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.
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).
In the unique European CTV market, a new report by DoubleVerify and IAB Europe finds a need for greater transparency and quality verification.
Brussels, Belgium – 22nd February 2024 – Amid fast-growing interest and investment in Connected TV (CTV) across the UK and Europe, a new report reveals that CTV advertising is still struggling with a lack of transparency and a need for quality verification. Only 30% of advertisers and publishers have full transparency into where ad placements appear, and 27% never or rarely have insight into the brand suitability of the shows ads run alongside. These findings are part of a study conducted by DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, in collaboration with IAB Europe, the leading European-level association for the digital advertising and marketing ecosystem.
The report, which surveyed over 420 senior advertiser and publisher executives, complements the results of an analysis conducted by DV last year, which found that one third of impressions served into CTV environments don’t pause when TVs are turned off. These wasted impressions, coupled with the lack of transparency, the rise in ad fraud, which tripled between 2020-2022, brand suitability violations, and geo-relevance concerns all pose a challenge to CTV in the UK and Europe delivering its full potential. Especially as demand for CTV grows beyond what individual broadcasters alone can serve.
Transparency and measurement were cited by respondents as key issues, with a major challenge for both advertisers and publishers being the availability and quality of measurement data on CTV. However, according to this latest report, while verification on CTV buys is being increasingly considered to support quality outcomes, only 37% of advertisers and 41% of publishers have fraud protection. Meanwhile, only 44% of advertisers and 39% of publishers are measuring whether their ads have been viewed.
Despite these obstacles, optimism surrounding CTV remains high. 95% of advertisers and 89% of publishers strongly believe that addressability and actionability are on the horizon for CTV, which will help advertisers drive outcomes from their campaigns and consequently encourage greater publisher investment.
For advertisers, CTV is an attractive prospect in that it provides an opportunity to access premium programming at scale — expanding and augmenting audiences they may already reach on linear TV. Half (51%) of respondents cited scale as one of their key priorities. And even though CPMs on CTV are typically higher than those of other digital channels, 51% of advertisers also see investing in CTV as a way to achieve cost efficiencies compared with linear TV.
For publishers, the focus is on providing high-quality inventory and qualified audiences to expand yield and deepen revenue. The top priority for 51% of publisher respondents is convincing new partners to begin advertising on CTV. This is closely followed by increasing CTV revenues with new (46%) and existing clients (45%), as well as extending audiences (38%) to help their advertiser partners amplify their reach.
“The burgeoning development of the CTV market will be a lightning rod for European brands in 2024, with the results of this report indicating that media buyers are swiftly aligning their strategies to accommodate the unique objectives and opportunities the medium supports, ” said Nick Reid, SVP & Managing Director EMEA at DoubleVerify. “In the face of this expansion, transparency is clearly a limiting factor for more sure-footed investment and reliable results. As we collaborate with IAB Europe to promote transparency and quality verification, I am excited to see how advertisers and publishers propel the next stage of European CTV.”
"Our report with DoubleVerify confirms there is good reason to be optimistic that CTV advertising will see continued growth in the UK and Europe, and media planners should be looking eagerly at how CTV advertising can augment and drive results,” said Helen Mussard, Chief Marketing Officer at IAB Europe. "However, it has also shone a light on a glaring need for verification and greater quality control. Once addressed, brands will be able to enjoy the full benefits of this transformative channel.”
“CTV shows strong potential in markets with robust retailer data availability and capabilities, serving as a catalyst for driving revenue,” said Olya Dyachuk, Global Media & Data Director, The Heineken Company. “Unlocking this potential hinges on integration at media planning and execution levels and incorporation of CTV into the media mix seamlessly alongside traditional AV and Programmatic Online Video. Planning for high quality inventory, contextual relevance, and brilliant fit-for-purpose creative are also critical for success in the CTV space. This unified approach allows for optimum attention, resulting in better mental availability and maximum brand impact.”
“Understanding precisely where your advertisement is placed and having the ability to drive optimisation is as crucial as ever for brands,” said Alex Thomas, Director, Brand Safety & Responsible Investment, GroupM. “The CTV landscape has historically grappled with fragmentation and technological limitations, hindering the development of these vital elements through the ecosystem. While progress has been made, it's evident there is still room for further advancement, which is key to reducing brand safety and suitability concerns across CTV.”
The report, The Power and Potential of CTV in Europe, explores the state of CTV adoption throughout the UK and Europe, what advertisers and publishers can hope to get out of their investments, what they can expect over the next few years, and what challenges they face in CTV adoption. This includes the truth about CTV quality, transparency and brand suitability. Spokespeople from the following organisations provided qualitative contributions to the report: The Heineken Group, easyJet, Samsung Ads EMEA, Omnicom Media Group UK, GroupM, the7stars, e-dialog, Jellyfish, Microsoft Advertising, Magnite, PubMatic and Yahoo. Download the report here.
*The research took place between June and August 2023 and leveraged the national IAB network in Europe. It received 422 advertiser and publisher responses from across 29 markets. The respondents were split evenly, with 51% representing advertisers and 49% representing publishers. For this report, DoubleVerify and IAB Europe have designated advertisers and agencies as “advertisers” and publishers, media owners, broadcasters and CTV apps as “publishers.”
For more information:
doubleverify@bluestripegroup.co.uk
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, we make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and 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 partners that take account of changing user expectations and enable digital brand advertising to scale in Europe. Learn more at https://iabeurope.eu
Less than a year remains until the deprecation of third-party cookies in Chrome, marking a significant shift in the digital advertising landscape. To gauge the industry's preparedness for this new era, IAB Europe conducted a comprehensive survey, garnering insights from over 160 industry professionals across Europe.
The results highlight a nuanced perspective within the industry regarding the impending change. While the majority, accounting for just over half of respondents (57%) expressed agreement with the decision to deprecate third-party cookies, 43% either disagreed or remained uncertain about its implications. An overwhelming majority of businesses within the digital advertising realm, 76%, acknowledge their reliance on third-party cookies. However, when questioned about their readiness for the impending deprecation, responses were mixed. While half of the respondents (51%) indicated preparedness, 34% expressed disagreement, signalling a significant portion of the industry that still requires help and support in preparing for the post third party cookie future.
Addressing the areas requiring attention, respondents emphasised the necessity for stronger first-party data strategies, increased industry collaboration, and a push for innovation beyond the traditional use of cookies. Notably, the survey identified contextual advertising and publisher/first-party IDs, along with authentication-derived IDs, as the primary alternatives being explored by the industry.
Despite the acknowledgment of alternative solutions, the survey revealed a split amongst respondents towards testing Privacy Sandbox APIs, with over half (55%) yet to engage in such experimentation. Key challenges cited include apprehensions surrounding potential antitrust issues, data insights, and the reliability of the advertising system amidst continuous changes. Respondents also stressed the importance of robust privacy guidance, underlining the need to address data privacy and security concerns in any new advertising framework.
This piece of research is the first output from IAB Europe’s new Post Third-Party Cookie Working Group which has been formed to help foster a collaborative and informed community in anticipation of the imminent removal of third-party cookies. The working group’s mission is to empower stakeholders from across the digital advertising ecosystem with the knowledge, resources, and support necessary to navigate the evolving landscape.
IAB Europe has an opening for a full-time Digital Advertising Product Manager to support the team and the development and roll-out of programmatic digital advertising standards in Europe that enable legal compliance and supply chain transparency, as well as supporting the industry’s sustainability agenda and facilitating the scaling up of new channels such as retail media.
Scope of the role
The Digital Advertising Product Manager will help ensure that all of IAB Europe’s work – whether on policy advocacy, privacy and other regulatory compliance, or the development of business standards – is nested in a deep understanding of the technology of digital advertising delivery and measurement. He/she will also act as liaison and ensure effective collaboration with partner organisations such as IAB Tech Lab and EU- and national-level trade groups on digital advertising technology topics.
Specific tasks
Specifically, the Programmatic Advertising Product Manager would be expected to:
Capabilities
The successful candidate will have had at least two years of professional experience as a product manager and a deep understanding of digital media and the online advertising “ecosystem”, as well as good written and spoken English. Specific knowledge and skills that are desired are:
Experience in multicultural environments, the ability to work autonomously, and a willingness to spontaneously identify and take on new challenges in a dynamic and demanding professional environment will also be important.
Personal attributes
Desired personal attributes are:
Location
The position could be based in Brussels or elsewhere in Europe. The position reports to IAB Europe’s Privacy Director and will require collaboration with colleagues on the policy, legal compliance, sustainability, and industry development teams within IAB Europe.
About IAB Europe
IAB Europe is a European-level industry association of national federations and corporate members active in digital advertising and marketing. Its mission is to promote Europe’s digital advertising & marketing industry through policy advocacy and the development of legal compliance tools and business standards, helping to ensure that advertising continues to finance a rich universe of online content & services, including independent media, that is accessible on terms that all citizens can afford. Through its direct corporate membership and that of its national federations, it represents some 3,000-4,000 companies across the advertising ecosystems, from advertisers and agencies to adtech vendors, publishers, broadcasters, eCommerce platforms, and retailers.
Submission of application
All submissions should be sent to jobs@iabeurope.eu including a statement of interest that details experience relevant to the role, current CV and remuneration expectations.
Introducing the debut of IAB Europe’s Programmatic Trading Committee's monthly blog series! Every edition will feature a guest contribution from one of the committee members, offering unique insights into the most crucial issues facing the industry. Get a firsthand perspective from industry insiders—each opinion is individual and might not necessarily align with IAB Europe's views. Nevertheless, fostering dialogue on programmatic topics is vital for advancing standards and excellence in programmatic advertising collectively.
We are delighted to hand over this month’s debut edition to David Bauckmann, CTO of Impression Media. David has been working in online advertising for over 20 years, the last 10 years as a programmatic advertising specialist. Prior to that, he worked in SEO and originally in website coding. He has a degree in geographic information systems.
Supply Chain Complexities
Increasingly, I find myself struggling in the complexity of the supply chain and the associated challenges of extensive records in ads.txt in my practice. I believe this challenge is now on the table for most publishers, and I welcome your comments.
I consider the entire issue of the supply chain to be so complex that I have written about it in my latest book, "Programmatic Supply Chain in Context – A Practical Textbook" (available for free download to IAB members or for purchase at production cost on Amazon).
The current challenges faced by most publishers can be summarised in two points:
Is Header bidding to blame?
The nature of programmatic buying technology allows relatively easy entry for new players into the system. Entry barriers are low, and the potential to acquire clients is high. With the advent of header bidding, this has become even simpler, and the number of companies operating in this area has skyrocketed.
You might not find the term "simplicity" appropriate, and I am well aware that the number of people with sufficient know-how and experience is absolutely inadequate. But on the other hand, compare it with the field of ad servers – how many companies do you know that successfully offer ad server technology, and how many offer SSP or header bidding?
Thanks to header bidding, the number of partners each publisher uses has multiplied. It looks tempting, involving a new SSP is relatively simple, costs are minimal, and it all contributes to a "healthy competitive environment," so why not involve as many potential buyers as possible in your auction.
But in just a few years, there are really too many of them. There isn't a week when a new company doesn't try to convince me of the benefits of header bidding and the advantages of engaging their solution. And in 99.9% of cases, they are wrong – they are not beneficial for our solution and would only consume our resources and time.
The mistake is not in the technology
To set the record straight, the mistake is not in header bidding, but in how we use it. Every tool can be a good servant but a bad master when used incorrectly.
Unfortunately, most of us didn't realise this in time.
For example, directly from my practice:
We have already tried with colleagues that involving any new partner does not bring us any higher revenue. On the contrary, it is time-consuming and technologically just consumes a lot of energy.
We have directly integrated all significant SSP players in our region. The only chance to convince me to try a new SSP now is to prove that they have unique and significant demand in our region that we are not already getting. In the last two years, only one has succeeded.
The question no longer is, "Why not try a new source of demand when it can't hurt?" It has long been hurting us, but we haven't noticed it yet..
It's time to clean up
Until recently, we didn't realise how much electricity our technology consumes and how much CO2 it generates. Now we at least partially know more. It's almost impossible to measure the exact flow of one bid, but at least some answer is given by startups like SCOPE3.
This year is the time to clean up. Until now, it didn't make much sense to add new partners. But this year, we will start eliminating even those involved. We have already notified our significant partners to clean up their act and let us know which entries from ads.txt we can delete.
I don't expect that we will be getting rid of direct large SSPs, but we will definitely limit resellers and carefully discuss with each, what partners they use.
And what about you, when was the last time you added a new partner or entry to ads.txt and were sure it would bring you something positive?
