The Advertising & Media Committee unites senior leaders to pinpoint key commercial and technological trends that support the growth of the European digital advertising and media ecosystem. The Committee shapes and prioritises the agenda for IAB Europe’s industry development and engagement initiatives, ensuring a unified approach that covers topics such as programmatic, connected TV, addressability, measurement, and artificial intelligence.

The committee comprises of four key Task Forces:

Connected TV (CTV) - Supports the understanding and growth of CTV advertising in Europe through the development of industry-agreed definitions, measurement guidelines, and the adoption of technical standards.

Addressability & Measurement - Supports the industry towards a post-cookie world, educate on the implications coming from privacy regulations and highlight advancements in new addressability and measurement techniques.

Programmatic - Supports the industry in navigating a constantly shifting programmatic landscape, covering both core, continuously relevant topics and emerging trends.

AI in Advertising - Supports the industry in navigating the impact of emerging artificial intelligence technologies, understanding the challenges and opportunities involved, and demonstrating value to stakeholders.

2025 priorities include:

CTV

• Industry Education & Definitions - Educational content including, CTV definitions framework and glossary, and content to support a greater understanding of programmatic CTV.
• Standardisation & Guidelines - Education on existing standards and the development of European measurement standards and guidelines.
• Market Intelligence - Market sizing updates and an industry-wide survey on the adoption and perception of CTV in Europe.
• Thought-Leadership & Networking - Great Debate virtual event and monthly spotlight sessions.

Addressability

• Industry Education & Definitions - Educational content including a 101 Guide to Addressability
• Technical Standards - Knowledge sharing and dedicated roundtable discussions on technical standards.
• Market Intelligence - Data and insights on the level of adoption of addressability and measurement solutions.

Programmatic

• Industry Education & Definitions - Educational content on how programmatic works and new technologies.
• Technical Standards - Knowledge sharing, including short-form summaries of the purpose and form of specifications.
• Market Intelligence - Data and insights covering hot topics including measurement, attention metrics, new data signals, transparency, and channel trends.
• Thought-Leadership & Networking - The development of content on key topics as outlined above.

AI

• Industry Education & Definitions - Educational content on AI capabilities and technical developments including case studies and technical overviews.
• Market Intelligence - Conduct research that unpacks the AI transformation and produce a whitepaper highlighting the value of AI for businesses and innovation in Europe
• Policy - Providing regular updates on the Policy Committee's work on AI.
• Thought-Leadership & Networking - Webinars, events, and knowledge-sharing spotlight sessions.

Interested in joining the Advertising & Media Committee?

For more information on the Advertising & Media Committee contact Marie-Clare Puffett at puffett@iabeurope.eu.