Join us in Milan on 23-24 May to gain insights from top industry leaders across Europe’s digital advertising ecosystem!
Online Advertising is ever more significant, useful and interwoven into the lives of Europe's consumers; yet all the growth there are many challenges for those in the industry. Interact with its track record of incisive guidance from senior leaders and unrivalled networking opportunities is always a must-attend event. In 2018 this is truer than ever. Interact will be in Milan, on 23-24 May just as GDPR becomes an operational reality with all that means for both consumers and marketers and how audiences are to be reached. And this is just one of the industry level changes you can expect.
In 2018 we’re taking the MIXX Awards Europe and the IAB Europe Research Awards to Milan. On 23 May we'll be waiting for you at the annual Interact 2018 Gala Dinner where we'll be celebrating advertising excellence in Europe. Whether a contestant in either competition, or just attending Interact 2018, you'll be in for a treat!
So stay tuned, stay hungry for success, and we'll make sure to keep you informed so that you can gain industry recognition for your work.
For now, you can add Interact 2018 to your calendar or sign up for updates:
iCalendar • Google Calendar • Outlook • Outlook Online • Yahoo! Calendar
Planning for prosperity: join the IAB Europe Virtual Programmatic Day on 9th November
The story of programmatic is one of phenomenal growth. At dmexco, the IAB Europe launched its report revealing that more than half (50.1%) of European display ad spend is now traded programmatically, with areas such as mobile and video proving especially fruitful, responsible for €3.5bn and €1.37bn in revenue respectively.
But instead of becoming complacent about programmatic’s ongoing success, it is important for the industry to take a moment to understand what’s driving prosperity, and to innovate ways of overcoming the barriers to growth that lay ahead.
This is why events such as the IAB Europe’s Virtual Programmatic Day (to be held on 9th November 2017) are more relevant than ever. Bringing together some of the industry’s leading forces, including MediaCom, Nestle, BBC Worldwide, Teads, Oath and Sublime Skinz, the accessible online webinar will continue the IAB’s vital mission of sharing relevant expertise across the entire programmatic space.
Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath said: “I am really excited to launch the first IAB Europe Virtual Programmatic Day, addressing the key industry challenges and opportunities with a broad range of stakeholders who participate in IAB Europe to drive the industry forward. Increasing education and awareness is one of the committee’s key aims, and the time and support of members is amazing."
Members know that an important part of the IAB Europe’s role is to increase trust and transparency in the programmatic market. Sublime Skinz has long recognised the significance of this work, supporting it by contributing to IAB Europe’s Programmatic Trading Committee. And in 2017, these aims became the industry’s biggest buzzwords, as big brand ads appeared alongside extremist user generated content and fuelled a national debate.
It’s therefore timely that during the Virtual Programmatic Day, Ryan Cook, Director Global Programmatic Demand at Teads will explain why transparency is now at the top of the industry’s agenda, and share the questions every organisation in the programmatic ecosystem must now ask itself. David Goddard, Global Head of Programmatic Trading will follow Ryan to deliver unique insight from IAB Europe, from its latest Attitudes to Programmatic Advertising research.
Looking ahead to 2018, one of the other major challenges the industry faces will be the European Union’s General Data Protection Regulation (GDPR). No matter what part of the ecosystem they reside in, every programmatic player will need to gain control over consumer data. The objective will be to ensure clear consent has been given for each individual usage – meaning cooperation will be required both upstream and downstream. For its Virtual Programmatic Day, IAB Europe has brought together leaders from SpotX, Affiperf (HAVAS Group), Carat, and Adobe, alongside Andrew Buckman, Managing Director EMEA of Sublime Skinz in a panel to discuss what’s next for programmatic in Europe, including data strategy alongside exciting developments such as connected TV and voice advertising.
Andrew Buckman also has the privilege of taking to the stage solo to share his knowledge on mobile, which the IAB Europe describes as the ‘most’ programmatic format, with 65% of mobile ad spend traded programmatically in 2016. He’ll offer advice on creating a mobile growth curve within individual organisations, by explaining how to maximise a programmatic mobile strategy that takes advantage of new formats. With mobile increasing in importance, as almost a third of advertisers are now investing to reach these audiences, Andrew’s seminar comes at a crucial time.
As these salient issues are set to top the agenda next year, the IAB Europe Virtual Programmatic Day is shaping up to be one of the most thought-provoking programmatic events on the calendar. As few members will want to miss out on this must-attend event, IAB Europe is broadcasting it online, making it a convenient way to develop your knowledge, without the task of leaving your desk at such a busy time of year.
To ensure you’re poised for growth, and the challenges ahead, join in the conversation on 9th November by registering for the Virtual Programmatic Day here.
Brussels, 31st October 2017, IAB Europe has published its Transparency Guide with the aim of improving transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.
IAB Europe’s Transparency Working Group1 was formed earlier this year in response to advertiser demands for swift, transformational change in accountability and transparency. The group, formed of representatives from the buy and sell-side, has developed the guide as a first step to driving transparency within the digital advertising supply chain.
Digital advertising is at a turning point with half of European display ad revenue now traded programmatically2. Continued growth will therefore be dependent on unlocking further programmatic spend and transparency is cited as a barrier to investment by 40% of advertisers3.
The guide, which is the first output of IAB Europe’s work programme on transparency, aims to aid buyers and sellers alike in achieving best practice.
Dominique Delport, Global Managing Director, Havas Group said: "Innovation and education must work hand in hand. This is why we chose to launch the industry's first fully transparent client facing programmatic solution - our Client Trading Solution (CTS) at this year’s IAB Europe Interact Conference. We then offered demonstrations at both Interact and other events such as Cannes. IAB Europe’s ‘Transparency Guide' further boosts levels of education and understanding of the programmatic supply chain. In our view, it provides a valuable starter kit of critical questions, across data, costs and inventory sources and will help us, as an industry, work together to raise standards."
Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath said: “With trust and transparency high on the industry agenda, IAB Europe’s Transparency Working Group wants to empower all parties to be able to ask good questions of their partners. This guide enables partners to identify the right questions in the area of transparency they are keen to explore. As the industry evolves with initiatives like IAB led Ads.txt and the impact of GDPR, all parties need to engage in detailed conversation to drive transparency.”
Daniel Secareanu, Board Director of IAB Europe and Chief Digital Officer, Burda Romania said: “In order for the programmatic trading ecosystem to continue to grow and provide added value to the industry and its stakeholders we need to make sure that everyone has a clear image of how this ecosystem works. We can only do this by ensuring that the programmatic trading currency (inventory & data) and its supply chain are fully transparent to everyone involved in it.”
Access the IAB Europe Transparency Guide here.
For more information, please contact:
Alison Fennah, Executive Business Advisor, IAB Europe (fennah@iabeurope.eu)
Marie-Clare Puffett, Business Programmes Manager, IAB Europe (puffett@iabeurope.eu)
1 The Transparency Working Group brings together members of the Brand Advertising and Programmatic Trading Committees to coordinate industry agreed initiatives to enhance transparency within the digital advertising supply chain. Find out more about IAB Europe’s Committees, Task Forces and Working Groups here.
2 European Programmatic Market Sizing Report 2016 – IAB Europe
3 Attitudes to Programmatic Advertising survey – IAB Europe – look out for the full report in November 2017.
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.
Join this webinar on Monday, 13th November at 4pm CET / 3pm GMT to gain insight into the results of two of the studies commissioned by IAB Europe to explore data-driven advertising's contribution to the European Union (EU), entitled “The Economic Contribution of Digital Advertising in Europe” and “The Economic Value of Behavioural Targeting in Digital Advertising”.
The analyses carried out by the research company IHS Market validate the economic contribution that digital advertising as a whole makes to the EU, as well as define the role of data in digital advertising and how data is fundamentally transforming the mechanisms and procedures that underpin the digital advertising.
The studies were unveiled in the context of the proposed ePrivacy Regulation, which in its current form would restrict data-driven advertising and have serious and unintended consequences for the EU economy, and for Europe’s independent media relaying in particular on data-driven advertising as a primary revenue source. The research shows that data-driven advertising makes up over 81% of European news publishers revenue, and 62% of mobile app revenues. Moreover, behaviorally targeted advertising, a form of data-driven advertising, is on average five times more valuable than advertisements that do not draw on such data. This data use further drives virtually all growth in the market where broad economic contribution of digital advertising amounts to €526 billion for the EU28.
The webinar will be presented by Daniel Knapp, PhD, Senior Director, Media & Advertising at IHS Markit. He will present the reports' findings. The presentation will be followed by a Q&A session.
Register HERE.
After registering you will receive a confirmation email containing information about joining the webinar.
Brussels, 26 October 2017 - IAB Europe regrets the European Parliament’s decision to approve the controversial and extreme report on the proposed ePrivacy Regulation today. By only a slim majority of its members, the Parliament decided to ban advertising-funded businesses from making access to their online content conditional on the user’s agreement to the use of data that is fundamental to the advertising process.
“The European Parliament’s text on the ePrivacy Regulation would essentially expropriate advertising-funded businesses by banning them from restricting or refusing access to users who do not agree to the data collection underpinning data-driven advertising,” warned Townsend Feehan, CEO of IAB Europe.
“Data is the mechanism by which ads are delivered to users, the evidence that users see advertising, and how advertisers pay for it. Data-driven advertising isn’t an optional extra; it is online advertising,” explained Feehan. “Forcing businesses to grant access to ad-funded content or services even when users reject the proposed advertising value exchange, basically deprives ad-funded businesses of their fundamental rights to their own property. They would be forced to give something in return for nothing.”
In ignoring the inherent link between data and the commercial functioning of digitally driven businesses, the ePrivacy Regulation risks seriously distorting the nature of the internet itself. The short-term result would be a major step backwards for the European internet. With publishers unable to target audiences effectively and unable to demonstrate that ads are seen by users, advertising loses its value. With the value of advertising diminished, so is the value – and ultimately the availability – of online services Europeans have thus far enjoyed access to at little or no cost.
“The ePrivacy Regulation will affect almost every aspect of the functioning of the internet and the digitally driven economy. The European Parliament should have taken the time necessary to carefully assess all relevant legal, commercial and technical complexities,” said Feehan. “Use of data in internet business models is far from simple. Its role in users’ experience of the internet is far from simple either. A rushed regulatory approach that fails to acknowledge this complexity isn’t just simple – it’s simplistic.”
IAB Europe will continue to engage constructively with the EU institutions in hopes of meaningfully improving the draft law in the remaining legislative process. The draft ePrivacy Regulation still needs approval from member state governments in the Council of the EU. We hope that they will take the time needed to do a thorough evaluation, and have the courage to oppose the extreme position taken by the European Parliament.
The co-legislators and the European Commission are expected to enter so-called trilogue negotiations to agree compromise during 2018.
Contact
Townsend Feehan, CEO at IAB Europe
(feehan@iabeurope.eu, +32 478 27 50 74)
About IAB Europe
IAB Europe is the leading European-level industry association for the digital media and advertising industry. 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.
An in-depth study by GfK, based on online surveys with over 11,000 internet users, explored the types of content consumers access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising. With two-thirds of users never paying for services or content, the report demonstrates that the European online experience is essentially free and ad-supported, proving that ultimately the most Europeans’ use of the internet depends on data-driven advertising.
During the webinar, Gonzalo Zavala, Associate Director at GfK, presented the key findings and reflected on some of the country-specific results.
Missed the webinar? Watch the video here.
This is the second of two webinars showcasing the winners of the IAB Europe 2017 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary webinar shared winning case studies of the Consumer Attitudes and Behaviour and Digital Advertising Formats categories.
The recording is available here.
Case studies are available below.
[slideshare id=80991914&doc=20171016-webinaromdmeasuringemotionalimpactfb-171019174603]
[slideshare id=80992014&doc=movingpicturesiabeuropewebinar18oct2017-171019174902]
Brussels, 19 October 2017 -- IAB Europe regrets today’s decision by the European Parliament’s Committee on Civil Liberties, Justice and Home Affairs (LIBE) to back amendments that would force news and other European websites to provide their content for free.
Over the objections of a substantial minority of MEPs, the Committee in effect voted to allow the expropriation of publishers’ work. “News and other online services rely on data-driven, ad-funded business models to finance the creation of content”, noted Townsend Feehan, IAB Europe CEO. “Content that must be given away for nothing will ultimately end up being worth nothing.“
“Well-intentioned MEPs believe they need to take these extreme measures to protect citizens. This is simply not true. Privacy rights are already expanded significantly in the new General Data Protection Regulation (GDPR) adopted last year. And sadly, other fundamental rights, including the right to access diverse, quality information sources affordably, media freedom, and property rights, are being needlessly sacrificed.”
“More than ever, Europe needs vibrant, independent media that can hold power to account. We welcome the fact that a considerable number of Committee Members seem to share this conviction. This said, the majority view betrays a mystifying disregard for it, and by the very political groups one might have thought would be most conscious of it.”
IAB Europe calls on the Parliament not to start trilogues before all Members have been consulted via a Plenary vote.
For more information, please contact:
Matthias Matthiesen
matthiesen@iabeurope.eu
+32496709294
Townsend Feehan
feehan@iabeurope.eu
+32478275074
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 uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.
This is the second of two webinars showcasing the winners of the IAB Europe 2017 Research Awards which recognise and celebrate the research projects and the contribution they have made to the development of the digital advertising industry.
This complimentary webinar shared winning case studies of the Consumer Attitudes and Behaviour and Digital Advertising Formats categories.
The recording is available here.
Case studies are available below.
[slideshare id=80991914&doc=20171016-webinaromdmeasuringemotionalimpactfb-171019174603]
[slideshare id=80992014&doc=movingpicturesiabeuropewebinar18oct2017-171019174902]
After the 25th of May 2018, data protection authorities will have the power to fine companies up to €20,000,000 for breaching the new data protection law, the GDPR. The best time to start figuring out compliance was probably a year and a half ago, when the law was adopted. The next best time is now.
The first webinar of our GDPR webinar series was presented by Michele Appello, Senior Director Business Solutions at Improve Digital, together with one member of her legal team, and focused on the IAB Europe's GDPR Compliance Primer.
Missed the webinar? Watch the video here.
Global adoption of marketing attribution has increased though majority of business still struggle to act on insights, according to survey by Econsultancy
LONDON - October 4, 2017 - AdRoll, the performance marketing platform, today published its 2017 State of Marketing Attribution report in partnership with Econsultancy. Based on a survey of nearly 1,000 brand marketers and agencies across Europe, North America, Japan and Asia-Pacific, the report provides detailed insight into a marketer’s perspective on the changing dynamics of attribution. Now in its second instalment, this year’s report provides a global comparison, expanded from the European report released in 2016.
The customer journey is becoming increasingly complex and fast-paced with multiple devices and touchpoints. It’s essential that marketers understand the effectiveness of their campaigns and how each channel contributes to bringing customers to their businesses in order to effectively spend their budgets. To do this, attribution continues to be a top priority for marketers. AdRoll’s 2017 report shows almost four out of five organisations are using marketing yet 70% respondents still struggle to act on insights, citing defining the online customer journey as the most significant barrier to more effective usage.
“Attribution continues to be one of the hottest topics in the industry for a reason: it has huge consequences, such as lost revenue and wasted ad budget, if not done properly,” said Shane Murphy, AdRoll VP of Marketing. “The State of Marketing Attribution report gives a sense of how marketers are dealing with this challenging topic. Marketers are being held to higher standards of measurement and accountability than ever before, and attribution models have the ability to show the true impact our discipline has on the bottom line of a business.”
When asked about primary motivations of attribution, 70% of company respondents say better allocation of budget across channels was the No. 1 benefit; followed by 64% citing a better understanding of how digital channels work together. With the added visibility into where marketing dollars are performing across specific channels, 32% have increased their spend on digital marketing channels.
Additional key global findings from the report include:
Econsultancy’s Head of Commercial Research Services, Monica Savut said: “There's increased recognition of the role marketing attribution can play in helping companies to maximise their business outcomes, but knowledge and confidence surrounding the use of various methods could prove to be a stumbling block. This year's research shows that companies need to take a more holistic and nuanced approach to attribution, constantly adjusting and refining until the correct balance is achieved.”
For further information about this report please visit www.adroll.com/SOMA2017.
About AdRoll:
AdRoll is a leading performance marketing platform with over 37,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert and grow their customer base. The company is home to the world’s largest opt-in advertiser data co-op, the IntentMap™, with over 1.2 billion digital profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability and openness.
AdRoll is headquartered in San Francisco, with offices in New York, Chicago, Tokyo, London, Dublin and Sydney. Learn more at www.adroll.com.
About Econsultancy:
Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and e-commerce through research, training, and events.
Founded in 1999, Econsultancy has offices in New York, London and Singapore.
Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice guides, case studies and elearning—all focused on helping individuals and enterprises get better at digital.
The subscription is supported by digital transformation services including digital capability programmes, training courses, skills assessments, and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.
Subscribe to Econsultancy today to accelerate your journey to digital excellence.
