Featuring inspiring presentations, case studies, research, and more, IAB Denmarks “Programmatic Advertising and Marketing Automation 2017 – is designed for marketing leaders, from brand managers to CMOs, as well as publishers and agencies to learn about the most prominent trends in digital advertising.
Programmatic will continue to refine buying and selling processes and shift attention to higher-value marketing and advertising functions. Automated platforms and services can continue to drive industry growth through increasingly relevant and effective advertising, flexible publisher monetization opportunities, and enhanced consumer experiences.
Gradually “programmatic advertising” is becoming the explanation for a diverse range of platforms, tools, and processes in digital advertising. Now that automation via software and data has become the de facto means of executing digital and disruptive to most industries – understanding and evolving the roles and utility of each component involved in automation is critical to ensuring an effective marketplace.
Programmatic buying and selling of advertising, real-time bidding (RTB), automation, and the buying and selling of digital media are changing rapidly. Approximately 20% of all digital advertising is sold by one machine talking to another machine—and growing rapidly.
To help ensure that programmatic creates value for the entire marketplace and continues to drive advertising we have created an agenda focused on clarity and education in the Scandinavian market.
More info and registration here.
DIGITAL AD REVENUES IN TURKEY INCREASED BY 14.6%, REACHING TO 1,063 BILLION* TL IN THE FIRST HALF OF 2017
According to IAB Turkey AdEx-TR 2017 Half Year Report digital ad revenues reached 1,063 billion TL with a 14.6% growth.
IAB AdEx-TR Half Year report reveals that display ad revenues reached 618 million TL by growing 13%. Advertising based on Display/Click gets the biggest share under Display category with 460 million TL. On the other hand, Video ad revenues reached to 122.7million TL with a high growth rate of 33.7% and Native to 35 million TL.
Search Advertising revenues which consists of Keyword Based Advertising completed 2017 first half with 387 million TL, where Classified & Directories rose to 49,8 million TL. E-mail marketing ad revenues which had declined last year due to effect of the Law on Regulation of Electronic Commerce started to increase again and completed the half year with 2.9 million TL. On the other hand, In-game advertising reached 5.8 million TL.
454.6 million TL out of 1,063 billion TL occurred on mobile platforms. 64% of the social media ads (160.7 million TL in total) took place on mobile platforms. Programmatic ad investments hit 625.3 million TL and continued to increase in 2017 first half.
Dr. Mahmut Kurşun, IAB Turkey’s Chairman said, “We made a relatively slow beginning to 2017, due to referendum on April. However, it is good that we completed half year with an increase of almost 15%. According to e-marketer, global digital advertising revenues will have a share of 50% in 2021. Digital surpasses TV for the last two years in Europe. Considering the progress in Turkey; we can predict that digital will take the first place in terms of ad revenues in 2022. To make this prediction real, we have to solve the global problems with all of the industrial stakeholders and generate solutions. Today, the media and marketing departments’ main focus is digital transformation. As IAB Turkey we are aware of that fact and believe that every trade body within the industry should work to make the conversion easier.”
| 2016 first half- million TL | 2017 first half million TL | Change % | ||
| Total Digital Advertising Investments* | 927.62 | 1063.13 | 14.61 | |
| Display Advertising Investments | 545.98 | 617.54 | 13.11 | |
| Advertising based on Display/Click | 427.70 | 459.78 | 7.50 | |
| Video | 91.78 | 122.70 | 33.69 | |
| Native | 26.51 | 35.07 | 32.29 | |
| Search Advertising Investments | 329.60 | 386.99 | 17.41 | |
| Keyword based advertising | 329.60 | 386.99 | 17.41 | |
| Classified & Directories | 44.46 | 49.81 | 12.02 | |
| Others | 7.58 | 8.79 | 15.93 | |
| E-mail marketing | 2.75 | 2.99 | 8.80 | |
| In-game advertising | 4.83 | 5.80 | 20.00 | |
| * Creative executions. CRM works and SEO investments are excluded. | ||||
| Social media** | 126.65 | 160.74 | 26.91 | |
| Mobile** | 285.30 | 454.59 | 59.34 | |
| Programmatic** | 164.30 | 625.29 | 280.58 | |
| ** Social media. mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value. | ||||
1$ = 3.64 TL (Central Bank of Republic of Turkey 2017 First Half Daily Avg. Effective Exchange Rates)
About 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 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 170 members. For detailed information: www.iabturkiye.org
When header bidding started to gain momentum in 2015, it promised publishers the ability to sell every impression at its true market value.
Two years later, it’s clear that header bidding has delivered on that promise and had a profound impact on the digital marketplace. Right from the start, a wide range of publishers began seeing greater yields and enjoying unprecedented insight into what their inventory was really worth. Over time, technology vendors and publishers worked together to refine the process further, building new tools that made header bidding faster, more effective, and easier to manage. With each improvement, publishers got better results, and new companies decided to give the solution a shot. As a result, the vast majority of today’s top publishers use header bidding.
But for as much as header bidding has grown over the past two years, there is yet more change on the horizon. Indeed, when AppNexus last explored header bidding technology in August of 2016, the biggest questions facing publishers revolved around which wrapper they should use to manage their auctions. Since then, the conversation has evolved to encompass new priorities, new technologies, and of course, new questions. Today, publishers are increasingly focused on finding the right demand sources, pushing into new formats, and looking for ways to improve header bidding’s impact on user experience.
This whitepaper aims to help publishers navigate this complex ecosystem by addressing their most pressing concerns. Ultimately, its authors hope to give you the information you need to maximize your header bidding returns, both now and in the future.
Here’s a taste of what's covered:
Download the White Paper here.
On 10 October 2017, eight associations, among them IAB Europe, representing stakeholders of the European publishing, media, and advertising industries have sent an open letter to Members of the European Parliament today.
In the letter, the associations warn that certain controversial amendments supported by Members of the European Parliament pose a threat to the advertising business model that enables Europeans free and/or low cost access to their favorite content and services. They are asking MEPs to support amendments to the draft report on the proposed ePrivacy Regulation that would ensure that the law explicitly recognises the right of online services, including press publishers, to restrict full access to their offerings to those users who have not consented to data processing necessary to monetise a service through data-driven advertising, without forcing publishers to adopt an alternative payments-based business model without data-driven advertising.
The letter has been signed by:
Negotiations between the rapporteur and shadow rapporteurs are ongoing, and a vote in the European Parliament’s Committee on Civil Liberties, Justice and Home Affairs (LIBE) is expected to be scheduled for Thursday, October 19.
Read and download the full letter below.
On Friday September 29th, the Industry Coalition for Data Protection of which IAB Europe is a member wrote an open letter to Members of the European Parliament.
The member organisations of the Industry Coalition for Data Protection, representing a wide range of sectors impacted by the ePrivacy Regulation, are deeply concerned about the current process and direction of the discussion on the ePrivacy Regulation proposal in the European Parliament.
The associations have reiterated their aim to ensure that users’ communications remain confidential and their data protected with an aim to find workable solutions to achieve this while keeping the legal flexibility to allow for future consumers to enjoy the next wave of exciting and innovative digital products and media to emerge in Europe.
Read the full open letter below.
The IAB (Internet Advertising Bureau) US and ABC UK global list for ad and site traffic-related, non-human (robotic) activity, known as the International IAB/ABC Spiders & Robots list, helps filter known, non-human activity that can significantly inflate ad impression and site traffic counts. Effective use of this data can lead to a more transparent and accurate measurement for you and your clients. The implementation of this list is a requirement in the UK by ABC & JICWEBS 'Web and AV Reporting Standards' and in the US for the IAB's Ad Impression Measurement Guidelines' and the MRC's 'Invalid Traffic Detection and Filtration Guidelines'.
There are actually two text files that make up the International IAB/ABC Spiders & Robots List - one that identifies known robots and one that identifies valid browsers. Both are lists of User-Agents. There are therefore two ways of using these lists and you should download the text files that correspond to how you wish to use them. Either using the single-pass method (excluding robots only) or the dual-pass method, recommended by the IAB US (including valid browsers THEN excluding remaining robots).
These IP addresses typically represent activity from external site monitoring tools and from certain robots which use generic User-Agents. The current IP address exclusion list is always available in 3 formats: CIDR, plain text and also in a perl-style regex format.
The Bots file downloads in a text file format and is 40kbs. The IP exclusion list downloads separately and is 3kbs.
Access can be direct through our website or we can set up access via FTP. We are looking at the implications of setting up an API.
Updates are monthly on or before the 25th of each month
We email subscribers with any emergency changes that affect the list in addition to making newly revised lists available through the ABC website each month. Once subscribed you need to log in to the technical area of the ABC website each month to download the list.
"ABC/IAB Robots and Spiders list is a critical resource, providing a central repository where search engines and others committed to transparency have declared themselves.” Larry Goldstein, VP – Research Audit Services, comScore
Traffic Fraud is a serious problem. Addressing this issue together as an industry is essential to preserving the integrity of the online ecosystem and for maintaining trust.
To stop non-human activity that inflate ad impression and site traffic, download the registration form below and send it to the IAB Europe Team: communication@iabeurope.eu.
Note: IAB Europe members get a special discount on the subscription rate.
On 13 September at #dmexco, IAB Europe CEO, Townsend Feehan hosted The Privacy Debate – Preparing for GDPR: Embracing the inevitable regulations
Becoming effective in 2018, the new General Data Protection Regulation (GDPR) and the upcoming ePrivacy regulations will bring fundamental changes to the legal framework in which every business dealing with data in Europe has to operate. Especially companies who rely on third party data or whose business model is based on tracking people across the internet and using the data will be affected. Critical voices, among them the World Federation of Advertisers, doubt that the digital landscape is already prepared for the implications of the GDPR. Let’s get started with the upcoming changes now and discuss the right ways to embrace the inevitable regulations in our industry, from processes and policies through to technology changes.
Watch the video: here.
Speakers:
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| Dr Sachiko Scheung, European Privacy Officer, Acxiom | Stefan Loerke, CEO WFA | Julia Shullman, Chief Privacy Officer & Deputy GC Appnexus |
This is the first 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 Brand Advertising Effectiveness, Advertising Solutions, Research and Data Innovation and Consumer Devices categories.
The recording and case studies are available below.
You can watch the webinar here.
[slideshare id=80009486&doc=iabawardskantarmillwardbrownoathcadbury08-170921084343]
[slideshare id=80009713&doc=iabeuropewebinarsept19gemius-170921085014]
You can register for the second webinar in this series and all our other webinars and events here.
This is the first 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 Brand Advertising Effectiveness, Advertising Solutions, Research and Data Innovation and Consumer Devices categories.
The recording and case studies are available below.
You can watch the webinar here.
[slideshare id=80009486&doc=iabawardskantarmillwardbrownoathcadbury08-170921084343]
[slideshare id=80009713&doc=iabeuropewebinarsept19gemius-170921085014]
You can register for the second webinar in this series and all our other webinars and events here.
Viewability is a crucial yet controversial digital advertising metric.
It not only dominates the industry measurement agenda—the top priority for nearly half of U.K. digital advertisers—but it’s also recognised as a key transactional element by 68% of advertising professionals. The reason for this is easy to understand. Ensuring brands engage consumers is the purpose of the advertising ecosystem and to achieve this, the ad must at least be viewable.
Download the report off the FreeWheel website here.
On the 25th and 26th September, IAB Europe will host its annual European CEO Policy Fly-in.
The European CEO Policy Fly-in brings together C-level executives of Europe’s innovative and competitive companies in the digital advertising ecosystem. It is a unique opportunity for European industry leaders to provide “real world” feedback to the EU policy makers and stakeholders whose policy and regulatory initiatives increasingly impacts business in the digital advertising ecosystem.
A wide-ranging group of CEOs and Senior Executives from a number of major European companies, such as GfK, Havas, Meetrics, Purpur Media Vermarktungs GmbH, RTL Group, are expected to meet with key EU policy makers from the European Commission, the European Parliament and representatives of the Members States, to discuss the proposed ePrivacy Regulation and its critical role in ensuring growth and innovation in digital advertising while protecting users’ interests.
For more information, please take a look at IAB Europe's latest Position Paper on the ePrivacy Regulation proposal.
