Revenue For Its Airline Client With The AppNexus Programmable Platform
On September 25th, we held a 2.5-hour webinar providing a Complete Overview of the IAB Europe Transparency and Consent Framework. As it is usually the case, we had many interested attendees who were keen on learning more. While we usually do our best to make these as interactive as possible, we were simply overwhelmed with questions and had to skip over quite a few to be able to remain on schedule. For this reason, we have decided to answer the questions in a series of blogs. This is the first blog in the series, where we deal with the ‘big picture topics’ surrounding our Framework. The next blogs in the series will delve into the technical questions, and to conclude we will answer policy-related questions about the Framework.
Some of these questions have been edited for clarity, or we have answered to topics which were asked about several times
TCF: Acronym for the Transparency & Consent Framework.
EDAA: The European Interactive Digital Advertising Association. This organisation adheres the self-regulatory framework for online behavioural advertising (‘the OBA Framework’).
OBA: Online Behavioural Advertising. The practice of making use of data about user behaviour online to determine more relevant advertising. The EDAA’s OBA Framework is a tool that allows users to get information about this practice and to opt-out of receiving this targeted form of advertising but does not equate to an objection to data processing as provided for under the GDPR’s data subject rights.
Daisybit: This is the information containing information about consent that is given (or not given) for the various purposes standardised by the Framework as well as for different vendors. The information is compressed into a ‘bit-string’ which is daisy-chained through the online advertising supply chain, hence the name ‘daisybit’.
SSP: Supply-Side Platform. Also referred to as the ‘sell-side’, these are platforms that facilitate the sale of ad space.
DSP: Demand-Side Platform. Also referred to as the ‘buy-side’, these platforms help brands and agencies buy ad space.
Publishers: A publisher in the context of our Framework is any consumer-facing website or application, also referred to as the ‘first-party’. It does not refer exclusively to news publishers.
Google has stated during the webinar that it plans to interoperate with the Framework once the current work on updating the Purposes, Policies, and introducing Pubvendors.json is complete. This is so that they avoid integrating with the current Policies and Purposes only to have to transition to the revised ones almost immediately. Our expectation is that Google will make an announcement over the next 3-4 weeks and will actually be implementing the TCF as from January 2019.
The EDAA’s OBA Framework does not help companies achieve compliance with EU data protection law. It is a self-regulatory framework providing so-called “enhanced notice” through an icon and allowing users to “opt-out” of behavioural targeting. Neither the transparency provided through “enhanced notice” nor the “opt-out” meet the relevant requirements under European data protection law.
The IAB Europe Transparency & Consent Framework (TCF) is a Framework designed and intended to help companies comply with obligations arising from EU data protection law, such as transparency, lawful processing, and accountability. Using the TCF, first-parties can enable third-parties to process user data on one of the legal bases of the regulation. The Framework standardises the presentation to users’ third-party data processing requests that require “informed” consent for data processing. The Framework enables “signaling” of user choice across the advertising supply chain. It is open-source, not-for-profit with consensus-based industry governance led by IAB Europe with significant support from industry parties and the IAB Tech Lab, which provides technical management of the open-source specifications and version control.
The two Frameworks are entirely separate and do not interoperate.
We have been meeting with European data protection authorities to present the IAB Europe Transparency & Consent Framework and to engage in an open-ended conversation to aid in our joint goal of helping companies in the online media and advertising business to comply with European data protection law. Our meetings with the DPAs are private, meaning that we will not be sharing any specific responses or feedback publicly. We hold meetings with those DPAs where we have established contact and who show an interest in meeting with us. It is therefore possible we have not met with DPAs in your jurisdiction – to date we have met with five different DPAs in Europe.
While the IAB Europe Transparency and Consent Framework does not make any direct reference to the requirements of the World Federation of Advertisers’ (WFA) Manifesto for Online Data Transparency, we believe that the TCF is a critical tool in achieving the manifesto’s view that a sustainable digital advertising ecosystem requires the engagement and commitment of all stakeholders to practices that put consumers’ needs first, providing transparency, control, and accountability.
The Framework allows Vendors to be disclosed to users, establish a lawful basis for processing, and receive a signal that allows it to verify that transparency and/or consent have been established. It is unlikely that in absence of a technical framework Vendors would be able to reliable comply with the law.
Brussels, Belgrade, 18 October 2018 – IAB Europe and Digital Communications Institute have signed an agreement for the distribution of the IAB Europe Introduction to Programmatic Advertising Course in Serbia as well as Montenegro, Bosnia and Herzegovina, Croatia, and Slovenia. The initial date for the course launch in Serbia has been set for 20 October 2018, with the other markets to see a gradual rollout in the coming months.
With an industry currently undergoing a severe talent shortage, it is the mission of organisations such as IAB Europe and DCI to help offset the skill gap and support the training of future generations of professionals. The Introduction to Programmatic Advertising program is designed to be more than the basis of programmatic advertising for the media, agencies and advertisers. Participants have the opportunity to learn what automated advertising is, why it is growing at such a fast pace, and how to best employ it. They will also get a better understanding of GDPR and how it impacts the industry.
The intensive, one-day course that packs 9 hours of high-quality content represents the work of the IAB Europe Education and Training Committee and the IAB Europe Programmatic Trading Committee. Between them, the two committees boast representatives from some of the largest organisations in the advertising industry, from Google to AppNexus, and from GroupM to Facebook, alongside many other high-caliber players.
“As the digital economy continues to experience huge global growth, digital transformation is wielding an inescapable influence on every organization across every industry. Yet despite the need for digital professionals with specific proficiencies, there is an unavoidable and growing skills gap affecting organizations’ abilities to successfully leverage digital.
Such is the pace of programmatic that it is not enough for organizations to just invest in technologies. They need to also invest in education. Without this investment, organizations risk falling behind and becoming less competitive in the global market.
As a European industry association of leaders in digital advertising, IAB Europe knows the challenges that organizations and individuals come up against in the face of a constantly changing digital landscape. Together with IAB Europe, we are looking forward to giving the region a hand and skills to keep up with the global digital market,” said Vladimir Arandjelovic, DCI Executive Director.
The course is aimed at advertisers, media, agencies, and individuals who use or intend to use programmatic advertising in business. It is suited for those starting on a digital advertising career path as well as to those looking for a change of pace and entry into the fascinating, blazingly-fast world of programmatic trading.
“This partnership aims to support countries in the Adriatic region get to grips with a topic that is not only in high demand in those markets, but across Europe as a whole. Indeed, a good understanding of programmatic’s inner workings, applicability, pitfalls, and future developments is vital not only for the professional looking to build a strong career in digital but to the industry which is in dire need of these skills,” said Townsend Feehan, IAB Europe CEO.
Not available online, the course and the collaboration between IAB Europe and DCI, provides the region with a unique opportunity to enhance the skills of digital professionals and to strengthen an industry that welcomes trained talent with a wealth of opportunities all across Europe. For more information on this iteration of the course visit DCI.
Contact:
Vladimir Arandjelovic, Executive Director, Digital Communications Institute: vladimir@digitalcommunicationsinstitute.com
Alex Macarescu, Programme Manager, IAB Europe: macarescu@iabeurope.eu
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.
About DCI
The Digital Communications Institute is delivering the latest online marketing skills and is committed to facilitating economic development in the region by providing individuals and organisations with the recognised digital marketing skills to adapt to the rapidly changing marketing environment, helping to create new business opportunities and drive economic growth.
DCI is a recognised leader in the provision of Digital Marketing Courses internationally, dedicated to educating professionals on industry standard Digital Marketing techniques.
DCI is a regional partner of Digital Marketing Institute and IAB Europe, delivering licensed courses in Serbia, Croatia, Bosnia and Herzegovina, Montenegro and Macedonia. Through its Advisory Council, comprising of leading global industry players, the Digital Marketing Institute ensures that it continually delivers Digital Marketing courses with global industry appeal.
At this year’s edition of MIXX Awards Europe we all saw Golin & MullenLowe Romania take home the gold and bronze in Social Media category and another bronze in the Campaign Effectiveness category. It was a spectacular and well-deserved result for a prestigious agency which had previously won both Best Digital PR Category and Best Social Media Campaign Category, alongside the coveted Best DIGITAL MIXX Award of the year in the IAB MIXX Awards Romania 2017 competition.
In addition to making sure we reward excellence in digital for campaigns that will likely go on to bring home European trophies, this year we decided to spice things up at IAB MIXX Awards Romania - the only International Competition for Digital and Interactive Marketing in our market - and introduced a brand new category dedicated to those ideas which never saw the light of day. Be it from a client changing his mind, budget limitations, or a myriad other reasons that can shelf a great idea, some great campaigns never come to life, and we felt it’s time to change that; join us, then, in shining the light on the brilliance that never made it to the screen or onto the billboards.
It is the first time for any European MIXX Awards competition to introduce such a category, and we, at IAB Romania, hope it will catch on across Europe. The judging criteria follow the international standard for all markets organizing the competition, and aim to highlight and reward ideas and projects which can inspire and educate when it comes to digital communication.
This year’s IAB MIXX Awards Romania Gala will be held on 15 November at the Ghica Tei Palace and will celebrate campaigns that will then have a chance to score big in competitions such as MIXX Awards Europe, for more glory, more visibility, and continental bragging rights.
Whether it’s a campaign which ran between May 2017 – September 2018 and had great results, or you want to showcase an idea that is still locked in a drawer somewhere waiting to get the recognition it deserves, register for the IAB MIXX Awards Romania 2018 and take home the laurels, paving the way for future European success.
While consumers have been quick to grasp all viewing options in the new living room the advertising business has been much slower to do so. There are perceived barriers to investment, starting with measurement, but also the need to bring together TV and digital teams, skill sets and processes, under a holistic approach.
This (global) guide is intended to help planners and buyers of media, across both linear and digital backgrounds, navigate the opportunities that the new living room creates for marketers, and provide tactics for buying OTT, STB VOD and Addressable Linear. But it is also a reference guide for all stakeholders in the value chain, highlighting where progress is being made and collaboration is needed.
You can download the full FreeWheel Council for Premium Video report here (registration required).
This webinar aimed to answer three vital questions tied to digital transformation: what it is, why it is important, and how it can be achieved. With high-calibre speakers from across Europe, discussing not only the theoretical dimension but exemplifying it with concrete case-studies, this webinar promises to deliver vital insight into what is becoming a necessity for companies and organisations regardless of their business focus.
Watch the recording of the webinar here.
Speakers:
