This week's member guest blog post is from Maria Ramiro, Head of Business Development EU at Pteal Ads, Huawei Mobile Services Europe, who discusses her experience at OMR Festival 2023, and the prominence of AI as a topic at the event. She explores the future of AI marketing and the core elements required in order to make it thrive now.
It was an eventful time at this year’s OMR Festival 2023 and one thing is for sure, AI innovation was the talk of the town. When OMR polled the Festival’s participants about their favourite topics at the masterclasses, they unanimously agreed. AI-focused presentations got the highest average experience scores outshining traditional themes such as content, email or even new work. For me, it became abundantly clear that AI is no longer a buzzword. Virtually everyone now fully agrees on its boundless potential, and the natural progression forward.
The Future of AI Marketing
Over the course of this year, we have witnessed first-hand how AI is transforming the mobile marketing landscape, including new ways of reaching audiences across borders. Elvin Altun, Country Director at Mobile Marketing Association (MMA) in Germany, shared some practical examples of how AI is being used in mobile marketing already. At the OMR masterclass held by Petal Ads, she explained how marketers have adopted the use of AI generators to create distinctive visuals capable of serving multiple scenarios. She also pointed out that AI capabilities are further optimising the way we advertise by providing helpful suggestions on methods and tools we can use.
But for AI to thrive we believe that three core elements need to come together: Computing Power, Data and Algorithms. Without these three components, AI will simply not work as it should. Based on our predicted analysis, detailed in Huawei's Intelligent World 2030 report, we strongly believe that these core elements will play a pivotal role in driving the success of future AI marketing solutions. Allow me to provide you with some explanation, as well as insight into how Huawei addresses each of these core elements:
1/ Computing Power
With the advancement of technology, the computing power of devices has increased significantly, with a predicted 105 ZetaFLOPS (1021 Floating Point Operations per Second) of computing power, marking a 500x increase since 2020. This computing power is solely dedicated to processing AI applications and algorithms for connected devices. In anticipation of such processing needs, Huawei has actively focused on the development of AI infrastructure, including chipsets, processors, and servers, to ensure the provision of abundant computing power necessary to drive AI algorithms. This ability to analyse vast amounts of data in real-time will empower advertisers to optimize their campaigns and enhance engagement.
2/ Data
The volume of connected devices has witnessed a substantial increase in recent years, accompanied by advancements in connectivity, notably the emergence of 5G capabilities. Our projections indicate that the number of smart devices is expected to reach 200 billion by 2030. This surge in connected devices is set to generate a significant accumulation of data, resulting in the expansion of storage capacity by 23x since 2020, equivalent to 1 Yottabyte or one million trillion megabytes. Recognizing the potential value of such vast data, Huawei adopts a comprehensive approach, utilizing both hardware and software aspects to effectively collect and harness it.
3/ Algorithms
Given the vast amounts of data available, it is fundamental to leverage machine learning and deep learning techniques to gain insights and effectively target your audience. Huawei capitalizes on this by incorporating advanced algorithms within our Petal Ads platform. This empowers us to elevate on-device advertising to unparalleled heights of effectiveness and efficiency, allowing for precise audience targeting and enhanced advertising outcomes.
Harnessing On-Device AI Advertising to Reach Chinese Shoppers
AI capabilities and recent breakthroughs in how AI is being applied have inspired us at Petal Ads to explore mobile ad solutions targeting China’s growing outbound travel and tourism market.
Over the past six months, we have witnessed more than 2.5 million Huawei device users from China venturing into the EU, and this figure is expected to rise to reach two-thirds of the 2019 level when 13 million Chinese tourists came to the EU¹. What's more, is that over 70% of these travellers heavily rely on smartphones to get around.
As these Chinese travellers eagerly anticipate the opportunity to purchase tax-refundable goods, there is a strong expectation of a surge in demand for such products. To cater to the needs and preferences of these typically high-value consumers, we’re currently working with several multinationals in the luxury retail, automotive and travel industry. Specifically, these brands are trialling Petal Ads' capabilities to target and segment Chinese users travelling to Europe or particular countries. To enhance targeting effectiveness, Petal Ads customises campaigns to be either specifically tailored for overseas platforms or precisely catered to Chinese platforms, or both depending on campaign goals.
To make any significant impact targeting Chinese consumers it is crucial to use the right advertising strategy. Whilst that’s always been a challenge in itself, I’m encouraged by the fact that AI’s integration into mobile marketing is real and happening as we speak. Moreover, it has coincided with the advertising sector in China projected to reach 6.3% growth in 2023² and a promising outlook forecasting 30% increase in international travel among Chinese consumers³.
Sources:
¹Eurostat ING Research, Oxford Economics 2023
²GroupM advertising forecast for China; March 8, 2023
³Tourism Economics, March 2023
Are you a motivated individual looking to embark on a career in EU affairs? Are you seeking a hybrid and flexible traineeship opportunity? Join our multicultural and dynamic team based in Brussels, where you will have the chance to take on responsibilities from day one and foster your professional growth.
About IAB Europe:
IAB Europe is the leading European-level association for the digital marketing and advertising ecosystem. Our membership includes media, marketing, and high-end technology companies. As a Public Policy Trainee, you will play a vital role in shaping the digital advertising and marketing policy landscape in Europe.
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We appreciate all applications, but please note that only shortlisted candidates will be contacted for an interview.
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Carrie Timms, Director of Global Customer Marketing, EMEA at Meta
According to IAB Europe’s Annual Flagship Event Interact, 2023 is the year of action for our industry. But when the world feels so uncertain and the pressure to unlock efficiencies and generate growth is greater than ever, how do you know what action to take?
The key lies in understanding what’s driving people today to anticipate what will matter to them tomorrow – and this is where Meta’s annual trends report, Culture Rising 2023, comes in.
With more than 3 billion people using at least one of our apps daily, Culture Rising uses today’s insights to predict tomorrow’s opportunities. Drawing on rising conversation topics and hashtags across Facebook and Instagram, we bring you 20 trends to watch, grouped into four themes in this global survey. In this blog, I unpack these four themes to give you an idea of what’s shifting, what’s sticking, and what we can expect next.
1) Exploratory identities
How we see ourselves defines how we view the world and our place in it. Yet our identities aren’t fixed but constantly evolving, just like we are. This is something we heard from IAB Europe’s Chief Economist, Daniel Knapp, during our IAB Europe Industry Insiders webinar on Culture Rising. With people exploring and building identity throughout their lives, what brands think they know about their audiences is always shifting. This is an opportunity for brands as their customers tend to be receptive to new ways of thinking, new habits, and new products over their lifetime.
2) Refined relationships
Our relationships have long been one of the core drivers of our happiness, but how we connect with each other or the things we love is changing. We look for a date on one platform but keep in touch with our friends on another. We join online groups to further our passion but look to creators for inspiration. Similarly, brands should be rethinking their key relationships and the channels through which they can be nurtured. Whether your brand is looking to deepen existing relationships, broaden its reach, or deliver a more authentic experience for customers, seeking out diverse creators or harnessing new technologies like AR can help you meet your customers where they are.
3) Assertive aspirations
In good but especially in bad times, hope is what keeps us going. The ambition to do more, to be better, to find meaning, and to leave our mark is not only part of who we are, but what keeps us going. Tough economic times coming on the heels of a global pandemic means we could all use a little boost from unexpected places and that includes from brands we love. Whether you draw on your brand’s expertise, the causes you champion, or your unique personality, now is a time for brands to speak to people’s aspirations and feed their ambition.
4) Lived values
People are increasingly looking to translate hashtags into action and live up to their values. Whether it’s wellness, sustainability or mental health, we’re looking for ways to walk the talk. We want our choices to be in line with who we are and what we care about. We hold ourselves, our friends, and increasingly, the businesses we choose to support to a higher standard. We expect brands not only to have the same taste as us but also to anticipate our preferences and share our aspirations - not unlike we would a friend. And whilst it’s unlikely that anyone will call customer service just to hang out, customers do expect brands to be responsive to their needs, respectful of their time, and mindful of their shifting preferences. As tech evolves and expectations rise, might you want to consider “BFF brand” status a new, potential north star?
Beyond the four trends we’ve outlined above, our Culture Rising report shows that our wants, needs, and preferences are complex and ever-changing, just like we are. But whilst we once lacked the tools to appreciate what motivates us today and why, we can now use data, analytics, and emerging tech like artificial intelligence (AI) to anticipate with increasing accuracy what will drive us tomorrow. And for brands, that could change the game.
If these themes have sparked your interest and you want to learn more, you can download the full Culture Rising 2023 report with all 20 trends.
On 23rd and 24th May 2023, IAB Europe hosted its flagship annual event ‘Interact’ in Madrid, Spain!
Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Innovation, Sustainability & Growth’.
We unpacked a whole host of topics from the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, and more.
Thanks so much to everyone who joined us and thank you to all of the amazing speakers who came together from across Europe and beyond to share their incredible insights and expertise.
Coming soon - Catch Up on Demand
With over 275 people joining over the two days, we are delighted to call it a great success.
If you didn’t have the opportunity to join us, fear not! We will soon be sharing a full wrap up of Interact soon with videos and images of some of the key sessions so you can view in your own time.
In the meantime, why not check out some of the Interact highlights below..
Interact 2024 – Stay Tuned!
We hope you will be able to join us next year! Stay tuned for the reveal of the next location and get ready to pop the date in your diary as we prepare for Interact 2024.
In the meantime, if you’d like to know more about IAB Europe or how you can get involved in Interact 2024 please do reach out to communication@iabeurope.eu
Brussels, Belgium, 24th May 2023 - IAB Europe, the leading association for the digital advertising and marketing industry, is thrilled to announce the winners of its highly anticipated 2023 MIXX Awards Europe, Research Awards, and Outstanding Contribution Award. This year's award competitions once again showcased the very best of digital advertising from across Europe, recognising outstanding campaigns, innovative research, and remarkable contributions to the industry.
The rigorous judging process involved a panel of esteemed experts from international organisations such as Bloomberg Media, Visa, Publicis Groupe, TikTok, The Good Loop, PHD, Samsung Ads, Freewheel and DoubleVerify, across more than ten European countries..
Under the leadership of Eddie Adedji, Global Trading & Investment Lead PMX Investment Managing Partner at Publicis, the MIXX Awards Europe Jury spent many hours meticulously assessing the campaigns, evaluating their creativity, effectiveness, and overall impact. This year, the jury evaluated the new Outstanding Contribution Award, recognising a team or individual who has made exceptional contributions to the digital advertising industry over the past 12 months. Meanwhile, the Research Awards Jury, led by Kristanne Roberts, Product Management Director at Kantar Marketplace, delved into the realm of innovative research projects that push the boundaries of digital marketing insights.
The winners were unveiled and celebrated at the Gala Awards Dinner held during IAB Europe's flagship annual event, 'Interact,' in Madrid.
This year's award recipients showcased outstanding achievements, demonstrating excellence in digital advertising and contributing to the advancement of the industry. Their innovative campaigns, cutting-edge research, and notable contributions have set new benchmarks and inspire others within the ecosystem.
The winning campaigns and projects will become a part of a new Hall of Fame on IAB Europe’s website which will be unveiled in June.
MIXX Awards Europe 2023 Winners
Brand Advertising Campaign
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
SILVER
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
BRONZE
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
Branded Content
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
SILVER
Samsung #22EpicNights by Cheil Centrade
BRONZE
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
BRONZE
WHOOPing Ireland into Shape by Spark Foundry
BRONZE
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
Campaign Effectiveness
GOLD
Bookvertising by Saatchi Creative Hub Bucharest
SILVER
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
BRONZE
WHOOPing Ireland into Shape by Spark Foundry
Connected TV Advertising
BRONZE
Grundig Eco-Anxiety Campaign by Arcelik A.S. & Ingage Media & The Or
Digital Audio Advertising
Taking Action with Voice Technology for MSC Cruises by Xaxis & Say It Now
Digital OOH
BRONZE
The Neverending Chase by Havas Media & Havas Italy
Direct Response/Lead Generation Campaign
GOLD
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
BRONZE
Playing with the Snake by Havas Play
BRONZE
Audi Attention Optimization for Performance by EssenceMediacom
Ecommerce
BRONZE
From Worrying to Peaking at the End by Fingerspitz
BRONZE
Ice Cream Now by Unilever & Mindshare Poland
Effective Use of Data
BRONZE
Warsteiner - Thirst for Data by MEDIAPLUS GERMANY
BRONZE
meridol Turkey - Co-Pilot beat human intelligence! by Wavemaker Turkey & GroupM Turkey
BRONZE
Ice Cream Now by Unilever & Mindshare Poland
In-Gaming
GOLD
Adopt a Mod byHavas Play
SILVER
Grand Job Experience by v8 & Kaufland Romania
BRONZE
Privacy Protectors by Twitch & WhatsApp
BRONZE
ING City in ROBLOX by GONG & ING
Influencer Marketing
GOLD
Grand Job Experience by v8 & Kaufland Romania
SILVER
Xbox – Equality Controller by Mediaplus Germany
BRONZE
Domino's Effect by Arena Media Spain
Integrated Advertising
GOLD
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
BRONZE
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
BRONZE
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
Non-Profit/Corporate Social Responsibility
GOLD
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
SILVER
The Bear Right Tax Initiative by TheNEW
SILVER
Vodafone - Every 11 Minutes by VMLY&R Istanbul
Product Innovation
SILVER
Grand Job Experience by v8 & Kaufland Romania
SILVER
NAverse by Havas Play
BRONZE
Grand Single Origin by Pom Pom Communications
BRONZE
Visibility for real by Xaxis Sweden Toyota, GroupM Nexus (Xaxis The&Partnership, Acceleration) and Tobii
Retail Media
SILVER
Vodafone Metaverse Store by VMLY&R Istanbul
Search Advertising
BRONZE
Revolutionizing Search Strategy: Samsung Smart TVs' Revenue Boost by Starcom Romania
BRONZE
Fingerspitz & Cortina – Brand term advertising on Google... do or don't? By Fingerspitz
Social Media
GOLD
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
GOLD
Bookvertising by Saatchi Creative Hub Bucharest
SILVER
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
BRONZE
On Romanian's Mother Tongue by v8 & Kaufland Romania
BRONZE
Yuki Saaki by Saatchi Creative Hub Bucharest
Sustainability Campaign
SILVER
Irish Life Responsible Pensions by Zenith, part of Core
SILVER
IKEA - naturally sustainable! by EssenceMediacom
BRONZE
Aqua Allegoria October 2022 by Guerlain & IMPACT+
Video Advertising
SILVER
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
SILVER
The Bear Right Tax Initiative by TheNEW
BRONZE
April 23rd Children's Day 5G Technology by VMLY&R Istanbul
Virtual and Augmented Reality or other new technologies
GOLD
NAverse by Havas Play
GRAND PRIX
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
Outstanding Contribution to the Digital Advertising Industry 2023 Award Winners
WINNER
Laura Wade
Global Head of Sustainability Strategy atEssenceMediacom
RUNNER UP
David Bauckmann, CTO at Impression Media
IAB Europe Research Awards 2023 Winners
Sustainability Measurement
HIGHLY COMMENDED
Advanced tech solution to reduce digital advertising environmental impact by IMPACT+
Audience Measurement
HIGHLY COMMENDED
Total Video Audience by Nielsen
Brand Advertising Effectiveness
HIGHLY COMMENDED
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by Teads
HIGHLY COMMENDED
Capitalising on inspiration: Unlocking a ski resort’s potential through emotional understanding by Wunderman Thompson
Consumer Attitudes and Behaviour
WINNER
Your Online Voices: Your Voice, Your Choice by EDAA
HIGHLY COMMENDED
Kantar’s Media Reactions 2022: Which ad platforms do people prefer? By Kantar
Cross-Media Measurement
WINNER
Qreach; our brand new KPI that minimizes contact pollution and optimizes towards impactful reach by Wavemaker/GroupM
HIGHLY COMMENDED
Total Video Audience by Nielsen
Data Effectiveness
HIGHLY COMMENDED
Samsung Ads Enhanced Addressable CTV Targeting by Kantar Media
Digital Advertising and Marketing Industry Insights
WINNER
ISBA & PwC Programmatic Study II by PwC
HIGHLY COMMENDED
Collaborating with 41 parties provides the entire industry with crucial insights about awareness impact by
GroupM
Research Innovation
WINNER
ISBA & PwC Programmatic Study II by PwC
HIGHLY COMMENDED
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by
Teads
HIGHLY COMMENDED
PHD Viewermatch byPHD UK
For more information about the award winners and to learn about upcoming IAB Europe events and initiatives, please visit www.stg-iabeurope-iabeuropeold.kinsta.cloud.
European Digital Advertising Market Grew by 9.8% to a Market Value of €86bn
Total Display Accounts for 50% of Total Market Value
Brussels, Belgium, 23rd May, 2023 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, announced at its flagship conference Interact 2023 in Madrid today that digital advertising spend in Europe increased by 9.8% in 2022 to achieve a market value of €86bn.
2022 Digital Advertising Investment
Now in its seventeenth year, The AdEx Benchmark study is the definitive guide to advertising expenditure in Europe with data collected across national markets to provide a total harmonised figure for Europe. For 2022, IAB Europe has amended the geographical coverage of AdEx Benchmark to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania, meaning the study now accounts for 29 European markets. Amongst the markets, Turkey achieved the strongest total growth of 93.3%.
Despite the economic and political headwinds in Europe, €7.7bn was added to the digital advertising market total in 2022.
Daniel Knapp, Chief Economist at IAB Europe commented on the results: “Brands are digitising their overall businesses to drive efficiencies and in the same vein are shifting advertising budgets into digital. Thus, digital advertising in Europe has experienced robust growth despite the volatile macro environment. It reinforces the importance of digital for brands during a period of downturn due to its measurability and performance.”
Audio and Video Post Strongest Growth
The study shows that audio saw the largest growth across all formats in 2022 with a 22.1% increase to €0.7bn. Video also experienced significant growth with an increase of 13.6% to value the format investment at €18.3bn. Meanwhile display grew by 9.5% to €40.1bn with search experiencing a 10.7% increase to €37.4bn.
The AdEx Benchmark Study highlights can be downloaded here.
The full AdEx Benchmark 2022 Report, which will provide full commentary and data across all 29 markets, will be published in June 2023.
---ENDS---
Notes to editors:
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The study is now in its seventeenth year and covers 29 markets. The geographical coverage of the study has changed to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania.
The study covers the following advertising formats: display, social media, video, audio, programmatic, classified, directors & affiliates and search.
Contacts:
Helen Mussard, CMO, IAB Europe - +44 (0) 7399 919594
Marie-Clare Puffett, Marketing & Insights Director, IAB Europe - +44 (0) 7973836917
18 May 2023 Brussels, Belgium - Advertising is nothing without an attentive audience. However, with consumers exposed to thousands of ads daily, securing this attention is becoming increasingly difficult. To address this challenge, today IAB Europe, the European-level association for the digital marketing and advertising ecosystem released a new guide to attention in digital marketing. The guide aims to provide an introduction to the topic and spark wider industry debate around how attention measurement should develop over the next few years.
Digital marketers face a perfect storm of challenges that threaten to disrupt existing advertising metrics, including audience fragmentation, the explosion of new creative models, and the deprecation of third-party tracking cookies. Concurrently, the advertising industry is coming under pressure to adapt to more sustainable practices to help reduce greenhouse gas emissions. As a result, many advertisers are looking for new measurement approaches to ensure better business outcomes and to reduce waste, which are bringing attention measurement tools and methodologies to market.
This guide to attention in digital marketing provides an overview of what attention is in digital advertising and why attention measurement is gaining interest now. "In a world where consumer attention is increasingly difficult to secure, this guide provides a valuable introduction to the topic of attention measurement in digital advertising," said Helen Mussard, CMO of IAB Europe. "It answers key questions brands are currently asking about attention measurement, including why it's important, what tools are available to measure attention, what are the use cases for these tools, and how can brands best integrate attention into their digital advertising campaigns."
The guide was written by 19 industry stakeholders from IAB Europe’s Brand Advertising committee including DoubleVerify, Microsoft, GroupM, Kantar, FreeWheel, Scibids, ShowHeros, Teads, Eskimi, PubMatic, Verve Group, Xaxis, Viznet and Vidmob. IAB Europe also worked with The Attention Council to ensure cross industry collaboration and harmonisation.
Commenting on contributing to the guide, Emmanuel Josserand, Sr Dir. Brand, Agency and Industry Relations, FreeWheel said ‘’According to our 2022 Marketers survey, Advanced TV Uncovered, one of the biggest challenges in our media industry remains measurement, often cited as one of the main inhibitors of ad spend. In such a difficult economic environment, where budgets are coming under a lot of scrutiny, reaching consumers is no longer enough. Increasingly marketers need to understand how well their campaign performed and if viewers have actually paid attention to the ads, which is where attention measurement comes in. Attention measurement has come to the forefront of industry interest as an alternative solution, due to the inability of online measurements to provide effective reports on ad exposure and the actual real impact on consumers. But attention measurement is still very new and often mis-understood. This IAB Europe Guide is an invaluable resource for anyone to explore what “attention” really means and how it can be a powerful tool in our measurement arsenal’’.
Rob Gedge, Global Solutions and Innovation Manager at Xaxis added “GroupM's focus of delivering 'fewer, more effective ads' is key to our work here at Xaxis. By measuring and optimising towards higher attention environments we can look beyond standard digital KPIs and deliver brand uplift that is more in line with clients’ business outcomes”.
The guide to attention in digital marketing is now available on the IAB Europe website for free download here.
Commenting on why brands should take notice of Attention and the new guide, Justin Adler, Director of Product Strategy - Quality and Compliance, MediaMath said "Attention is one of the most asked-about metrics by our clients, this guide by IAB Europe is a great starting point for any brands looking for next-generation metrics that correlate to the outcomes they care about most."
We’re teaming up with DoubleVerify to invite you to participate in an exclusive survey that aims to understand more about Connected TV Advertising in Europe. What are your key priorities in CTV? What is Driving your investment? Or are there any challenges without an active solution?
Have your say in our survey before 2nd June and be in with a chance of winning a €200 Amazon Voucher!
CTV advertising is continuing to gain traction across the region and the aim of this survey is to gather both buy and sell-side perspectives on the challenges, drivers, measurement approaches and future of CTV advertising.
The survey will take less than ten minutes to complete and all responses will be treated with the strictest confidence. All respondents will receive the research results directly to their email if provided.
The results will be used to provide insights into how CTV is developing in Europe and what areas still need to be addressed. Take part in the survey here today.
We will be selecting a participant, at random, to win a €200 Amazon voucher. So what are you waiting for? Share your expertise and enter for your chance to win.
Important Note: The Implementation deadline of TCF v2.have been moved from September 30th 2023 to November 20th 2023. More information here
In order to continue helping players in the online ecosystem comply with certain requirements of the ePrivacy Directive and the GDPR, the Transparency & Consent Framework (TCF) Steering Group has approved iterations to the Framework. The TCF working groups have worked intensively to bring further standardisation of the information and choices that should be provided to users over the processing of their personal data, and to how these choices should be captured, communicated and respected.
Constant evolutions in case law as well as in guidelines of Data Protection Authorities (DPAs) place even higher demands on market participants in terms of data protection, and the latest Transparency & Consent Framework v2.2 (TCF v2.2) brings meaningful changes in an attempt to better meet the expectations of regulators and needs of end-users.
TCF 2.2 launches today, 16th May 2023. This article provides an overview of the main policy and technical changes as well as a detailed timeline to help all stakeholders implement TCF 2.2.
TCF v2.2 Main Policy Amendments
Please consult the relevant sections of the updated Policies for further details and IAB Europe’s blogpost here.
TCF v2.2 Technical Specifications Updates
With a view to implementing these policy changes, IAB Tech Lab has updated the technical specifications for the Transparency & Consent Framework. These changes include:
Please consult the updated Technical Specifications for further details and IAB Tech Lab’s blogpost here.
The Javascript Library that supports TCF participants’ implementation is also being updated to accommodate TCF v2.2 here.
Implementation Timeline
Please note the following deadlines:
30 June 2023
Deadline for Vendors to update their GVL registration with the new required information (as well as any other required information they failed to update previously). They can do so by logging-in to the GVL registration portal here that has been updated with new registration fields for TCF v2.2. If you don’t see your existing data in the portal, clear your cache or log-in using a different browser.
Only Vendors that update their GVL registration according to the requirements will be published in the new version of the GVL (v3).
Vendors updating their registration will also continue to be published in the current version of the GVL (v2) that will continue to run until the end of the implementation period.
The GVL v3 will start being published weekly as Vendors update their registrations at https://vendor-list.consensu.org/v3/vendor-list.json, to enable CMPs to test the new format, and to start building new user-facing disclosures in line with the requirements of the Policies. Translation will be made available progressively here.
10 July 2023 (Reminder)
Deadline for CMPs to host their scripts on a domain other than consensu.org subdomains as per the notification here.
31 July 2023
Deadline for Vendors to complete a TCF Compliance Assessment form and submit it through the GVL registration portal as part of the updated TCF Compliance programmes described here.
30 September 2023 - end of implementation period
CMPs are required to implement the new policies and specifications by 30 September 2023. CMP Framework UIs will not need to apply for re-validation. Compliance with the new requirements will, however, be verified as part of IAB Europe’s regular monitoring of CMPs’ live installations as of the implementation deadline. To support CMPs in their developments, IAB Europe has released a new CMP Validator Chrome Extension available here that includes all requirements of TCF v2.2.
Vendors are required to implement the new policies and specifications by 30 September 2023. Similar to CMPs, compliance with the new requirements will be verified as part of IAB Europe’s regular monitoring of Vendors’ live installations as of the implementation deadline.
Please visit the TCF section of IAB Europe’s website for more information or read the FAQs document here.
Dedicated webinars were held at the beginning of June for each category of participants - Publishers, CMPs and Vendors and you can watch these in your own time below.
Vendors
Webinar recording for Vendors can be watched here and the presentation deck can be downloaded here.
CMPs
Webinar recording for CMPs can be watched here and the presentation deck can be downloaded here.
Publishers
Webinar recording for Publishers can be watched here and the presentation deck can be downloaded here.
Thank you for your support!
On the 4th of May, IAB Europe hosted its first Virtual Programmatic Day to discuss and debate the latest trends, drivers, and barriers impacting programmatic trading in Europe.
This event brought industry experts together to discuss the value and evolution of programmatic, programmatic omnichannel, the programmatic angle of Retail Media and commerce, and what the future holds for programmatic, including AI.
A big thank you to our event partner Xaxis for hosting this hybrid event.
In this post, you will find an overview of each of the sessions as well as links to the video recordings for you to view in your own time. Enjoy!
Panel Discussion with Audience Q&A: The Value and Evolution of Programmatic – From Header Bidding to SPO to Conquering AV & TV
Programmatic advertising has transformed the way digital ads are brought and sold. First introduced to the market in the mid-2000s through the advent of real-time bidding (RTB) technology, advertisers can now target specific audiences with greater precision and efficiency through automation. Something that adds immense value to any media plan. But what is the real value of programmatic today and how has it evolved from Header Bidding and Supply Path Optimisation (SPO) to tackling new and emerging channels and formats such as AV and TV?
Jaidev Kakar, Director, Advertiser Solutions, EMEA at PubMatic, moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic Omnichannel
In this session, a panel of experts discussed the challenges and opportunities of programmatic omnichannel campaigns. They addressed how the programmatic ecosystem has evolved to enable the delivery of effective omnichannel campaigns and what we can expect to come in this area.
Rebecca Rose, Head of Clients EMEA, Verve Group moderated this session and was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – Retail & Commerce Media – The Programmatic Angle
Retail media is no longer an ‘emerging’ channel and is expected to reach 25bn in ad spend by 2026. But what impact do programmatic capabilities have on retail and commerce ads? This panel of experts discussed this plus how retail and commerce media can be planned, bought, and sold programmatically.
This session was moderated by Nick Welch, Head of Programmatic, EMEA, Integral Ad Science (IAS) & Chair of IAB Europe’s Programmatic Trading Committee who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – AI & The Future of Programmatic
AI is widely adopted and utilised in the programmatic space, with DSPs creating machine learning algorithms and buyers adopting key processes to help optimise toward campaign success but what does the future look like and how will AI technologies help advance programmatic trading and the digital advertising industry?
In this session, a panel of industry experts discussed the role that AI and new technologies play in programmatic advertising, the current opportunity and challenges in this space, and what the future holds with new technologies and innovations on the horizon.
Chloe Nicholls, Head of Ad Tech at IAB UK moderated this session and was joined by:
Watch the session recording here
If you’d like to find out more about programmatic and view some of the work of our Programmatic Trading Committee, please check out the links below:
Winners Will be Announced on 23rd May at IAB Europe’s Annual Conference Interact!
11th May, 2023, Brussels, Belgium: IAB Europe is delighted to announce the shortlist of finalists for the prestigious MIXX Awards Europe and IAB Europe Research Awards 2023. The annual award competitions showcase the very best of digital advertising from across Europe. Winners of the awards are renowned in the industry for delivering some of the best impactful and innovative work that Europe has ever seen!
Celebrating and sharing the very latest innovations in digital advertising research and campaign development is a key IAB Europe objective and we would like to thank everyone who took the time to enter.
IAB Europe would like to thank all of the jury of experts from across the digital advertising and research industry who dedicated hours of their time to reviewing and discussing all entries. This year’s jury includes experts from Bloomberg Media, Visa, Publicis Groupe, TikTok, The Good Loop, PHD, Samsung Ads, Freewheel and DoubleVerify, across more than ten European countries.
Winners Announced at IAB Europe’s Flagship Event ‘Interact’ on 23rd May!
The winners will be announced at IAB Europe’s Interact event on the 23rd May. This annual flagship event is a must-attend for the digital advertising and marketing industry. In partnership with IAB Spain, IAB Europe will be hosting two days of unmissable keynote speeches, panel discussions, and networking opportunities. 2023 will be the year of action for the industry. With a central theme of ‘Innovation, Sustainability & Growth,’ the event will cover a wide range of topics as the industry looks to become privacy first, tackle sustainability, and drive growth through innovation in the digital advertising industry.
To celebrate the shortlisted campaigns and announce the winners, a gala dinner is hosted on the evening of day 1 of the event. Tickets are available to attend just the gala dinner or a ticket can be bought to attend both the event and dinner. For more information on the agenda please visit IAB Europe’s website here - https://iabeurope.eu/interact/.
Secure your tickets here
MIXX AWARDS SHORTLISTS
Brand Advertising Campaign
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
The Goatiful Launch of Kozel in Romania by Cheil Centrade
Vodafone 23 April 5G Stadium Concert by Carat
The Bear Right Tax Initiative by TheNEW
Branded Content
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
#22EpicNights by Cheil Centrade
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
WHOOPing Ireland into Shape by Spark Foundry
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
April 23rd Children's Day 5G Technology by VMLY&R Istanbul
Campaign Effectiveness
Bookvertising by Saatchi Creative Hub Bucharest
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
WHOOPing Ireland into Shape by Spark Foundry
Vodafone Freezone TikTok Launch by Vodafone Turkey
InstaGrand #Justenjoy, IT'S GOOD by Pom Pom Communications
Connected TV Advertising
Grundig Eco-Anxiety Campaign by Ingage Media
Reaching Light TV Viewers on CTV by Core
Rise to the Vacation by Samsung Ads
Digital Audio Advertising
Taking Action with Voice Technology for MSC Cruises by Xaxis and Say It Now
Thirst for Data by MEDIAPLUS GERMANY
Warm Good Night Stories by Noble Graphics
Digital OOH Advertising
The Neverending Chase by Havas Media & Havas Italy
OMNICHANNEL EXPERIENCE by VODAFONE TÜRKİYE
Direct Response/Lead Generation Campaign
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
Playing with the Snake by Havas Play
Audi Attention Optimization for Performance by EssenceMediacom Switzerland
Ecommerce
Ice Cream Now by Unilever & Mindshare Poland
From Worrying to Peaking at the End by Fingerspitz
Effective Use of Data
Warsteiner - Thirst for Data by MEDIAPLUS GERMANY
meridol Turkey - Co-Pilot beat human intelligence! by GroupM Nexus Turkey
Ice Cream Now by Unilever & Mindshare Poland
Making Race For Life Unmissable by GroupM Nexus
Audi Attention Optimization for Performance by EssenceMediacom Switzerland
Xaxis transforms media and data into outcomes for Mars by EssenceMediacom Greece
Influencer Marketing
Xbox – Equality Controller by MEDIAPLUS GERMANY | SERVICEPLAN
Domino's Effect by Arena Media Spain
Grand Job Experience by v8 &
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
Playing with the Snake by Havas Play
In-Gaming
Adopt a Mod by Havas Play
Grand Job Experience by v8 & Kaufland Romania
ING CITY IN ROBLOX by GONG
Privacy Protectors by Twitch
Olips Gaming by Wavemaker
Integrated Advertising
Drive Yourself Healthy by Sanofi, PHD Poland, Publicis Groupe
ZDF - The Terra X Elevator Quiz by MEDIAPLUS GERMANY
Vodafone - April 23rd Children's Day 5G Technology by VMLY&R Istanbul
#HairHasNoGender by Pantene by Publicis Groupe / Starcom Greece
Vote for tomorrow by together& advertising agency
Native Advertising
Volkswagen and PHD agency take Petal Ads for a test drive to deliver innovative native ad campaigns by Petal Ads
Non-Profit/Corporate Social Responsibility
The Bear Right Tax Initiative by TheNEW
Xbox – Equality Controller by MEDIAPLUS GERMANY | SERVICEPLAN
Vodafone - Every 11 Minutes by VMLY&R Istanbul
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
Banvit - It is okay just as long as there is equality in life by MullenLowe Istanbul
Turkey's first EyeBrand period tracker app Periosfer by Essencemediacom Turkey
Product Innovation
Grand Job Experience by v8
NAverse by Havas Play
Visibility for real by Toyota, GroupM Nexus (Xaxis The&Partnership, Acceleration) and Tobii
Grand Single Origin by Pom Pom Communications
Grand Vesela by Pom Pom Communications
Olips Gaming by Wavemaker Turkey
[NEW] Retail Media
Vodafone Metaverse Store by VMLY&R Istanbul
Search Advertising
Reinventing Search Strategy: How Samsung Smart TVs Utilized Video, Retailer, and Social Search to Drive Revenue Growth by Starcom Romania
Fingerspitz & Cortina – Brand term advertising on Google... do or don't? by Fingerspitz
Social Media
Bookvertising by Saatchi Creative Hub Bucharest
HORNBACH - Letter Theft by MEDIAPLUS GERMANY
Newton Action Alliance / #NotComingHome by MEDIAPLUS GERMANY | SERVICEPLAN
On Romanian's Mother Tongue by v8 & Kaufland
Yuki Saaki by Saatchi Creative Hub Bucharest
[NEW] Sustainability Campaign
Grundig Eco-Anxiety Campaign by Ingage Media
Irish Life Responsible Pensions by Zenith, part of Core
IKEA - naturally sustainable! by EssenceMediacom Switzerland
Aqua Allegoria October 2022 by Guerlain & IMPACT+
FINISH - WATER IS IN OUR HANDS by VALUECOM
Video Advertising
The Bear Right Tax Initiative by TheNEW
HORNBACH - Garden on the run by MEDIAPLUS GERMANY
Vodafone - April 23rd Children's Day 5G Technology by VMLY&R Istanbul
Colorful words feat. VALMAR by Lounge Group
On Romanian's Mother Tongue by v8 & Kaufland
Virtual and Augmented Reality or other new technologies
NAverse by Havas Play
Vodafone - April 23rd Children's Day 5G Technology by VMLY&R Istanbul
The Neverending Chase by Havas Media & Havas Italy
Olips Gaming by Wavemaker
YSL Lash Clash AR Experience by Tempo OMD Hellas
RESEARCH AWARDS SHORTLIST
Audience Measurement
Total Video Audience by Nielsen
Brand Advertising Effectiveness
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by Teads
Capitalising on inspiration: Unlocking a ski resort’s potential through emotional understanding by Wunderman Thompson
Consumer Attitudes and Behaviour
Kantar’s Media Reactions 2022: Which ad platforms do people prefer? By Kantar
Your Online Voices: Your Voice, Your Choice by EDAA - European Interactive Digital Advertising Alliance
DoubleVerify: Four Fundamental Shifts in Advertising and Media Report by DoubleVerify
Cross-Media Measurement
Qreach; our brand new KPI that minimizes contact pollution and optimizes towards impactful reach by Wavemaker/GroupM
Total Video Audience by Nielsen
Data Effectiveness
Samsung Ads Enhanced Addressable CTV Targeting by Kantar Media
Digital Advertising and Marketing Industry Insights
ISBA & PwC Programmatic Study II by PwC
Collaborating with 41 parties provides the entire industry with crucial insights about awareness impact by GroupM
DoubleVerify: Four Fundamental Shifts in Advertising and Media Report by DoubleVerify
Samsung Rips The Lid Off TV Measurement With Behind The Screens Series by Samsung Ads
Research Innovation
ISBA & PwC Programmatic Study II by PwC
‘The impact of live optimisations on improving attention metrics and outcomes for Heinz Zero’ by Teads
PHD Viewermatch by PHD UK
[NEW] Sustainability Measurement
Advanced tech solution to reduce digital advertising environmental impact by IMPACT+
[NEW] OUTSTANDING CONTRIBUTION AWARD SHORTLIST
Laura Wade, Global Head of Sustainability Strategy, EssenceMediacom
Lyndon M, Marketing Manager, EMEA, DoubleVerify
David Bauckmann, CTO, Impression Media s.r.o
Michal Buszko, Advanced Measurement Manager, Nielsen
Ferran Voltás, EMEA Programmatic Sales Manager at Samsung Ads
Just like last year, the OMR Festival is expected to draw more than 70,000 visitors to the Hamburg Messe on the 9th & 10th of May, 2023. On over 100,000 sqm of space, #OMR23 offers the digital and marketing industry a robust program of Conference keynotes, Masterclasses, Guided Tours, Side Events and Expo on both days. More than 800 experts will take to the six OMR stages for keynotes, panel discussions and interviews. The speaker lineup at this year's OMR Festival once again offers A-listers from Europe and beyond.
Serena Williams is coming to OMR Festival 2023
Headlining #OMR23 is Serena Williams, who has made a name for herself far beyond the tennis court. A native of Los Angeles, Williams has more singles titles than any other player in history on-the-court, off of the court she has built up a personal brand with worldwide pull. With her fashion brand "S by Serena" and jewellery brand "Serena Williams Jewellery," she provides a platform to issues of body positivity and female empowerment. Since March 2022, she has been active as an investor by founding Serena Ventures. A USD 111m fund, Serena Ventures already has 60 companies in its portfolio and focuses on supporting entities with diverse founding teams. Among them are fintechs like Propel and Cointracker, the billion-dollar company Masterclass and smoothie delivery service Daily Harvest. In addition, Serena Ventures has a stake in Esusu, one of the first tech unicorns with Black founders at the helm. Visitors to #OMR23 will be able to hear Williams discuss her career post-tennis on the OMR Conference Stage.
Climate activist Luisa Neubauer at #OMR23
She is probably the most-prominent face in the German climate movement. She’s the co-organizer of Fridays for Future and one of Time Magazine’s TIME100 Next—a list of the top 100 up-and-coming individuals. We are talking about Luisa Neubauer.
In 2018, Luisa Neubauer met the Swedish student Greta Thunberg at the UN Climate Change Conference, was inspired and, together with other activists, launched the “Fridays for Future” movement in Germany, following the example of the Swedish original. Listing the full scope of the movement’s impact would require a standalone article to do the movement justice. The very brief synopsis: Neubauer has helped organise hundreds of climate strikes, regularly confronts politicians, meets global heads of state and government officials and has attended four UN climate conferences as an activist. Her goal - and that of the global climate movement - to meet the UN’s 1.5-degree target agreed to at the 2015 Paris Climate Conference. To inch closer to meeting this goal, Luisa Neubauer and Fridays for Futures have cleverly weaponized the rules of the attention economy. For starters, Neubauer is the host of the Spotify climate podcast “1.5 degrees,” she’s published three books detailing the ecological crises from different angles and in 2021 she and others won a formal constitutional complaint against the German government, which was historic to say the least.
Media mogul, innovator, CEO and entrepreneur: Scooter Braun
We are so excited we got him: Born and raised in NYC, Scooter Braun is one of the most-successful and recognizable music managers and businessmen in the world. As a manager, his artist portfolio features a who’s who of the world’s biggest superstars. But it would be reductive to label him as merely a music manager. A serial entrepreneur, investor, film producer, dedicated philanthropist, innovator and investor in companies like UBER and Spotify, Braun’s broad scope of expertise makes him one of the most intriguing speakers ever to come to OMR. On the #OMR23 Conference Stage, Braun will discuss his work, success, failures and vision, while also sharing insights into his prolific career and talking about the importance of giving back as much as possible.
The man, the Kith, the lifestyle legend: Ronnie Fieg
Ronnie Fieg’s lifestyle brand Kith is flying higher than ever. Kith just dropped lookbooks with Jerry Seinfeld, Edward Norton and Bryan Cranston and in addition Fieg took on a little part-time gig in November 2022 as the first-ever creative director for the New York Knicks. Simply put, he knows what’s up in fashion and has an acute understanding of which levers and hype mechanics to activate for his clothing. One strategy: Kith stores are an experience unto themselves and have become a sort of place of pilgrimage for many fans - granola and ice cream on the house.
Find out more and get tickets here
