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Brussels, 24 June 2016. IAB Europe welcomes reports that Danish authorities consider that ad blocking detection does not require users’ permission as it is necessary to ensure the functioning of online services.
“It is very reassuring to hear that the Danish regulator has confirmed that publishers are acting within their rights when checking to see whether users are holding up their end of the bargain when accessing advertising-funded free services," said Townsend Feehan, CEO of IAB Europe.
"European publishers overwhelmingly depend on advertising revenues to finance their online offerings, so the ability to detect ad blocking and engage with users to educate them about the value exchange is crucial. We are confident that more European countries will share the views expressed by the Dutch and Danish governments.”
Brussels, 23 June 2016. IAB Europe welcomes the Dutch government’s confirmation that ad blocking detection is legal, and moreover exempted from any consent rules due to the practice having no or only miniscule effects on user privacy.
“The Dutch government’s interpretation is true to the spirit of the ePrivacy Directive”, said Townsend Feehan, CEO of IAB Europe, “and will ensure that Dutch publishers can continue educating users about the value of advertising. We are confident that other European countries will share the Dutch view.
Thanks to advertising, unprecedented amounts of free quality information and services are just a mouse click away for Internet users all over the world. IAB Europe remains committed to ensuring that the online ecosystem can continue to deliver its full potential to users, publishers, and advertisers alike.”
Media quality across Europe is in its best shape yet!
The Integral Ad Science (IAS) Q1 2016 UK Media Quality Report highlights the current state of media quality in online advertising, analysing trends in viewability, online brand safety risk and rates of ad fraud. IAS processes hundreds of billions of impressions quarterly and is thus able to analyse the industry on a broad and representative level, across multiple media quality metrics.
The latest report from IAS highlights that media quality has improved significantly over the past year throughout Europe. The Q1 2016 report reflects the positive impact that the increase in efforts made by joint industry bodies to address media quality challenges head on, are having on the industry. When comparing the findings from our Q1 2015 report, with the latest Q1 2016 report, it is clear to see that media quality is moving in the right direction.
Rates of viewability have improved internationally, with France seeing the largest increase with a huge 13.1% point increase reported, from 47.8% in Q1 2015, rising to 60.9% in Q1 2016. The second largest increase was from Germany with an 11.4% point increase, from 42.3% in Q1 2015 to 53.7% in Q1 2016. The third biggest improvement in viewability in Europe was followed by the UK, which showed a 5.2% point increase, from 51.8% in Q1 2015 to 57% in Q1 2016. These results reinforce that the industry as a whole is making a determined effort to increase viewability and ensure that digital advertising is having the desired impact.
When comparing the IAS Media Quality Reports from Q1 2015 to Q1 2016, it is clear to see that the risk to brand’s advertising in inappropriate context has decreased overall in Europe. The percentage of ad impressions in Germany seen as posing a significant risk to a brand’s advertising saw a 7.5% point decrease from 17.4% to 9.9%, and the rate of brand risk in France had a 3.7% point decrease from 10.6% to 6.9%. The UK had the lowest findings of brand risk with a 4.1% point decrease from 11.1% in Q1 2015 to 7% reported in Q1 2016. Alongside the decrease in brand risk, ad fraud has also seen improvement internationally when comparing the latest report against the Q1 2015 results. The UK saw the biggest reduction in ad fraud, with a 7.9% point decrease from 12.9% to 5%. Germany also saw a significant reduction in ad fraud with a 5.3% point decrease from 11.2% to 5.9%. France similarly saw its rate of ad fraud fall by a 2.7% point decrease from 10.4% to 7.7%.
IAS has introduced a new metric to measure ad clutter. Ad Clutter, which is unique to IAS, provides insight into the share of the voice on the page and ultimately ad effectiveness, determining whether there are too many ads on the page. A high to very high clutter page is defined as a page where six or more ads were served. The effects of ad clutter are currently felt the least in France, with only 2% of ads found on a page with 6 or more ads on the page. Germany then follows with 2.4% ad clutter, and the UK is most impacted with 3.2% of advertising appearing on pages with over 6 ad slots.
2016 has started with some promising results that highlight the positive changes in media quality that are being made across the Continent. This positive impact is partly due to the industry’s increased efforts to educate and raise awareness around viewability, brand safety and ad fraud. Whilst our Media Quality Report may show increased improvements, it is imperative that the industry continues to tackle these media quality issues head on. For example, the IAB Europe Quality Task Force has been set up to look at the different components of quality, which combine to create the digital advertising ecosystem and some of the challenges that stakeholders are currently facing. The group is delivering several initiatives to drive brand advertising investment into digital, including standards, certification and research and education. Overall, media quality has improved across Europe and beyond – with viewability found at its highest rate and brand risk and ad fraud at their lowest.
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The summer brings a series of major international sporting events to France, starting with the tennis French open at Roland-Garros. With millions of people around the world watching, discussing and sharing their passion for this Grand Slam, Social Media provided the perfect platform for instant reaction to the tournament. The learnings from user engagement with Roland-Garros deliver some clear lessons for other sporting events, but also for brands and advertisers to increase engagement and optimize strategy.
Nearly all stakeholders including strategists, planners, buyers and operational teams across the digital ecosystem are embracing programmatic advertising and building on its potential for value creation. With only 13% of advertisers, 8% of publishers and 7% of media agencies claiming that they are not using programmatic technology, the study shows that almost everybody in the industry is now deploying some form of programmatic advertising.
Respondents named a reduction of media wastage and greater cost and trading efficiencies as the most important impacts of programmatic. The research also highlights growing recognition among the industry that as programmatic matures, it contributes to key advertising objectives such as scaling mobile campaigns and reaching consumers more effectively with branding messages.
Greater integration with wider ad measurement models and increasing sophistication beyond the click are other two other key factors driving programmatic adoption.
With benefits clearly recognised and cited in the research, and emergence of proven models, programmatic adoption is likely to continue to grow. Indeed, all stakeholders remain optimistic about the outlook of programmatic with over 90% of them citing an increase in investment over the next 12 months.
But the benefits are accompanied by challenges, and significant barriers to adoption remain. The biggest bottleneck is finding the people with the right skills and experience to navigate this brave new world successfully.
For the first time the research looked at the operational models used to execute programmatic and there is a clear evolution of programmatic strategy across markets. Advertisers start out on their programmatic journey with an independent specialist, then move to an agency or DSP and then in mature markets adopt an agency or hybrid model, i.e. a combination of more than one strategy. Similarly, publisher strategies are evolving; they start out with a hybrid model, then lean more heavily on their SSP and finally bring the expertise in-house. For agencies, the in-house agency trading desk remains dominant.
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