Two days of networking at the top
DMEXCO 18, Expo and Conference, the meeting place for digital business returns to Cologne September 12 & 13. Two days of inspiration from over 1000 Exhibitors and 550 speakers. Under the motto ‘Take C.A.R.E.’ DMEXCO will embrace the debate with a ‘C’ for curiosity - stay curious about change, ‘A’ for take Action in your own business, ‘R’ for take Responsibility - inspiration from a conference dies without responsibility for change and ‘E’ for have a great experience.

Get the latest insights to drive your business – IAB launches research
Blockchain, the Internet of Things, Voice, Virtual or Augmented Reality - how will these key trending topics affect the interactive advertising ecosystem in 2019?

A fantastic speaker line-up of industry leaders like Alex Tze-Pin Cheng (Baidu), Philipp Schindler (Google), Nikki Mendonca (Accenture Interactive) will take to the stage to inspire you. Get to have your own say at the Hyde Park Style Speakers Forum. More than 140 Seminars and Work Labs of exhibitors and partners will be available. IAB Europe will be hosting a seminar on day 1 on the latest market sizing and attitudes research on Programmatic Advertising in Europe. You can find the full agenda here.

Boost your start-up
DMEXCO is catering for young companies in the Start-up Village: founders like Amber Atherton (Zyper.com), Hakan Koç (Auto1), Constantin Eis (Casper), David Fischer (Highsnobiety), Ron Johnson (Enjoy) and Melanie Mohr (YEAY) will show what can be achieved with an innovative idea. Last year, Opinary won the Start-up Hatch pitch debate and got to double the number of employees and get more international partners with the added exposure.

Try it out yourself
At the Expo, it’s all about personally experiencing the technologies of tomorrow. Global players like Facebook, Google, Adobe, Deloitte or Xing will be exhibiting as well as newcomers in the World of Experience. Over 35 categories of Innovation will be exhibited.

World of Agencies
In the Agency Lounge, consultants from creative, media full service and specialist agencies will on hand to discuss the latest trends.

Personalized Experience
At DMEXCO, the focus is on the individual visitor and all efforts are being made to help everyone get the most out of the two days. DMEXCO partner, the BVDW (German Association for the Digital economy) will be providing more than 20 topic-specific tours, leading visitors to relevant exhibitors.

In this blog series, IAB Europe’s Brand Advertising Committee and its members explore key perspectives and the latest developments in the drive for a viewable, quality digital advertising environment.

Christer Ljones - Vice-Chair, IAB Europe Brand Advertising Committee and Head of Advertising Product Strategy, Schibsted Media

My first exposure to the viewable impression was back in 2007, before we had decided whether to call it “in-screen” or “viewability rate”. Working in an agency I was doing some analysis on my team’s telco client’s media buy, and realized, like many before me, that summing impressions of different placements intro metrics made no sense. Impressions were of such different quality and nature that simply summing them up couldn't even qualify as counting apple with pears, or using Duplo parts in your Lego build, it is much more risky;  like trying to use your US cable in the UK socket on your London visit. At best it doesn't work, at worse it is really dangerous, and while impression counting won’t kill you like the socket could, it could definitely lead to some really misguided media buys, wasting your client’s dollars.

I’ve since moved to the publishing side, and these days things are decidedly looking better. We spent the better half of the last decade arguing about standards and getting different systems to show roughly the same values, and we are in a place now where we do occasionally have to do some calibration, but in the end we have reports that show us comparable prices for an impression that a human being actually had the opportunity to see. The US has been leading in measurement standards in this area, and we will soon have European Viewability Certification Seals which has been developed by European stakeholders for the European market place. So far, so good. There is still work to be done, but we will get there.

As a premium publisher, Schibsted wants long term success for our advertising clients, and the first step to that is to generate actual viewable opportunities for advertisers to influence our readers. We, and other publishers like us, are in a place where we want advertisers’ spend to be contingent on real impressions.

The question that often gets asked is if the industry needs to move from view rate i.e. an assumed percentage of viewable ads for a given page or site to the viewable impression, being viewable ads individually measured and counted . View rate is not really a success metric, but a shared tool to get both what advertisers want and to support publishers’ future business model - real opportunities to communicate with their audiences.

Since about three years ago, Schibsted rolled out lazy loading across our inventory. Not only did this help with latency issues, but it also gave us a fairly predictable view rate where around three quarters of our placements are viewable. This is the rate where we see the trade-off between inventory and view rate kick in - if we try to get the view rate higher, opportunities to see will be lost. And as every quality-obsessed advertiser or publisher has experienced, when you apply quality filters to a campaign, the internet is no longer a bottomless pit of impressions and reach. With user behavior becoming more fragmented every day, we need to make sure that we take care to make use of  the opportunities we have to reach our precious audiences.

In our work with lazy loading we have come to the realization that methods used to improve delivery for the user can also affect view rates negatively. We have looked at methods to prefetch ads which would make the the delivery much smoother - and a much better experience for the user. A smoothly loaded beautiful ad, blended into quality journalism, is still a vehicle where advertisers know they can successfully tell their story. However, with an obsession around view rates, and not focusing on the viewable impression, this form of prefetching has yet to come into full maturity except in the walled gardens. As such viewable impression would not only align better with advertisers objectives, but could also improve user experience.

Lazy loading, sticky ads on desktop, and design changes on all devices have fixed the view rate, is it now the time to move to the viewable impression? This cannot not be done by one party alone, but needs to be done as an industry. Ad servers, publishers and advertisers must all contribute. At Schibsted we’ve been preparing for the viewable impression since we signed with AppNexus in 2015, and the past year we have piloted the currency with a few forward-looking Norwegian advertisers. AppNexus has come a long way in supporting viewable impressions end- to-end, and we are starting to see what needs to happen to scale further.

Ad servers and SSPs must provide end-to-end support in order to successfully establish viewable impressions as a currency. Ad servers must build complex prediction models and integrations into third party measurement, working in (or near) real time. This is no easy feat, but twenty years of performance marketing has given the ad servers ample experience with alternative optimization metrics, and many ad servers have most of these pieces in their stack already.

Meanwhile, publishers must accept risk. Moving to the viewable impression will create more variance into our revenue streams. Until the market and technology matures it will also create more work for our already overworked ops. This is the cost of doing business.

Advertisers and agencies must accept the principle that a viewable impression will cost more than a regular impression and that the price ratio is a bit more than equal to one over the view rate. There is always room for negotiating, but if we are to invest to change the currency there must be trust that the change is not only used as leverage for lower pricing. As a premium publisher we are motivated by the recent WFA Global Media Charter, because we believe our supply will shine under those principles. WFA also correctly identifies that viewability metrics will affect supply, and as such will have price implications.

As a final point it’s worth noting that a collective industry effort is required to get to a point where revenue is triggered by a metric available to the publishers ad servers. This could be an independent third party measurement tool integrated with the ad server. As much as we try to make every advertiser feel like our only client, there are others, and forecasting, ad selection and yield management is complicated enough if the revenue driver is customised to each client and not fully integrated into the delivery logic. Like the WFA, publishers welcome truly independent third parties, and we push our technology vendors to integrating them, but we should all strive for some standardisation.

With all this said, I’m reflecting on the how fast the industry will move to trading at scale. Our own pilots here in Schibsted were technically successful, but we see waning interest in the topic from advertisers. As mentioned, our current view rates are predictably high, and measurement is more consistent, and expected to become even more consistent as pan-European Certifications are adopted, reducing the sense of urgency to rethink the industry currency. Nevertheless, we try to keep an eye on the future, and the shop is open for viewable impressions; bring us the volumes and we will supply fair pricing. Just like premium hotels that supply multiple types of sockets, premium publishers will also adopt to their clients varying needs.

Participate in the Oath in association with IAB Europe survey for the chance to win an Instax SQ6 camera

Oath is collaborating with IAB Europe to understand the challenges for publishers in driving programmatic revenue. The results will add to the industry’s guidance on how to develop programmatic advertising strategies.Publishers are therefore invited to take part in this survey.

All respondents have the opportunity to be entered into a prize draw to win 1 of 10 Instax SQ6 cameras together with Oath goodies. 

The survey asks about:

• Monetisation
• Advertising formats
• Content strategy

Please pass on the survey to any relevant publisher colleagues. Your response will be treated in the strictest confidence.

The survey will take no longer than 15 minutes and will close on Friday 14 September.

Add to Calendar

Speakers:

Julia Shullman, VP, Chief Privacy Counsel, AppNexus	Bethan Crockett, Senior Director of Brand Safety and Digital Risk, GroupM EMEA	Jan Oetjen, Member of the Executive Board, United Internet AG	Armand Heslot, IT expert, Technology Experts Department CNIL (Commission nationale de l'informatique et des libertés)	Moderator Townsend Feehan, CEO, IAB Europe

IAB Europe will be hosting the following session at the Future TV Advertising Forum on 5 December in London.

When Two Worlds Collide: Digital and TV
From a consumer perspective the collision of digital and TV has already happened and they now expect to be able to watch what they want, when they want and wherever they want. But what does this mean for marketers, traditional media players and digital players? How do brands bridge the gaps between analogue excellence and the digital promise of personalisation at scale? What does measurement look like for connected TV? What are the key creativity considerations?

Hall 2, Wednesday 5 December – 16.30-17.30 GMT

The session will kick off with a preview of IAB Europe’s Connected TV White Paper presented by Emmanuel Josserand, Brand, Agency and Industry Relations at Freewheel. This will be followed by a discussion on the key topics featuring:

	Moderator: Joanna Burton, VP European Strategy, SpotX At SpotX, Joanna Burton helps publishers and broadcasters across Europe to monetise their premium video content across desktop, mobile and connected TV.  Last year she commissioned research to size connected TV advertising in the big fine TV markets in Europe and this year she is leading the creation of the IAB Europe whitepaper on connected TV. Joanna has worked for a range of advertising companies over the past 25 years including Microsoft, AOL, AppNexus, Dailymotion, Omnicom, IPG, EW Scripps, Omniture, Weborama and Rubicon Project.
	Emmanuel Josserand, Agency and Industry Relations, FreeWheel Emmanuel Josserand is responsible for Agency, Brand and Industry Relations and manages the FreeWheel Council for Premium Video Europe (FWCE). In this role, he connects with the buy-side to explore markets dynamics, industry best practices and opportunities to bring premium video stakeholders together to drive the industry forward. Prior to joining FreeWheel in 2015, Emmanuel was the Global Marketing Director at Civolution, the leading provider of watermarking and fingerprinting based solutions. He also led marketing, communication and brand identity for Teletrax which was later acquired by Philipps and served as the Business Manager at Arcsoft Europe, where he managed and expanded the Digital Imaging business unit.
	Brandon Keenen, Senior Digital Commercial Director, CNN Brandon Keenen is Senior Digital Commercial Director at CNN International Commercial (CNNIC), where he is responsible for leading a global team of Digital Directors and works closely with CNN’s advertising teams to create multi-platform campaigns with a digital-first approach.  Keenen’s 15-year career and media experience has spanned sales, management and tech roles including Senior Director at Buzzfeed Europe and Head of Sales for AOL Europe.
	Raquel Melero Velayos, Audience Ads and Programmatic Manager, Atresmedia
	Martin O’Boyle, Managing Director of Partnerships PMX, Publicis Media Martin has over 20 years experience in media and is currently MD of Partnerships for Publicis Media Exchange in the UK. In this role, he is responsible for driving development of all external partnerships across media, data and tech.  He has extensive experience in commercial operation, media buying and trading, and data solutions development.  Prior to his current role he was UK MD for Publicis PeopleCloud, launching the end to end marketing platform in the UK, and previous to that he led the P&G account for Publicis Media in UK across all media buying, trading and data.
	Malin Hager, Sales Director, TV4

The Future TV Advertising Forum is the premier thought-leadership event for TV advertising, exploring the strategies and collaborations that underpin success across the buy-side and sell-side in a data-driven, multiplatform world. The two-day event includes keynote sessions, workshops, private functions and networking events and is preceded by our executive invitation-only forum, Advertising Pathfinders. Over 800 leaders from media owners, advertising agencies, brands and ad-tech firms attend.

Join this webinar to gain insight into best practice in advertising effectiveness and cross-device measurement from the winners of the IAB Europe 2018 Research Awards.

This is the first 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 Brand Advertising Effectiveness, Advertising Solutions, Audience Measurement and Consumer Devices categories will be explored.

The winning case studies to be presented are:

• Brand Advertising Effectiveness winner: On Device Research, Google, OMD, Essence, MediaLab - From On-device to Out-of-home
• Audience Measurement winner: Médiamétrie – Total Internet Audience in France
• Advertising Solutions winner: comScore – Free Viewability
• Consumer Devices winner: OMD Spain - CROSSroads™

The speakers are:

Nigel Roth, Managing Director, On Device Research	Betrand Krug, Head of Digital, Mediametrie	George Panayiotou, Senior Product Manager, International Advertising, comScore	Luis Fernando Ruiz Bedoya, Insights and Intelligence Director, OMD Spain

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.

IAB Europe will reveal the results of its much-anticipated European Programmatic Market Sizing research which will highlight the size, growth and status of the programmatic advertising market in Europe in a dedicated seminar at this year's edition of DMEXCO.  Insights from the Attitudes to Programmatic Advertising survey, the industry benchmark on the development of programmatic in Europe will also be shared to reveal the latest buy-side and sell-side drivers, barriers and strategies. The findings of both of these pieces of research will be discussed in a panel of industry leaders and disruptors.

Join us on DMEXCO Day 1, September 12, 14:00 - 14:45, Seminar 8 - Hall 5.1

Add it to your calendar below:

Add to Calendar

Speakers:

Presenter and moderator: Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath	Presenter: Daniel Knapp, Executive Director TMT, IHS Markit	David Goddard, Global Head of Programmatic Trading, BBC Advertising	Gerhard Louw, Head of International Media Management, Deutsche Telekom

Pierre Gauthier, Commercial Director France, NewBase & Adbase France and Board Member, IAB France	Matt Simpson, Joint Investment CEO EMEA, Omnicom Media Group	Leon Siotis, General Manager Supply, SpotX

You can grab your DMEXCO tickets here.

In addition to this seminar, IAB Europe will be hosted by IAB Switzerland and IAB Austria in Hall 8 - Row B - Number 18  DMEXCO so make sure to schedule a meeting or drop by.

Join this webinar to gain insight into the IAB Europe Transparency & Consent Framework.

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.

We are pleased to invite you to the next IAB Europe Transparency & Consent Framework Webinar, which will take place on Tuesday 25 September at 15.30 – 18.00 CEST.

With this webinar, IAB Europe aims to offer a complete overview of the Transparency & Consent Framework to date including a deep dive into:

• Governance
• Policy Documentations
• Technical Specifications
• Practical Implementations

Speakers include:

• Townsend Feehan, CEO, IAB Europe
• Matthias Matthiesen, Director - Public Policy & Privacy, IAB Europe
• Dennis Buchheim, SVP & GM, IAB Tech Lab
• Julia Shullman, VP, Chief Privacy Counsel, AppNexux
• Jennifer Derke, Director of Product Programmatic, IAB Tech Lab
• Somer Simpson, Head of Product and Growth, Quantcast
• Pooja Kapoor, Head of GDPR & Data Trust Initiatives
• Christer Ljones, Head of Product advertising strategy, Schibsted Media
• Jonas Dobravolskas, Product Director, AdForm
• Stevan Randjelovic, Brand Safety Manager, EMEA, GroupM

To attend this webinar, please register here: https://attendee.gotowebinar.com/register/1660565315784997889

Please find the agenda outline below: 

The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changing nature of the European data landscape. This updated version includes revised content with an additional section covering GDPR considerations and new case studies.

Ben Geach (Global Product Strategy Director at Oracle Data Cloud) led the white paper update with input from Thomas Park (Senior Product Director, Advertising Products at Adform) and Chris Hartsuiker (Manager, Privacy and Public Policy at IAB Europe).

Ben commented:

“Updating this white paper has been necessary in light of the changing data landscape within Europe. It’s critical the ecosystem is well educated about how to use data for their success criteria - both knowing when to use different data types and when not to. We're on a journey to becoming a more data literate industry, to really understand the value captured in data. This market-wide renaissance will create a space for more impactful insights than ever before. The white paper acts as a practical guide to achieve this.”

The V 2.0 white paper addresses:

• The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
• How to build an audience with the available data
• Key considerations for using data effectively
• Data in a cross-device environment and the opportunities and challenges
• GDPR considerations for using data in advertising

Download the paper below

Join this webinar in which we will share and explore the findings of the latest IAB Europe Digital Brand Advertising and Measurement Report.

There is a disparity between vision and reality in measurement of digital brand advertising campaigns, according to the latest IAB Europe Digital Brand Advertising and Measurement Report.

IAB Europe is hosting a webinar to dive deeper into the findings of the report including digital measurement priorities across stakeholders, metrics for determining digital advertising quality and KPIs for determining digital brand advertising success.

Attend this webinar to find out more about:

• Digital measurement priorities
• Insights that enable effective targeting of brand advertising campaigns
• KPIs for determining digital brand advertising success

A presentation of the report findings will be followed by a panel discussion.

Confirmed speakers: