Join Criteo and IAB Europe as we look into the current landscape of cross-channel measurement, examine attribution methodologies when measuring cross-device ROI and dig into why data is critical to build out cross-device identity.
Watch the recording of this webinar to learn how to:
Speakers:
Tuesday, November 6
ASTOR Film Lounge, Kurfürstendamm 225, 10719 Berlin, Germany
ExchangeWire’s global conference series — ATS — will return to Berlin on November 6, 2018. ATS Berlin will focus specifically on the programmatic advertising and marketing technology industry in Germany. Supported by ExchangeWire’s global editorial perspective, ATS Berlin 2018 will focus on the technology and tools that underpin programmatic and data-driven advertising, current challenges facing the industry, and future trends and developments witnessed across global markets. ATS Berlin 2017 attracted 200+ industry attendees.
Brussels, 3 October 2018 - IAB Europe’s Board of Directors just appointed Wlodzimierz Schmidt, President & CEO of IAB Poland, as Chairman ad interim, succeeding Constantine Kamaras, former Head of Public & International Affairs at IAB Greece who served on the IAB Europe Board for two consecutive terms. The Board also voted to designate Mr. Kamaras Chairman Emeritus.
IAB Europe – whose mission is to promote the development of the digital advertising industry and ensure its sustainability by shaping the regulatory environment and demonstrating the value digital advertising brings to Europe’s economy – remains with the following board members until May 2019.
The Board also voted for IAB Italy to be part of the IAB Europe Executive Committee (ExCo), represented by Sebastiano Cappa. The ExCo is now comprised of the following members:
---
Media contacts:
————
About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the update of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
IAB Europe has published a minor change affecting the Policies of the IAB Europe Transparency & Consent Framework (“Framework”) on Wednesday, 3 October 2018.
The update exclusively addresses a paragraph under the heading “Working with Vendors” in the “Policies for CMPs”, that could have been understood as requiring CMPs to work exclusively with Vendors who participate in the Framework.
Such an exclusivity paragraph is inconsistent with the “Policies for Interacting with Users”, which stipulate that the UI must prominently distinguish between Framework participants and others and avoid confusing or misleading users about the Framework participation of any of the disclosed parties.
To resolve this inconsistency and address confusion it has caused, IAB Europe deleted the exclusivity language under the heading “Working with Vendors” in the “Policies for CMPs”, and replaced it with the following wording:
“If a CMP works with Vendors who are not registered with the MO, the CMP must make it possible for users to distinguish between Vendors registered with the Framework, and those who are not. CMPs must not mislead others as to the Framework participation of any of the Vendors who are not registered with the MO.”
No other changes have been made to the Policies at this time.
The new Policies Version 2018-10-03.2a replace the previous Version 2018-04-25.2.
I will preface this by confessing that I am no expert on digital transformation. For the sake of the argument, think of me, if you will, as you would one of those organisations of a few years past; organisations which suddenly look up from their indexed notes and reports, their customer ledgers and accounting books, their Sunday paper print ads and radio spots, and suddenly realise that a new age has dawned (quite a bit of time ago), one that is fundamentally digital. Experts we have. In fact, some of them will be speaking in an upcoming webinar hosted by IAB Europe on this very topic. Digital giants and professionals whose remits span from Northern Europe to its central and southern regions will launch into a foray on digital transformation and its vital aspects. Until then, however, I will assume the role of one of the organisations of old (and new) which first come to grips with this brave new world of digital transformation.
Let’s start with the obvious: what is digital transformation? Simple enough task, seemingly; I mean the definition is right there in the two words, right? While digital transformation does indeed mean the fundamental shift of business operations to a digital environment, the process itself is so far-reaching, so complex, and so inclusive of all departments and management levels in an organisation, that it entails practices and approaches extending far beyond the limited scope of just a technological company-wide update. What was once a focus on solely digitalisation, in today’s world the striving for “achieving” digital transformation encapsulates the need for a radical change of attitude and of the way we do business. We are noticing a transition from the material - the software, equipment and technologies equated to digitalisation - towards a metamorphosis of the business mind. In fact, digital transformation is no longer a technological issue; it is a cultural shift. So let’s agree that digital transformation is the sum of all practices that an organisation implements on an ongoing basis, at all levels, to maximise efficiency and improve the bottom line in an-ever evolving digital environment.
Ah, the bottom line! In a 2017 study by Constellation Research, 64% of organisations identified digital transformation as “essential to driving profits”. The same report had nearly 70% of respondents answer in the affirmative to the question whether they have a digital transformation strategy in place. A 2018 report by Capgemini’s Digital Transformation Institute, however, showed that only 39% of businesses feel they have the digital capabilities, and only 35% the leadership capabilities needed to make their digital transformation journey a success. It seems, therefore, that while organisations understand the importance digital transformation can have on their bottom line and are willing to spend a pretty buck to achieve it (to the tune of GBP 1.2 trillion - with a “T(r)” - worldwide by 2019), the journey itself is fraught with hardships.
While we’re on the topic of difficulty, let’s take a moment to discuss what lies at the end of the rainbow, and whether digital transformation can ever be fully achieved. You invest all these trillions - with a “T” - you hire the right CEOs and CMOs and all the other C-suite execs to drive your digital transformation, but do you ever come to a point where you go “That’s it, I am digitally transformed!”? Experts tend to agree on “not really.” That is simply because the digital environment expands, innovates and transforms at such breakneck speed that is nearly impossible to keep abreast and implement all of the technologies that could have a beneficial impact on your business. Yesterday it was VR, AR, today it’s blockchain, ML, AI, IoT, and a host of other acronyms that are probably on the verge of becoming the new digital buzzword. What is clear, however, is that digital transformation is not an end-game as much as it is continuous evolution. Quoted by WARC, Rahmyn Kress, chief digital officer at Henkel stated at dmexco that “no one is doing digital transformation particularly well”. On a scale of 1 to 5, he rated Henkel at 2 and claimed that “five does not exist,” while even four is “incredibly ambitious.” Is it difficult? Yes. Is it worth it? The experts certainly think so.
Digital transformation is also as unique as the company implementing it, and while I will not delve into specifics that will be covered in our webinar, there are a series of common areas that are generally seen as pivotal in ensuring a company is well on its way on the digital transformation journey:
In conclusion, join us for our upcoming webinar on Digital Transformation, where leading professionals from digital, i.e. people who actually know what they’re talking about, will discuss digital transformation, with insight based on vast experience, and present concrete case studies of success stories.
The IAB Europe Transparency & Consent Framework is an open-source, not-for-profit industry standard that helps all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.
With this webinar on 25 September, IAB Europe offered a complete overview of the Transparency & Consent Framework to date including a deep dive into:
Speakers included:
Watch the webinar recording here.
Join this webinar to gain insight into best practice in consumer behaviour research and media planning from the winners of the IAB Europe 2018 Research Awards.
This is the second of two webinars showcasing the winners of the IAB Europe 2018 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
The winning case studies of the Consumer Attitudes and Behaviours and Digital Advertising Formats categories will be presented.
The winning case studies to be presented are:
The speakers are:
After registering you will receive a confirmation email containing information about joining the webinar.
Watch the recordings of other IAB Europe webinars on our YouTube channel here.
Brussels, 26 September 2018 – The full version Code of Practice on Disinformation, drawn up in a process in which IAB Europe participated alongside other stakeholders from online advertising and platforms sectors[1], was unveiled today. European Commissioner Mariya Gabriel (Digital Economy and Society) welcomed this milestone as a step in the right direction, recognising it as the first tangible outcome of the Communication which the Commission adopted in April[2].
“Online disinformation is a major social challenge that has exposed the fragility of our democratic institutions,” said Townsend Feehan, IAB Europe CEO. “The exercise of drawing up this Code has confronted everyone involved with the sheer, confounding complexity of the problem. It has shown up the critical importance of enlisting the broadest possible scope of well-meaning actors if we are to have any hope of tackling it, and the limits to what we will be able to achieve if we do not”, warned Feehan.
Cross-industry investment in brand safety and further development of tools with the help of relevant third-party partners can result in substantially diminishing online disinformation. “We are glad to reaffirm our long-standing commitment to brand safety. Giving brands confidence that they are buying authentic inventory and placing ads in a safe environment helps safeguarding sustainability of the digital advertising business model, which at its core supports rich range of information sources for citizens, including quality content produced”, said Feehan.
IAB Europe also encourages continued EU-level investment in research to better understand the scope and nature of online disinformation, and in consumer education, notably in the area of media literacy, to increase people’s ability critically to assess information they receive.
We are looking forward to evangelising our industry about the Code, and to continued collaboration across the digital ecosystem on this major challenge.
Contact
Greg Mroczkowski, Public Policy Manager at IAB Europe (mroczkowski@iabeurope.eu, +32 4830 58 203)
About IAB Europe
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
[1] Working Group comprises of the following members: AIM, EACA, EASA, EDiMA, Facebook, Google, IAB Europe, Mozilla, Twitter, WFA.
[2] Communication ‘Tackling online disinformation: a European approach’; https://ec.europa.eu/digital-single-market/en/news/communication-tackling-online-disinformation-european-approach.
This working paper on controller and processor definitions has been prepared by the members of the IAB Europe GDPR Implementation Group under the leadership of Alan Chapell, of Chapell & Associates. The purpose of this paper is to aid companies in the online advertising ecosystem to understand the definitions of controllers and processors under the GDPR, and to provide some criteria by which they can help understand what their respective role is in relation to their partners.
This is the fifth in a series of working papers published by IAB Europe’s GDPR Implementation Group. IAB Europe’s GDPR Implementation Group brings together leading experts from across the digital advertising industry to discuss the European Union’s new data protection law, share best practices, and agree on common interpretations and industry positioning on the most important issues for the digital advertising sector. The GDPR Implementation Working Group is a member-driven forum for discussion and thought leadership, its important contribution to the digital advertising industry’s GDPR compliance efforts is only possible thanks to the work and leadership of its many participating members.
The working paper can be read or downloaded HERE.
Traditionally, the digital marketing industry collects and uses Pseudonymous Data for its services. Often, these technology companies also do not have a direct relationship with individuals. These two factors have led to a number of open questions as to how the digital marketing industry can comply with certain aspects of the General Data Protection Regulation (GDPR).
In particular, data subject rights (Article 15-22 of GDPR) are principally challenging to these companies since they do not use or store directly identifiable personal data. How do ad tech companies respond to a data subject access requests if they do not have the data subject’s name and address on their system to pull the data from their system? Instead, they store the individual’s cookie and mobile ID. How do they subsequently verify that the cookie ID belongs to an individual without the individual’s name and email address, for example? Most companies would need to take an additional step to get their data subject’s name and address to truly identify the individual.
IAB Europe’s GDPR Implementation Group commenced a working group with the collective minds of data protection officers and technologists from various companies helping to think through these issues. The discussions helped craft this guidance document with options as to how to verify a data subject’s request and respond to data rights requests.
Some issues we covered:
The five steps for digital marketing companies to take now:
It is crucial to emphasise that every technology platform in the digital marketing sector is unique, providing various services to its clients. Consequently, each company will implement processes and procedures that are particular to that company, resulting in different responses to data subject rights obligations.
The working paper on Data Subject Requests can be read or downloaded below:
By Pinar Erdal, Customer Lifecycle Executive, Turk Telekom
The media landscape is shifting to a digital first environment. Worldwide media ad spend reached $232bn in 2017 (according to emarketer.com). Furthermore, this number is estimated to hit $427bn by 2022. As building a strategy on digital becomes the norm, not having a digital marketing strategy will force your brand by the wayside.
However the shift isn’t without its challenges. For advertisers, assessing ad quality requires substantial understanding of the data provided and it is important to ensure we receive effective and clear data. Ultimately, we need to know whether our ads are placed in a brand safe environment and are viewable by a human. Therefore, for advertisers, interpreting measurement results and calculating ROI of their actions while eliminating misleading information can be a huge challenge.
It is also important to note that there are several factors that can be addressed from our side in terms of ad quality. Being a consumer, we all know that a successful ad should draw attention while delivering a message in a relevant place for a sufficient amount of time. Consequently, in 2015 the MRC stated a new definition for the viewiability of the ad: “50% of their pixels are in view for a minimum of one second and for desktop video that standard is 50% for 2 seconds.”
Several publishers began to adapt their strategies to ensure maximum ad viewability on their sites. However, the conflict between publishers and advertisers is clear – publishers aim to enhance the performance of their inventory whilst advertisers strive to understand the actual value of an impression. Meanwhile, the measurement of ads for viewability has been in development with notable disparities amongst methodologies and reporting which causes further confusion amongst both publishers and advertisers.
However, enhancing ad quality takes far more than furnishing alignment among parties. Ad fraud causes gigantic exaggeration in traffic and click figures. According to Juniper research, advertisers will lose an estimated $19bn to fraudulent activities next year, equivalent to $51m per day. Further, campaign statistics originated from ad fraud have a huge impact on the decision-making of companies. Key learnings retrieved from such data can become misinterpreted as campaign performance, responsive/non-responsive customer profile and target group behavior.
In addition to ad fraud, it is important to state another factor that impacts ad quality. A successfully displayed ad might be detrimental to the brand if it appears next to undesirable content. Ads bought based on demographic data as opposed to specific site or URLs could be at higher risk. Another thing to note is that websites containing various irrelevant ads might irritate or confuse customers. It is evident that brand safety can cause a massive amount of damage to brand perception, which takes a great deal of cost, time and effort to build.
So, who shares the responsibility of improving ad quality? For the purpose of developing a sustainable industry, it should be any stakeholder in the advertising supply and delivery chain. On the demand side, it is important for advertisers to observe performance from various points of view and ensure they are up to date with the latest viewability, ad fraud and content verification technologies. On the other hand, publishers should also ensure their website traffic and inventory is analysed accurately. Ultimately, both parties should agree on the same ad quality standards.
In this equation, advertisers shoulder a great monetary pressure while being challenged with environmental threats. Reinforcing customer engagement with suitable content-placements is essential to maximise ROI of ad spend and ensure the market continues to grow.
This partnership requires a strong collaboration. And one word that is important to any relationship is trust.
Contact the author:
This webinar aims to answer three vital questions tied to digital transformation: what it is, why it is important, and how it can be achieved. With high-calibre speakers from across Europe, discussing not only the theoretical dimension, but exemplifying it with concrete case-studies, this webinar promises to deliver vital insight into what is becoming a necessity for companies and organisations regardless of their business focus.
Speakers confirmed so far:
Have a look at our other events and webinars here.
