Interactive Advertising Bureau

In this week's guest member blog post we caught up with Frazer Locke, Director, EU & APAC AdTech Sales at Amazon Ads. In this blog he looks at improving relevancy through model-based solutions, building better connections with context-based insights and empowering brands with clean rooms. For more on how brands can move beyond third-party cookies, keep reading.

Let’s be honest, third-party cookies have always been limiting. Despite being widely used they offer a false precision, and the continued conversation around what marketers will do when they’re deprecated remains a distraction. Now is our chance to do better, for both consumers and brands. 

The way we can help brands to do better, and deliver relevant advertising that matches customers with products and brands they’re genuinely interested in, is through solutions such as audience modelling and contextual targeting. These solutions are powered by a combination of contextual and first party signals using advanced AI, to deliver advertising that is more relevant and helps brands better understand how their customers shop, stream, and browse. They will define the next era of digital advertising, and brands can start their journey today, by utilising solutions that are already available, all without a third-party cookie. Here’s how: 

Improving relevancy through model-based solutions

86%₁  of consumers now consider the experience a company provides to be as important as its products, placing an even greater emphasis on brands to deliver relevant, interesting advertising. Model-based solutions can use shopping, contextual signals and purchase signals to predict ad relevance to help customers discover new products and brands while they browse online. 

Powered by AI and machine learning, modelled solutions get smarter with every campaign that runs, improving engagement for the future. This increased relevancy can have a big impact. For example, we’ve seen brands across verticals experience a 34.1% 2 increase in return on ad spend, without having to take any action, after utilising our modelled solutions.

Building better connections with context-based insights 

We know addressability remains a key priority for brands, and that this will only be compounded as 95% 3 of web traffic is expected to be unaddressable via traditional advertising methods by the end of this year.

Using AdTech to unlock real-time content consumption insights already available to brands today is an obvious place to start. For example, contextual targeting helps brands reach consumers based on current content consumption, without relying on ad IDs. It does this by enabling brands to select the specific products, categories, and content where they want their ads shown. This helps brands engage with audiences who are already in a mindset aligned with the content they're consuming. 

At Amazon Ads we take this a significant step further. When brands use the Amazon DSP, we use AI and AWS models that leverage our shopping, streaming, and browsing signals with metadata about the content being viewed (i.e., contextual signals) to better ensure customers are seeing ads for products and services they may be interested in. Doing this has already increased return on ad spend across US Amazon DSP campaigns by over a third 4. This further evidences how we can solve for the future of addressability without relying on third-party cookies or other ad identifiers.

Empowering brands with clean rooms  

Clean rooms are central to giving marketers durable analytical capabilities in a world without ad identifiers. Why? Because they’re privacy-safe spaces that enable brands to perform queries across the pseudonymous signals that are available to them. Crucially, this helps marketers to understand how they are reaching customers across different channels, as well as how their ads across those channels are (or aren’t) delivering business impact.  

It’s important to remember however that while clean rooms have the potential to empower brands, they are reliant on the inputs they receive. By collaborating across first-party signals and third-party inputs in a clean room, marketers can perform analytics to help them understand customer shopping journeys, generate unique audience segments, and analyse ROI in a safe and secure way. 

For example, one domestic appliance brand utilised Amazon Marketing Cloud (AMC), the Amazon Ads clean room solution, to improve the efficiency of their ad spend. The brand worked with their agency, Kepler, and tapped into the Kepler Intelligence Platform (KIP) dashboard that makes AMC analysis available in real time to identify emerging trends, enabling them to see when customers were most likely to engage with their adverts. They found that while early mornings saw far less efficient conversions, the same activity was far more likely to engage audiences later in the day. With this insight, the brand implemented dayparting to ensure that ads were only displayed at those more active times. This change resulted in a 46% increase in orders, 66% increase in sales and a 15% increase in ROI 5.

The deprecation of third-party cookies offers brands the chance to do better and new technologies are already making this ambition a reality. Let’s take this opportunity now.

_____________________________________

 1 Salesforce, WW, 2023

  2 Source: Internal Amazon, U.S., Jan – Dec 2022, 140K campaigns across verticals 

 3 StatCounter, WW, 2022

  4 Amazon Internal, US, 2023

  5 Amazon Ads internal data, WW, 2023

This article was originally produced for New Digital Age.

In this week’s guest member blog post, we caught up with Søren H. Dinesen, the co-founder and CEO of Digiseg. Søren looks at sustainability, GDPR, first-party data and more to see if one-to-one marketing is realistically achievable. To find out more read below.

Our industry stubbornly clings to the promise of one-to-one marketing, convinced that it will deliver better results than advertisements that are designed to reach many. Complicating matters further, for the past six years we’ve struggled to achieve hyper-personalised targeting and simultaneously meet privacy regulations, but it isn’t working. 

Cookies / Private Signals, Tomato /Tomahto 

For reasons I can’t quite explain, our industry has reduced GDPR down to a restriction on cookies: Stop using third-party tracking cookies, the thinking goes, and compliance is more or less assured. But that’s following the letter rather than the spirit of the law.

At its core, GDPR says businesses need a legal basis to collect and use a citizen’s data; permission is one of eight bases. The industry is deploying technological workarounds -- replete with impressive mental gymnastics to convince ourselves that they are privacy compliant -- all so we can continue our quest for data-driven one-to-one marketing.

For instance, we collect user data of people who engage with our sites and apps. This is first-party data and that is fine. But then we work with other data companies that have vacuumed up vast troves of user data to create User ID graphs so that we can match users who visited our site to their mobiles, work computers, smart TVs in the family rec room or hashed emails. Who needs tracking cookies?

Or, we’ll take the data we’ve collected, and enter into a data clean room with a partner so we can compare and contrast data for marketing purposes. This tactic assumes that GDPR doesn’t require us to get the citizen’s permission prior to using their data in a clean room in order to develop a joint customer list for a promotion. That assumption is questionable.

But if we’re being honest with ourselves, we must ask: Do such use cases serve humanity’s request for privacy? Or are we acting in ways that will inevitably prompt another round of consumer blowback and regulations?

And while we’re on the topic of honesty, let’s talk about the efficacy of all that invasive one-to-one targeting. Does it really deliver significantly better results?

The Truth About One-to-One Marketing

Prior to joining Digiseg I led the marketing team of a company keen to acquire new customers. I was under intense pressure to tie every Euro I spent back to a customer. We struggled to grow our customer base and finally, out of desperation, I asked for and received money to launch a TV campaign. Guess what? In two months we doubled our customer base.

This isn’t an anti-digital advertising screed. I am a huge fan of digital advertising, and I work for a company that’s in the business of providing data to marketers and agencies so that they can execute and measure both performance and branding campaigns. We just don’t buy into the notion that success can only be achieved via one-to-one marketing.

The truth is, privacy and performance are not mutually exclusive terms. We don’t need to find new cookie-like ways to build awareness and acquire new customers. 

Forget Consumers: Think Household Cohorts

A key to complying with the spirit as well as the letter of the privacy laws -- and to avoid incurring the citizen’s wrath once again -- is to improve on the one-to-many strategy. This, in turn, requires us to replace private signals (e.g. hashed emails, device IDs) with household cohorts. 

Household cohorts are segments of users built on data from national statistics offices, such as the building–, motor-, tax- register or census data. The data provided by these civic sources are verified, scrubbed of all PII data, and very rich. For these reasons, it is often an advantage in scenarios where hyper-targeting results in diminishing returns by continually targeting the same subset of consumers. 

For instance, household cohorts encompass insights such as home type, savings level, education level, presence of children, lifecycle, number of cars, neighbourhood type and tech level. It also provides insights into preferences, such as propensity to travel.

The benefit of these data types is they do a better job in validating a need for a product than audience segments based on tracking cookies. Plenty of people read about advancements in solar panels, but if they rent apartments in high-rise buildings, they’ll never buy one. But a neighbourhood filled with single family homes in a jurisdiction that offers tax incentives for renewables is a great audience segment? That’s a perfect target to drive conversions.

Put another way, these data allow marketers to reach the entire market, and across any channel, without ever tracking a single user. Instead, it drives conversions by targeting an entire market with the right messaging. Think of it as a data-driven strategy for one-to-many advertising, whether that’s a CTV campaign or a mobile one.

This one-to-many approach can apply to every task on the marketer’s to-do list, whether that’s targeting parents for a branding campaign, or driving users with a demonstrated need for your product to your website.

In these contexts, one-to-many advertising not only addresses the limitations of hyper-targeting but also leverages the strength of mass communication to build a stronger, more inclusive brand presence. 

Google has signalled that the end of cookie-based targeting will arrive by the end of year. This is a good time for the industry to implement strategies that respect privacy, rather than pretend to. Let us hope that the deprecation of third-party cookies will usher in a new age, where one-to-many advertising allows us to engage with broader, less invasive advertising techniques that safeguard consumer privacy and still reach large audiences effectively.

Bio: Søren H. Dinesen is the co-founder and CEO of Digiseg. He began his career in the analog world, where he specialised in targeting and measurement in offline marketing. After successfully building and selling this data business, he shifted his focus to digital. In 2015, Dinesen founded Digiseg, seeing an opportunity to apply neighbourhood segmentation techniques to digital advertising. His goal was to develop a privacy-centric targeting and measurement technology that maintains high performance without the need for tracking.

In this week’s guest member blog post, we caught up with  Iman Nahvi,  Co-Founder, Chief Executive Officer at Advertima as he navigates the future of in-store Retail Media. To find out more read below.

The digital age has catalysed a transformative shift in Retail Media, primarily unfolding online and driven by real-time data analytics, audience targeting, and performance measurement, driving a monumental shift in advertising dollars toward retailers. 

However, most shopping still occurs in-store, where the innovations of online Retail Media have not fully penetrated. Implementing digital screens without integrating key success factors such as real-time addressability, audience measurement, and data-driven performance analytics is insufficient. To revolutionise In-store Retail Media, a digital transformation involving advanced solutions is imperative to generate real-time audience data and replicate online success in brick-and-mortar contexts.

Traditionally, trade and shopper marketing funds are managed through direct deals between retailers and suppliers, necessitating precise planning and customisation. Programmatic platforms offer no advantages for these campaigns and lead to an inefficient outcome.  Conversely, brand and media funds managed by media agencies require cross-channel access, making programmatic buying a suitable option. In-store retail media can align offers with audience-based solutions that meet the needs of existing brands to increase retail media revenue.

Programmatic DOOH (pDOOH) is effective for upper-funnel mass media but lacks real-time audience data integration. This gap extends to Digital Signage CMSs, which face latency issues incorporating such real-time data into bidding processes. Bridging this gap requires audience-based programmatic activation, integrating real-time audience data into bid streams to synchronise with ad displays, and enhancing efficiency and relevance.

Advertima uses advanced AI and predictive models to accurately predict audience presence and works with CMS platforms to ensure the integration of predictive insights into programmatic buying. Collaboration among CMS platforms, SSPs, DSPs, and retailers is crucial to embracing real-time audience segmentation and unlocking In-store Retail Media's potential.

Adopting audience-based programmatic activation is essential for achieving precision and effectiveness in-store, akin to online advertising. While challenges persist, embracing this approach promises to redefine the in-store shopping experience by merging retailer data richness with programmatic technology precision.


Read the full blog article here and learn how Advertima Audience AI can bring online capabilities to in-store.

Industry leaders from Diageo, Telecom Italia Mobile, Mail Metro Media, and RTL are among the first speakers to be announced for IAB Europe’s annual Digital Advertising and Marketing Conference, Interact in Milan on 21st and 22nd May.

IAB Europe has announced the first confirmed speakers for its annual flagship event Interact 2024. In partnership with IAB Italy, the latest edition of Interact will take place on the 21st - 22nd of May at Magna Pars in Milan, where leading European advertisers, industry experts, agencies & media owners will gather to tackle the industry’s most critical challenges and innovative opportunities head-on.

With a central theme of ‘The Big Questions. The Sharp Answers.’ speakers from Diageo, Telecom Italia Mobile (TIM), Mail Metro Media, RTL, Scope3, IAS, Samsung Ads, and many more will take to the stage to address and provide answers to the most pressing industry questions of today. 

Join to hear from the following speakers and more:

The two-day conference will go beyond traditional keynote speeches and panel discussions with outstanding industry experts, brands, agency representatives, and publishers sharing their experiences, inspirations, and solutions to the industry’s biggest questions live on the Interact conference stage. From Ad Spend and AI to Retail Media, Privacy, Policy, Sustainability, and more each session on the agenda will focus on a thought-provoking question with answers being shared from the diverse speaker line-up. 

Expect to gain answers to the following questions and more:

For more information on Interact 2024 and to view the first line-up of speakers, please visit the event website here

Register now to secure your ticket!

Registration for the event is available here with early-bird discounted tickets available until 12th April. Tickets are selling quickly so secure your place today. 

The digital advertising industry, represented by IAB Europe and several national chapters - Alliance Digital, IAB Ireland, IAB Italia, IAB Poland, IAB Spain, and IAB Sweden - has sent a letter to the EDPB Chair, voicing concerns over the proposed guidelines issued by the European Data Protection Board (EDPB) regarding the Technical Scope of Art. 5(3) of the ePrivacy Directive.

The same coalition has already sent a letter to national ministries last week, echoing these concerns. Previously, IAB Europe, in coalition with national trade association members, had responded to the EDPB public consultation on these draft guidelines.

The joint letter, addressed to the EDPB Chair, acknowledges the intention behind the guidelines to provide clarity on the application of the ePrivacy Directive to new technologies. However, it raises significant apprehensions about the potential implications of the current draft.

At the heart of the issue is the expansive interpretation of Article 5(3) of the ePrivacy Directive proposed in the guidelines. The industry argues that this interpretation could inadvertently encompass essential Internet protocols used for various critical functions in digital advertising, including displaying ads, measuring ad delivery, and ensuring security against ad fraud.

The undersigning associations remarked that such a broad interpretation without clear guidance on exemptions from the consent requirement may lead to inconsistent enforcement across EU member states, undermining the goal of harmonisation and potentially exacerbating consent fatigue among users.

Concluding with a request for a meeting as the discussion unfolds, signatories remain committed to providing input and support to the regulator. They stress the importance of achieving better decisions through increased collaboration between the digital advertising industry and the EDPB.

The full text of the letter can be found here. For further information, please contact Ines Talavera, Public Policy Manager, IAB Europe - talavera@iabeurope.eu, or Helen Mussard, CMO, IAB Europe - mussard@iabeurope.eu.

In a collaborative effort to advocate for the interests of the digital advertising industry across Europe, IAB Europe, in coalition with national trade association members representing thousands of companies operating in the digital marketing and advertising ecosystem - Alliance Digital, IAB Ireland, IAB Italia, IAB Poland, IAB Spain, and IAB Sweden - have issued a joint letter addressing concerns regarding the draft guidelines 2/2023 on the Technical Scope of Art. 5(3) of the ePrivacy Directive.

Previously, IAB Europe, in coalition with national trade association members, had responded to the EDPB public consultation on these draft guidelines.

The letter, addressed to respective national ministers, highlights the implications of the draft guidelines put forth by the European Data Protection Board (EDPB) on the digital advertising ecosystem. While acknowledging the EDPB's aim for consistent interpretation of the ePrivacy directive, the signatories express reservations about the current draft's potential impact on digital businesses.

In the letter, signatories emphasise the need to strike a balance between privacy and innovation, underscoring the importance of providing clear guidance to industry stakeholders. It highlights concerns that the draft guidelines may extend beyond the original intent of the ePrivacy directive, potentially hindering the industry's ability to innovate confidently while upholding high privacy standards.

The letter includes use cases that would be captured due to the expansive interpretation of the ePrivacy directive ‘gaining access to information already stored in the terminal equipment of the user’. This interpretation would include internet protocols, which are essential to enabling some digital advertising. The signatories argue that such an expansive interpretation could impede essential digital advertising functionalities, including displaying ads, measuring ad delivery, and ensuring security against ad fraud.

As the draft guidelines undergo review following a public consultation, signatories urge careful consideration of these concerns. They emphasise the importance of regulatory guidance that is proportional to privacy risks and supportive of the digital industry's efforts to enhance user experience while upholding privacy standards.

The letter concludes with a request to ensure that the internet protocols underpinning essential digital advertising use cases will not fall under the technical scope of the ePrivacy directive.

The letter can be found here. For further information, please contact Ines Talavera Public Policy Manager, IAB Europe - talavera@iabeurope.eu / Helen Mussard, CMO, IAB Europe - mussard@iabeurope.eu.

We’re excited to invite retail media buyers and sellers to participate in our new Attitudes to Retail Media survey

We are looking to gather insights from buyers (advertisers and agencies) and retailers on current investment in, use, and experience of retail media, as well as their plans for its future utilisation in this new industry survey developed by IAB Europe’s Retail Media Committee

The insights shared in this survey will contribute to showcasing the opportunities presented by partnering with retailers and how retail media can enhance digital advertising. Additionally,the results will help us to identify and address key industry challenges, paving the way for a more efficient and effective retail media ecosystem.

The survey will only take 10 minutes to complete, and we encourage participants to add any additional comments they have. All responses will be treated as confidential. The deadline to participate is Friday 3rd May. 

Share your thoughts today! Simply click on the survey link below to get started.

Take part here

Brussels, Belgium, 19 March 2024 - IAB Europe, Alliance Digitale, IAB Italia, and IAB Spain have sent a joint letter to the European Data Protection Board (EDPB) to highlight important considerations in the context of the EDPB’s upcoming Opinion and subsequent Guidelines on the “Consent or Pay” model, and to request a public consultation on the latter.

The letter recommends ensuring that the EDPB’s position further builds upon existing case law and guidelines across the European Union and European Economic Area, and that there is proper cooperation with competition and consumer protection authorities when considering the notion of “reasonable” or “appropriate” pricing.

Furthermore, the letter highlights that an overwhelming majority of Europeans want to decide which online services they pay for on the one hand and which ones on the other hand they don’t have to pay for because they are funded by advertising. The letter also rebuts the allegation that the “Consent or Pay” model amounts to “paying” for data protection rights, given that the GDPR must be complied with at all times, including after consent has been given.

The letter can be found here. For more information, please contact Ninon Vagner, Privacy Director, IAB Europe - vagner@iabeurope.eu / Helen Mussard, CMO, IAB Europe - mussard@iabeurope.eu

In this week’s guest member blog post, we caught up with Isidora Matović, Social Media Manager at Coinis as she gives us an exclusive peek into the dynamic culture that sets Coinis apart. She shows us how they foster growth and development and their view on social responsibility. To find out more read below.

In the bustling landscape of today’s digital economy, Coinis stands as a beacon of innovation and collaborative spirit. As a company that's carved out its niche in the fast-paced world of affiliate marketing, we understand that the backbone of our success lies not just in the strategies we implement or the technologies we harness but in the essence of our company culture.

This culture, a thoughtful fusion of our Montenegrin roots and global aspirations, is the driving force behind our continued success and growth. 

The Essence of Our Culture

At the core of Coinis’s ethos is the belief that a thriving company culture goes beyond mere workplace perks. It's about creating an ecosystem where every individual feels secure and valued - both physically and emotionally. This approach ensures that team members can seamlessly integrate their personal and professional lives, supported by a culture that champions safety, innovation, and a balanced lifestyle. Our motto, ‘freedom with responsibility’, encourages exploration and innovation, anchored in our core values of dedication, integrity, and excellence. This philosophy supports our belief in the power of freedom to innovate, underscored by a profound sense of responsibility towards our mission and each other.

Beyond Perks: Cultivating a Deep-Rooted Sense of Belonging

In today's workplaces, amenities like ping-pong tables and free snacks are typical. However, in Coinis, we recognise that the real value of our culture lies in fostering a deep sense of belonging and community. It’s about creating an environment that nurtures not only professional growth but personal fulfillment as well.

Central to our approach is the innovative implementation of ‘Mental Health Days’, a pioneering initiative in Montenegro that offers employees unlimited mental health days off, with no questions asked. This policy, while raising concerns about potential misuse, is fundamentally rooted in trust. We believe that a well-rested and mentally healthy individual contributes significantly to productivity and brings unparalleled enthusiasm to their role at Coinis. Our stance is clear: the well-being of our employees is not just vital to their success but to the success of our company as a whole. Dive into our culture through the lens of our HR in this enlightening podcast.

Fostering Growth and Development

We understand that in the fast-paced business world, growth and adaptability are key to staying ahead. Our journey from a small team to nearly 100 has taught us the importance of embracing change and learning from every experience, whether it's a success or a setback. Our culture is built on the belief that continuous development—both personal and professional—is crucial. This ensures that our team remains on the cutting edge of innovation, providing unparalleled service while avoiding the stagnation that can hinder many organisations. Our commitment to growth is a pledge to our employees for continuous learning opportunities, to our clients for consistently innovative solutions, and to ourselves to never settle for the status quo. For us at Coinis, every achievement marks the beginning of the next challenge.

Social Responsibility: Our Collective Cause

We take pride in being one of the companies interested in broader social issues rather than those that impact our profit margins. Being active in our community is an essential component of our work. This commitment fosters positive change within our local and global community and elevates our team's morale, driving productivity and motivation. By empowering our employees to leverage company resources for social good, we've made social responsibility an integral part of our business model. Our focus spans several critical areas including women’s rights, environmental conservation, humanitarian efforts, and the promotion of mental and physical well-being.

Conclusion with Actionable bits of Advice

At Coinis, our company culture transcends the conventional, transforming us from a mere business entity into a vibrant community committed to making a real difference. We’ve learned that fostering a supportive, innovative, and socially responsible culture is not just beneficial but essential for sustained success. We invite you to explore these strategies within your organisations:

- Prioritise transparent interaction and well-being.

- Balance freedom with responsibility.

- Integrate continuous learning and adaptability into your DNA.

- Embed social responsibility into your core business model.

These principles have guided us in achieving our business goals and making a tangible difference in the lives of our team members and the broader community. We invite you to explore our journey, values, and aspirations on coinis.com.

Together, let's cultivate a culture that stands as a beacon of positive change in the business world.

Join us in celebrating International Women’s Day by encouraging the remarkable women in your teams and in our industry to take part and share their expertise in IAB Europe’s Committees and Task Forces. 

Whether you are an expert in or just interested in learning more about policy, programmatic, CTV, sustainability, retail media, or more we are always looking to inspire and include more voices and diversity around the table to contribute to our work and share expertise at our events. Our Committees and Task Forces are open to all members of IAB Europe and are a welcoming place for you to get inspired and share your thoughts without fear or judgement.

So, if you’re keen to take that step to get involved or know someone who has great ideas, find out more information on what’s on offer below, and get in touch to discuss how to get involved. 

Why join a Committee?

Being a part of a committee will help you to expand your knowledge and network, and provide valuable education and guidance to the wider community. You can stay up to date on the latest regulatory affairs and public policy initiatives that promote self-regulation, best practices, and industry standards. Nearly all of our committees organise events too, so you have the opportunity to become a speaker or moderator at events that bring hundreds of industry peers together. Finally, being a part of a committee means you can influence the work we are doing to drive forward the future of our industry.

What’s involved? 

Each committee holds a monthly conference call with ad-hoc face-to-face meetings. The committee Chair and Vice-Chair lead each session and proactively look to involve members to get the very best from each meeting and inspire all attendees to get involved. The latest projects and outputs will be discussed so members can decide what they’d like to get involved with.

Most committees will focus on two to three key projects each quarter which could range from producing a guide or discussing the latest policy situation to conducting industry research and market insights. For any output you are involved with, you and your company will be cited in the report and have the opportunity to be involved in subsequent PR or events.

What Committees can I join?

Please see below for an overview of the committees you can join.

For more details on the committees, including details on the Chairs, priorities and contact details, please click here

You can also reach out to the team who are on hand to answer any of your questions and help you to get involved at communication@iabeurope.eu

In a move that underscores the digital advertising industry's commitment to transparency and sustainability, IAB Europe's Programmatic Trading Committee has released the latest edition of the Supply Chain Transparency Guide. Developed by industry experts, this guide aims to foster accountability and understanding across the digital advertising supply chain, focusing on crucial aspects such as data, cost, and inventory sources. 

Why Transparency Matters in Digital Advertising

Transparency is the bedrock of a healthy and efficient digital advertising ecosystem. It empowers stakeholders to make informed decisions, build trust, and ultimately contributes to the growth of a responsible industry. The latest edition of this comprehensive guide provides stakeholders with critical questions to be posed at various stages of the supply chain, facilitating a deeper understanding and fostering accountability among participants. The guide also has an accompanying prezi style animation feature. This allows each stakeholder group to select whom they are talking to and what they will be discussing. It then provides the reader with a set of questions to ask to increase transparency and understanding. 

The 2024 Edition: Sustainability Takes Center Stage

The 2024 edition of the guide marks a significant milestone with the inclusion of questions addressing sustainability – a testament to the industry's recognition of its environmental impact. As the digital advertising landscape evolves, understanding and mitigating the environmental consequences of programmatic advertising become imperative. The new sustainability-focused questions underline the guide's commitment to promoting environmentally responsible and socially conscious practices.

Sustainability Implications:

The questions in the guide carry direct implications for sustainability considerations. For instance, the inquiry into header bidding mechanisms acknowledges the energy consumption associated with this approach, prompting stakeholders to weigh the environmental impact against its benefits. Similarly, questions related to inventory source and bid request deduplication delve into practices that directly influence energy efficiency and environmental sustainability.

The guide prompts stakeholders to evaluate their choices in terms of energy consumption, reselling practices, and bid optimisation strategies. It encourages a holistic approach to sustainability, urging participants to consider the entire lifecycle of digital advertising, from data sourcing to ad delivery, and assess the associated environmental implications.

IAB Europe's Supply Chain Transparency Guide, crafted by the dedicated members of the Programmatic Trading Committee, sets the stage for a more accountable, transparent, and sustainable digital advertising future. Please see below for key sections. The full guide and accompanying prezi animated report can be accessed here

The Supply Chain Transparency Guide and its sustainability-focused questions provide a framework for stakeholders to evaluate and improve their practices. As the digital advertising landscape continues to evolve, ongoing collaboration and commitment to responsible practices will be key in shaping a sustainable future.

IAB Europe’s Programmatic Trading Committee has put together this handy FAQ to demystify common questions on omnichannel strategies. In this ‘programmatic perspectives’ series blog article, you will learn all you need to know about omnichannel advertising and much more. Thank you to Youssef R'Miki, Team Lead, Supply Partnerships EMEA (Smaato,  part of Verve Group) and Andrew Streets, Technical Account Manager, Novatiq for their valuable contributions.

1. What is programmatic omnichannel advertising?

YR - Programmatic omnichannel advertising can be defined as a digital marketing approach that combines automated (hence programmatic) technology with various online channels to create a seamless and consistent brand experience. It targets audiences on websites, social media, and mobile apps with personalized messaging, adjusting campaigns in real time for better results. The key is to maintain a unified message and adapt campaigns in real time based on data insights. The idea here is to enhance brand visibility and ensure that the right message reaches the right audience.

2. How does programmatic omnichannel differ from traditional programmatic advertising?

YR - Traditional programmatic focuses on automated ad-buying for a single channel, like display or video ad on a website where the focus is to efficiently reach a potential customer based on the content of this website (i.e, clothing retailer ad on a fashion website). Whereas programmatic omnichannel uses various digital channels such as social media, search, and email. The goal is a unified brand experience across these diverse channels, via personalized messaging and targeted audience engagement. The big difference is that programmatic omnichannel advertising reaches more places and focuses on smooth engagement across different online areas. Traditional programmatic is good at automating ads in one place, but it doesn't have the same complete approach and audience focus that programmatic omnichannel has across the online world.

3. What are the primary goals of programmatic omnichannel advertising?

YR - The main goals of a programmatic omnichannel strategy are to smoothly interact with the intended audience on different online platforms. It does this by sending personalized and consistent messages, using data-driven insights to improve where ads are placed. The idea is to boost how recognizable a brand is, make advertising campaigns work better, and, in the end, offer customers a unified, memorable, and relevant experience that leads to better outcomes and conversions across the online marketing world.

4. What are the key components of a programmatic omnichannel strategy?

YR - Essential channels in a programmatic omnichannel approach include things like display ads, video ads, social media ads, search engine marketing, emails, mobile ads, content marketing, native ads, connected TV (CTV) ads, programmatic audio ads, website improvements, data management, customer relationships, automated marketing, and targeting across different devices. All these pieces come together to create a smooth, data-driven, and consistent brand experience across many online platforms.

5. How does programmatic omnichannel advertising benefit businesses and customers?

YR - Programmatic omnichannel advertising helps businesses run smarter marketing campaigns that connect with people on different online platforms. This increases brand recognition and how much customers get involved. It lets businesses aim precisely at their audience, use data to improve, and send personalized messages, all of which can make the return on investment (ROI) and conversions better. For customers, it means a smooth and steady experience with a brand, getting content that matters to them, which makes their online time more enjoyable.

AS - The most important benefit to businesses is the ability to increase reach and exposure. The ability to expose your potential customer base across multiple channels with a consistent message provides many opportunities to communicate with your potential customers without annoying them by focusing on one channel. For customers, the benefit comes from not being inundated with a brand’s messaging on one platform which can inadvertently create a negative brand perception and generally annoy the potential customer.

6. Can small businesses effectively implement programmatic omnichannel advertising, or is it only for large corporations?

YR - Programmatic omnichannel advertising is useful for businesses of all sizes. Even though big companies have more resources, small businesses can still benefit from the cost-effective targeting and automation of programmatic tech. Programmatic omnichannel advertising’s flexibility and scalability fit different budgets and needs. By concentrating on certain channels and audiences, small businesses can make a tailored and efficient strategy that matches their goals and budget. 

7. What are some common misconceptions about programmatic omnichannel advertising?

YR - A common misunderstanding about programmatic omnichannel advertising is thinking that it's only for big budgets or large companies. Actually, it can be adjusted for different budgets and is available for small businesses too. There's also a myth that it compromises privacy, but more ethical practices and data protection are used to respect user privacy.

AS - Small businesses can absolutely benefit from omnichannel programmatic advertising. The ability to target a specific audience across many potential touch points is easier now than ever before due to omni-channel DSPs becoming more prevalent over the last few years.

8. Can you provide examples of successful programmatic omnichannel campaigns?

YR - Ecommerce sites are the ones that come into my mind when thinking of programmatic omnichannel campaigns. Imagine you're shopping at a favorite eCommerce shop. You look at a pair of running shoes but don't buy them. Later, when you're on social media, you see an ad from that shop showing those exact shoes. That's programmatic omnichannel advertising in action. A shop uses data to understand your interests and shows you personalized ads across different online platforms, creating a seamless and connected shopping experience.This approach increases user engagement and drives more sales. We also have plenty of instances like this on our platform: Verve Group sees users across multiple channels, including mobile and CTV. This allows us to connect their user journey and use such insights for cross-platform targeting. For example, we use audience segments built from our in-app data to understand and reach the same or similar users on CTV. In addition, cross-platform reach allows us to extend campaigns from mobile to CTV and vice versa.

9. What are the challenges associated with implementing a programmatic omnichannel strategy?

YR - Using a programmatic omnichannel strategy can be tricky. There are challenges like putting data together, managing multiple tech tools, targeting the right audience, keeping the brand consistent, following privacy rules, adjusting campaigns in real time, deciding on resources and budget, avoiding fake ads, tracking devices correctly, and measuring things accurately. To handle these challenges well, businesses must use resources wisely, keep up with industry changes, and make sure customers have a seamless and interesting experience across different channels. They also need to follow data privacy rules (globally and locally) and reduce the risks of fake ads and tracking mistakes.

AS - Attribution is always the main challenge across any digital advertising campaign. How can an advertiser know that they are having a positive effect across their omnichannel campaign and how can they optimise the campaign whilst in flight to ensure that KPIs are being met and exceeded. 

10. How does data and technology play a role in programmatic omnichannel advertising?

YR - Information is powerful, and data analytics and technology are essential for executing a programmatic omnichannel approach. This is because they enable businesses to collect, analyze, and leverage data from various channels to make informed decisions. Advanced analytics provide insights into customer behavior, preferences, and engagement, enabling personalized messaging and efficient targeting. Technology automates ad placements and real-time optimizations, ensuring the right message reaches the right audience. It also facilitates data integration across channels, maintaining a unified view of customers. In other words, data and technology are the main tools to create a seamless brand experience, optimizing ad campaigns, and maximizing the effectiveness of a programmatic omnichannel strategy.

AS - Data and technology enables the whole omnichannel space to be as efficient as possible. Without data to ensure the correct audience is being targeted the potential pool of inventory would be too high and it would be very inefficient. There are many great Omnichannel DSPs doing great work to ensure data driven advertising thrives in the Omnichannel space.

11. What is the role of personalisation in programmatic omnichannel advertising?

YR - The role of personalization in programmatic omnichannel advertising is to deliver tailored and relevant content to individual users across multiple digital channels. Personalization enhances customer engagement and satisfaction by providing a unified and personalized brand experience, increasing the effectiveness of ad campaigns, and ultimately driving better results and conversions.

12. Does programmatic omnichannel advertising always require an online and offline presence?

YR - Having both online and offline channels is not mandatory for successful programmatic omnichannel advertising. While online channels are typically the primary focus, the term "omnichannel" implies that businesses are able to seamlessly connect with their audience across multiple channels, which could include both digital (online) and physical (offline) formats. The choice of channels depends on the business's target audience and marketing strategy.

13. How do social media and mobile channels fit into programmatic omnichannel advertising?

YR - Social media and mobile channels play huge roles in programmatic omnichannel campaigns. Imagine having a portable billboard reaching an incredible number of potential customers in different places across the world. They are key components for engaging with modern consumers. These channels offer personalized, real-time, and interactive opportunities to reach target audiences, making them crucial for delivering an effective omnichannel strategy that extends across various digital means.

14. How do I get started with implementing a programmatic omnichannel advertising strategy for my business?

YR - To launch a programmatic omnichannel approach, start by defining clear objectives, segmenting your audience, integrating data, and choosing the right technology. Next, create consistent messaging, test and optimize campaigns — and always comply with regulations. Allocate your resources wisely by using advanced attribution models and staying updated with industry trends and technology. These steps ensure a unified, data-driven, and effective omnichannel strategy that engages audiences across various digital means.

15. Can you recommend any tools or resources to help with programmatic omnichannel advertising?

YR - If you want to dive into programmatic omnichannel advertising, there are many helpful resources to explore. Some platforms offer comprehensive tools for programmatic advertising. You can also find insights and learning opportunities in industry publications, online courses on platforms, and through industry organisations like the Interactive Advertising Bureau (IAB).

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