Advertising Horizons 2025 Highlights: Shaping the Future of Digital Advertising Through Innovation, Policy, and Trust

That’s a wrap! On the 4th of February 2025, digital advertising EU policy took centre stage in Brussels at our first dedicated policy event Advertising Horizons 2025.

With over 150 people in attendance, we saw European industry leaders, innovators, and policymakers come together to explore the future of our industry, delving into integral policy matters that will shape the road ahead. 

Featuring exclusive panel sessions with policymakers and industry experts, quick-fire lightning talks, case studies, and more it was a day filled with powerful insights, practical takeaways, and all-important opportunities to connect with peers and the “EU bubble”. 

The agenda covered key issues such as digital skills, the EU’s digitisation gap, consumer protection policies, and data protection.

Throughout the sessions, speakers highlighted the vital role of digital advertising:

• As an engine for economic growth and a key tool for businesses - large and small - seeking to digitise.
• As a driver of high-end software engineering and digital skills, creating future-ready jobs at the intersection of data, AI, and the creative industries.
• As a crucial funding source for independent media and journalism, ensuring access to quality news for all.
• As a system that empowers users to choose between paying for content or viewing ads, all within the framework of the EU’s strict privacy and data protection laws.

To help you relive the event and explore the key insights from the day, we've put together a Recap Video alongside overviews of our standout sessions below, complete with top takeaways and on-demand videos for you to watch in your own time.

Watch the Recap Video here.

Enjoy!

Opening Keynote - Townsend Feehan, CEO of IAB Europe

The event began with our CEO, Townsend Feehan, taking to the stage to set the tone for the day’s discussions. In her opening remarks, she described the event as an invitation to all to explore the benefits digital advertising brings to Europe’s society and economy, the hard facts that must be acknowledged and overcome, and the opportunities it offers to enhance competitiveness and accelerate the future of the EU. 

“Today’s event is an invitation.  An invitation extended to everyone who wants Europe’s internet to reflect its values – values such as equity, freedom, peace, democracy, and sustainability.   The invitation is to explore with us the benefits that digital advertising brings to Europe’s society and economy, the challenges that accompany those benefits, and the opportunity it provides to advance the strategic autonomy and competitiveness goals that top the new Commission’s agenda.” 

Keynote: How is Innovation and Creativity Shaping the Future of the European Digital Advertising Industry

“It’s time to restart Europe’s innovation engine” - EU Chief Ursula von der Leyen

Following the opening remarks from our CEO, Daniel Knapp took to the stage to discuss the roles of innovation and creativity in driving our industry forward.

Here are some of the top takeaways from the session:

• Marketing plays a critical role in transforming innovation from untapped potential into tangible impact through storytelling. Without marketing, innovation risks remaining in a box - confined, unseen, and underutilised. 
• In today’s climate of slow economic growth, there’s an urgent need to reignite the innovation engine, with competitiveness and the process of creative destruction being vital for Europe’s business landscape.
• Digital advertising has emerged as a key toolset, serving as both the default advertising channel and a catalyst for the digital transformation of traditional media channels. 
• Its economic impact is also substantial with every euro spent generating significant returns, contributing to 13% of the EU’s GDP. This effect ripples through the supply chain with an estimated €18 return on every euro invested in advertising, fueling services, goods, and materials beyond the point of sale. 
• But advertising is not just about driving sales. It’s also about fostering consumer experiences and supporting free access to media. 
• Looking ahead, Daniel stated that the EU must embrace AI. At present the current adoption rate of AI among businesses is 14%. In terms of its use in advertising, AI-driven ad send is already shaping the industry helping usher in a new era of growth but more needs to be done.
• Finally, Daniel discussed how balancing privacy with innovation can be achieved through trusted policy dialogues, where the industry can collaborate with regulators to ensure data-driven creativity thrives within a secure framework.

Watch the session recording here.

Keynote: How Can Creative Ads Fuel Innovation

Next up, Fabien Le Roux, Head of Creative Department at TikTok talked us through the power of creativity in driving innovation. He discussed how TikTok is reshaping the entertainment category by prioritising creativity. This ranges from simple visuals to ideas that unlock new ways of engaging audiences. 

With creators now replacing traditional influencers as the new currency of entertainment, TikTok provides a good example of how new technologies can drive significant economic growth for small businesses and help fuel both creative industries and advertising by bringing bold ideas back to the forefront. 

Watch the session recording here. 

Panel Discussion: Skills Gap - How to Address the Mismatch Between Today’s Digital Skills and Tomorrow’s Needs

Our first panel looked to tackle the digital skills gap in Europe. Moderated by VIA Netherlands’ Director, Saskia Baneke, the following panellist looked to bridge the gap between the digital skills available today and what is needed to drive the future of our industry tomorrow:

• Romain Lerallut, VP, Head of Criteo AI Lad, Criteo 
• Andrea Calbeaza, Senior Manager, Government Affairs, Microsoft 
• Saskia Van Uffelen, Manager Future, Workforce, Agoria

Here are the main highlights from this session:

• In terms of the current challenges faced in Europe, the panellists discussed the urgent need to develop talent in emerging areas like AI and AI literacy, not just for building technology but also for its effective use.
• A more optimistic vision for Europe’s future workforce was also shared. One that drives innovation and inclusivity, with a cultural shift towards viewing human capital as a key asset rather than a cost. The Draghi report highlighted skills as one of the key pillars of European competitiveness - How we view and approach the workforce and the new AI economy can be powerful drivers for growth. 
• The importance of redefining digital skills to encompass not only technical competencies like AI but also multilingualism, leadership, and other human-centric abilities were also highlighted. The pandemic exposed the limitations of traditional leadership models, underscoring the need for a culture of lifelong learning to accelerate digital transformation.
• The growing trend of multi-skilled individuals in tech, particularly the socially conscious Gen Z workers, who bring fresh perspectives that align with European values was also noted. We need to inspire young talent amidst widespread pessimism in the media, advocating for more mentorship programmes and coaching.
• Addressing some of the policy challenges, and how to overcome barriers including affordability, lack of awareness, and insufficient competencies, more cohesive policymaking, better alignment of initiatives, and an increased investment in both non-formal education and communication were discussed. 

Watch the session recording here. 

Case Study: Innovation Gap - How Do European Start-Ups Innovate and Grow Through Creative Digital Ads?

After a short coffee break, we were straight back into some great content with a case study from Teresa Solman, Digital Media Team Leader at Allegro, and Martyna Dziubek, Head of Marketing & NPD at Yope. The duo demonstrated how the two companies worked together to make the local Polish brand more marketable, utilising smart optimisation and personalisation through Retail Media to communicate key messages directly and transparently.

Watch the session recording here.  

Panel Discussion: Digitisation Gap - How to Incentivise the Efforts of EU Businesses to Develop Innovative Ways of Creating Value Online

Our next panel took to the stage to discuss how we can encourage businesses in Europe to develop greater value in the online world through innovation and collaboration. Moderated by IAB Ireland’s CEO, Suzanne McElligott, the panel of speakers included:

• Marco Giorello, Head of Unit, Directorate-General for Communications Networks, Content and Technology (CNECT)
• Rhys Nölke, Chief Data Officer, Bertelsmann 
• Thomas Lue Lytzen, Director, Ad Sales & Tech at Ekstra Bladet 
• Patrick Waelbroeck, Professor of Economics, Telecom Paris / Institut Polytechnique de Paris 

Here are some of the top points discussed during this session:

• In terms of key challenges, the panel discussed the pressing need to align the regulatory landscape. Differing interpretations create disparities that complicate data agreements and hinder innovation, especially in the complex implementation of the GDPR.
• The conversation also covered how there is a need for the EU to gain data sovereignty to shape Europe’s digital future, in particular in the context of global competition from countries like China.
• GDPR’s broad interpretations have also made personalisation challenging for our industry. The panel talked about basic practices like frequency capping being considered as personal data requiring consent, making it more difficult for publishers to understand and engage with audiences effectively. 
• The speakers also considered the opportunities available through regulation. While regulations like the DSA and DMA present compliance challenges, the panel emphasised they hold the potential to foster fairness, transparency, and new business models.
• All in all, they concluded that we should view the regulatory framework as an opportunity to engage with policymakers, foster cross-industry dialogue to bridge gaps and recognise digital's role in media pluralism and European values. 

Watch the session recording here. 

Panel Discussion: How to Ensure that Personalised Advertising Benefits Consumers and Businesses Alike

We then moved the conversation to focus more on the benefits of personalisation to consumers and businesses in Europe. Moderated by Jacob Dexe, Public Affairs Manager at IAB Sweden, the following panellists discussed personalised advertising and how regulatory and trust-related challenges can influence its effectiveness.

• Stacey Featherston, Public Policy Manager, Meta 
• Stevan Randjelovic, Head of Public Policy & Industry Affairs, WPP 
• Marco Pierani, Director of Public Affairs & Media Relations at Euroconsumers 
• Maria-Myrto Kanellopoulou, Head of Unit, Consumer Law, DG JUST

Check out the main takeaways from this session:

• The panel opened by discussing the current state of play in personalised advertising in the context of legal certainty and consumer protection. They emphasised how legal clarity is needed to protect business values while providing a consistent application of rules that are crucial for safeguarding consumers. 
• The panel explored how despite an overload of regulations, companies must try and prioritise transparency to maintain meaningful relationships with consumers. While new legislation aims to address market failures by positioning consumers as active participants in the value exchange.
• Panellists flagged that the EU's goal should be to simplify the legal framework to enhance both consumer empowerment and business opportunities. 
• The group then dived into the challenges of data transparency and control. With some consumers finding the consent process confusing and GDPR overly complex, they discussed how simplification should not compromise data protection but show regulatory clarity and effective enforcement. 
• The panel agreed that meaningful transparency, rather than just compliance, is key to rebuilding trust here. 
• The value of personalised advertising for SMEs was also discussed, as it enables them to reach audiences effectively and competitively. 
• Considering everything that had been discussed, the panel concluded that there is a strong desire to reduce regulatory complexity while maintaining high standards of consumer protection. Consumers should be viewed as active stakeholders in the digital advertising economy, and, despite the challenges, optimism for regulatory certainty can be seen.

Watch the session recording here. 

Keynote: How do Creative Ads Address Societal Challenges?

It was then time to shift gears back to creativity. Welcoming to the stage Shahnaz Ahmed, Director of Creative and Innovation from The Social Element agency, the audience saw how creative campaigns can influence people to do more.

During the session, she shared several creative advertising examples that didn’t need big moments to make an impact. From the Assume I Can So Maybe I Will campaign that highlighted and supported those with Down Syndrome, to fictional characters that encouraged meat eaters to take on a more vegetarian lifestyle, we saw how putting the ‘What If’ and creativity at the centre of campaigns can move very human problems into measurable impact for brands. 

Watch the session recording here. 

Case Study: The Future of Fraud Fighting

From creative examples to battling bots. Jack Smith, Chief Innovation Officer at DoubleVerify then took us through the current status of ad fraud and ways in which this challenge can be addressed. He emphasised that industry collaboration was important in this area and that we all need to spot the anomalies as they appear to protect advertisers. 

Watch the session recording here. 

Panel Discussion: How to Enable Privacy and Innovation in Digital Advertising

The final panel of the day, saw Matthew Newman, Global Chief Correspondent at MLex lead a discussion on how the industry can work with policymakers to ensure privacy and innovation are achieved. The following speakers shared their thoughts on how to tackle the intersection of data privacy, technological advancement, and regulatory frameworks. 

• Oliver Pischke, Global Digital Director, Kantar 
• Kamal Janardhan, Sr. Director of Product Management, Google 
• Pierre Devoize, Deputy MD in charge of Public Affairs, Alliance Digitale 
• Karolina Mojzesowicz, Deputy Head of Unit, DG JUST C3 

Explore the highlights from this session:

• The panel kicked off by highlighting that while the core challenge of managing large data volumes remains, new technologies like privacy-enhancing technologies (PETs) are helping to unlock data’s potential securely. They help pave the way for rich data-driven experiences while maintaining strict first-party data boundaries. 
• A lack of standardisation in privacy tech, however, hinders interoperability across platforms. For these innovations to be truly effective, our industry must establish common standards that are accessible to all stakeholders.
• The importance of ensuring new privacy technologies are practical and incentivised within the current legal framework was also stressed, in order to support a thriving and diverse advertising ecosystem. 
• It was pointed out that the ongoing debate around targeted advertising is driven by privacy concerns. Panelists stressed the need for clarity in the privacy rules, as ad revenues are critical to publishers, along with viable models for them to sustain free content online. 
• The panel also discussed models like ’Consent or Pay’, and frustration over inconsistent regulatory opinions.
• It was suggested that a shift in focus from how data is collected to what happens after collection is needed. Greater standardisation, differentiation of use cases, and cooperation could improve consumer trust and reduce malpractice.
• Privacy was also framed as a potential tool to foster innovation rather than being seen as a barrier. By reducing compliance burdens and providing clear incentives, businesses can focus on economic growth while respecting user rights.
• Concerns were voiced about the EU lagging behind in tech innovation, particularly with areas like Generative AI, which has been developed further outside the EU. Speakers urged policymakers to leverage the EU’s regulatory influence to drive economic power. 

Watch the session recording here. 

Keynote Presentation: Closing the Gap

To conclude a day filled with deep insight and innovation,  Achim Schlosser, VP of Global Data Standards, Bertelsmann walked us through how we can all seize the opportunity of advertising as an economic growth engine by fostering data and innovation in a digital Europe.

He showcased how the Industry has responded to regulatory requirements, creating building blocks for a European digital “infrastructure”, including the great work of IAB Europe’s Transparency and Consent Framework (TCF) and how a new collaborative approach is needed to promote consumer choice and unlock Europe’s digital business potential, enabled by trusted interlocutors like IAB Europe. 

Watch the session recording here. 

Lightning Talks

Beyond the main stage discussions, our Lightning Talks provided rapid and impactful deep dives into some of the most critical questions shaping the digital landscape today. Delivered by senior industry experts from our member companies, these sessions offered clarity on topics ranging from privacy and consumer trust to the evolving role of innovation and technology.

Key sessions included:

• “Why Are There Ads Everywhere I Go on the Internet?“
  Christer Ljones, Director of Ad Data Capabilities, Schibsted Marketing Services explored how ad targeting works, the mechanics behind digital advertising, and why users see certain ads across platforms.
• “How Do SMBs Unlock Growth Through Advertising?“
  Benjamin Cohen, CEO & Founder, Y-Brush examined how small and medium-sized businesses can leverage digital advertising to scale their operations effectively.
• “Why Do We Need Cookies?“
  Stuart Wilkinson, Senior Business Development Director, Kantar provided a breakdown of the role cookies play in online advertising, their impact on measurement, and potential alternatives.
• “What Will An Internet Without Personalised Ads Look Like?“
  Alexander Whalen, Public Policy Manager, EU Affairs, Meta considered the implications of a cookieless future, the economic impact, and potential shifts in advertising strategies.
• “Is Contextual Advertising Economically Viable?“
  Lionel Basdevant, Senior Product Director, Criteo discussed the resurgence of contextual targeting and whether it can deliver comparable value to personalised advertising.
• “Will Technology Innovations be a Game Changer For Data Protection?“
  Ari Levenfeld, Government Affairs and Public Policy, Google assessed how emerging technologies can help balance data privacy with advertising effectiveness.
• “How Do You Design Consent Banners to Better Inform Consumers, Increase Their Trust and, Ideally, Their Consent Rate?“
  Prof. Max von Grafenstein, Professor of Law, Universität der Künste Berlin analysed best practices for consent banner design, exploring ways to enhance user understanding and improve engagement.

As we look ahead, the discussions and insights shared at Advertising Horizons 2025 underscore the pivotal role of collaboration between industry leaders, policymakers, and innovators in shaping the future of digital advertising. From addressing the digital skills gap and fostering creativity to navigating complex regulatory landscapes, the event highlighted the opportunities and challenges that lie ahead. With privacy and innovation at the forefront, it is clear that the path forward requires a balance of trust, transparency, and forward-thinking policies that will empower businesses and consumers alike.

If you would also like to learn more about IAB Europe’s policy work, membership opportunities, and how you can get involved, please contact the team at communication@iabeurope.eu.