Integral Ad Science has just launched the H2 2018 UK Media Quality Report, a report providing the latest benchmarks for viewability, time-in-view, brand safety, and ad fraud across digital environments and channels in the UK. Based on the analysis of hundreds of billions of UK impressions, this report provides advertisers and publishers with a clear overview and benchmark for the quality of digital media in the UK market.
Similar reports were launched for the French and German markets in the past week as well. You can download them below.
Majors and recent graduates from diverse fields might not think of digital advertising as their first go-to option for their career track. This infographic aims to highlight why they perhaps should.
Download the editable ppt version here.
For decades, marketers have used traditional channels such as print, radio, TV and outdoor to reach consumers. It’s an accepted fact that digital has disrupted this approach and whilst marketing has become more accountable, the question of how to measure advertising effectiveness has become increasingly complex, particularly in the context of consumers interacting with brands across a fragmented media landscape and multiple devices.
IAB Europe’s new Effectiveness Measurement Framework initiative aims to provide clarity and transparency on the digital advertising measurement landscape. The objective is to enhance understanding of the research methodologies and products available, as well as the key measurement challenges and expectations on the buy-side.
The project will be split into two phases:
Phase 1
IAB Europe’s Effectiveness Measurement Task Force will undertake a series of interviews with key practitioners from research and measurement suppliers in H1 2019. The results of the interviews will contribute towards the creation of a Digital Advertising Effectiveness Measurement Landscape graphic, and a white paper to provide clarity and transparency on brand and performance measurement methodologies using a common, easily understandable language.
The results of this first phase will be presented and discussed at IAB Europe’s annual event, Interact 2019. Interact is a must-attend conference for the digital advertising industry. For over 12 years, leading European advertisers, industry experts, agencies & media owners get inspired, meet, and share best practices. This year’s Interact will take place on 4-5 June in Warsaw, Poland and over 700 digital advertising leaders are expected.
Phase 2
Marketing and media directors will be interviewed to understand their measurement challenges and expectations. IAB Europe will then develop a Framework for measurement methodologies to help clients choose solutions to more easily match their objectives. The Framework will include screening criteria to enable clients to select solutions with greater accuracy. The Framework will be developed in H2 2019.
The overall vision of the framework is to become an informative and useful toolkit to help advertisers and agencies confidently select research methodologies, measurement suppliers and subsequent solutions to successfully measure their KPIs.
To find out more about this project and how to get involved please contact Marie-Clare Puffett (puffett@iabeurope.eu)
Brussels, 10 April – IAB Europe has today published its ‘Blockchain Demystified’ White Paper to shed light on a topic that despite its potential to revolutionise the digital advertising industry, is still largely shrouded in mystery and misconception.
Tapping the expertise of industry leaders from a wide range of organisations, under the guidance of the IAB Europe Education & Training Committee, this white paper covers key elements to provide a better understanding of the technology and its application in digital advertising. The IAB Europe members who contributed to the white paper are Adform, eBay, FreeWheel (and Blockgraph), IAB Italy (and its members, Ligatus Italia and MainAd), MetaX, Mindshare (GroupM), Publicis Media, and Rubicon Project.
“In recent years, a lack of transparency and thus trust within our industry has been an ongoing theme in discussions about the current state of the media business. Most experts believe that blockchain’s potential applications for marketing and advertising may provide an opportunity for all participants in the media supply chain to demonstrate transparency and to rebuild trust. This white paper impartially examines blockchain’s potential value for our industry, shedding light upon its current capabilities as well as its challenges and limitations. We believe this very detailed and in-depth resource will set the basis for future thinking on how blockchain may enable increased efficiencies and a more trustworthy supply chain for our industry”, said Neslihan Olcay, Chair of the IAB Europe Education and Training Committee and CEO of Wavemaker Turkey.
The whitepaper also features a range of use cases to show Blockchain’s application to the current advertising industry. These include IBM for Unilever’s pilot program that tracks the digital ad buying ecosystem via blockchain to enable increased efficiencies and a more trustworthy supply chain, and Comcast’s FreeWheel group’s industry initiative to connect data insights across the entire TV ecosystem.
As part of the 2019 work plan on educating the industry about blockchain and sharing best practice use cases, IAB Europe’s Education and Training Committee will also organise a webinar this summer to feature the white paper’s contributors and industry experts. This follows up from the 2018 Blockchain webinar which first addressed the impact of this new technology on the digital advertising ecosystem.
"Blockchain is the disruptive technology of today that many claim will revolutionise the industry. Ultimately, even if the promises of trust, transparency, and security don't fully pan out, hindered by the hurdles highlighted in this white paper, blockchain may become a trigger and the catalyst for some bigger and more complex projects to modernise clunky and still partly digitised ecosystems in marketing and advertising. It is in this that an intrinsic value to blockchain lies, beyond the obvious benefits it can generate," said white paper leader Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide and Chair of the IAB Europe Research Committee.
The white paper discuses not only the basics of what blockchain is and how it can be applied in the digital industry, but also looks at common areas of confusion, such as the difference between cryptocurrencies and blockchain as a whole. It investigates the current limitations for blockchain and the hurdles it needs to overcome. The Blockchain Demystified white paper aims to provide a crystal ball looking into the future of the technology and its possible developments, applications and struggles that are still to come.
“With the lack of education into the opportunities that blockchain can provide the industry highlighted as one of the current challenges for the adoption of this technology, resources such as this white paper are vital in widening the range of technological opportunities for those part of the digital ecosystem. As a stepping stone for future work at IAB Europe on the topic of blockchain, Blockchain Demystified is the first piece in what we hope will become – with the support of our members – an instrumental library of resources on the topic” said Alex Macarescu, Programme Manager, IAB Europe.
You can download the white paper here.
Contact
For more information contact
Helen Mussard, Marketing & Business Strategy Director, IAB Europe (mussard@iabeurope.eu)
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.
Global Media Directors and Chief Marketing Officers from brands including Unilever, P&G, Mars, VW, F1, L’Oreal and GSK will be taking to the stage at this year’s Festival of Media Global event
in Rome from 21-23 May
Disability; social impact; complexities of the new media eco-system; inhousing v outsourcing; using movies to understand storytelling; transparency; mental health; the personal brand; esports; the role of the global media director in 2019; protecting the media eco-system and purposefulness are all subjects being discussed as part of the content programme.
This content programme is part of the experiential overview of the entire event, which will see the return of its catwalk stage and three immersive zones all filled with sessions focused on the media and marketing knowledge gaps of the world’s biggest spending and most influential brands.
This is complemented by the inclusive nature of the event, which has even seen it move days – Monday and Tuesday to Wednesday and Thursday - to ensure it is not hard for single parents to attend this year, while three juries and the speaker line up are fully representative of society. The event will also be offering eight lucky delegates a 45-minute professional coaching session during the duration of the event.
Once again just over half of the audience will be brands with both P&G and VW bringing their global media and marketing teams to the Festival to discover new initiatives, learn and engage over the two days of the event by having one on one meetings with media owners and tech companies and immersing themselves in the content, while more than 70% of the speakers will be from global advertisers.
There will also be a number of firsts with data, ideas and research being launched throughout the festival.
To be part of this unique experience make sure you take your place at Festival of Media Global https://www.festivalofmedia.com/global/
MAY 6 @ 9:00 AM - 5:00 PM
IAB Tech Lab’s education and adoption effort for all the latest programmatic supply chain releases is full steam ahead! IAB Tech Lab is hosting a full day event for engineers and technology leaders, “Innovation Day: Transparency and Securing the Supply Chain” in New York City on May 6th 2019.
This event is for technical and operations teams who are building the future of programmatic supply chain technology, including those from brands, agencies, and publishers. For this event, our supply chain scope includes authenticating publisher media inventory, providing transparent paths through ad tech SSP/Exchange platforms, reducing fraud, and serving trusted advertiser creative on purchased impressions. Attendees will deep dive into critical technical standards, remaining supply chain vulnerabilities and take away inputs for engineering roadmaps in 2019.
Learn more and register here.
As an industry, we made huge strides in securing the supply chain last year, and the fight continues as the latest ad technology standards are adopted. This full-day event will be packed with fresh takes on fighting remaining fraud vectors and adopting technical standards for programmatic transparency. You’ll learn about updated technologies like OpenRTB 3.0, OpenDirect 2.0, AdCOM 1.0, app-ads.txt and more, and leave with actionable insights for platform development.
This article was originally published here.
Irish Digital Advertising Spend grew by 17% in 2018 according to the latest IAB / PwC Online Adspend Study.
Digital advertising spend in the Irish market for 2018 reached €574m according to the latest results of the IAB PwC Online Adspend report, reflecting a growth rate of 17% year on year.
Display advertising grew by 18% to €250m in 2018, this growth was driven by Social with a 31% growth rate YoY and Video with a 34% growth rate YoY.
Search advertising grew by 17% in 2018 with an adspend of €286m and a share of 50% of the total Irish digital advertising market.
Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online adspend at €38m.
Download the infographic below.
For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, 086 852 2291, maeve@iabireland.ie
Tapping the expertise of leaders in the industry from a wide range of organisations, under the guidance of the IAB Europe Education & Training Committee, this white paper covers key elements which should help provide a better understanding of the technology and its application in digital advertising.
Download the Blockchain Demystified White Paper.
IAB Europe would like to thank the white paper leader that helped to edit and compile it:
| Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide and Chair of the IAB Europe Research Committee |  |
And the white paper contributors that provided content for this white paper
| Thomas Park, Senior Director Product Management, Adform and Co-Founder Advanced Blockchain Solutions |
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| Samuel Zwaan, EU Product Lead Programmatic Advertising, eBay |
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| Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel
Jason Manningham, General Manager, Blockgraph |
|
| Giordano Buttazzo, Ad Tech Manager, IAB Italy
Sebastiano Cappa, Board Member, IAB Italy, ExCo Board Member, IAB Europe, and Managing Director, Ligatus Italia Michele Marzan, Board Member, IAB Italy and Chief Strategy Officer, MainAd |
|
| Hunter Gebron, Director of Strategic Initiatives, MetaX |
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| Dee Frew, Associate Director of Technology and Activation, Publicis Media
Tej Rekhi, VP Group Development Precision EMEA, Publicis Media |
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| Tom Kershaw, Chief Technology Officer, Rubicon Project |  |
As part of the 2019 work plan on educating the industry about blockchain and sharing best practice use cases, IAB Europe’s Education and Training Committee will also organise a webinar this summer to feature the white paper’s contributors and industry experts. This follows up from the 2018 Blockchain webinar which first addressed the impact of this new technology on the digital advertising ecosystem.
Download the Blockchain Demystified White Paper.
For more information please contact
Alex Macarescu
Brussels, 4 April 2019 - IAB Europe has endorsed four more European training programmes managed by its National members in Italy, Spain, and Austria, further bolstering the number of Education and Training initiatives bearing the IAB Europe seal of excellence. A total of 12 Education initiatives delivered by both Corporate and National IAB members now receive recognition by IAB Europe and its Education and Training Committee.
The latest endorsed programmes are:
From digital marketing fundamentals to programmatic trading and academy level certification, these latest course additions join IAB Europe’s already impressive roster of endorsed training programmes to support and guide digital marketing professionals throughout their career across Europe.
“It is great to see the momentum that the IAB Europe Endorsement Programme is gaining, as the benefits for initiatives in the field of education carrying the Endorsed aegis come to light. These are truly leading programmes in their markets and indeed Europe as a whole. We are honoured to support them and have the National members which develop and deliver them be part of our Education and Training Committee. It is through their continuous efforts that pan-European standards for education in digital training are being elevated”, said Neslihan Olcay, Chair of the IAB Europe Education and Training Committee and CEO of Wavemaker Turkey.
IAB Italy Creates New Digital Lab and continues certifying Programmatic Specialists
Through its latest initiative, IAB Italy aims to renew its educational proposal with new courses dedicated to current and future professionals in the digital world. The courses combine theory with practice and will be conducted in a "laboratory" formula: each lesson will be enriched by practical exercises in the classroom under the constant observation of teachers.
The organisation is also continuing to certify much needed specialists in programmatic. This programme aims to provide access to in-depth coverage of technological platforms for programmatic buying, selling and combine them with the knowledge of traditional media spaces.
IAB Spain Provides Programmatic Ad Essentials
Already covering a wide range of topics through an expansive course catalogue, the IAB Spain course on programmatic trading acknowledges the revolution in this field and the fact that now, more than ever, a deep understanding of the changing landscape and indeed ecosystem, is a must for all marketeers. IAB Spain’s mission in education is to develop technical knowledge in order to further enhance marketing skills in the Spanish industry.
IAB Austria Focuses on Future Digital Careers
The course offered by IAB Austria introduces all relevant areas of digital marketing: from market overview to technical and economic fundamentals to creation and planning strategy. The full-time modules are held three times a year in Vienna and offer attendees the opportunity to build knowledge, get answers to their questions and make important contacts for their future career.
“For many organisations across Europe education represents an area of focus in the continuous pursuit to combat the talent shortage and skill gap that currently afflict the digital industry. It is vital that the efforts of those taking the initiative to train the future ranks of digital talent be recognised and supported. Markets in Italy, Austria, and Spain - to name just the latest addition to the list of endorsed programmes - benefit from an impressive offering of digital training, which we are now proud to endorse”, said Alex Macarescu, Programme Manager, IAB Europe.
Do you have a training programme that you feel meets the criteria of the IAB Europe Endorsement Programme and wish to have it bear the Seal of Excellence? Contact us.
About the IAB Europe Endorsement Programme
As a main building block in IAB Europe’s plan to support education and training initiatives in Europe, the Endorsement Programme comes as a collaborative, easy to implement, and high impact project. Its main goal is to provide additional visibility and weight to high-quality training programmes developed by members and partners. You can learn more about the IAB Europe Endorsement Programme 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.
It is regrettable that Johnny Ryan’s ongoing PR campaign against the digital advertising industry and in particular his unfounded and inaccurate accusations against IAB Europe are becoming ever more desperate. His claims only distract from the work regional and national regulators, alongside not-for-profits such as our own, are doing together to create a more transparent, trusted and safe online experience, for consumers, brands and publishers.
Ryan’s latest complaint can be split into two distinct issues: firstly, a challenge that the way we obtain consent for cookies on stg-iabeurope-iabeuropeold.kinsta.cloud is unlawful. This is then being used as leverage for his ongoing, more general allegation regarding the guidance we provide to support the entire digital advertising industry.
We will issue a full rebuttal of Ryan and his employer’s accusations in due course, however to take each of these briefly in turn.
The ePrivacy Directive requires that user’s grant their consent before any cookies are used that aren’t strictly necessary for the functioning of the website. The consent requirement covers, amongst others, cookies used for analytics, advertising and social media sharing buttons. It is these uses we ask users’ consent for. Neither the GDPR or ePrivacy Directive prohibit a website operator from making access to their website conditional on consent for cookies and/or any data processing associated with it. Considering all relevant provisions of the law, IAB Europe is confident that the way it obtains consent for the use of cookies on its website complies with the requirements of the law.
With regard to Ryan’s broader accusations regarding our position within the digital advertising industry, it is perhaps helpful to set these within the commercial context of his employer’s business. Their current model blocks ads served transparently by the partners a publisher chooses to monetise their content and instead injects their own ads, coercing a publisher to give up a share of their revenue in the process. As a result, it is in Ryan’s interest to position himself as an arbiter of privacy standards.
In contrast, IAB Europe is a not-for-profit organisation that works closely with government, regulators and all parts of the digital advertising industry, to ensure regulation is fit-for-purpose and then implemented correctly. Whilst we will address these latest complaints in the appropriate manner, they will not distract us from this primary goal.
