Interactive Advertising Bureau

Hear from some of our members about why they think membership of IAB Europe is valuable and important for the development of the digital advertising and marketing industry.

Jade Grant, Solutions Consultant, IPONWEB

Pietro Acanfora, Global Platform Consultant, Adform

Oliver Gertz, Managing Director, Interaction EMEA, MediaCom

Lisa Kalyuzhny, Senior Director, Advertiser Solutions EMEA, PubMatic

Ben Geach, Senior Director, Global Product Strategy, Oracle Data Cloud

Tom Fryett, Head of Programmatic Development EMEA, Omnicom Media Group

Simon Baker, Head of Programmatic EMEA, Bloomberg Media Group

Jacqueline Boaky, Senior Director, Customer Success, PubMatic

Clementina Piazza, Programmatic Director EMEA, Integral Ad Science

The Programmatic Trading, Research and Brand Advertising committee members have put together their top predictions and trends for 2020. Take a read of what Europe’s greatest digital minds foresee for our industry!

2020 Trends – IAB Europe Programmatic Trading Committee

2020 Trends – IAB Europe Research Committee

2020 Trends – IAB Europe Brand Advertising Committee

IAB Europe’s Brand Advertising Committee are already looking towards the future and predicting the challenges and opportunities for 2020. From Audio and Connected TV to impactful advertising and mindful marketing, the committee's team of brand experts reveal some top predictions and trends for the next year.

Manuela Lahidalga Guereñu, Marketing e Investigación, IAB Spain

We predict two terms that will become mainstream in 2020:

- Mindful marketing: It relies on listening to generate targeted marketing actions and customizable solutions. The brand tends to search for solutions and solve a specific problem with a clear commitment such as the environment, diversity or social rights, will no longer sell a product to a consumer, but tends to humanize focusing on the values of both the brand and humans.

- Multi-experience: Branding strategies can no longer be unilateral, now we have to offer differentiating experiences where not only sell product and brand commitment. One of the trends of this 2020 is to see branding strategies with multi-experiences highlighting virtual reality and augmented reality that will provide content, as they interact differently with the user, in commitment, by the high emotional content provided by these technologies and finally in visualization, by the great potential to take advantage of them.

Heather O Shea - NA Head of Media & Content, Insights Division, Kantar

Will newer audio channels go mainstream in 2020?

We predict that 2020 could herald a new age of audio advertising. We expect podcasts to be one of the fastest growing channels for ad spend: according to our Getting Media Right 2019 study, 63% of marketers say they plan to increase spend in podcast advertising over the next 12 months. The intimate and highly personal nature of podcasts offers advertisers a highly receptive audience. And being one of the least cluttered channels, they are also one of the most engaging - our measurement of podcast advertising shows above average lifts on metrics such as purchase intent when compared to our norms data. Radio is also reinventing itself, tapping into the broader resurgence of audio as a marketing channel. Digitisation is fuelling greater diversification, enabling the rise of more niche stations.

2020 could be the make-or-break moment for newer audio channels. Podcasts need to become more measurable to help advertisers and brands understand the ROI from their investments. Radio will continue to modernise in a way that helps brands reach new audiences, to reinforce its position as a relevant and reliable advertising medium. Over the next 12 months, aligning brands with these increasingly digital audio moments will need to evolve to a new level for marketers.

Małgorzata Walendziewska, Special Programs Manager, IAB Poland

At IAB Poland discussion intensivity about brand advertising in upcoming years is increasing. We've decided to ask experts representing various sides of digital marketing which trends will be the leading ones.

Marta Sułkiewicz, Chief Executive at Gemius GmbH CSO

The keyword for the upcoming year should be the rebirth of long-termism in the post digital age! We should focus on how to engage and captivate audiences with ads using ultimate touchpoint sequences instead of just forcing people to watch ads. Yet,I think there still won't be enough room for it in our discussions. We still need to worry about current issues like brand safety, viewability or transparency across media and the walled gardens. So instead of focusing on how to grow, marketers will still be thinking how not to lose”.


Estelle Reale, Global Marketing Director, Sublime

As a new decade beckons it’s exciting to see brands taking advantage of creativity in digital, and making use of innovative ad units that deliver an engaging framework for brand messaging. From videos to augmented reality, store locators to slideshows, brands have the tools to design truly immersive experiences, and interactive formats enable them to boost engagement rates.

‘Creativity’ will be 2020’s buzzword, with brands producing ad content that entertains, inspires, and informs. These three elements transform campaigns into something viewers seek out, care about, and engage with, rather than something they begrudgingly sit through to access quality content.

In particular, creativity will be indispensible in video, where shorter ad formats are designed to resonate with distracted audiences. Brands must utilise creative within short bumper ads and tell a brand story in under ten seconds. It is crucial here to ensure the creative seamlessly integrates with the content, without interrupting the user experience. Driving innovation and creating engaging and non-intrusive ad formats will be key as we enter the new year.

IAB Europe’s Research Committee have put together their top predictions and trends for digital research and measurement in 2020. Take a read of what Europe’s greatest research minds predict for our industry!

Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide.

The rise of SVOD services, both US-based media giants and European ones - Having robust deterministic identity graphs to ensure cross-device distribution of exclusive content they will allow to execute complex advertising story-telling strategies. Key SVOD providers will be bundling their streaming services with other products and will embrace advertising models as an element of their financial models. Hence many advertisers will run video across environments that include other digital content or on digital out-of-home in an effort to sustain broad reach. Another alternative includes optimizing reach across a wider range of media, with a focus on using each medium to drive awareness as best as each can. Other marketers might find that a focus on outcomes as opposed to proxies for long-term outcomes (which brand awareness is arguably best at) rather than reach is a preferred approach.

More and more brands will embrace on digital transformation programs - These include direct-to-consumer concepts, sales via third-party e-commerce channels, and focus on driving consumers to digital experiences (including websites or branded content), more growth in spending on digital media will occur. Simultaneously it will require efforts for architecting and integrating multiple platforms across MarTech, AdTech, Commerce and Retail and Enterprise. To reduce complexity and optimize operational aspects in managing complex systems many brands will tend to gravitate towards end-to-end providers of solutions spanning marketing, advertising and commerce platforms.

The rise of augmented and conversational analytics, explainable AI and NLP will democratize further data and bring analytics closer to business users. We will see automation of key aspects of insights surfacing, media optimization, data science and advanced analytics in marketing and advertising across all ecosystem players. As such more teams will be enabled by technology for quick or near real-time decision-making vs. data crunching and reports generation which eventually should increase productivity of advertising. Also it will speed up adoption of outcomes-based commercial models in advertising: there will be a shift from well-established proxies in measuring effectiveness and optimizing activity to business-related outcomes.

 James Colborn, Head of Global Data Solutions, Verizon Media

What The Cookie Monster Means For Measurement

Measurement in 2020 will face a series of headwinds brought about by privacy, regulation and technology. In light of a heightened focus on consumer privacy, browser enhancements like Intelligent Tracking (e.g. ITP on Apple Safari) will place enhanced pressures on measurement solutions that are reliant on 3rd party techniques (such as cookies) to operate. With only one leading, and arguably dominant, browser to still determine their implementation of this tracking measure, 2020 has a huge question around how measurement will be conducted in the coming year.

Based upon these changes, operating in a cookie-less environment will become a key consideration for advertisers, publishers and technology providers alike. Customer Data Platforms (CDPs) may come to the fore as mechanisms to allow advertisers to manage their 1st party data and provide opportunities to partner with publishers and advertising firms to determine the effectiveness of their campaign performance.

Lastly, for 2020, the increasing focus on new (or in fact old media being digitised) such as Connected TV (CTV), Digital Out of Home (DooH) and Programmatic Radio, will offer up new media channels to add to multi-touch media modelling which, in turn, will present a greater and more comprehensive view of an advertising campaign's overall effectiveness. This, however, will continue to be challenged by data that is housed in walled gardens, preventing the advertiser from having a complete 360 degree view of their marketing spend.

 Jane Ostler - Global Head of Media, Insights Division, Kantar

Cookies start to crumble - Changing the recipe

Since the 1990s, the cookie has been used to track online behaviour. This helps improve user experiences on websites, as well as deliver and measure targeted digital marketing.

As a result, the advertising industry has become reliant on cookies to activate and assess online campaigns. But in a world where data privacy concerns continue to intensify, technology providers like Apple, Google and Mozilla are moving to allow users to block third-party cookies.

Kantar’s Getting Media Right 2019 shows that this has nearly 65% of marketers concerned about providing impactful measurement in a post-cookie world.

Looking ahead to 2020, our prediction is that although cookies will start to crumble, they will not disappear completely for some time. Instead advertisers will be faced with a “mixed economy”.

But advertisers are crying out for fewer silos in campaign measurement, and in response to this, in 2020 we expect to see more direct integrations between publishers and measurement partners, enabling true cross-publisher measurement.

Campaign measurement will become ever more complex, and marketers will need to future-proof their measurement frameworks and reduce their reliance on cookies. Many looking to third-party measurement providers like Kantar to help navigate the evolving media landscape.

 Phil Sumner, Global Media Insights Director, Teads

Without doubt, the biggest measurement challenge facing our industry is how we deal with a cookieless (or more realistically a heavily cookie-reduced) ecosystem. Updated European ePrivacy regulations and The California Consumer Privacy Act (CCPA) will no doubt affect the way we do business. Furthermore, the general trend for browser initiated cookie restriction will only accelerate this. This will serve to highlight the importance of high quality, transparent measurement but measurement providers will need to make strategic partnerships with media owners and agencies alike to ensure they can keep the lights on. Panels will have their revenge and those who wrote them off will eat humble pie.

In a new cookie-reduced paradigm, 3rd party behavioural signals will continue to reduce in volume and accuracy. The importance of context/content signals will only grow as a viable targeting source but media owners and Agencies alike will rapidly need to establish proof points to build trust in these methods, the efficacy and efficiency of the new segments which are produced.

Quality Audience Measurement and Viewability measurement are broadly considered transactional table stakes for Advertisers and Agencies across the region but The WFA’s Cross Media Measurement standardisation project and MRCs introduction of a new cross media standard will likely be the biggest global shake up in this area of measurement as Advertisers finally reach some semblance of alignment.

Finally, 2020 will be the year that Attention measurement reaches the mainstream and starts appearing more formally in the planning and measurement processes of brands and media agencies.

James Havelock, Manager, Advisory Services.  Freewheel

2020 – One Campaign to Rule Them All

For premium video, 2020 will see a significant shift from proof of concept learnings into scaled execution in the linear addressable space. Linear and digital capabilities are becoming unified and 2020 will see business processes mature to this new dynamic. Supply side companies now have real world experience to align their linear and digital sales strategies, as well as unified campaign management and subsequent measurement and reconciliation. This enablement has to be supported by advocating addressable campaign benefits to their advertiser/agency customers who are demanding the same level of control and delivery insights available to vod-delivery. Like all revenue growth strategies that combine a mature model with an evolving model, it requires significant investment across people, processes and systems to work. With unified decisioning being enabled across many of our customers, we expect to see confident and successful adoption of unified processes across premium inventory including major events.

Virginia Alvarez, Executive Director, Marketing Intelligence  and  Femi Taiwo, Director, Data & Technology Strategy, from EMEA Marketing Intelligence, OMD

 Predictions 2020:

Trust in Data … Trust in Bites of Data - Over the past decade, the growth of the Internet has generated seemingly endless amounts of digital Big Data. In turn, digital Big Data have been used to provide consumers, retailers, and marketers with information that has created efficiencies, enabled new capabilities, and opened up previously unrealized opportunities. However, it has been proven that Big Data has the potential to erode long-term brand equity because of its tendency to cultivate a short-term decision-making mindset. (Source: The crisis in creative effectiveness Peter Field June 2019)Some even would say that Big Data are no longer as representative as everyone may think. Big Data could have become Bites of Data – in terms of representativeness.

The GDPR effect - First party data always fed the purpose- if the objective of the research was clearly aligned. The challenge has always been that  first-party data is rarely collected in large enough volumes to be actionable at scale, the way that third-party is. That’s why, Big Data opened us lots of opportunities to understand our target audiences better…. but with GDPR can Big Data be more trusted nowadays?

GDPR has not only given consumers the right to opt-in but have forced marketers to focus their attention on improving data hygiene processes, leading to better targeting and higher quality interactions. However, data collected with all the right processes & consent doesn’t mean the data is good – it just means it’s been collected well and you don’t have to worry about that aspect. The quality of, and opportunity to action, data should not be automatically inherited from how it was collected.

It is now more than ever our responsibility to demonstrate what do these data really mean, regardless how broad the data collection was, or how was it collected. In 2020, the role of an Insighter and any marketing professional will be to cut through all these caveats and truthful to the craft.  It is going to be an ongoing balancing act managing the scale vs trust/accuracy requirements vs representativeness of the target audience under question….

Naomi Key-Field, Insight Director (Marketing Intelligence), OMD EMEA

As an anthropologist, I’m excited by signs of a move away from Big Data as the most important (if not only) route to media effectiveness & evaluation.  An encouraging resurgence of interest in advanced behavioural techniques is emerging: Clients are recognising the need for richer understanding of the esoteric humans behind the faceless audience numbers gleaned in most campaign planning/ analysis.  In my experience, the best way to augment interpretation of mass data points has been to design “human-first research” using bespoke, iterative, mixed-method approaches from the outset.  To achieve optimal brand experiences, we must unpick complex consumer behaviours on multiple levels; ideally over time and in different contexts. People are not static and unresponsive; nor should be the research about them.

Challenges: Economic uncertainty often stifles research commissioners’ decision-making speed and willingness to invest in untested approaches.  Innovation research budgets may be slashed if times are hard post-Brexit.

Members of IAB Europe’s Programmatic Trading Committee have put together their top predictions and trends for 2020. From predicting a cookie-less christmas to TV manufacturers owning the Connected TV opportunity, take a look at what the committee have to say on where programmatic will go in 2020.

David Goddard,  Chair of the IAB Europe Programmatic Trading Committee and Senior Director,  Business Development, EMEA, DoubleVerify

Advertisers’ appetite for Connected TV advertising inventory is at an all time high, so 2020 will be a year of growth. Naturally, CTV’s high value inventory will be targeted by fraudsters, thus we expect Ad fraud in this emerging environment to increase in volume and sophistication into 2020. We also anticipate progress in standardization that will facilitate consistent quality measurement – including viewability and brand safety – across CTV platforms and providers.

The growth, or re-emergence of contextual targeting will happen in 2020, as advertisers attempt to reach users in a post-GDPR world. With increased scrutiny and regulation around consumer privacy on the Internet, targeting audiences based on user data is becoming problematic for global brands. In response, contextual targeting at scale and publishers’ ability to package inventory in line with advertisers’ brand safety requirements, will become increasingly important.

2020 will bring Improved measurement to digital audio, that in-turn will lead to growth. Digital Audio is not a new concept, but as it grows, it is causing a shift-change in the advertising landscape. From streaming our favourite music to listening to the latest podcast, the additive nature of audio enables advertisers to avoid the fierce battle for the consumer’s screen and reach a highly engaged, captive audience. Despite these benefits, Audio is not being measured equally,  making it hard to compare to the wider mediamix. In addition to measurement, greater quantity and variety of content will naturally increase brand safety concerns, meaning the need for quality authentication will grow, especially as more inventory becomes available both directly and programmatically

Léon Siotis. President of Europe, SpotX

2020 is the year we will see device manufacturers make sustainable claims in the TV advertising markets across Europe. In the past few years, we have seen the impact this group of companies have made in the U.S. and now we can expect to see similar strategies take hold here. Samsung’s ad-supported TV Plus proposition is now available in select European countries with plans to expand on this in 2020, while Roku inked their first European integrated TV OS partnership with Hisense, and Rakuten and Xumo have both struck their own integrated European partnerships with various manufacturers.

The integrated nature of these new offerings delivers a more seamless viewing experience, enabling video producers to discover new audiences for their content. Endemol has announced three channels for Samsung Plus and we expect to see many more launching across the various manufacturers in the new year. This will drive the entire category forward with advertisers and brands benefitting from the continuation of the popular big screen experience now coupled with unique data opportunities.

Not to be outdone, traditional broadcasters will continue to invest and see growth in their direct-to-consumer over-the-top (OTT) services. Sports has always been the biggest driver of live OTT viewing and the segment returns with a vengeance in 2020 with both the Euros and the Olympics. We expect to see record numbers of viewers watching these events across the various broadcaster apps, presenting a huge opportunity for them to deliver tailored advertising using server-side-ad-insertion (SSAI).

Akshay Bhattacharjee, Programmatic Solutions Specialist CEE & Nordics, Integral Ad Science

The Transparency Challenges of Programmatic

2019 saw greater demand from the buy side to have transparency into the quality of traffic coming from the sell side. This has on one hand created positive ripples, resulting in a better educated industry who are more up to date on fraud, brand safety and brand suitability and the impact these factors can have on the effectiveness of digital advertising. Brands and Agencies are also demanding this quality traffic by opting to collaborate with publishers and SSPs that are verified by third parties, such as Integral Ad Science, who can ensure humans, not bots, are viewing their ads. But whilst this level of awareness and industry knowledge will continue to grow in 2020, the sell side is likely to remain slow to full unveil the full blue print behind how their inventory is bought and sold.Hence, the Buzzword for 2020 would be Transparency.

Szymon Pruszyński, Head of Global Communication, Yieldbird

Next year will surely be full of changes and new exciting opportunities in the digital advertising industry for brands looking to reach their audience. As we are mostly focused on programmatic part of it we are very eager to see what will be the future of the third party cookie after Google will implement the announced changes on the Chrome browser level. We are expecting it will not create as many difficulties for the industry as changes on Safari and Mozilla did in the past few years, but it should give an opportunity for couple new companies to come up with new useful products and solutions, and it will require both advertisers and publishers to adjust their advertising strategies. The buzzword for 2020 can surely be context, as without vast recognition of users in the internet proper context can be much more significant to introduce brands to their proper target groups.

John Wittesaele, CEO, EMEA, Xaxis

As an industry we are seeing a growing consensus that traditional measurement metrics such as click-through-rates (CTR), cost-per-click (CPC) and cost-per-acquisition (CPA) are out-dated and misleading – making it hard to justify the case for an increase in digital advertising budgets. To ensure advertising is measured effectively and directed towards tangible business objectives, marketers will need to look further into newer measurement techniques, customisation and optimising creativity. Therefore as we look ahead to 2020 and beyond to the next decade, the buzzword will be ‘outcomes’.

By focusing on desired business goals via outcomes, advertising can provide value, which is cost efficient and profitable, all while improving the consumer experience through relevance and personalisation.

Ben Geach, Senior Director, Global Product Strategy, Oracle Data Cloud

Top Prediction for Programmatic in 2020 - Finally, the death of keyword & domain blacklists in media buying

Brand safety means different things to different brands, and while blacklists have proved effective, but as more inventory goes programmatic, a more nuanced, custom approach is necessary. So in 2020, we will start to see the demise of the traditional keyword blacklist in favor of a shift to dynamic, custom brand suitability.

Brand suitability will ensure advertisers get access to more premium inventory that better aligns with their brand, and more control of their ad spend. Meanwhile, publishers will benefit from an increase in scale and a more complete match of their high-value inventory to advertisers.

Most impactful disruptor for 2020 - Insights fueling creative

Somewhere along the way, we forgot about the need to create exceptional advertising that connects with people on a human level. As the industry corrects itself, we will see brands and advertisers disrupt by way of leveraging the insights and data at their disposal to fuel creative.

For example, insights available through contextual intelligence technology reveal how content trends shift over time, when people are engaging with content, and when they are in certain mindsets. All this will be used to fuel the creative process and allow marketers to understand the ads that are drawing the most attention, what messages are connecting with audiences, and how people are taking action because of it. 

James Prudhomme, Executive Vice President, International, Index Exchange

There’s a shift taking place in our industry, particularly as third-party cookies disappear from browsers. Earlier this fall, when Firefox made the decision to block all third-party cookies by default, both publishers and buyers felt that impact almost immediately (particularly in Germany, where the browser has greater market share). Publishers’ revenue took a hit, and buyers’ bid rates were down by as much as 40%.

It’s challenging in the short term, but long-term, we think the loss of cookies is going to move our industry to a more people-based, deterministic advertising model. Ultimately, this change will create greater opportunities for premium and trusted publishers, buyers, and tech providers across the open web.

The key is to focus on the end-user and build Identity and people-based solutions with them in mind. Looking at the market right now, it’s clear what matters to users — they want more control over their data and a clearer understanding of how the internet is using that information. If your focus is on the user and how to earn their trust — as ours is — solutions built around deterministic, first-party data become the clearest path forward. That, we believe, will be the future of programmatic trading.

Kofi Amoako – VP of Customer Success & Operations, Pubmatic

Identity is the hot topic coming out of Dmexco. It was part of many conversations and an ask both from the buy side and the publisher side.

The challenges presented by the cookie crumbling also present an opportunity for increased innovation and collaboration between publishers and independent tech providers. Publishers are forming alliances to enable contextual targeting at scale across their collective properties. Industry consortiums like NetID* and ID5* are providing identity alternatives. And we are seeing more willingness among publishers and tech providers alike to work together more closely to counter the duopoly and cookie threat.

The pending death of the third-party cookie will most assuredly lead to new identity tools that will disrupt the display market in 2020. It remains to be seen which of the emerging solutions will achieve the scale needed to compete with the walled gardens to deliver advertisers with the ROI they need.

Lisa Kalyuzhny, Senior Director, Ad Solutions of EMEA, Pubmatic

The year of mobile – According to our latest research, massive growth in mobile ad spend can be attributed to the amount of time users are spending on their devices (vs. desktop) and the emergence of new formats like video. These changes have led to an evolution in programmatic buying in both developed and emerging global markets. Mobile ad platform spending continued to grow aggressively in Q3, rising 28% over last quarter, while desktop ad platform spending declined slightly over the same period.

For 2020 and beyond, brands should expect to see marked improvements in quality and transparency of in-app media environments with the adoption of OM-SDK as well as the evolution of KPIs and benchmarks, enabling marketers to reach target audiences at scale, across platforms, in a brand safe manner.  Additionally, header bidding technology will see more investment from app developers looking to take advantage of the advancements in media monetization already broadly adopted by the web publishers.

Phil Eligio, Head of Advertising, Adevinta

Overall, I will be excited to see programmatic trading continue to mature and become known as a sophisticated, clean and effective way of helping monetise the publisher relationship with its audience fairly, in order to drive further investment in organisations providing valuable news, information and other services to the community.

Key predictions for Programmatic Trading in 2020:

- Open Bidding vs Amazon TAM vs Prebid server as the solution for server-side third-party demand management will be stress tested. At least one will become known as the 'also ran'.

- Different approaches on the second-party data at scale will pop up to cover part of the need for programmatic trading addressability. Expect a larger range of 'data marketplace' options to arise and let themselves be known.

- The 'Identity' discussion will shift significantly, and will be augmented by external factors (browsers, regulation, etc.). Which of the current approaches to Identity are yet another hack with limited shelf life?

- A supply-driven solution for trading scale across legacy digital publishers will be an urgent need. A data and/or technology layer will be a base requirement, and successful scalability of that component will have a big role in any alliances' success.

- There will be more companies that exit the market as regulations in the space mature and browsers evolve

The 2020 buzzword for programmatic trading could well be 'addressability'.

12 December 2019, Brussels:  IAB Europe, the leading European-level industry association for the digital advertising ecosystem, today published the first edition of its Digital Transformation Playbook. The IAB Europe Digital Transformation Playbook 2019 is the result of great appetite in the market for guidance and best practices on implementing this transformative concept.

Developed by the IAB Europe Education and Training Committee, the Playbook leverages the experience and know-how of some of the largest corporate experts in the field of digital and IAB Europe National members. Their contributions and commentaries, all within an interactive repository, provides a multi-dimensional perspective to understanding and implementing successful digital transformation projects, including technology and innovation, data, but also – and perhaps most critical of all - the human factor.

Commenting on the importance for organization leaders to drive digital transformation, Neslihan Olcay, CEO, Wavemaker Turkey and Chair of the IAB Europe Education & Training Committee said “Perhaps more important than the technological dimension of digital transformation is the company culture one. The shift in the mindset of an employee to one that is in line with the rigours of today's digitised ecosystem is critical. The change needs to be pushed from the top down.

The Playbook will be updated and refined regularly so that it reflects the latest changes and developments that impact digital transformation. Future editions will also expand on the roster of contributors to include evolving best practices and case studies from across Europe.

"Due to the breadth and applicability of digital transformation, this is not a process that is recommended only to emerging markets. Indeed, even powerhouse economies across Europe and the Globe can and should align to the digital world of today, if they have not done so already," explained Ewa Opach, Director of Education and Certification, IAB Poland.

Alex Macarescu, Programme Manager of IAB Europe’s Education & Training Committee is confident that the playbook can grow into a vital resource to any organisation across Europe, The Digital Transformation Playbook is not claiming to be the one solution to achieving success in this transformative process. It is a gateway to the learnings and actions of organisations from a myriad of fields (from digital advertising to accounting) who share their experience of having gone through - and conquered – most of the opportunities and challenges of <<going digital>>.”

Organisations interested in accessing the free resource, can do so here.

For more information contact Alex Macarescu ( or Helen Mussard (

The press release and complaints erroneously suggest that IAB Europe’s Transparency & Consent Framework (TCF) is designed to enable “fake consent” signals to be sent throughout the digital advertising ecosystem. On the contrary, the TCF policies and technical specifications were created precisely to ensure that the types of behaviour detected by the INRIA research project, do not occur.

TCF policies explicitly require that signals generated under the framework accurately reflect all user choices and that such signals are collected, logged and transmitted in accordance with what is required under the GDPR. Where publishers implement TCF-compliant consent management platforms (CMPs), the generation of any signals prior to informing the user and the user expressing their choices with regard to the processing of their data is forbidden. Hence, as a tool which strives to help the digital advertising industry comply with data privacy requirements, the TCF should be seen as part of the solution and not part of the problem.

IAB Europe believes that the research conducted by INRIA illustrates the value of a standardised solution such as the TCF in enabling enforcement authorities to hold data controllers accountable. We hope that the CNIL will use this opportunity to encourage market players to embrace this open-source, cross-industry standard going forward, and invite Mr. Schrems as well as the INRIA research team, to engage in a dialogue with us about how the TCF can be used to deliver on the requirements of the GDPR.

Townsend Feehan, CEO, IAB Europe

IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of Transparency and Consent Framework (TCF) v2.0. TCF v2.0 continues to support the overall drive of the TCF to increase user transparency and choice, management by digital properties of consent and compliance and industry collaboration that centers on standardisation. Under TCF v2.0, not only can the user give or withhold consent, but they can also exercise their ‘right to object’ to data being processed on the basis of legitimate interests. It also enables greater transparency for the user, through more detailed and more easily understandable descriptions of the purposes of data processing.   

Switch Over from TCF v1.0 to TCF v2.0

At the end of Q1 2020, on the 31March, TCF v1.0 will no longer operate. This is the official deadline for all registered TCF vendors and CMPs to be signed up to and operating TCF v2.0. 

Support Workshops for CMPs and Vendors

In the run up to the switch over deadline, IAB Europe will be running a series of workshops to offer full support and guidance to CMPs and Vendors. The workshops will commence in January 2020 and will run to the switch over deadline. Hosted in a 1 hour-long webinar format, all interested participants will be able to dial in and hear from TCF experts on what is needed to fully implement TCF v2.0. All webinars will feature Q&A sessions and will be recorded. The workshops will cover everything from the CMP user interface under TCF v2.0 to Policy and technical specifications differences from TCF v1.0. 

Sign up to attend the Support Workshops

Please see below for details on upcoming workshops including registration links. Full details on the sessions will be provided closer to the workshop date.


Workshop Title Workshop Synopsis Time & Date Registration Link
Training 1: Policy Check 101 An overview on the main differences in policies between v1.0 and v2.0 of the TCF. This session is for all TCF stakeholders. 4pm CET 

Thursday 16th January 
Training 2: It’s all about the first impression. How the CMP UI should look in TCF v2.0.  An overview of the main differences in a CMP UI for v2.0 of the TCF. You can see best practice examples of what a CMP UI should look like in v2.0 plus guidance on correctly incorporating all policy additions for the best user experience. 4pm CET

Tuesday 21st January 
Training 3: What actually happens when we switch over. A deep dive on the process for switching from TCF v1.1 to TCFv2.0 This session will cover all questions related to the switch over including: how will the switch over work in practice? How long will TCF v1.0 consent strings be respected? And will it be a hard stop?  4pm CET Tuesday 28th January 
Training 4: Resource overview overload. Where to go for more detailed TCFv2.0 Technical Resources  An introduction to the different resources and libraries that have been built to help CMPs and Vendors navigate TCF v2.0.  4pm CET Thursday 6th February 
Training 5: Getting it right! (Part 1) . The do’s and don’ts of a CMP - technical implementation  An overview of the technical implementation for CMPs.  4pm CET Tuesday 11th February 
Training 6: Getting it right! (Part 2) The do’s and don’ts of a Vendor - technical implementation An overview of the technical implementation for Vendors. 4pm CET Thursday 13th February 
Training 7: Vamp up your validation. An introduction to the CMP TCF v2.0 validator tool  An introduction to the CMP validation process for TCF v2.0.  4pm CET Tuesday 25th February 
Training 8: Ready for launch? The final Countdown to switch over A summary of what is needed to be ready for the switch over to TCF v2.0. 4pm CET Tuesday 10th March 
Training 9: If you don’t ask, you don’t get. Q&A for CMPs This will be a session for CMPs to ask any final questions to the IAB Europe team related to the switch over. 4pm CET Thursday 19th March 
Training 10:  If you don’t ask, you don’t get. Q&A for Vendors This will be a session for Vendors to ask any final questions to the IAB Europe team related to the switch over. 5pm CET Thursday 19th March 


IAB Europe
Rond-Point Robert
Schuman 11
1040 Brussels
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