Last week, IAB Europe shared a statement here from The Association of Advertising Organizations (ARO) and the Association of Interactive Advertising (IAB Belarus) on behalf of the enterprises of the advertising industry of the Republic of Belarus, which expressed their negative attitude towards what is happening in the country after the elections of the President of the Republic of Belarus.
IAB Europe has since learnt that on August 27 their colleague Alexander Vasilevich, Chairman of the board of IAB Belarus was visited by officers of the Financial Investigation Department. Some of the employees of his company including Alexander were taken to the police station. Their phones are still not available. A search was carried out in in the office of Alexander's wife Nadya Zelenkova, the owner of advertising agency Red Graphic. Police officers also visited other family members of Alexander. This intimidating and unlawful action follows on from the beginning of the month when Alexander was detained by police and sentenced to 15 days.
We ask the state authorities to:
IAB Europe fully supports and stands in solidarity with IAB Belarus and the ARO.
At the beginning of the year, IAB Europe’s Brand Advertising Committee launched a new Taskforce - The Channels & Formats Taskforce. The aim of the Taskforce is to increase awareness and drive investment in emerging and established digital advertising channels and formats by providing best practices and guidance
Following on from the release of the Buyers Guide to Connected TV, the Taskforce is now working on a new guide for buyers and planners of digital audio advertising, due to be released in mid-October.
Digital Audio advertising is experiencing strong growth in Europe (41% YoY 2018-2019 - IAB Europe AdEx Benchmark 2019 Report) and the Task Force wants to ensure that buyers are well equipped to take advantage of this emerging and engaging channel.
The Guide will provide harmonised definitions for digital audio in Europe, an overview of the evolution of audio advertising and the landscape in Europe, as well as key considerations and best practices for digital audio campaigns. The Guide will ensure that buyers of traditional audio and buyers of digital advertising have the necessary knowledge to implement effective digital audio advertising campaigns.
If your company is involved in digital audio advertising and you would like to get involved with the Guide, please contact Helen Mussard (mussard@iabeurope.eu).
This year, IAB Europe's committees and taskforces have produced some incredible outputs. From Guides to the Post Third-Party Cookie Era and Brand Safety & Brand Suitability, to creating pan-European definitions for CTV and taking part in over 20 virtual events. We have a range of committees and taskforces that every IAB Europe member can join. Below, we've put together a summary of our committees so you have all the information you need to sign up today!
Why join a Committee?
Being a part of a committee will help you to expand your knowledge, network and provide valuable education and guidance to the wider community. You can stay up to date on the latest regulatory affairs and public policy initiatives that promote self-regulation, best practice and industry standards. Most of our committees organise events so you have the opportunity to become a speaker or moderator at large events which bring together hundreds of industry peers. Finally, being a part of a committee means you can influence the work we are doing to drive forward the future of our industry.
What's involved?
Each committee has a monthly conference call with a quarterly face to face meeting. The committee Chair and Vice-Chair lead each session and proactively involve members to get the very best from each meeting. The latest projects and outputs will be discussed so members can decide what they'd like to get involved with and work on. Most committees will focus on two to three key projects each quarter which could range from producing a white paper or discussing the latest policy situation to conducting industry research and market insights. For any output you are involved with, you and your company will be cited in the report and have the opportunity to be involved in subsequent PR or events.
What Committees can I join?
Please see below for an overview on the committees you can join. For more details on the committees with details on the Chairs, workplan and contact details, please click here.
OVER 500 VENDORS AND 70 CMPs WILL WORK WITH TCF v2.0
12th August 2020, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, today shared the market adoption figures for the Transparency & Consent Framework (TCF) v2.0. 517 vendors including Adobe, Google, GroupM, Magnite, The Ozone Project, The Trade Desk and Xandr will implement TCF v2.0 on the 15th August, as well as 70 Consent Management Platforms (CMPs).
Commenting on the positive market update of the TCF v2.0 ahead of the switchover date, Townsend Feehan, CEO IAB Europe said “TCF v2.0 takes the standard to the next level with respect to consumer transparency and choice, publisher control over data processing for advertising and content personalisation, and cross-industry collaboration. We set a target of 500 vendors to give the market the confidence that v2.0 would be fully integrated within our ecosystem by 15th August. We’ve spent the last year providing support and guidance to CMPs, publishers and Vendors, and are confident that we have a robust framework in place that can continue to evolve in light of European Court case law and regulatory enforcement”.
IAB Europe, in partnership with IAB Tech Lab, announced on 21 August 2019 the launch of the second iteration of TCF v2.0. It followed a 12-month review period which included market feedback from all sectors of the digital advertising industry, notably publishers, and nine meetings with Data Protection Authorities (DPAs) throughout Europe. Consumers will see an increase in controls in TCF v2.0 with the more comprehensive inclusion of the functionality within the TCF for a consumer to exercise and signal the “right to object” (RTO) to processing based on a legitimate interest legal basis.
Commenting on the TCF v2.0 switchover Stevan Randjelovic, Director, Brand Safety and Digital Risk, GroupM EMEA said “We are very pleased to see TCF 2.0 implemented as it brings greater transparency for users, and increased accountability for vendors. It takes a true industry effort and collaboration to create a standardised approach which allows companies to operate seamlessly across Europe, and which provides users with consistent information across publishers. We hope that the improved framework will bring more publishers and vendors on board”.
Businesses were given until the 15th August to adopt the new standards and successfully switch across from TCF v1.1 to TCF v2.0. Post this date it will not be possible to create new v1.1 consent strings although existing v1.1 consent strings will be supported in absence of v2.0 consent strings until 30 September 2020. The introduction of TCF v2.0 also welcomed many new Vendors and CMPs who were waiting for the updated policies before joining the only privacy compliance solution that was built by the industry for the industry.
Chetna Bindra, Google Senior Product Manager, User Trust and Privacy: "We are delighted to launch our integration into the TCF v2.0, in line with the switchover from v1.1 by IAB Europe. This marks the successful collaboration across our industry for a standardised framework that combines both ease of use and interoperability and will give users greater control over how their data is used, as well as provide publishers with greater flexibility to work with a range of technology partners."
Magnite’s Vice President of Product Management Garrett McGrath also commented on the market uptake of TCF v2.0 adding "Since deploying support for TCF 2.0 in March, Magnite has seen a steady increase in the presence of 2.0 signals across the exchange. We are looking forward to a full switch later this month and the greatly increased flexibility 2.0 offers end users, publishers, and the industry at large."
The support for TCF v2.0 has also been seen from National IABs like IAB UK. Gold Standard 2.0 will require companies to adopt the TCF as part of certification. Commenting on the role the TCF v2,0 will play for the Gold Standard, Tim Elkington, Chief Digital Officer, IAB UK said “TCF v2.0 prioritises consumers’ choice, control and privacy – principles that are central to creating a responsible and sustainable future for the digital ad industry. By incorporating the framework within Gold Standard 2.0 – following a recent consultation with members - we are evolving the criteria for certified members to keep pace with wider industry developments and improve the overall digital experience for consumers.”
Registration to TCF v2.0 is open to all Vendors and CMPs. To join the hundreds of industry stakeholders working with TCF v2.0, please visit https://iabeurope.eu/join-the-tcf/.
For more information please contact:
Helen Mussard, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
NEW PRIVACY SERVICES & SOLUTIONS FOR NATIONAL IABS
6th August 2020, Brussels, Belgium: IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, in partnership with IAB Tech Lab, the digital media and marketing industry’s global non-profit research, development, and technical standards-setting consortium, today announced the launch of IAB Privacy Lab, a new service to support National IABs in the development of privacy, data protection, legal compliance, and self-regulation standards, within a corresponding technology framework, for their markets.
IAB Privacy Lab will serve National IABs in regions that have just adopted, or are contemplating, new privacy laws and who want to take a leadership role in this increasingly strategic domain. It will enable these IABs to identify which consumer rights and company obligations their local laws require so they can be incorporated into local level standards and technology frameworks. Finally, it will offer support and guidance to IABs for consultations with corporate members, local regulators, and in the dialogue between legal & policy experts.
Commenting on the launch of the new IAB Privacy Lab, Dennis Buchheim President, IAB Tech Lab said “Through our collaboration on the Transparency & Consent Framework (TCF) for the GDPR (European General Data Protection Regulation), Tech Lab has developed a great working partnership with IAB Europe, creating a technical and policy framework that supports the digital advertising industry with standards for privacy and data protection legal compliance. The new IAB Privacy Lab will draw on the respective strengths of Tech Lab and IAB Europe, with Tech Lab leveraging its broad industry network of product leaders and engineers and its track record in creating global technical standards for digital advertising, and IAB Europe contributing its deep expertise in privacy policy and legal compliance. It’s a natural evolution of the work already being done and we are excited to raise global standards in privacy with National IABs”.
The expectation is that in jurisdictions where the privacy laws are similar to GDPR, any new technical solutions and compliance solution will follow the technical specification of the TCF created by IAB Europe with technical support from Tech Lab. The Privacy Lab will also coordinate closely with IAB (U.S.) with respect to other jurisdictions that are different from GDPR. This reflects the diverse requirements and approaches of local jurisdictions to ensure National IABs can provide compliant industry technical solutions for members and the wider ecosystem.
Tech Lab is organizing to modularize its privacy and data protection technical specifications to enable global companies to integrate with a shared global foundation that can support distinct regional and national privacy laws and needs.
A pilot project is already underway to support the development of a ‘TCF Canada’, under the leadership of Sonia Carreno, IAB Canada CEO. “The enormous shifts towards privacy by design taking place in the industry are affecting all markets including Canada. As governments look for adequacy in legislation and compliance across borders, it is more critical than ever to build on existing, best in class standards. We are thrilled to partner with IAB Europe and IAB Tech Lab to leverage the successful TCF framework for Canada. This move will lay the foundation for privacy compliance in the context of digital advertising for years to come,” said Carreno about the initiative.
Townsend Feehan, IAB Europe CEO, said, “IAB Privacy Lab is aimed at empowering local IABs and enabling us as a global network to take a leadership role on what is probably the industry’s most striking vulnerability at the moment, but also an enormous opportunity. We want it to be a smart, low-cost way of achieving efficiencies for our shared corporate members while respecting local differences and ensuring local IABs are at the heart of an important global conversation.”
For more information please contact:
Helen Mussard, Marketing & Industry Strategy Director, IAB Europe (mussard@iabeurope.eu / +44 7399 919 594)
Author: Chris Edwards, Director, Business Development EMEA, Rakuten Advertising
AVOD is a free-to-view video-on-demand service funded by ads. It is distinguished from other VOD services that involve a monthly subscription (subscription-based video-on-demand: SVOD) or offer content on a pay-per-view basis (transaction-based video-on-demand: TVOD).
The time is now for AVOD. Research from Digital TV Research predicts the market will more than double globally by 2024 to reach $56bn*. The outbreak of coronavirus also means people have been spending more time indoors which could prompt even more people to consume AVOD content. This Rakuten Advertising study uncovers the AVOD opportunity for advertisers and agencies. The research examines awareness of AVOD and favourability towards the service by surveying almost 5,000 consumers in six countries across Europe: the UK, France, Germany, Spain, Italy and the Netherlands. It reveals how brands can use the channel to reach audiences, both during lockdown and beyond.
Key findings
AVOD provides an opportunity for brands
There is a clear opportunity for brands to reach audiences via AVOD services - 60% of consumers in the UK said they are very likely or somewhat likely to sign up for an AVOD service; 51% in France; 62% in Germany; 71% in Spain; 66% in Italy and 48% in the Netherlands.
AVOD builds on the popularity of VOD
VOD services are second only to traditional TV as the most popular channel to view video content. 30% of people use VOD, placing these services well ahead of video sites (11%) and social media (10%). With consumer appetite for AVOD clear, the VOD audience could be converted to viewing AVOD services specifically.
The impact of coronavirus is set to drive more people to use AVOD services
Once coronavirus is brought under control, 78% of people across Europe believe their use of AVOD will increase or remain the same.
Effective advertising can play a role in growing the scale of AVOD
49% of people say ads that are funny, engaging or entertaining would increase their likeliness of viewing an AVOD service
AVOD can help fill consumers’ content gap
Currently, 64% of people across Europe believe they are missing out on content. This is particularly the case in Spain, where 76% of people feel they are missing out on content. Ad-supported video on demand gives consumers the opportunity to explore what they’re missing out on without having to commit to any additional spend. For those consumers that watch major sporting events, 26% said they would be interested in streaming them on an AVOD service when this was described to them, placing this ahead of all other streaming options, including pay-per-view and monthly subscription services.
For more insights, please download Rakuten Advertising’s report here.
On the 15th August, The Transparency & Consent Framework (TCF) v1.1 will be depleted and will be replaced by TCF v2.0.
Since IAB Europe in partnership with IAB Tech Lab launched the revised framework in August 2019, over 500 vendors have registered to implement TCF v2.0, with over 75% of them also declaring themselves operationally ready to read and act on TCF v2.0 strings. This includes many of the largest Vendors and CMPs in programmatic advertising, including Adobe, Axel Springer, Criteo, Google, GroupM, Integral Ad Science, Mediamath, Oracle, OneTrust, The Ozone Project, The Rubicon Project, The Trade Desk, Quantcast, and Xandr, amongst many others. The full list of companies currently registered for TCF v2.0 can be found here.
Over 70 Consent Management Platforms (CMPs) have also been certified for TCF v2.0 and are currently testing the new User Interfaces (UI) with publishing partners. The confirmed scale and support of this effort highlights the industry’s commitment to implement the enhanced functionality available within TCF v2.0 by 15th August.
So what is TCF v2.0 and How Can You Get Ready?
What support and guidance materials are available?
To support vendors, publishers and CMPs implementing TCF v2.0, we have prepared marketing materials and collaterals to provide a clear overview of the framework, its mechanism, and what it entails for all stakeholders involved. From videos to handy guides, you will find everything you need below to get more familiar with TCF v2.0 and its latest updates. You can access all materials here.
Top materials we recommend:
Next Steps
Visit https://iabeurope.eu/join-the-tcf/
