Dated: 24 June 2023
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 respond to the changes and needs of the market, while continuing to help players in the online ecosystem comply with certain requirements of the ePrivacy Directive and the General Data Protection Regulation (“GDPR”), the Transparency and Consent Framework (“TCF”, “Framework”) needs to be updated on a regular basis. In particular, constant evolutions in case law as well as in guidelines of Data Protection Authorities (DPAs) place ever higher demands on market participants in terms of data protection requirements. The TCF instances have therefore drawn inspiration from them to bring new iterations to the Framework. In addition, some changes are related to the Action Plan submitted to and validated by the Belgian Data Protection Authority (more information here).
IAB Europe, in partnership with IAB Tech Lab, is committed to continuous improvement and development of the Framework through industry collaboration to meet the needs of users and regulators. The iterations brought by the TCF v2.2 aim 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.
TCF v2.2 will be launched mid-May and TCF participants will have until the end of Q3 2023 to make the necessary changes to their respective implementations. All iterations have been developed to avoid breaking changes to the existing v2.1 Technical Specifications and facilitate their adoption in a timely manner by CMPs and Vendors.
To help the market anticipate these upcoming changes, this article provides an overview of the different amendments to the TCF Policies and Technical Specifications. In the run up to the launch of TCF v2.2, IAB Europe is hosting a series of webinars to offer full support and guidance to CMPs, Vendors and Publishers. Recording of previous webinars can be found at the end of this blogpost.
1) Removal of the Legitimate Interest Legal Basis for Advertising & Content Personalisation
The current version of the TCF Policies allows the use of legitimate interest or consent to carry out data processing operations for Purposes 3 (Create a personalised ads profile), 4 (Select personalised ads), 5 (Create a personalised content profile) and 6 (Select personalised content). The TCF Policies will be amended to remove “legitimate interest” as an acceptable legal basis for these Purposes. As a consequence, within the scope of the TCF, Vendors will only be able to select consent as an acceptable legal basis for these Purposes at registration level.
2) Improvements to the Information Currently Provided to Users in CMP UIs
The Purpose names and descriptions will change. CMPs will be required to present improved user-friendly descriptions, replacing the current user-friendly text as well as the (currently) mandatory legal text. CMPs will also be required to make available illustrations based on real-use cases, which aim to explain to users how TCF Participants’ data processing operations relate to the Purposes.
In order to improve transparency over the means of processing used by Vendors in support of the TCF purposes, Vendors will be able to declare additional features at registration level.
3) Standardisation of the Additional Information About Vendors Provided to Users in the Secondary Layers of CMP UIs
To provide greater transparency, Vendors will now be required to provide additional information about their data processing operation at registration level - so that this information can in turn be disclosed by CMP to end-users in secondary layers UIs.
The new TCF Policies will include a standard taxonomy of categories of data, from which a Vendor can select from at registration level. The Policies will include a new UI requirement for CMPs to disclose for each Vendor the categories of data collected and processed.
Vendors will be able to declare, at the time of registration, how long (in days) they keep data for each declared purpose. Accordingly, the new TCF Policies will include a new UI requirement for CMPs to disclose for each Vendor how long they keep data to achieve each declared purpose.
Vendors will be required to declare what their legitimate interests at stake are, by providing at the registration level a dedicated URL where with this information can be found (e.g. a bookmark of their existing privacy policy). The amendment to the Policies will require CMPs to make this information available to users through the secondary layers of their UI.
Vendors will be able to declare during registration differentiated URLs to their privacy policy or legitimate interest statement for each TCF-supported language, where available. Publishers and their CMPs will have the option as a result to direct users to Vendors’ privacy documentation in the relevant language to improve transparency for users.
4) Greater Transparency for Users About the Number of Vendors
CMPs will be required to disclose on the first layer of the CMP UI the number of third-party Vendors that are seeking consent or pursue data processing purposes on the basis of their legitimate interests. The TCF Policies do not impose any specific maximum number of Vendors, but Publishers are strongly encouraged to ensure that they only work with Vendors that are (most) relevant to them. The TCF Policies will include a warning that an unjustifiably large number of Vendors may impact users’ ability to make informed choices and increase Publisher and Vendor legal risk.
To assist Publishers in the process of selecting the Vendors for which they establish transparency & consent, an additional Vendor Information List has been published (“B2B GVL”). It contains information that can make it easier for a Publisher to determine which Vendors are relevant for it. Information contained in the B2B GVL can be used by Publishers to, for example, avoid requesting user’s consent for Vendors that operate in technical environments and jurisdictions that are not relevant to their online services, as well as generally better understand each TCF Vendor’s scope of operations and whether it transfers data outside of the EEA.
5) More Specific Requirements to Facilitate Users’ Withdrawal of their Consent
Publishers and their CMPs will be required to ensure that users can re-access the CMP UI easily to manage their choices (e.g. from a floating icon or a footer link available on each webpage, or from the top-level setting of the app).
If the initial consent request presented to users contains a call to action that enables user to consent to all purposes and vendors in one click (such as “Consent to all”), an equivalent call to action should be provided when users re-access the CMP UI to withdraw consent to all purposes and vendors in one click (such as “Withdraw consent to all”).
Additionally, the TCF Technical Specifications will mandate Vendors (rather than only recommending) to use event listeners to ensure that any changes to TC Strings are proactively communicated to them and other Vendors. In the web environment, Vendors with access to Javascript will be required to register an event listener function (addEventListener) instead of using the getTCData command of the TCF API. In the app environment, Vendors must listen to IABTCF_* key updates to retrieve TC Strings from NSUserDefaults (iOS) or SharedPreferences (Android).
6) Enhanced TCF Compliance Programmes
Since 2019, IAB Europe has developed Compliance Programmes to verify compliance of TCF Participants with the Policies and Technical Specifications. These programmes will be expanded, with new auditing mechanisms and differentiated enforcement procedures.
All auditing mechanisms and verifications susceptible to be performed in the context of the TCF Compliance Programme will be described and published in a public Control Catalogue, to help TCF participants in assessing and reviewing the compliance of their TCF implementations. In addition to the Control Catalogue, IAB Europe will release a new version of the CMP Validator Chrome Extension that will be publicly available.
IAB Europe will increase the volume of proactive auditing of CMPs and Vendors that will be randomly selected each month, and will also act upon reports of non-compliance from the market or from end-users by making available a dedicated form to submit a complaint.
Vendors and CMPs will be subject to differentiated procedure according to the nature of the non-compliance. In particular, any tampering with or falsification of TC String will result in immediate suspension from the Framework for a minimum of four weeks, and will be notified publicly.
7) Reminder: Revocation of the consensu.org Subdomains
Support for Global-scope was deprecated in June 2021 due to negligible use by Publishers (less than 0,5%) and compliance considerations. The deprecation required CMPs to delete all existing euconsent-v2 cookies associated with the consensu.org domain. IAB Europe will now remove all consensu.org subdomain delegations to CMPs’ nameservers (which had previously been provided upon registration). As a result, CMPs will no longer be able to host their scripts on their consensu.org subdomain, and this in turn technically prevents them from setting and accessing cookies on the consensu.org domain.
CMPs currently hosting their scripts on their consensu.org subdomains will need to host them on a different domain. Their Publisher clients will need to redeploy a new script on their digital properties before July 10th (see notification here).
How Should TCF Participants Prepare ?
Changes to the TCF Technical Specifications
The changes to the TCF technical specifications are open for public comment until May 12th, 2023 and can be found here. Comments may be submitted via email to transparencyframework@iabtechlab.com. The technical changes included in TCF v2.2 are also outlined in IAB Tech Lab's blog post here.
Support Workshops for TCF Participants
Hosted in 1 hour-long webinar formats, TCF experts went through everything that is needed to fully implement TCF v2.2. All webinars featured Q&A sessions and have been recorded.
[Video Recordings]
Session 1: Overview of the main differences between the TCF policies 3.5 & 4.0
An overview of the main differences in policies between v2.1 & v2.2. This session is for all TCF stakeholders. Watch the recording here.
Session 2: Overview of the changes to the TCF technical specifications between v2.1 & v2.2
An overview of the changes to the TCF technical specifications between v2.1 & v2.2. This session is to help CMPs and Vendors navigate the different technical resources. Watch the recording here.
Vendors
Webinar recording to give an overview of the changes for Vendors implementing the TCF can be watched here and the presentation deck can be downloaded here.
CMPs
Webinar recording to give an overview of the changes for CMPs implementing the TCF can be watched here and the presentation deck can be downloaded here.
Publishers
Webinar recording to give an overview of the changes for Publishers implementing the TCF can be watched here and the presentation deck can be downloaded here.
CO₂ Emissions in the Digital Advertising Supply Chain: Call for Proposals to Complete a Measurement Framework Mapping & Gap Analysis
IAB Europe wishes to engage an external contractor with expertise in environmental sustainability and the digital advertising ecosystem to develop thinking and research around the measurement of CO₂ emissions generated by the delivery of digital advertising products. The initial brief is to undertake an analysis of the measurement and methodology landscape for carbon emissions in digital advertising activation, mapping out all existing methodologies and providing an analysis of each of them in relation to their stage of maturity and their potential suitability as a starting point for a single, unified pan-European framework. Based on satisfactory completion of this gap analysis, the role could evolve into a permanent part-time support to the Association’s environmental sustainability work-track.
The role is an initial short focused project with a proposed duration of 8 weeks leading into a long term engagement to support the development of standardisation and frameworks the measurement of Co₂e emissions produced by the delivery of digital advertising and requires a sustainability supply chain expert who has a comprehensive understanding of the digital landscape and an awareness of the digital advertising ecosystem.
The role will require the individual to present the findings back to the internal IAB Europe team and also the IAB Europe ESG Methodology and framework workgroup.
Key Deliverables (8 week project):
Project Proposed Timeline:
Long term engagement:
Additional Experience & Qualifications:
The ideal candidate will have previous experience in a similar role and possess the following criteria:
Location, compensation:
To apply, please submit your resume and a cover letter explaining your interest in the position to Lauren Wakefield - wakefield@iabeurope.eu.
We appreciate all applications, but please note that only shortlisted candidates will be contacted for an interview.
IAB Europe is an equal opportunity employer and welcomes applicants from diverse backgrounds.
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
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’.
Check out the highlights video here and event images here.
We unpacked a wide variety of topics as we looked to help the digital advertising industry become privacy first, tackle sustainability, and drive growth through innovation. From the latest ad spend figures, Retail Media, CTV, the attention economy, and trust, to premium publisher’s advertising models, sustainability, policy and more no stone was left unturned as we uncovered everything essential in our industry today.
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 insights and expertise. With over 240 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 or did and want to relieve all of the great content, in this post you will find links to all of the highlights, including session overviews, as well as video recordings for you to view in your own time.
Event Highlights
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
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
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’.
Check out the highlights video here and event images here.
On day two, we focused our attention on policy and putting things into practice. From the latest updates on the DSA and the TCF to performance marketing, sustainability and premium publisher advertising models, we uncovered everything that is vital to our industry today.
If you missed it or want to catch up on everything from day two, you can find an overview of each session, key takeaways, and video highlights right here.
Welcome & Opening Remarks from IAB Ukraine
Our colleague Anastasiya Baydachenko, CEO of IAB Ukraine gave a highly inspiring opening keynote on the latest updates and importance of the situation in Ukraine.
What You Need to Know About the DSA Today
In this informative panel discussion Inés Talavera de la Esperanza, Public Policy Manager at IAB Europe led a key conversation on the latest updates on the DSA and the importance of what we need to know and do as an industry today. Inés was joined by:
The Latest Updates on the TCF
In this panel discussion, industry experts came together to discuss the latest updates with the Transparency & Consent Framework (TCF) v2.2. They discussed the benefits of the latest version of the TCF, how it has been developed, the key challenges that need to be addressed and what’s next for the framework.
Ninon Vagner, Privacy Director at IAB Europe moderated this session as was joined by:
Redefining Performance. Agility and Fluidity Across Channels
Just what is a simplified route to growth? Dave Hompe, VP at GroupM Nexus EMEA and Sara Terol, Search & Programmatic Senior Manager at Melia International Hotels took to the stage to discuss the importance today of a holistic, full-funnel approach to media plans.
Sustainability in Digital Advertising
In this panel discussion, industry experts came together to discuss the state of readiness of our industry when it comes to sustainability. They explored what is available today to help drive the reduction of carbon emissions produced by the delivery of digital advertising and took a look into what else needs to be done in order to achieve sustainability in our industry.
Claire Gleeson-Landry, Head of Investment & Sustainable Media at Good-Loop moderated this session and was joined by:
The Future of Video Across Europe
The concept of Connected TV has become a widespread topic. While transparency isn’t a new concept, it’s one that continues to evolve - especially as digital channels like CTV experience tremendous growth. With any large-scale growth, challenges tend to appear and this is the crossroads we are experiencing in CTV today. Augustin Decré, Index Exchange’s Regional Managing Director SEMEA walked us through the future opportunities CTV represents in Europe.
A Premium Publishers View on Advertising and its Changes
In this short presentation, Robert Blanck, General Manager eCommerce & Advertising at Axel Springer ran through the challenges of being a premium publisher. From the strategic question of the right balance between paid and advertising revenue, through to the current ecosystem challenges of addressability, first party data and contextual, to the question of what a healthier ecosystem can look like and what role publishers can play in it. He also looked at industry standards and alliances and how they will shape the future for publishers.
Premium Publisher Advertising Models: Update and Outlook
How are premium publishers evolving their advertising business models? This panel dived into data strategies as well as innovations in areas such as programmatic trading, contextual, branded content, e-commerce, and partnerships.
Joanna Burton, Chief Strategy Officer at ID5 and Interact 2023’s host moderated this session and was joined by:
On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.
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’.
Check out the highlights video here and event images here.
On day one, we focused our attention on the trending topics of today. We tackled a whole host of industry challenges, opportunities and aspirations. If you missed it, not to worry, here you can find an overview of each session, key takeaways and video highlights.
AdEx Benchmark 2022 - The Latest European Digital Advertising Expenditure Insights
We opened Interact 2023 with a keynote presentation from our Chief Economist, Daniel Knapp around the latest AdEx Benchmark Study results.
IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Daniel Knapp unpacked the channels and formats that contributed to the digital advertising market value in 2022.
European Leaders Discussion on the Digital Ad Spend Insights
Following the opening keynote presentation, a panel of European leaders discussed and debated the latest AdEx Benchmark results and shared some of their own thoughts and predictions for the year ahead.
This session was moderated by Hannah Bowler, Senior Reporter at The Drum who was joined by:
Read ‘The Drum’s’ write-up of the session here
Resetting the Bar on Brand Communication
In this keynote session, Taide Guajardo, Brand Senior Vice-President, Europe at P&G discussed how in today’s world, full of challenges but also opportunities, it is time for our industry to not just raise, but rather reset the bar on serving the consumer with Superior Communication that delivers Growth and creates Value.
She shared insights on how Brand Communication can step up to better understand the people we serve, reach them more effectively and efficiently, and be inclusive and purpose-driven.
The Retail Media Opportunity
Alexis Marcombe, Managing Director at Carrefour Links took the audience through a Retail Media 101. He shared what Retail Media is, the kind of opportunity it represents today and gave an exclusive insight into what Carrefour plans to do with its new joint venture with Publicis.
Revolutionising TV Advertising: Unlocking Efficiency and Agility for the Digital Age
Tom Peruzzi, Spokesman of the Executive Board & CTO at Virtual Minds (ProSiebenSat.1) discussed how in today's fast-paced digital age, linear TV campaigns can no longer rely on the classic pre-planning model. With the market demanding shorter lead times and comparable KPIs to digital channels, the convergence of digital and linear TV is revolutionising the industry. He showed us how to unlock efficiency and transform TV advertising in this new landscape.
Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5
Alexandra Ong, Business Development Director at Magnite too us on an in-depth look at how advertising is driving the future of streaming in the EU5. As EU5 viewers prefer ad-supported streaming to traditional television, brands can engage with addressable audiences with ever-increasing reach and scale. The cross-device viewing habits of the EU5 audience influence purchasing decisions and advertising impact. This presents advertisers with an excellent opportunity to increase their brands' visibility and create stronger connections with consumers. Magnite presented its latest study, Streaming TV's New Era, which looks at the viewer behaviour driving this change.
Connected TV (CTV): The State of Play in Europe Today
We are now entering an Advanced TV universe with CTV revolutionising how European audiences consume TV. Now is the time for advertisers to take advantage of this impactful medium and carefully plan, optimise and measure campaigns. In this panel discussion, industry leaders discussed the current challenges and opportunities for CTV in Europe. They dived into and debated measurement and shared best practices to tap into this exciting channel.
Vincent Flood, Founder & Editor-In-Chief at VideoWeek moderated this session and was joined by:
The Power of Attention - Heineken Metacase
Attention measurement continues to demonstrate that this new wave of media research is helping advertisers drive better business outcomes compared to legacy metrics. But what does attention measurement look like in action? What happens when you take attention measurement from the lab to the wild?
Teads has been putting attention measurement into action for the past 12 months. As such Phil Sumner, VP Global Research Operations at Teads shared some of their learnings, together with Peter Maxwell, Global Media Lead, The Heineken Company.
Attention Pays: The Value of Attention in Digital Advertising
The attention economy is critical for brands looking to really understand how their campaigns engage an audience at a granular level. It’s the currency of the moment, and on the tip of everyone's tongue when it comes to priorities for 2023. But why are we so invested in attention today? How does it work, how is it measured and what is its real value?
In this panel discussion industry experts came together to answer these questions and more. They looked at why attention is so important to digital advertising in Europe today and shared best practices to make the most out of this much-talked-about currency.
Andy Brown, CEO at The Attention Council moderated this session and was joined by:
Trust & Transparency: The Future of Responsible Marketing
In this keynote presentation Michael Todd, Global Director of Industry Relations at Google discussed how consumers are losing trust in the digital marketing ecosystem and that we need to come together to put responsible marketing and privacy at its core to make digital advertising safer for consumers, successful for publishers, and more impactful for businesses.
Leading the Digital Advertising Industry into a New Era of Trust & Responsibility
Digital advertising is an integral part of the European economy. Our industry is at the forefront of technology innovation and creativity, building digital products, ensuring media pluralism and enabling consumer choice.
But the industry has fallen short of creating a trusted and credible environment towards policy makers and civil society on how it operates. IAB Europe’s Industry Leadership Council (ILC) was conceived in response to this realisation. It brings together actors across the advertising ecosystem to build a bridge to policy makers for an open and constructive dialogue.
Our closing panel of the day discussed what is currently being done in the ILC and what else is required to ensure a sustainable future for the industry.
Townsend Feehan, CEO at IAB Europe moderated this session and was joined by:
IAB Common Commitment agreement signed by National IABs and Federations shows alignment on a work plan and framework that supports sustainable developments in Europe
Brussels, Belgium, 8th June 2023 -IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the release of a new European IAB Common Commitment Agreement on Sustainability signed by 20 National IABs and Federations across Europe. The Commitment demonstrates the need and wants from National Federations for a collaborative and consistent approach to the measurement methodology of carbon emissions. This includes the regulatory and policy taxonomy, and the mapping and standardisation of best practices for the delivery of ads across the digital supply chain.
Uniting on Sustainable Digital Advertising: Reducing Carbon Emissions and Taking Climate Action
The digital advertising industry has identified that the carbon emissions associated with the internet, devices, and supporting systems have reached nearly 4% of global greenhouse emissions. With these emissions projected to double in the near future, it is crucial for the industry to acknowledge the climate crisis and take decisive action now. This will help to ensure a sustainable advertising choice for brands while most importantly, helping to reduce the overall carbon footprint of the digital advertising ecosystem.
In response to this urgent need, IAB Europe, along with National IABs and Federation signatories, is committed to providing guidance and support to organisations on their sustainability journeys. By working collectively, they aim to establish consistent European standards, practices, and solutions that address the critical issues of sustainability.
The Common Commitment reflects a shared vision and dedication to a comprehensive work plan. This plan will be delivered by IAB Europe’s Sustainability Standards Committee and will involve developing strategies, guidelines, and taxonomies that align with regulations and policies while considering the broader aspects of sustainability, including environmental, social, and economic impacts. It will also help elevate work being done at a National level to bring it up to a European level in a consistent manner and will prioritise the reduction of carbon emissions specifically associated with digital advertising and emphasise the importance of climate action.
By uniting its efforts, the digital advertising industry can take significant steps towards a more sustainable future, mitigating the environmental impact and contributing to the United Nations' 17 sustainable development goals.
Commenting on the release of the Commitment, IAB Europe’s CEO, Townsend Feehan said, “The aspiration to reduce CO₂ emissions in the digital advertising supply chain will test our capacity to act in unison more than any other policy or business goal. The Common Commitment we are announcing today is a modest but critical step, enabling our European network to collaborate at an unprecedented pace internally and bringing critical mass to our engagement with global partners."
The Participating National Federations can be viewed here:
- ENDS -
Notes to Editors:
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry, and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
About IAB Europe’s Sustainability Standards Committee
IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.
This week’s member guest blog post is from Ilhan Demir, Academy Manager at IAB Turkey, who discusses his experiences of day one of our very own Flagship event Interact in Madrid. He shared his key highlights and takeaways of the event. Read below to learn more.
IAB Europe’s Annual Flagship Event Interact was held between 23rd - 24th May 2023 in Madrid for the second time, with the theme of ‘Innovation, Sustainability & Growth’.
Here are my notes about the event, I hope you enjoy reading!
AdEx Benchmark 2022 Report “Under the Shadow of Inflation”:
AdEx Benchmark Report, which is Interact’s most anticipated session and the opening keynote every year, was announced again this year by IAB Europe’s Chief Economist Daniel Knapp. Although Türkiye has been facing high inflation for a while, the inflation problem was also highlighted on the agenda of other European countries.
According to the report, European Digital Advertising Investments reached 86 billion Euros in 2022 with a growth of 9.8%. Among 29 countries, Türkiye has the highest growth of 93.3%. When we look at the data adjusted for HCPI, Türkiye is still number one in growth ranking and has the highest growth rate (CAGR) for 3 years at 41.5%.
At last year's conference, the growth forecast for 2022 was announced as 10.1%. According to Daniel Knapp's forecast, total Digital advertising investments are expected to be 90.1 billion Euros, with a growth of 4.8% for 2023.
You can find the report highights here.
Accessible Advertising
P&G Europe’s Brand Senior Vice-President, Taide Guajardo emphasised the concept of “accessible advertising” in her presentation “Resetting the Bar on Brand Communication”. Guajardo shared one of the most mind opening presentations of the conference, which touched on the changing ad formats, target audience breakdowns, ad technologies, ad creatives and many concepts from the past to the present.
Retail Media 101
Carrefour Links General Manager Alexis Marcombe addressed Retail Media from A to Z in his presentation bringing all attendees to the same point on Retail Media - one of the hottest topics of recent years. According to Marcombe; Retail Media is seen as the third wave of digital advertising after Search and Social.
Marcombe lists the top motivations of advertisers to invest in retail media as follows:
Streaming TV:
Alexandra Ong, Business Development Director at Magnite's Streaming TV's New Era: How Ads Are Powering Streaming's Future in the EU5 highlights included:
Attention Please!
In my opinion, the most "remarkable" session of the event, both in terms of its content and the speakers’ contribution was ‘The Power of Attention’. The concept of Viewability and the Attention Economy was discussed in a joint presentation by Peter Maxwell, Global Media Lead from The Heineken Company and Phil Sumner, VP Global Research operations from Teads. Highlights from the session are as follows:
Trust & Transparency: The Future of Responsible Marketing
Trust and Transparency was addressed by Michael Todd, Global Director of Google Industry Relations. According to Todd;
The Locomotive of the European Economy: Advertising Industry
In the closing panel of the first day, the contribution of the Digital Advertising industry to the European economy was discussed. Highlights from the session are as follows:
And the Prizes…
This year’s MIXX Awards Europe winners were announced on the evening of the first day. Turkish agencies and advertiser teams won 5 awards in total. You can find the full list of awards here.
Right after the keynote speakers’ presentations, highlights and outcomes were discussed in the panels organised with the participation of people with various expertises. And there is no doubt that Circulo de Bellas Artés, the venue of Interact, was a great choice regarding the location and the fascinating ambiance. Thanks again to the IAB Europe and IAB Spain teams for the organisation!
Whether you’re a CMP, Publisher, or Vendor, discover everything you need to know about the latest version of the Transparency & Consent Framework (TCF v2.2) and what you need to do next in our latest exclusive webinar series.
Originally launched in 2018 in anticipation of the General Data Protection Regulation (GDPR) coming into force, the TCF was created by IAB Europe, in partnership with IAB Tech Lab, to help meet the needs of users, the industry, and regulators.
Now, five years on, and as part of our continued commitment to improve and develop the framework, the latest version of the TCF v2.2 has been released to respond to key changes, meet the needs of the market and help players in the digital advertising ecosystem comply with new and existing regulatory requirements.
With CMPs, Publishers, and Vendors now having until the end of Q3 2023 to make the necessary changes to respective implementations, we’ve created a dedicated webinar series to help each stakeholder understand the nuances of the latest developments and what needs to happen next to ensure a successful transition.
Check out the details below and register to secure your free place today:
Brussels, Belgium, 1st June - IAB Europe, representing a diverse membership of thousands of digital marketing and advertising companies, media publishers, and independent third-party measurement firms, has released a policy paper outlining its position on the draft proposal for a European Media Freedom Act. The paper aims to provide valuable insights to Members of the European Parliament (MEPs) and national officials working on their negotiating positions.
The proposed European Media Freedom Act seeks to establish a common framework for media services in the internal market, addressing various aspects of the digital media landscape. IAB Europe acknowledges the significance of audience measurement provisions, particularly Article 23, and emphasises its importance for independent and pluralistic media in European democracies. Digital advertising enables media publishers to monetise their content and maintain their independence while fostering a diverse media landscape. IAB Europe recognises the investments undertaken by publishers in audience measurement for transparent pricing of their advertising services. These systems are crucial to enhance their advertising strategies, serve new advertisers online, and evaluate advertising campaigns effectively.
In its policy paper, IAB Europe supports the principle-based approach to audience measurement outlined in Article 23(1) of the draft proposal. The implementation of these principles has the potential to enhance transparency in audience measurement systems, leading to a fairer allocation of advertising revenues across the media ecosystem. However, IAB Europe asks policymakers to consider three key aspects when regulating audience measurement.
Firstly, respecting the importance of existing self-regulatory initiatives, such as Joint Industry Committees (JICs), which are well-established in many member states. These frameworks, based on self-regulation among media publishers, advertising agencies, and independent audience measurement providers, have significantly contributed to improving audience measurement systems.
Secondly, IAB Europe emphasises the need for transparency in audience measurement methodologies (Article 23(2)) to ensure fair pricing of digital advertising, questioning the effectiveness of the current draft proposal in achieving this objective. The lack of a clear definition for "providers of proprietary audience measurement systems" creates ambiguity and may unintentionally impact third-party audience measurement providers, including traditional research companies and JICs.
Thirdly and finally, IAB Europe urges policymakers to strike a balance between transparency and innovation. While advocating for increased transparency in audience methodology, IAB Europe highlights the importance of protecting proprietary methods and technology that result from substantial investments in research and development. Transparency should not impede investments in research and innovation, which are essential for the evolution of audience measurement systems.
IAB Europe stands ready to engage in constructive dialogue with MEPs and national officials to ensure that the European Media Freedom Act upholds the principle of transparency. The full policy positioning paper can be accessed here.
