Interactive Advertising Bureau

Brussels, 31 March 2021 – IAB Europe today announced the formal withdrawal of the "IAB Europe EU Framework for Online Behavioural Advertising"  or “OBA Framework”, originally published in 2011.  This step is being taken following a review of the Framework in light of the changes brought to EU data protection law by the adoption of the General Data Protection Regulation (GDPR), and to eliminate the risk of confusion between the OBA Framework and the Transparency & Consent Framework (TCF) issued three years ago by IAB Europe and the network of National IABs in Europe.

Together with the EASA Best Practice Recommendation on OBA, the OBA Framework documented a self-regulatory initiative that would enable consumers to click on an icon appearing in the upper right-hand corner of a digital advertisement and stop receiving OBA ads from the vendor who had placed the ad on the website the user was visiting[1].  The two texts together became the basis for the EDAA  AdChoices icon “opt-out” programme launched at the same time.  Under this programme, third-party ad tech vendors licence the icon and access the youronlinechoices.eu platform or implement an own interstitial page that consumers may use to “opt out” of the collection and use of data for OBA by those vendors. Technically, the OBA Framework requires vendors to stop the delivery of OBA ads, though not the collection of OBA data (nonetheless, many vendors have elected to stop the data collection).

The legal framework of the day comprised the 1995 Data Protection Directive and the 2009 ePrivacy Directive, both implemented in national law in the various EU Member States, with differences in those implementations that were in some cases significant.  In Germany, the Telemedia Act and the absence of any dedicated text transposing the ePrivacy Directive created a unique rationale and demand for the use of the AdChoices icon “opt-out” until the CJEU’s Planet49 ruling in autumn 2019 and the final judgement by the German Federal Court of Justice last year.

With the adoption of the GDPR in 2016 and the general applicability of the Regulation as from May 2018, the value and relevance of the OBA Framework to both the industry and consumers substantially altered. The requirements of the law now go beyond the functionality that it prescribes.  Due to its lack of alignment to the updated legal landscape, if it continued to remain “in circulation”, the OBA Framework would cause confusion in the market.

[1] Specifically, the opt-out covered the “collection-and-use” of data on web-viewing behaviours over time and across multiple domains for the purpose of delivering OBA ads.

For more information:

Please contact Filip Sedefov, IAB Europe’s Legal Director (sedefov@iabeurope.eu), if you have any questions or concerns about IAB Europe’s privacy and data protection legal compliance or self-regulation work.

 

In this week’s member guest blog post, we welcome Alex Hole, VP  Samsung Ads Europe, as he shares new exclusive insights into how Samsung TV audiences embraced TV streaming during 2020. 

Last year was a disruptive year for every industry. TV was no exception. Despite video on demand (VOD) platforms having been in existence for nearly two decades, the last 12 months have seen an unparalleled rate of growth across all TV consumption but in particular OTT content. 

At Samsung Ads, we use ACR (automatic content recognition) on millions of Samsung Smart TVs across Europe to gain insights into how Samsung TVs are being used, and which services are most popular. In our new report, ‘Decoding the on-demand TV landscape’, we reveal just how much those viewing habits changed on those TVs over 2020.

In January 2020, we began the year with an almost even split between linear and streaming viewing time on our Smart TVs across Europe (51% and 49%, respectively). By the end of the year, the balance had tipped in streaming’s favour, with streaming viewership time increasing by 5% to account for 54% of total TV time. Whilst this shift towards streaming on our TVs is not unexpected --  it is a significant increase in just 12 months. 

Looking more specifically at streaming, we saw some interesting trends emerge. There was strong growth for subscription video on demand (SVOD) services, with viewing time across SVOD showing significant increase, particularly in Italy and the UK, growing 47% and 43% respectively. It’s likely this increased demand was fuelled by the continued growth of services like Netflix and Amazon Prime, and also the launch of Disney+ in Europe last year. The latter is on a rapid growth trajectory, with some estimating it might surpass Netflix in subscription numbers in just three years!

While SVOD services accounted for half of the total viewing time of VOD services on our TVs across Europe in 2020, ad-supported video on demand (AVOD) services also grew their share from 25% of viewing time in January to 31% by December. Spain was a particular standout, with AVOD viewing time growing an incredible 95%. Italy and Germany also saw strong demand here, with a 78% and 73% increase in AVOD viewing time respectively. 

This is an emerging trend for advertisers to watch. AVOD, while still relatively new, is showing promising growth numbers. Advertisers who have watched the rise of SVOD with some concern around how to reach ‘streamers’ can now see the potential opportunity to reach these audiences in ad-supported OTT environments.  Audiences today increasingly split their viewing time between linear, SVOD, AVOD, BVOD (and more!) giving advertisers plenty of opportunity to connect with them, if only they can follow the data.

Indeed, the evolution of TV viewership is incredibly complex, and audiences are becoming increasingly fragmented as their choices multiply. As viewers have grown used to choosing what they want to watch, when they want to watch it, advertisers have an opportunity to evolve and shape strategies around these choices. There are promising new opportunities opening up within curated streaming environments, enabling advertisers to reach highly engaged viewers once thought of as ‘lost’ to streaming. 

The audience habits that emerged over 2020 reinforces that TV is undergoing continual change and is evolving quickly. Viewers are being provided with new services and ways to interact with content they want on the biggest screen in the home. This, in turn, provides new opportunities for advertisers to reach new audiences and complement their existing Linear TV Schedules. As content options grow and technology improves, the industry will evolve alongside viewership trends. This is an exciting time for advertisers looking to connect with viewers on the biggest screen in the home.

IAB Europe works to produce relevant guidance on the implementation of EU privacy and data protection rules applicable in the digital advertising sector. In March 2021, our Legal Committee developed this practical GDPR Guide on legitimate interests assessments (LIAs) in collaboration with IAB UK. This latest Guide complements our GDPR Guidance on Data Protection Impact Assessments (DPIAs).

Claiming pursuit of a legitimate interest is one of the six lawful bases for processing personal data in the EU’s General Data Protection Regulation (GDPR). Together with consent, it is one of the two legal bases that are generally deemed appropriate in the context of processing personal data for digital advertising-related purposes.

Legitimate interests are included in the legal bases that IAB Europe’s Transparency and Consent Framework aims to help participating organisations leverage. It does so by helping them ensure that the users whose data they wish to process are provided with adequate transparency (such as the identity of parties claiming the legitimate interest) and possibility to exercise their data privacy rights (such as opting out of legitimate interests-based processing).

Before claiming a legitimate interest to process personal data, it is essential that organisations carry out a balancing test, weighing their interests against the interests, fundamental rights and freedoms of the individual. As part of this assessment, organisations have to consider whether individuals would reasonably expect their personal data to be processed based on the relationship they have with the organisation but also how their data is processed. Overall, key to using legitimate interests as a legal basis is that the interests, fundamental rights and freedoms of the individual accounted for and not unfairly overridden.

Organisations should also be aware of regulators’ views on the use of legitimate interests in the specific jurisdictions where they operate. Importantly, in the EU, legitimate interests cannot be used as a basis for setting cookies or any access and storage operation on a user’s device. Thus, where processing of personal data is dependent on non-essential cookies or other forms of storage operations, which require consent, that consent is a prerequisite to the subsequent processing.

The Guide on legitimate interests assessments (LIAs) under the GDPR is intended for companies engaged in digital advertising in the EU. It aims to provide a standardised approach to conducting an LIA that takes into account the particularities of processing and the associated risks in the industry. In particular, the Guide covers the following:

It’s important to keep in mind that while there is value to standardising this approach for the sector and this Guide can be a useful starting point, it remains critical to analyse each particular circumstance objectively and in an organisation’s own terms, on a case-by-case basis.

Visit IAB Europe’s Knowledge Hub here to access the guide.

If you have any questions about this work, please contact Filip Sedefov at sedefov@iabeurope.eu

This week, we caught up with Emmanuel Josserand, Senior Director Agency, Brand and Industry Relations at Freewheel and Lead for the Freewheel Council for Premium Video, Europe on the programmatic paradox of premium video. 

Like so many journeys of innovation, the programmatic evolution has been a complex progression of developments on both the buy-side and the sell-side. In an ideal world, this evolution would eventually lead to a solution that works for everyone, but in the case of premium video, the promises of programmatic have not yet delivered their full value. This is the programmatic paradox.

Overview of the paradox

It would be easy to explain the disconnect between sell side and buy side by saying the sell side wants a high value for its inventory, while the buy side wants to drive prices down. But this – of course – would be too simplistic.

When media agencies first emerged and began buying TV inventory, we saw the emergence of a ‘winner takes all’ approach, using the upfronts to buy as much volume as they could at the best possible price to resell to advertisers. The advent of programmatic theoretically enables a similar approach, just with easier trading mechanisms, better access to inventory at large, and more data. This saw the rise of a number of tech platforms that intended to concentrate demand. However, with so much competition and inventories it proved very complex for traders and DSPs to consolidate demand, innovate and deliver for their buyers, while guaranteeing the best prices for publishers.

Programmers, on the other hand, need to find a balance between the advertising their audience is willing to accept, and the value they need to create from impressions. There are only so many viewers, and time to consume video, so programmers need to make the most of every impression. They cannot simply add more units to a page or move audiences to additional pages as often happens with display – where inventory is plentiful and easier to target. This situation is complicated by the disparity between players where, in many European markets, some programmers will have masses of inventory, enabling them to accept lower prices than smaller premium video suppliers. The latter may offer better value, with audience targeting and niche inventory, but delivery can be an issue in addition to the inability to push prices beyond the psychological threshold set by the market leader. These obstacles, along with concerns around the impact on customer experience of opening up inventory to unknown buyers, mean premium video suppliers are being cautious and methodical about moving into programmatic.

Working around the programmatic paradox     

As the TV and premium video industry tries to work around the programmatic paradox, there has been a significant increase in adoption of programmatic guaranteed. This model enables programmers to reserve specific inventory for buyers with value added through efficient delivery via a DSP, and to charge a pre-agreed price. It allows premium video providers to maintain control and almost replicate the direct sold model by prioritising programmatic guaranteed and pushing inventory through that business channel first before moving on to others, should inventory remain unsold. For smaller broadcasters this helps to deliver volume, while market-leading programmers can seek guaranteed value.

While programmatic guaranteed has some important upsides, it is a step on TV and video’s programmatic journey, not an end goal. There is no one-size-fits-all solution, so the industry should aim for a comfortable mix of channels including direct sold, programmatic guaranteed, Private Market Places (PMPs), open market and inevitably other options that have not yet emerged. To keep moving forward it is critical that both sides of the industry expand their knowledge of the other, as well as increase their understanding of the programmatic processes in premium environments.

Considerations for the sell-side

Programmers understandably want to sell their high-end inventory, but it is necessary to recognise that not every buyer has the budget to buy these high-value placements and will be looking for cheaper alternatives. By driving impressions in a way that works for advertisers, DSPs are simply fulfilling their mission.

In addition, it is important to understand that the TV and video business is very cyclical – much like many other businesses – so offers must be regularly revised. Impressions that are considered premium one month may not be the next, as new shows are launched and audiences fluctuate. TV and video buyers are incredibly sensitive to the latest trends and even minor shifts can cause significant price erosion in a way that is not often seen in digital display.

Reflections for the buy-side

From the buy-side perspective, the idea that programmatic is only used for unsold and low value inventory is long gone. This may have been true in display some years ago, but it is no longer the case, and never has been for premium video. Any inventory can be made available through programmatic pipes, so ideally buyers need to structure the way they do their buys and decide early on what to deliver through direct, and what to deliver through programmatic, finding the right balance to meet their/advertisers’ goals.

The media industry is complex, and more needs to be done to bring clarity to the world of programmatic, particularly for premium video. For instance, there is a lot of discussion around supply path optimisation (SPO) which attempts to minimise intermediaries and ensure the most direct path to publisher inventory. While this might make a lot of sense in the world of display, it is different and hardly applies to premium video. Indeed, with many broadcasters and premium video suppliers operating private exchange models to avoid diluting value by spreading their inventory around, buyers are already enjoying an almost direct relationship. When a private exchange is set up, a dedicated agency seat via a DSP is created, drawing a direct line between the buyer and the seller. This can then be used to effectively operate models such as programmatic guaranteed or private marketplace and set up one-to-one arrangements.

The idustry is currently at a crossroads where the knowledge and skills of TV and digital, on both the buy and sell sides, need to be shared as a matter of urgency to avoid greater confusion. There is an opportunity for buy-side partners like DSPs to achieve higher performance against their client’s advertising goals by further investing to include premium video audiences. To respond to advertiser’s needs DSPs should adhere to specific broadcasters’ standards that articulate particular processes and unlock access to these desirable and highly engaged audiences. The uncertainties created by programmatic which led to the paradox itself has been temporarily answered by programmatic guaranteed, but to use this channel in a more permanent way, and further move forward with the programmatic journey, all parties need to be more open to learning, sharing and understanding. The industry can choose a path that takes the premium video ecosystem beyond the programmatic paradox, but it will require patience, transparency and collaboration to reach the final destination.

 

 

In this week's member guest blog post, we welcome Tamara Nordberg, Product Marketing Manager at Didomi as she explores the growth of Connected-TV (CTV) and explains why privacy is so important in this channel.

The digital advertising industry is widely considering “connected TV” advertising as the next big growth driver. In North America alone, the OTT market is expected to double over the next 5 years, growing by over $94 billion, according to analyst firm Digital TV Research.

Various players, from streaming platforms to telco providers and publishers, are all racing to build the best possible data and technology stacks to attract advertising dollars. The money will indeed flow for those who can offer the best audience solutions across devices and platforms. Dexter Goei, the CEO of Altice USA has recently declared that “everything is going to the OTT world over broadband.

But what do consumers think about it? Do they share the industry’s enthusiasm? It seems so.

A European-level survey conducted by Magnite (which has recently completed a strategic acquisition in the CTV and OTT ad market) indeed concluded that consumers are eager to see targeted advertising on TV, seeing it as an improvement over the current model of linear TV advertising.

When asked about what type of ads are acceptable to them, it revealed that 71% of  Europeans would accept targeted ads that are relevant to their interests, with country-level variations between 65% for Germans and 80% for Italians.

The survey even showed that, on average, 57% of Europeans would likely consent to ads that would be tailored to their online browsing behavior. Again, the lowest approval rate was among German consumers (46%) and the highest among Italians (67%) and Spaniards (65%).

Based on these findings, after briefly stating that “consumer privacy remains top of mind for advertisers and consumers,” the survey concludes that  “there is a disconnect between the concern for privacy and the acceptance of [CTV] advertising” and that “consumers are willing to sacrifice some level of privacy in order to watch ads.

I think we should approach targeted advertising on CTV in a different way.

Privacy should be at the core of this new model, otherwise, consumers will not trust it. This is why Didomi has launched its CMP on connected TV this week.

Consumers should have the right to accept or refuse this paradigm, and decide for themselves whether or not they want TV ad personalisation. You should collect consent before serving personalised ads, and allow them to update or revoke permission easily, at any time. Because let’s not forget that the model is based on personal data, collected through identifiers specific to each OS and platform.

In Europe and under the GDPR or ePrivacy frameworks, this requires consent.

Not providing a clear, transparent choice to CTV consumers before serving personalised ads would give the impression that advertising technology forcefully enters living rooms and pockets, which will not be accepted and could, in the worst case, lead to consumer backlash and lawsuits across the globe.

It’s a matter of both trust and compliance, which are two sine qua non conditions to make this new model sustainable.

Eric Schmitt, a research director and analyst at Gartner (not the former CEO of Google), agrees with that point-of-view. He told Adexchanger that “it seems likely that we will see a privacy reckoning in streaming TV as CTV and OTT scale and intersect with privacy regulations.”

Let’s be clear: we will all benefit from a growing, innovative global connected TV ad market. The opportunities are massive for advertisers, vendors and consumers alike. Magnite’s survey showed that 71% of consumers already prefer streaming over traditional broadcast, and up to 74% consume ad-supported video-on-demand services on a weekly basis.

But the adtech industry should place consumer permission at the core of the new OTT model. That’s the only way to have long-term, sustainable growth that respects consumers’ ability to choose their CTV experience.

The final deadline is Friday 16th April. Have you produced an outstanding campaign or research project over the last year?

Then see below on how you can enter!

The MIXX Awards Europe and the IAB Europe Research Awards are accepting entries from talented and hard-working teams that have created some of the best digital campaigns and research projects in Europe. The awards offer a unique opportunity to gain pan-European exposure in front of industry leaders. Your work will be reviewed by a jury of experts from across the digital advertising and research industry who dedicate hours of their time to reviewing and discussing all entries. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!

The winners will be announced at IAB Europe's flagship event 'Interact' which will be held virtually on 25th -27th May! Last year over 1000 people tuned in to watch the winners being announced.

Categories
Both awards feature categories to showcase the very best creative campaigns and research projects from across Europe. As well as these categories, we also have three categories to reward and recognise the best people in our industry:

MIXX Awards Europe Categories
Brand Advertising Campaign, Direct Response / Lead Generation Campaign, Video Advertising, Social Media, Search Advertising, Branded Content, Native Advertising, Virtual and Augmented Reality or other New Technologies, Campaign Effectiveness, Integrated Advertising, Effective Use of Data, Games & E-Sports, Influencer Marketing, Non-profit / Corporate Social Responsibility, Digital Audio Advertising,  Digital OOH Advertising,  Offline Digitalisation, Product Innovation,  CTV advertising campaign (NEW) Digital Strategy Person of the Year, Digital Creative Person of the Year.

Research Awards Categories
Brand Advertising Effectiveness, Consumer Attitudes and Behaviour, Cross-Media Measurement, Digital Advertising Formats, Research Innovation, Audience Measurement, Best Use of Research Budget,  Data Effectiveness, Digital Advertising and Marketing Industry Insights, Digital Researcher of the Year.


Entry Checklist

We have created a checklist to help you make sure your entry is on track for the early bird deadline of Friday 12th March. Consider entering your work into multiple categories to get maximum visibility for your project or campaign. There is a discounted rate for entering additional categories!

✔ Select the categories you want to enter 

Visit the Awards site to review all the different categories you can enter.

✔ Download the entry notes
Our entry notes contain all the rules and entry info you need for entering the awards, including the judging criteria. Please see below to access the entry notes:

✔ Plan your time
Make sure you have enough time to draft your submissions and get them reviewed before you submit them.

✔ Review the 2020 winning entries
Why not have a look at some of our winners from last year to inspire your entry? Click here to see the 2020 winners.

✔ Ask the organisers
Get in touch with us via email if you have any questions:

Key Dates


Entry Links - Ready to be recognised? 

Enter now to inspire others, reward your team and gain pan-European recognition for your digital advertising campaigns or research projects.

ENTER THE MIXX AWARDS EUROPE HERE

ENTER THE MIXX AWARDS EUROPE DIGITAL STRATEGY / CREATIVITY PERSON OF THE YEAR HERE

ENTER THE RESEARCH AWARDS HERE

ENTER THE RESEARCH AWARDS DIGITAL RESEARCHER OF THE YEAR HERE

 

In this week's member guest blog post, we welcome Igor Gubin, Region Manager, Europe for Admitad, as he shares key insights into shopping habits during lockdown in Europe. 

The advertising industry has become increasingly dependent on data to make informed decisions on consumer choices and market predictions. 

Retailers and brands have considered data analytics for a long time but only a few truly understood the full impact of it. Prominent examples such as Amazon and Farfetch have introduced personalised search options to adapt offerings for each customer, indicating that data-driven fashion is not a trend, but a significant industry shift toward data mining and a more customer-centric approach. 

Data is now available not only from consumers' search histories but from websites, social media, and apps. The amount of data available from non-sales-related sources has increased dramatically in the last couple of years. Retailers have been using cognitive computing to discover more about what customers might want in order to deliver desired experiences. So what is next?

When lockdown became the new normal, consumer’s shopping habits shifted, and we observed tendencies where basket value and shopping activities, in general, decreased for some brands. But context is key to having a true understanding of the bigger picture. 

For example, even with more restricted rules in many EU countries, e-commerce turned out to be a large opportunity for many booksellers. When the lockdown was imposed for the second time in Europe, Admitad Affiliate Network recorded double the number of online orders for books, especially in Germany, Italy, and the UK. This included new formats such as audiobooks, films, and online games - everything that helps to make everyday life a little different and allows leisure time to be used for entertainment and education. Given the pandemic's restrictions, this is a noteworthy outcome.

In several categories, the increase in orders placed was quite impressive: work and education-related purchases increased massively, followed by computer and software ( 285% YoY increase in the European region), furniture and household goods (108% increase), tools and garden equipment (by 78%.), and beauty ( by 47%).  At the same time, there was a decrease in online orders for tickets and travel, medical supplies and groceries, and clothing and footwear. 

What is the lesson here? Data analysis is a strategic and at times challenging field, but there are always some insightful learnings that can be used. It's important, however, to try and not navigate a million data points at once, but instead, direct your attention toward the KPIs that will allow you to extract valuable insights and conclusions more easily. You could also sort the data sets by ranking the importance of users’ attention or the number of orders per season— but even so, this only tells part of the story. As data grows in volume, more challenges appear. 

As consumers spend more time online and engage with more brands, there is a large amount of data available — the question is how to make sense of it. It is time to uncover the mystery and examine the practical implications of technology-driven solutions. Data is not something we should be afraid of; strategic decision-making in navigating your brand through uncertain times depends on it.  In the rest of our blog series, we will look into big data, consumers’ concerns and changing behaviour, as well as privacy issues and solutions on how best to keep the balancing between the willingness of brands to sell and users’ ability to agree on how transparent their searching history should be. To be continued. 

In the meantime, if you’re looking for more data-driven shopping insights, you can read more about Black Friday, Single’s Day, and Valentine's Day shopping statistics on the Admitad blog. 

 

Brussels, 8 March 2021 – Google today agreed to IAB Europe's request to engage in a dialogue on the announcement made by Google Ads last Wednesday ("Charting a course towards a more privacy-first web") and its potential implications for advertisers, agencies, ad tech intermediaries, and publishers.  The dialogue will hopefully create an opportunity to elucidate questions raised by the announcement, in the spirit of collaboration that has characterised Google’s participation in IAB Europe for many years.

A key dimension for the European industry stakeholders whom IAB Europe and its network of National IABs represent is privacy, and the significant effort our network has invested in trying to define what a privacy-compliant ecosystem looks like.  The Google Ads announcement made clear that once third-party cookies are phased out, Google will not build alternate identifiers to track individuals or use such identifiers in their products, something they have argued is necessary to ensure consumer privacy and adapt to evolving consumer expectations. The EU's highly prescriptive privacy and data protection laws do not prohibit the processing of identifiers for the delivery and measurement of digital advertising.  Instead, they require that consumers have transparency and choice about their use, as well as a baseline of privacy by design and default, and that data controllers be held accountable for respecting the choices that consumers make.

IAB Europe and its members, which include Google, want an innovative, dynamic future for digital advertising in which advertisers, publishers and consumers have a wide range of paradigms and suppliers from which to choose.   IAB Europe believes that future should include approaches that do not rely on identifiers alongside those that do, and a range of innovative solutions to the deprecation of third-party cookies - all of which can be implemented in ways that are equally legitimate from a privacy and consumer protection point of view and will hopefully address the use cases that ecosystem stakeholders most care about.

The proposed dialogue will kick off with a Town Hall next week to which National IABs, their corporate members, and all direct corporate members of IAB Europe are also invited (details to follow shortly).

 

 

It’s impossible to think of the programmatic supply chain without thinking of transparency. No matter which stakeholder group you are in, supply chain transparency is one of the biggest impediments to programmatic investment and one of the main issues that the digital advertising industry has to resolve. 

If the industry is to increase investment from the buy-side and to continue to benefit consumers through personal, timely, and relevant content, then maintaining transparency is essential.

To help establish such an advertising environment, IAB Europe’s Programmatic Trading Committee created the Supply Chain Transparency Guide. Now in its fourth iteration, the guide provides a mechanism by which industry players can gain transparency in the key areas of data, cost, and inventory source. Available in an interactive or PDF format, the guide lists the crucial questions stakeholders from each digital advertising category should ask at different stages of the supply chain.

David Goddard, Chair of IAB Europe’s Programmatic Trading Committee and Senior Business Development Director, EMEA at DoubleVerify, explains “for this latest edition of the guide, we have introduced a whole new set of questions in the area of audience data, for stakeholders to ask Identity Providers. As we transition into a post third-party cookie era, identifying ID solutions to test and work effectively with, as well as considering the case for contextual targeting, will become ever more important for all stakeholders, and ensuring transparency in this area is critical. The Committee’s work ensures that the guide reflects the state of the industry today, that it is as complete as possible, and that it paves the way for future programmatic investment. We believe this best practice guide will help create a transparent industry for all and will help drive the future of programmatic forward.”

Commenting on the additional questions for Identity Providers that have been added to the guide, Jamie Penkethman, Senior Director, Product Marketing, MediaMath said "A brand’s choice of first-party ID(s) generally sits at the intersection of regional availability, type of first-party data activated, and complementary data services related to the ID. The questions in this guide should lead brands toward the right partner(s).”

Combating stakeholder concerns around quality and transparency is vital to the work of IAB Europe in 2021 and beyond. This is why, under the guidance of the Brand Advertising Committee, we established a dedicated Quality and Transparency Task Force last year. The aim of the Task Force is to mitigate these apprehensions and address the challenges that the industry is facing in order to fuel consumer trust and brand investment in the digital advertising and marketing ecosystem. 

With the advertising sector increasingly complex and competitive, the need for transparency is now more pressing than ever before, and the collaborative work of these groups is essential to driving transparency across the digital advertising supply chain.

IAB Europe members can join any of the aforementioned groups  – Programmatic Trading Committee, Brand Advertising Committee, or Quality & Transparency Task Force. Please contact Lauren Wakefield (wakefield [at] stg-iabeurope-iabeuropeold.kinsta.cloud) to find out more.

Access the Supply Chain Transparency Guide here

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