Programmatic technology is now at the forefront of data-driven advertising, indeed, half of European display ad revenue is now traded programmatically and programmatic in Europe has reached a market value of more than €8bn according to IAB Europe’s 2016 Programmatic Market Sizing study. However, with regulatory challenges drastically questioning how the digital advertising ecosystem operates, programmatic trading needs to show that it can adapt to meet the evolving needs of the industry.
In this blog series, IAB Europe’s Programmatic Trading Committee and its members assess the impact and the opportunities of the GDPR on Programmatic Trading. In the first blog MediaMath and Sublime Skinz look at the unique opportunity that the IAB Europe Transparency & Consent Framework (the Framework) presents for the publisher community.
MediaMath believes that the GDPR embraces one of our core beliefs: that respecting consumer privacy is a necessity and an opportunity, not an option or burden. Consumers have long been telling us—through opt outs, ad blocking, and adoption of ad-free subscription services—that they are unhappy with the current state of advertising. This unhappiness stems from the perception that advertising is not balancing its capacity to provide engaging and informative content with the obligation to provide consumers with transparency about, and control over, their digital experience. For these reasons, the GDPR creates a valuable opportunity by encouraging advertisers to form more explicit relationships with consumers and provide advertising that they can feel good about, interact with in more meaningful ways, and trust.
Over the last 12 months, IAB Europe has developed a Transparency & Consent Framework (the Framework) in consultation with stakeholders across the industry which helps website operators become GDPR-ready. The Framework offers publishers new tools to provide transparency into the digital advertising ecosystem on which they rely to help monetise their service. Specifically, consumers are provided with clear information about data use by the publisher and its trusted partners. Another benefit for publishers is that they can collect higher rates from data-based buys, leading to increased revenue.
Additionally, the Framework offers the advertising ecosystem a common language by which to communicate consumer choices around the processing of their data for advertising and other purposes. The Framework is the best mechanism on the table today for advancing the ecosystem in a manner that benefits all stakeholders, including consumers.
Having been through a public consultation period which ended on 8 April, the final version of the Framework is set to launch mid-April 2018. (For more information and resources, visit the dedicated website here.) The registration process is now open for Vendors and Consent Management Providers to apply for approved status in the context of the Framework.
With enforcement of the General Data Protection Regulation (GDPR) fast approaching, businesses across the globe are racing to prepare for the new legislation.
On the way to mastering GDPR compliance
Mastering GDPR compliance is vital within the complicated ecosystem of digital advertising, which is characterised by multiple vendors and highly complex data flows. If data can no longer be used to target users and personalise messaging, the advertising experience will become far less relevant and engaging, having a potentially detrimental impact on ad revenues.
But if the industry cooperates closely to meet the requirements of the GDPR, the regulation will bring enormous benefits to both publishers and advertisers – enforcing transparency within the ecosystem and building stronger consumer relationships. Transparency fosters brand loyalty – to both the publisher and the advertisers – and a recent data privacy survey revealed a staggering 88% of consumers cite transparency as the key to trust. To meet the challenge of compliance, the IAB Europe has developed a standard Transparency & Consent Framework for the online advertising industry.
The IAB Europe Transparency & Consent Framework is not just another GDPR compliance tool
IAB Europe’s Transparency & Consent Framework is a non-commercial, open source, cross-industry initiative. The Framework is designed for publishers to provide transparency and control for users allowing data to be collected and processed lawfully by their trusted partners. As a result it can be implemented by existing compliance tools.
A transparency tool that offers both user control and publisher control
Designed to accommodate different publisher and vendor needs, the Framework focuses on creating standards around transparency, control, and choice that can be implemented flexibly by different actors, including existing makers of transparency and consent tools. Providing transparency for both consumers and publishers into the monetisation partners present on websites and mobile apps, the Framework gives publishers control over which vendors operate on their sites, and consumers control over who is using their data.
A global list of vendors
Thanks to a centralised, industry-wide list of vendors that adhere to standard protocols and policies, managed by IAB Europe, the Framework makes it easy for publishers to decide who to work with. Finally, the Framework includes a fully customisable user interface for gaining consent as a legal basis for data processing, using standardised minimum disclosure language. This allows users to give specific consent for individual vendors and for different data processing purposes, while allowing publishers and demand sources the flexibility to work with various consent management providers.
A common language for the whole digital advertising ecosystem
The fact that there is a standardised language for providing transparency and requesting, storing, and sharing approved vendors and where relevant consent data along the digital supply chain means that companies can be confident in their transparency and consent status with a user. Ultimately, by allowing publishers and vendors to operate according to a single, open source standard, the Framework offers a better user experience than if every publisher tried to master GDPR compliance on their own.
A global push for data transparency
While the GDPR’s enforcement is seen as a defining moment for EU data privacy, it is just one element of a global push for data transparency. Last year, China updated its Cybersecurity Law to standardise the collection of personal information, while in February this year, Australia brought in the Notifiable Breaches scheme, obliging companies to notify individuals of a personal data breach that may result in serious harm.
The introduction of the GDPR has prompted countries outside the EU to review their own data laws to ensure they can still benefit from the global digital economy. If countries prove that their laws protect personal data on a similar level to the GDPR, the EU could accept them as adequate third countries, allowing a free flow of personal data while ensuring a high level of protection. This is the mechanism the UK will use after Brexit, and the EU is currently working with countries such as Japan and South Korea on similar adequacy decisions.
Taking part in this global push for transparency by ensuring they are GDPR compliant may seem a daunting prospect for publishers. But, by implementing IAB Europe’s Transparency & Consent Framework, they can make use of a global vendor list and standardised consent mechanisms that will still allow them to benefit from targeted, personalised advertising, served to engaged and accepting audiences.
The second blog in this series is available here.
The registration process is open for Vendors and Consent Management Providers to apply for approved status in the context of IAB Europe’s Transparency and Consent Framework.
The General Data Protection Regulation (GDPR), which comes into effect on 25 May 2018, requires a legal basis for processing the personal data of EU residents. While the GDPR offers six possible legal bases, the two that digital publishers, advertisers and those that support them typically find most relevant include consent or legitimate interest. Crucially, publishers must also provide transparency into the list of vendors or partners they decide to work with that may also process their website visitor’s personal data.
IAB Europe’s Transparency and Consent Framework has been created to offer flexibility in terms of various paths towards complying with the law, and providing a standardised means of communicating signals to different parties in real time.
The member registry of vendors and CMPs (known as the List) will facilitate adherence to the Framework policy, provide transparency into the ways companies intend to comply with GDPR requirements, and centralise participants into one well-known location. Publishers can then use the List registry to view which of their partners are a part of the Framework, and determine which vendors to include in the transparency and consent user interfaces they decide to make available on their sites.
Registration is at register.consensu.org and there are separate pages for vendors and CMPs to complete the required information.
Once companies have submitted their application and received approval by IAB Europe, they need to pay the annual fee. We will then issue vendors with an ID and publish them in the Framework while CMPs will receive an ID and sub-domain and will be listed on advertisingconsent.eu.
You can find all the background information you need in the FAQ and on advertisingconsent.eu. We will also hold an open webinar on Friday, 20 April 17:00 CEST/16:00BST/11:00 EDT/ 08:00 EDT) when our technology and policy experts will be on hand to answer your questions - Register for the webinar: here
Business growth in the European Union depends on digital advertising, which contributes €526 billion annually to the EU economy and drives 90% of all growth in advertising spend.1 However, the digital ecosystem faces unprecedented and immediate disruption in the form of new technologies, new competitors, international turbulence and sweeping regulatory change. Its future has never been harder to predict.
At this critical juncture, IAB Europe releases the first agenda of its Interact 2018 conference: Disrupt. Adapt. Reinvent, bringing together a unique mix of speakers to explore the future of digital in Europe.
Held in Milan on 23-24 May, the two-day conference will feature contributions from all stakeholders with a say in the future of the digital ecosystem, from advertisers to publishers, to ad tech businesses, politicians and regulators. We’ll examine the forces disrupting digital, how businesses can adapt to thrive, and how we can reinvent the digital ecosystem to provide a firm foundation for business growth in the future:
Furthermore, world-class digital expertise will be celebrated at Interact 2018’s Gala Dinner on 23 May with the MIXX Awards Europe and the IAB Europe Research Awards ceremony championing the best digital advertising campaigns and digital advertising research projects of the past year.
Townsend Feehan, CEO of IAB Europe said: "I'm looking forward to welcoming global digital business leaders and marketers to Interact this year. With the backdrop of a volatile political climate and new policy and regulation, it promises to be an unmissable opportunity to meet peers, hear from industry leaders - some with controversial views - and to debate the latest issues affecting the industry today."
The industry is being continually disrupted – which means that leaders will need to reinvent their business strategies to adapt to the transformation of the digital landscape. Join us at Interact 2018 to explore the tactics that will secure success in the next era of digital. IAB Europe members and National IAB members can take advantage of the extended Early Bird offer until 13 April.
Visit the website for the latest updates on speakers, conference programme and book your conference pass here.
For bespoke sponsorship packages at Interact 2018, please contact Alison Fennah.
Contact:
Colombe Michaud, Communications Director, IAB Europe
+32495193830
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.
16:00 CEST / 15:00 BST 23 April 2018
Join this webinar to get a better understanding of blockchain technology and how it could apply to digital advertising. Speakers from trailblazing companies in the field of blockchain as well as adopters of these solutions will guide you through a session designed to better familiarise you with the inner workings of this intricate technology and its current and future impact on digital advertising.
A 15-minute introductory section will be followed by a 25-minute interview-style panel and a 10-minute Q&A session.
Moderator:
Tim Geenen, CEO & founder, Faktor
Tim Geenen is the CEO & founder of Faktor, a decentralized Identity Management platform for publishers, brands and consumers. Previously he held leadership roles at Bannerconnect (GroupM) and Improve Digital, responsible for strategy, innovation and partnerships. He also co-founded, and was the chairman of, the first programmatic IAB taskforce in Europe. Currently he serves as board member for IAB Netherlands. Tim knows the digital media and technology business inside out, and is just as comfortable in the commercial, operational and technical aspects of the industry.
Outside of his high-level roles, Tim is an avid supporter of innovation and education. He loves to help and inspire others and speaks regularly at events and gatherings throughout Europe. He also committed to mentoring talent at Startupbootcamp, an accelerator program for global startups.
Speakers:
Alanna Gombert, Global Chief Revenue Officer, MetaX
As MetaX Global CRO, industry veteran Alanna Gombert oversees MetaX product creation, strategy, and go to market including the adChain and adToken dApps. Prior to MetaX, Alanna served as SVP, Technology & Ad Operations, IAB, and General Manager, IAB Tech Lab. There she was integral in the development of the industry response to ad blocking with LEAN, OpenRTB 3.0, and played a significant role in the creation of ads.txt, which provides power to publishers to publicly declare legitimate inventory sellers. She also broadened the Tech Lab’s global reach with rapid growth in Japan, China, and Europe. Before the IAB Tech Lab, Alanna was General Manager, Digital Supply Investment, at Accuen/Omnicom Media Group. Previously she was Head of Digital Sales and Strategy at Condé Nast and founder of CatalystDesk, Condé Nast’s digital media trading platform. Gombert joined Condé Nast in March 2013 from Google by way of Admeld, where she ran the trading desk, agency, and demand - side platform relationships and helped grow RTB from an idea into an industry mainstay. Her early career included stints with Right Media (acquired by Yahoo in 2007), Nielsen, DoubleClick, and in the finance world with JP Morgan Chase and Commerzbank.
James Prudhomme, Head of International, Index Exchange
With more than 15 years of leadership experience in the digital media industry, James is applying his expertise towards the growth and expansion of Index Exchange’s offices and operations across Europe and new global markets.
Prior to joining Index, he was the CEO of Datacratic, a machine-learning and AI software start up. James has previously served as a consultant to large media companies including Yellow Pages Group, Rogers Digital Media and The Globe and Mail, where he worked with senior executives to establish competitive strategies leveraging the opportunities emerging from a shift to real-time, data-driven advertising. James is a successful angel investor and serves as an advisor to several leading digital media and e-commerce start ups.
Adam Hopkinson, Co-Founder and COO, TRUTH
Adam has spent 22 years in digital media, starting off building websites in 1996, through to now serving as Chief Operating Officer for Truth.
The years in between were spent at Capital Radio group, creating radio advertising solutions for brands. Adam also served at Target Media Group for 13 years before moving to build the commercial team for IGN Entertainment where he stayed with the business through its acquisition by Ziff Davis. Adam left Ziff in Q2 2016 to run AnyClip, an international video advertising business bringing contextual relevance to video advertising.
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With the public consultation on the first iteration of the Transparency & Consent Framework (the Framework) that closed on April 8, 2018, we are continuing to receive good, actionable feedback from publishers. A recurrent theme is whether and how the Framework can assist publishers to assert greater control over the delivery of advertising to their sites, and especially of valuable first-party data. Without getting ahead of ourselves, it seems at least possible that the Framework will provide an opportunity for publishers and ad tech to address a source of tension that has dogged their commercial relationship for over a decade, and reach a more durable modus vivendi.
With the GDPR coming into effect on 25 May 2018, and the current ePrivacy Directive still in force, the regulatory framework alone is already improving publishers’ ability to control which third parties are active on their sites. The ePrivacy Directive makes consent the primary legal basis for interactions with consumer devices in nearly all EU markets, and the publisher has privileged direct access to the user to obtain that consent. Consumer information obligations in the GDPR mean that even where the legitimate interest legal basis is used, third parties will rely on publishers to make the necessary disclosures to enable those third parties to process data. No disclosure, no legal basis. Publishers and other first parties are the gate-keepers on whom third-party vendors will be completely dependent.
The Framework reflects, and will further reinforce, the pivotal position of the publisher. Publishers will decide what choices are presented to their users – which third parties, processing data for what purpose. A publisher can ensure that only trusted partners are surfaced, and only for purposes that align to publisher objectives
Where user consent must be obtained, publishers will determine whether users are offered the option of granting global or only service-specific consent to a given vendor to process data for a given purpose. Publishers also have complete freedom to determine all other aspects of the user interface. Some publishers will want to build their own consent management platforms. Some will want to hire in a third-party Consent Management Provider. In either case, the look and feel will be adapted to the requirements and preferences of the publisher.
Publishers are free to unilaterally present additional different purposes in the same UI. However, only the standardised set of purposes can be transmitted through the Framework. As a result, any non-standardised purposes would need to be leveraged and/or transmitted through a means other than the Framework. This flexibility enables publishers, within the same UI, to provide transparency into, and request consent for, purposes in addition to the standardised ones – for example, for their own use, or to work with vendors outside of the online advertising ecosystem.
We’ll have a final wrap on feedback from other key stakeholders next week, as we move toward deployment in mid-April and the opening of the global vendor and CMP registration process.
Programmatic advertising on addressable and Smart TVs is on the rise. We started to see TV Broadcasters start their addressable TV campaigns in the second half of 2017. The audience that can be reached and the potential of combining programmatic digital and programmatic TV is huge; this will be a game breaker for TV and media companies.
In 2017 Ferrero and Johnson & Johnson ran Programmatic TV ads as overlays on traditional spots to prove the effect and reliability of Programmatic TV solutions. Without targeting settings, the first goal was to measure if a user saw the original linear spot and if not, the user was delivered an ad using Smart Adblocks to give the Brand Advertiser more reach. This was a smart way to introduce Programmatic TV advertising.
The next evolution was to make so called ‘Switch Ins’ (see example below) available programmatically.
This format allowed advertisers to target the audience based on keywords and content and has high response rates. With this approach advertisers can reach over 10 million households with Programmatic TV advertising and lift the brand awareness to a much higher level among a broad target audience.
Now TV and Mediabroadcaster, together with a Data Management Platform like The ADEX are launching the next step. They are bridging TV, with digital media channels, online and mobile, making digital data available for TV Targeting. This bridging is based on IP targeting with enhanced machine learning and cross-device capabilities, for large scale and high matching rates. With this method a large amount of available data meets huge TV audiences and could be a gamechanger for the advertising industry. Quality targeting with TV audiences in the millions could have high CPMs and could have massive potential for media owners, publishers and broadcasters.
In conclusion, the future is bright for Programmatic TV advertising and the evolution of solutions will be interesting to watch.
Global CMOs appreciating the rise in status but feeling the pressure in new study from NewBase
• Only four in ten CMOs are going to increase advertising spend but three quarters (72%) are growing budget in content marketing
• 80% of senior global marketers are going to spend more on data but only a quarter claim to be making full use of the data they have access to
• Only three percent of global CMOs think they currently have the perfect internal skill set in place and just a third are not looking to bring more services back in house
NewBase, the marketing and advertising consultancy, today launches its latest report “The Evolving Marketer”. This global study of senior marketing leaders reveals five key themes firmly on the CMO agenda: revenue generation, customer experience, data, content and processes.
Go for growth
Business growth is a given and driving this is undoubtedly a core part of the marketing leader’s remit, as underlined by the move to rename CMOs ‘Chief Growth Officers’. The emphasis on revenue is keenly felt by senior marketers with over eight in ten (82%) of CMOs saying the role has become more financial results focused. Almost two thirds (63%) of marketing leaders say their key priority is going to be driving growth for the business. With this concentration on the bottom line it is only natural that the status of marketing should have risen. 82% of CMOs think that marketing’s influence has increased internally.
Customer minded
It is understandable that those focussed on growth are going to turn their attention to understanding customers’ needs to see if there are any issues to be addressed or processes to be streamlined. One in two CMOs have looking at the consumer journey top of their to-do-list and almost half (44%) of marketing leaders also say that they are going to ensure a customer-centric model is in play. Two thirds of global CMOs state marketing decisions should be based upon how they impact the customer rather than the business.
It’s all about the data
With the heightened focus on both the customer and growth, data is more important than ever. One in two senior marketers say currently they have budgetary control for data and analytics. However, this is set to grow, as more than 80% of CMOs are saying they are getting more money to invest in data. This budget will no doubt be gratefully received as more than three quarters state data management and analytics is taking up more of their time. But simply having more data available does not necessarily mean that it can be used effectively.
Data mountain
Global CMOs highlight over half the data available to the business is not being used to its fullest potential and three quarters agree they are only able to use a small portion of the data they have at hand. This is an opportunity for senior marketers, with over nine out of ten (92%) saying that creative and analytics need to work more closely to drive business success. With the budget offered for data increasing but over half of all data not being used to its full potential, there is scope for CMOs to marry the ‘magic and the maths’ using brand awareness advertising, story-telling and experiential with data to drive revenue.
In/Out
Two thirds of CMOs are moving towards more in-house marketing services, but only 3% say they currently have the perfect skill set internally. Marketing bosses looking to bring more functions in house are challenged by both budget and team capabilities.
Just under one in two CMOs have good internal team capability, and 68% say that it is essential to have people on board who are skilled enough to evolve with technology developments. However, due to the martech explosion and dramatic growth of digital marketing and programmatic advertising, more than half of CMOs (55%) state they have an internal skills shortage.
With the skills gap and implied talent scarcity it looks as if outsourcing suppliers (agencies, martech vendors, etc) is still going to be essential in ensuring CMOs can deliver on their objectives.
The results reveal that 43% of CMOs still entirely outsource programmatic, which is the highest fully outsourced function. Over a third of senior marketers outsource advertising (36%), and over a quarter fully outsource creative and design, and research and insight (both 28%).
Key elements such as marketing strategy, pricing and product marketing as well as customer experience tend to be handled in-house. Among the top 15 areas where marketing leaders have budget responsibility, marketing strategy is the number one function delivered entirely in-house (86%), followed by product marketing (76%) and customer experience (75%).
For more ‘Established marketing functions’ such as marketing strategy, advertising, branding, PR, design and product marketing, while a minority of CMOs are anticipating budget rises, the majority are not. Four in ten senior marketers are envisaging advertising spend increase, one in two are forecasting a rise in branding investment and almost 40% are going to spend more on design. Just under half are also looking to invest more in communications and PR in the next year.
There are some ‘Evolving functions’ where currently CMOs are seeing their expertise called upon, and alongside this, budgets increased. Customer experience, customer service, e-commerce, data and research are now increasingly important too. However, because these areas are not solely marketing’s remit the CMO does not presently have total budget control over these, but this is likely to change.
Three quarters of CMOs say they will receive more budget for customer service and a similar proportion are expecting an increase for customer experience.
The influence of time
“The Evolving Marketer” reveals significant variations in the global CMO agenda based on length of tenure. Those in their roles for over five years, the established CMOs, are firmly entrenched, their priorities (bar driving growth) are very different from more recent CMOs (under five years’ tenure). One in two established CMOs are focussing on building internal collaboration (45%) and perfecting the customer experience (47%).
More recent CMOs (under five years) are still in the set-up stage for their role and thus focussing on sorting out infrastructures, putting new systems and processes in place and creating models to exploit the data they have access to.
Newer CMOs are emphasising the customer journey (57%) vs. only 39% of established CMOs and creating a customer model that aligns with business strategy (52% vs. 33%). Using data to its fullest potential is prioritised by half (49%) of recent CMOs as opposed to only a third (35%) of established CMOs.
Revenue and accountability are prioritised almost three times as much by established CMOs compared to newer marketers (41% vs. 17%).
Making an impact
84% of newer CMOs claim it takes less than five years to really make a difference, whereas only half (49%) of established CMOs think the same.
Mike Jeanes, global head of insight, NewBase comments, “Over the past few years the CMO’s remit has escalated significantly from a largely promotions and creative role to becoming the centralised lift-shaft of the business, servicing every level and function of the organisation, and providing the data-driven connection between the brand and the consumer. The role of the CMO is varied and complex. They are increasingly challenged to drive business growth and adjust their resources to keep up with industry change and consumer demands.”
You can download the full white paper below.
We are an independent media and marketing consultancy company, connecting you to your audience around the globe. We combine data, insights and cutting edge advertising tech across all channels to make sure you reach your marketing goals.
Equipped with the latest technologies, powerful data and research capabilities, we deliver your message through our programmatic platform as well as traditional channels; made possible by our partnerships with over 4,000 premium media owners globally.
We have offices around the world to provide local insights and buying power for our clients.
Transparency and effectiveness are at the heart of everything we do.
IAB Turkey AdEx-TR 2017 Report reveals that Digital ad spend in Turkey reached TRY 2,163 Billion with a growth rate of 15.5%.
According to IAB Turkey AdEx-TR survey, Display ad spend reached TRY 1,228 billion by growing 16%. “Advertising based on Display/Click” had the biggest share under Display category with TRY 879.7 million. Within the same category, Video ad spend having the highest growth rate of 50% reached to a value of TRY 269.5 million and native a value of TRY 78.6 million.
While the ad spend of Search was TRY 814.5 million in 2017, ‘Classified & Directories” increased to 103 million TL. E-mail marketing declined to TRY 5.1 million. On the other hand, In-game advertising reached TRY 13 million.
Out of 2,163 billion, TRY 1,093 billion including display, search, classified & directories, e-mail marketing, and in-game advertising was spent on mobile platforms. And the share of mobile platforms in social media ad spend was 76%.
On the other hand, Programmatic experienced another double-digit growth year and hit TRY 1,411 billion.
IAB Turkey’s Chairman Dr. Mahmut Kurşun said “IAB Turkey’s Multiplier Effect of Digital Advertising Report prepared in cooperation with IPSOS Turkey and Bosphorus University Administrative Sciences Faculty, states that every TRY 1 invested to digital advertising increases national income by TRY 17.2. Keeping in mind this fact, double-digit growth means a lot to the advertising industry and the economy.
Until now Digital was accepted as fueling the advertising industry in general, from now on a more important concept will be in our agenda: Direct Brand Economy. Direct Brand Economy was first explained in the opening speech of IAB Annual Leadership meeting as being a huge change or rather a revolution.
Direct Brand Economy has an infinite number of stores and shelves, infinite production capacity and all goods are delivered to the door for 7/24. In this economy small businesses, start-ups can compete with giants. Cloud technology, data, and insight are more important than investment capital. And digital advertising being at the heart of Direct Brand Economy takes the lead of this groundbreaking change.
Direct Brands of Direct Economy have lots to do. As IAB Turkey, we’ll be working to contribute the success of the brands where fluency of Internet is a must.”
| 2016 | 2017 | Change | ||
| Total Digital Advertising Investments* | 1.872,42 | 2.162,56 | 15,50% | |
| Display Advertising Investments | 1.059,14 | 1.227,76 | 15,92% | |
| Advertising based on Display/Click | 821,37 | 879,66 | 7,10% | |
| Video | 179,80 | 269,50 | 49,89% | |
| Native | 57,97 | 78,59 | 35,59% | |
| Search Advertising Investments | 706,62 | 814,49 | 15,27% | |
| Keyword based advertising | 706,62 | 814,49 | 15,27% | |
| İlan Sayfaları Reklam Yatırımları | 91,06 | 102,51 | 12,57% | |
| Others | 15,60 | 17,80 | 14,08% | |
| E-mail marketing | 5,64 | 5,13 | -9,10% | |
| In-game advertising | 9,96 | 12,67 | 27,21% |
* Creative executions, CRM works and SEO investments are excluded.
| Social media** | 262,43 | 340,29 | 29,67% | |
| Mobile** | 601,02 | 1.093,16 | 81,89% | |
| Programmatic ** | 993,79 | 1.410,58 | 41,94% |
** Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to the total value.
*1€ = 4.12 TL / 1$ = 3.65 TL (Central Bank of Republic of Turkey 2017 Daily Avg. Effective Exchange Rates)
IAB Turkey
IAB (Interactive Advertising Bureau) is active in 45 countries and conducts its operations in order to develop interactive advertising and grow its share among overall marketing investments. In accordance with this purpose, IAB continuously demonstrates advertisers, agencies and media agencies the added-value of interactive communication. IAB is based in the USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of digital industry. In July 2011, IAB Turkey has become an association and currently, it has 150 members. For detailed information: www.iabturkiye.org
Originally published here.
Digital video advertising investment on mobile has overtaken desktop according to both advertisers and agencies in the second annual IAB Europe Attitudes to Digital Video Advertising research. Investment in digital video has increased across all devices but mobile and connected TV standout as the key drivers.
The report is based on a survey of 450 advertisers, agencies and publishers from across 31 markets. It aims to provide clarity on the status of adoption and buy-side and sell-side perspectives on the development of digital video and trading methods.
The second wave of this research shows that:
Find out more by downloading the report below.
In this Friday’s weekly webinar on IAB Europe’s GDPR Transparency & Consent Framework, we will be discussing the feedback we have received to date from publishers in the public consultation we launched on 8 March. Since the law and the technology to which it applies are complex, some confusion has arisen in relation to what the Framework actually does (and does not do). The webinar should be a good opportunity to respond to what publishers have already told us, and give you the opportunity to ask any other questions you may have “live”.
Here are some examples of the feedback so far:
1.Publishers would like more control over which third parties receive and are able to process the data, including personal data, of their audiences, or what those third parties are able to do with the data
The Framework currently provides publishers with full control over which third parties – whether technology vendors or other data controllers – are disclosed on their websites, and which third parties the publishers solicit user consent for. The Framework also allows publishers (and their users) to prescribe the purposes for which the approved third parties may process data. While in Version 1.0 the Framework is limited to controlling whether a given purpose is toggled on or off for all approved vendors, we are actively exploring technical solutions that would enable purpose-by-vendor controls for publishers and users.
2. Publishers are concerned about legal liability in the event of non-compliance by vendors
The Framework does not change rules on liability, which are defined by the law, including the GDPR, and contractual arrangements. The Framework increases accountability by allowing a publisher to signal relevant information to technology vendors. These signals create an audit trail that provides readily available evidence for identifying non-compliance and responsibility.
3. Publishers want user consent to be specific.
The version of the Framework put out for consultation foresees four different data processing purposes that websites would disclose – and could offer granular control for – accessing a device (ePrivacy Directive); advertising personalisation; analytics; and content personalisation. The proposed approach is a good-faith attempt to balance the conflicting imperatives of transparency and comprehensibility to the consumer, on the one hand, and ease of use for both publisher and user, on the other.
The Framework does not impose on users a take-it-or-leave it choice to accept or reject all third parties disclosed by the publisher, though some publishers may opt to present users with a take-it-or-leave-it choice. Version 1.0 of the Framework will allow users to consent to some, all, or none of the data processing purposes disclosed, and to data processing (for those purposes) by some, all, or none of the third parties disclosed. Moreover, publishers have complete control as to which third parties and which data processing purposes they solicit user consent for.
4. Publishers want to leverage the privileged relationship they have with their audiences
The Framework depends on publishers leveraging their direct relationships with their users to provide transparency and control over the data processing that occurs on their services. Publishers have complete freedom to define the user interfaces on their sites; they may create their own CMPs, or enlist a commercial CMP. The Framework is deliberately not prescriptive in relation to the look and feel and ownership of the user experience.
The Framework empowers publishers to be more transparent and to offer more controls over the data processing undertaken by various technology providers for various purposes when users access a publisher’s content services, but entrusts publishers with deciding how best to leverage its possibilities.
No publisher-user relationship, whether privileged or otherwise, can exist if the production of content cannot be financed in a way that enables the creation of a compelling proposition for users. The Framework has been created to enable publishers and the suppliers of other online services to continue to be able to choose how they finance their activities, and to enable users to choose how they access them.
We’ll keep surfacing the most recurrent queries and any misconceptions over the next few weeks. Above all, we are looking forward to further input from all stakeholders, and an outcome that everyone can converge on as from May.
Watch this webinar recording to gain insight into the “Building better ad experience for users to sustain the free & open web” which encompasses Google’s initiatives to help sustain the ad ecosystem focus on two key areas, being the reduction of demand for ad blocking by busting annoying ads, and addressing existing ad blocker usage through user education and alternative funding choices.
As part of this commitment to ensure sustainable free and open web ecosystem, Google started to implement its plan for the Chrome browser to filter ads on 15 February. The filtering is based on the threshold of consumers’ reception of ads, as set jointly by industry with the Better Ads Standards of the Coalition for Better Ads which are applicable in desktop web and mobile web environments in Europe and North America based on research reflecting the views of more than 40,000 users in these geographies.
The webinar was presented by Scott Spencer, Director of Sustainable Advertising, and Jan Hardrat, Publisher Solutions Specialist, Central Europe at Google, and followed by a Q&A session, and as a whole hosted by Greg Mroczkowski at IAB Europe. Among Scott Spencer’s wide-ranging responsibilities are the processes, policies, and algorithms that help Google fight bad ads, sites, and scams, as well as the company’s efforts to contribute to the improvement of the sustainability of the overall advertising ecosystem, which includes collaboration with the Coalition for Better Ads to fight the bad ad experiences. Whereas Jan Hardrat in his role works on initiatives such as Ad Experience Report and Funding Choices, as well as on programmatic advertising solutions, yield monetization and platform efficiencies.
Speakers:
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| Scott Spencer, Director of Sustainable Advertising, Google | Jan Hardrat, Publisher Solutions Specialist, Central Europe, Google |
The survey will illustrate how the multiple stakeholders of the advertising ecosystem including publishers, brand advertisers and media agencies are currently using AI and also assess its impact on the digital advertising industry.
The survey asks about:
All respondents have the opportunity to be entered into a prize draw to win 1 of 10 Google Home devices and will receive a copy of the report.
Please pass on the survey to any relevant colleagues. Your response will be treated in the strictest confidence.
Take the survey here.
