It’s that time of year again. Have your say in IAB Europe’s annual brand safety and suitability in the digital advertising industry poll.
Since numerous high-profile incidents occurred involving ads from major brands showing up next to unsuitable content back in 2017, brand safety and suitability has become a top priority for marketers and publishers alike.
But what tools do you find most helpful in helping to solve this problem? And which channels do you feel need more support to tackle brand safety? Have your say on these key questions and more in our brand safety poll, and enter for your chance to win a €200 Amazon voucher.
Whilst there are lots of studies available that look at consumer views, we want to find out what is actually happening from those most in the know - Digital advertising industry experts. We want your views on how brand safety and suitability has been tackled in 2022 and what action needs to be taken in 2023 to drive the industry forward.
Don’t miss out! The deadline to complete this survey is Friday 10th February, and it will take just 10 minutes to complete.
Welcome back and hello to 2023!
Last year, IAB Europe’s committees and task forces produced some incredible outputs including key Guides to Ecommerce and Identity, insightful research and whitepapers and the latest policy updates for the industry.
This year we have exciting work ahead, including key focuses on channels and formats, such as In-Gaming, DOOH, and omnichannel, as well as a continuation of all of the great and essential policy work we have achieved to date. We will also be diving into topics such as The Attention Economy, Data and Ethics, and Brand Safety to name a few.
Our new Sustainability and Retail Media groups will also be working on important research and definitions, metrics and measurement, as well as delving into how best to support the industry in these key areas. For this and so much more get involved today!
We have a range of committees and taskforces that every IAB Europe member can join. Below, we’ve put together a summary of our committees so you have all the information you need to sign up today!
Why join a Committee?
Being a part of a committee will help you to expand your knowledge, 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 practice and industry standards. Most of our committees organise events so you have the opportunity to become a speaker or moderator at large events which bring together hundreds of industry peers. 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 has a monthly conference call with a quarterly face to face meeting. The committee Chair and Vice-Chair lead each session and proactively involve members to get the very best from each meeting. The latest projects and outputs will be discussed so members can decide what they’d like to get involved with and work on. Most committees will focus on two to three key projects each quarter which could range from producing a white paper 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 on the committees you can join.
For more details on the committees with details on the Chairs, work-plans and contact details, please click here.
In this week’s member guest blog post we caught up with Michelle Urwin, VP Marketing at Skai (formerly Kenshoo) to talk about all things Retail Media. She discusses trends seen in 2022, how we can expect the economic climate to impact retail media in 2023, where retail media sits in the path to purchase and how retail media can drive brand experiences online.
What are the biggest trends you observed in retail media in 2022?
With investments quickly growing, retailers took the most significant steps in 2022.
Last year, every major retailer that hadn’t yet jumped on the retail media bandwagon either launched or announced plans to launch their offering. To continue their meteoric growth in the face of increased competition, retailers are banking on a multi-pronged strategy which we saw begin to form in 2022:
Retail media goes beyond search listings. The bulk of the first era of retail media has been keyword-triggered listings in the retailer search engine results pages. Much like paid search, it enables advertisers to reach consumers who are actively researching product decisions. But, unlike paid search, where user searches determine ad volume, retail media’s keyword-triggered ads are just the tip of the iceberg for the channel. Retailers are exploring more ad formats to help marketers move earlier in the path to purchase when users are more open to being swayed in their decision-making.
And retailers are not just offering new ad formats, but building tools to help marketers with ad creation. Amazon Ads, announced in its October unBoxed event a slew of innovations planned in this area. This included beefing up its Video Builder, which makes it easy for brands to create videos for their Sponsored Brands and Sponsored Display campaigns through ready-to-use, customisable templates.
Retail media goes off-site. The treasure trove of first-party shopper data is no longer restricted to the retailer’s online store. These publishers are making moves to enable marketers to leverage their vast browser/buyer behavioural data across the web to drive them back to retailer product pages. This will also eventually extend to OOH (out-of-home) ad formats which practitioners will one day be able to purchase digitally alongside their retail media campaigns.
Retailers are heavily pitching their display, video, and programmatic (DSP) ad formats to reach consumers who aren’t yet searching for a brand’s keywords. One of the major areas of interest for retailers to grow their off-site inventory last year was with CTV. For example, Nectar360 announced a new data partnership with Channel 4 to revolutionise advertiser targeting on its streaming platform. And as recently as November, Boots, and Tesco revealed their own partnership with UK broadcaster, ITV.
Welcoming non-product advertisers. Retailers are also pitching the channel to brands that don’t even sell products. “Endemic” retail media are ads that drive users to product pages within those online stores. “Non-endemic” retail media are ads that drive users to destinations away from the online store. They still take advantage of retailer first-party data but do not necessarily sell products within the retailer.
An example of a non-endemic retail media campaign is an ear doctor who advertises to people researching hearing aid products within an online retailer. Clicking these ads would take them to the ear doctor’s website.
How will the current economic climate impact retail media in 2023?
It’s hard to say precisely how the current economic situation will play out. Some experts are expecting the worst, while others have a more tempered outlook. However, marketers are already planning how to optimise their programs if and when budgets are reduced.
How will this impact retail media? We can look back at two recent points in time for reference: the 2007 global recession and the 2020 pandemic. In both cases, marketers forced to cut budgets started with offline media, dramatically impacting spending on linear TV, print, and radio.
Regarding online media spending during an economic downturn, top-funnel ads (branding) are generally deprioritised for bottom-funnel (performance) ones. This bodes favourably for retail media, which—although it can be used across the funnel—works exceptionally well at the bottom because it’s the ad channel closest to the point of purchase. Look for advertisers to take money out of other channels and put it into retail media, which they can count on performing and has been a proven ROAS (Return on Ad Spend) winner since its inception.
Retail media will keep on its growth trajectory in 2023. The channel is in its high-growth stage, and incremental budgets are flowing in. According to our Q3 2022 Quarterly Trends Report, retail media grew 60% year-over-year vs. Q2. Digital advertising’s most popular channels grew at about half the pace, with paid search at 29% YoY and social advertising at 31% YoY. As of September 2022, retail media is now estimated to represent 18% of global digital advertising—which represents 11% of total worldwide advertising spend.
So, even if budgets stay flat or decrease in 2023, retail media should be one of the more insulated channels within the plan.
Where does retail media sit in the path to purchase?
Retail media reaches consumers at key inflection points in the path to purchase. Although 70-80% of sales still happen offline, the reality is that 90%+ of product discovery and research happen online. And, the more expensive the sales like homes, cars, luxury goods, and high-end electronics, the more purchase research and consideration occurs. Retail media is becoming a must-do channel.
But, of course, as a bottom-funnel channel, retail media is unmatched. And even as fast as this channel has grown, I don’t think marketers have fully grasped just how much of a game-changer it has been just yet. Marketer influence used to end at the online retailer’s homepage—completely missing the most essential part of the customer journey at the bottom of the funnel.
Before retail media, we could address 99% of the path to purchase with existing channels. But, it’s that last 1%—within the online store—where marketing exposure ended.
What are we missing out on when it comes to leveraging retail media as a way to drive brand experiences online and in-store?
With ecommerce representing around 30% of total retail sales in the UK in 2022, retailers didn’t hide their interest in crossing the digital gap.
Shopper marketing has been used in physical stores for decades, with nearly $100 billion in global spending going to the channel. Many retailers are exploring retail-media-powered digital billboards/OOH (out of home) within brick & mortar stores. Brands are extremely interested in how the combination of online retail media will complement shopper marketing’s in-store promotional shelves, end caps, and other retail fixtures.
This is especially true for the “omnichannel retailers” that offer both a massive footprint offline and large-scale online audiences. The opportunity to improve and monetise each customer's physical, in-store touchpoint from parking to pick up is enormous. The omnichannel retailer value proposition is unique compared to the online-only retailers as they can potentially provide rich measurement/attribution data on the relationship between online/offline advertising and sales.
In-store retail media will enable a more frictionless ad-buying process and allows brands to quickly launch, pause, and optimise their campaigns. Given the level of agility, marketers will be able to move budgets more fluidly into the opportunity.
Any final thoughts?
In Europe, retail media is already bigger than newspaper advertising. It will grow to €25 billion by 2026, eclipsing television advertising spending. And when you consider some of the ways retailers innovated in 2022, it’s not hard to see why some experts expect retail media to one day be bigger than paid search or social advertising.
In our recent webinar, Daniel Knapp, IAB Europe’s Chief Economist, hammered home the importance of retail media for brands.
“We must take it seriously,” Knapp urged. “It’s no longer a ‘nice to have anymore’ for brands, but requires serious strategic engagement at the C-level to really seize this opportunity.”
With Christmas celebrations upon us and the new year fast approaching we look back at what an incredible year 2022 has been! In this blog, we celebrate all of IAB Europe’s best bits and all the great work we have accomplished with our wonderful members. Before we ready ourselves for an action-packed 2023, we look back at everything we have achieved together and thank you for all your hard work, support and expertise.
Key stats
In 2022, IAB Europe ran over 40 events and webinars attracting nearly 5,500 attendees across the year, sharing information and knowledge within the industry. We worked with industry experts from across our membership to produce 9 guides on key topics such as In-Gaming, Identity and Ecommerce. We also worked with our members to deliver:
1)Events
Interact 2022 - Driving the Next Digital Decade
In May, we travelled to Madrid for our flagship event, Interact, to bring over 270 industry leaders together from across 22 nationalities for two days of keynote speeches, panel discussions and networking under the central theme of ‘Driving the Next Decade’.
Virtual Programmatic Day
This event was brought together by industry experts and thought-leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. Topics on the agenda included Identity and Privacy,CTV, Diversity and Inclusion, the future of programmatic, the ecosystem post cookies and more. This year we held two events, one is H1 & one in H2 which were attended by over 650 viewers.
State of the Nation
The ‘State of the Nation’ is an exclusive digital advertising outlook, led by our Chief Economist, Daniel Knapp. In uncertain times, with added economic pressure, predictions are ever evolving. Daniel shared his latest outlooks for the industry detailing growth opportunities and the upcoming challenges the industry will face.
Virtual CTV Day
Our bi-annual Virtual CTV Day was back again this year, the events featured a series of panel discussions and market deep dives from our member companies, and unpacked key topics on CTV. This year we held two events, one is H1 & one in H2 which were attended by over 300 viewers.
Trust & Transparency Series
This September, we hosted a series of virtual events to discuss and debate trust and transparency in the digital advertising industry. The series discussed what’s currently being done and what needs to be done moving forward to ensure a sustainable future.
Network Next 
Exclusively for leaders of National IABs from across Europe, Network Next aims to share best practices, discuss the latest industry trends and challenges and collaborate on future European-level initiatives and projects. In 2022 we held two events, in Paris and in Sweden.
Corporate Responsibility & Sustainability Event Series
2022 was the year we took action and set up our Sustainability Standards committee and launched IAB Europe’s Corporate Responsibility and Sustainability in the European Digital Advertising Industry event series. A panel of industry experts joined our Chief Economist, Daniel Knapp to look at what’s next and how we can help combat the problem.
2)Industry Leading Research
AdEx Benchmark
IAB Europe’s AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe covering 28 markets. The 2021 Report details the formats and channels that contributed to digital advertising’s annual growth of 30.5 percent in 2021, culminating in a total market value of €92bn.
Attitudes to Programmatic Advertising
Our annual Attitudes to Programmatic Advertising study is an industry benchmark to show how programmatic advertising attitudes, adoption and strategies are evolving. The 2022 Report highlights trends such as an increase in the use of Programmatic Guaranteed, a shift in the type of data being used and CTV as key to the growth of Programmatic Advertising.
The Retail Media Opportunity in Europe
To understand this exciting new advertising sector, we joined forces with Microsoft to survey over 800 buyers across Europe in Q4 2022 to understand their current experience leveraging retail media. More than 90% of advertisers surveyed said they are now partnering with retailers to reach consumers, proving that retail media is now an established part of the media plan.
Buyers Survey on Digital Advertising Quality
New for 2022, this survey identified buyers’ digital advertising quality concerns and their attitudes towards industry standards for these concerns. The Report highlights that buyers are willing to pay more for premium, high quality and trusted inventory and that the majority prefer to spend their advertising budget with suppliers that adhere to industry standards in the area of quality.
3)Guides Authored by Industry Experts
Updated Buyer’s Guide to CTV
Our Buyers Guide to CTV was originally written by experts from the Brand Advertising Committee in 2020. Since the CTV landscape in Europe continues to evolve, the Committee has provided updates to the Guide to ensure it continues to provide clarity to the often confusing advanced TV market and align all industry players on clear and concise pan-European definitions.
Channels & Formats Spotlight - One-Sheets
Our one-sheet’s provide a handy summary of the key opportunities, current challenges & solutions. So far we have created one for In-Game Advertising and one for CTV, with more to come in 2023.
Guide to Ecommerce
Released in September, our ‘Guide to Ecommerce for Digital Advertising’ provides an introduction to eCommerce and retail media advertising in Europe. The Guide, which is aimed at buyers, explores opportunities in this category,provides insights into how e-commerce works, available ad formats, considerations and best practices.
Guide to Identity - Technical Standards & Key Considerations
This short guide was developed by experts from our Programmatic Trading Committee to help publishers and buyers get to grips with some of the technical standards that need to be considered in the ID market.
4)Policy, Advocacy and Legal
Let’s talk policy! This year, we have continued our policy advocacy efforts, demonstrating the value of the industry with a view to contribute to discussions on relevant EU policy dossiers.
The Digital Services Act (DSA) was front and centre in our policy programme over the past two years and that remained the case in 2022. Further to considerable investment in addressing misconceptions about targeted advertising, with initiatives such as the ‘No Easy Wins’ campaign, we welcomed the EU co-legislators’ political agreement on the DSA in April 2022. With the DSA being directly applicable across the European Union from 17 February 2024, the industry’s attention is shifting to compliance. As the European Commission and future national Digital Service Coordinators are in the process of shaping the DSA enforcement apparatus and designing ensuing secondary legislation, stakeholder engagement will be critical. We have declared our readiness to support industry players preparing to apply the DSA rules, and accordingly, have commenced a work track to ensure technical means to comply with Art. 26 transparency requirements.
The finalisation of the strengthened Code of Practice (CoP) on Disinformation, with us endorsing the CoP instrument in June 2022 constituted another important milestone. The industry has also been active on other files with expected impact on the digital advertising industry, which includes proposals for Political Ads Regulation, Data Act, Media Freedom Act, and ePrivacy Regulation. Our position papers can be consulted on our website here.
In 2023, we will continue our active engagement in European Digital Policy. The scope will comprise efforts to support the industry with respect to relevant standardisation and guidance stemming from the DSA, as well as work on the aforementioned open EU dossiers, and policy approaches to Disinformation and Ads Misplacement. We will also pay attention to the Commission’s fitness check of EU consumer law on digital fairness, designed to determine if existing laws ensure a high level of protection in the digital environment, as it might have an impact on matters such as the so-called ‘dark patterns’, personalisation practices, or consumer vulnerabilities, and more generally, influence interpretation of the data protection laws.
The complete Commission work programme 2023 can be consulted here.
2023 - What’s on the Horizon?
As we look forward to 2023, you can expect lots more great content, insights and news from us. Alongside working to ensure the digital advertising industry becomes sustainable, we will be focused on topics such as The Attention Economy, Retail Media, Data and Ethics, Omnichannel and more.
We will also be hosting our annual Interact conference in Madrid on 23-24 May! Save the date and keep an eye out for more information on our website.
So that rounds up 2022! A huge thank you to all of our members for getting involved in our initiatives this year and for helping to keep content engaging and thought provoking.
If you are interested in joining IAB Europe, or are already a member and want to get more involved in our committees or task forces, outputs or content, please get in touch with the team at communication@iabeurope.eu
We wish you all a wonderful festive period and a relaxing break. We look forward to working together and collaborating in the new year to drive the industry forward in 2023 and beyond!
Audio, Retail media, CTV, DOOH.. Where will brands invest in 2023 and what developments will be made in these channels to attract both people and advertisers? We asked IAB Europe’s Brand Advertising Committee for their predictions on the trends and themes that will shape the industry over the next 12 months. Take a look below to see their insights, including 2023 buzzword predictions!
Maria Shcheglakova, EMEA Marketing Director, PubMatic - As digital content consumption has risen and digital advertising has delivered superior outcomes to advertisers, the scale and scope of the internet has increased. Globally, internet use accounts for 3.7% of global emissions, which is the equivalent of all the air traffic in the world. A decade ago, it was common to see questions about paper recycling initiatives in media or technology RFIs – today, the questions go much deeper. Brands want to know that the partners they work with are not just the best technology platforms for media optimization but also that they have tangible evidence of how they minimize their impact on the environment. Advertisers and agencies are increasingly focused on reducing the emissions resulting from their media campaigns and are considering three main approaches to do so: Making their data transfer more energy efficient; Reducing the amount of data used; Using clean energy to power the internet.
Lisa Kalyuzhny, RVP Advertiser Solutions, EMEA, PubMatic - Given the likelihood of a recession, programmatic budgets will continue to fluctuate. The benefit to programmatic has always been the flexibility of campaigns – the ability to set something up within minutes and set it live – no need for an upfront commitment. I believe that programmatic was set up for uncertain times like these. With uncertainty, we will continue to see consolidation by the key agencies and brands as they continue to optimise their supply chain and require their partners to provide full transparency and automation. With the consolidation should come efficiencies set around sustainability which will further drive consolidation – more like a full circle.
Emmanuel Josserand, Sr Director, Agency, Brand & Industry Relations at Freewheel - In the TV advertising space, the linear and digital convergence will accelerate as players continue to deploy new hybrid video on demand models (HVOD) and the battle for eyeballs intensify. As such, we expect strong growth in particular for ad-supported video on demand and streaming services (FASTs). Something that was evidenced in a recent research from AudienceXpress, FreeWheel’s Advanced TV and premium video media sales house, which found that nearly nine in ten marketers surveyed intend to increase their investment in these AVOD platforms in the coming year. In fact, Advanced TV more broadly, which includes video-on-demand, connected TV, over-the-top, and addressable linear TV, will experience tremendous growth as marketers, faced with a difficult economic situation, will seek to direct their media spend towards more transparent, qualitative and safe video environments. Additionally, other growth areas we anticipate in 2023 are DOOH (Digital Out Of Home) and audio, propelled with the adoption of podcasts. From a data perspective and the deprecation of third-party cookies, the resurgence of contextual advertising will become ever more apparent in 2023.
2023 buzzwords prediction: Stagflation. Contextual. Sustainability
Stephanie Donovan, Global Head of Revenue, Triton Digital - The growth in programmatic buying of audio inventory has grown substantially -- in the last 5 years we have seen it surge over 500%, in terms of Triton Digital’s gross revenue, due to the efficiency by which buyers can reach a targeted audience at scale. Advertisers have signaled with their media budgets their preference for programmatic buying, but if inventory is not available in a programmatic exchange, publishers will miss out on revenue opportunities. Over the next year, we expect audio to continue to be of high interest to buyers; thus, ad spend via programmatic exchanges will continue to show significant growth as brands aim to reach an engaged, mobile audience. 2023 will be another banner year for podcast advertising in terms of both volume and publisher CPM rates. Programmatic podcast advertising, projected to grow 30% year-over-year according to the Podcasting Global Market Report 2022, will once again lead all other audio channels. We’ll see dynamic ad insertion (DAI) continue to steal the spotlight from baked-in ads, building upon 2022 momentum. Couple the flexibility to precisely message intended audiences with potential revenue growth opportunities, and we can expect programmatic to remain at the forefront for advertisers and publishers in 2023.
2023 buzzwords: diversity (in content, in distribution, in talent), creative targeting, powerful fan engagement, all-audio programmatic packages
Gabriele Vileikyte, Product Manager, Eskimi - With more than three billion people playing games, including practically every demographic and advertisers’ target audience, making it a viable advertising vehicle. Gaming audience will be a focal point of digital advertising during 2023. As advertisers are losing ties with their traditional advertising platforms and consumers have trained themselves to ignore traditional banner advertising. Blended in-game ads offer a viable alternative. In-game will continue to dominate during 2023 because of the constant innovation. We will continue to see emerging new performance proxies alongside attention. New revenue streams will be opened through in-game advertising on AAA console and PC games. It is no wonder that the in-game advertising market is expected to grow at a compound annual growth rate of 16% between 2021 and 2025. However, with the growing demand for in-game advertising, the market can be hit with privacy, fraud challenges. Therefore, advertisers will have to take additional measures to identify platforms, partners to work with, who actually deliver quality at scale by ensuring a fraud free and brand safety environment.
Csaba Szabo, EMEA Managing Director, Integral Ad Science (IAS) - As the cost of living crisis hits the pockets of businesses and shoppers and a recession looms, it has become more urgent than ever for brands to maximise every media dollar spent effectively. Because of this, 2023 will see advertisers place a greater emphasis on streamlined supply paths and contextually targeted ads, but it will also sharpen demand for more precise metrics. This is especially true for ‘attention’. The effort to articulate a clear and industry-accepted definition of attention is not new, but the drive towards efficiency expected in 2023 will only intensify this hunt. From ‘on the page’ measurements, including viewability, time-in-view and full screen visibility, to nuanced interaction metrics that track whether a user has resized an ad, hit pause, turned up the volume or even track their scrolling or eye movements, the choices on offer can be overwhelming. Technological advancements will refine ways in which attention may be measured, and will be of fundamental importance within the industry as a way of understanding the reach and success of a campaign. These increasingly refined attention-related metrics, with or without consensus, should be considered a mark of quality for brands for one key reason: their direct correlation with outcomes. Ensuring that ads are not only measurable, but that all impressions drive better outcomes for brands. In 2023, every advertiser will be a performance-driven advertiser. Combine this with the depreciation of third-party cookies, and the challenge of measuring attention to gauge the effectiveness of these budgets will be a top priority in 2023.
Ilhan Zengin, CEO, ShowHeroes Group - Going into 2023, we’ll be seeing the deprecation of third-party cookies become more of a reality for advertisers, rather than something coming in the distant future. Anyone who hasn’t started making the switch yet will be under more pressure to consider privacy-compliant alternatives, namely contextual and semantic targeting technology – which, on top of protecting user privacy, are more efficient and effective. We’ll also be seeing sustainability becoming a key focus in the industry. The need for the whole industry to come together to reduce emissions across the whole value chain will be more apparent. Expect more carbon-neutral ad initiatives, such as ShowHeroes Green Media, and more partnerships with carbon management and measurement companies such as our partners Scope3 and Cedara. Attention-based metrics and their technologies, as opposed to plain viewability metrics, will continue to increase in relevancy – they’re becoming a necessity as brands increasingly want to know exactly how audiences are engaging with their messages. It allows brands to really optimize their campaigns. Finally, diversity, equity, and inclusion will cease to be a topic on the periphery – something to take into consideration on surface levels. Instead, they’re going to be increasingly integrated into all operations and ways of doing business.
As we near the end of 2022, we asked IAB Europe’s Programmatic Trading committee for their insights into what 2023 has in store for the programmatic industry. Will we be seeing similar developments from 2022? Will there be growth opportunities given the current economic current? And what buzzwords do industry folk think will hit the speaking circuits and industry publications? Take a look below at the insights shared from European leaders across the Programmatic ecosystem.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - As businesses look at their ad budgets with greater scrutiny in the midst of economic uncertainty, so will marketers look to extract the maximum value from their media spend in 2023. A concerning macroeconomic picture can hit budgets hard, so there will be an increased focus on solutions that maximise the balance between efficiency and outcomes whilst respecting the privacy of consumers. According to a Statista study in 2021, 46.6% of consumers ‘strongly disagreed’ with the statement that they consented to cookies. With the advancements in privacy compliant technology including contextual targeting, and an increasing interest in consumer attention, these areas will be more and more appealing for programmatic advertisers. Marketers who can understand and capitalise on the interplay between quality media, contextual and real ROI will navigate economic headwinds and even turn them into tailwinds.
Ben Geach, Consultancy Lead at Google - Through 2022, the industry has heard loud and clear that as consumers manage more & more of their life online, their expectations of privacy have also increased. The time for brands to demonstrate ‘trust’ is now & advertising must go beyond the basics and what’s legally required to exceed people’s expectations around data privacy. Into 2023, I see European brands recognising strong privacy practices build brand loyalty & make a real difference to engaging with their customer base - perhaps with the adoption of the ‘3M’ approach - meaningful (demonstrating what users get in return for sharing data), memorable (remind users what data is shared & when) & manageable (provide simple tools to manage your data).
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - In 2023, we will see further diversification of revenue across programmatic. As budgets remain cautious due to economic uncertainty, brands and investment teams may continue to pull back from historic 'Big Tech' investment in favour of precision-based, performance enhancing, sustainable programmatic technologies and algorithms. As a result, there will be a greater focus on innovation across the industry. For instance, attention - offering insights into metrics like exposure and engagement, encompassing audibility, quartile completion, screen touches, screen real estate and more - will increasingly replace viewability. Having this intel will be crucial for brands to optimise ad campaigns moving forward. Attention metrics will make great strides next year as a mid-funnel solution that will fuel the halo effect feeding into lower-funnel programmatic attribution. Privacy regulations and the deprecation of cookies will undoubtedly accelerate the shift towards attention as the industry’s new currency. However, the shift isn’t only reactive but grows out of verification solutions. Advances in verification have improved transparency and measurement, in turn improving the baseline for media quality. Once quality has been established, measuring attention is the next step in understanding how campaigns will perform - helping to not only optimise, but protect media buys.
John Wittesaele, Global CEO at Xaxis - The advertising industry will see multichannel campaigns evolve as advertisers unlock true omnichannel capabilities. Whereas multichannel lets buyers reach consumers across screens, omnichannel strategies fill in the missing links between screens and platforms so that advertisers can purchase inventory, make in-flight optimisations, and measure performance in a unified way. This means advertisers can effectively frequency cap their campaigns across channels to reduce wastage and maximise their ad budgets, while also improving relevance for audiences. Omnichannel capabilities let advertisers fluidly adjust which channels they direct their budget towards in real time, boosting efficiency and supporting a test-and-learn mindset. Advertisers can then invest in the channel mix that best delivers against their objectives, ensuring all components of a campaign work together to exceed the sum of their parts.
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - We expect further increase of demand for every non-standard ad formats, which exceed the standard, flat display ad formats. This trend is much stronger than in previous years and includes formats like "page takeover", intrusive display creatives and audio ads. In terms of transaction types, we expect that the demand for private auctions is going to decrease, and expect the campaigns to be moved to preferred and programmatic guaranteed deals, but also to the open exchange. In terms of the inventory availability, we see that more and more publishers start selling their impressions on the programmatic market and expect to generate additional revenue this way. However, due to the increased competition for the campaigns, simply being present there would not be enough, and the publishers must offer some unique, incremental value for advertisers, which is not available there.
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - With the growing diversity of formats and solutions in Connected TV, Audio, DooH, and InGame, it is expected that composite approaches are needed to meet audience’s cross channel. Together with this omnichannel approach, it’s fundamental that technical standards and clear guidelines must be established and implemented across the board. Reaching audiences in a privacy-safe way has already brought alternative identifier solutions front and center on the adtech side, while contextual solutions are now becoming more attractive and necessary pieces to the cookieless puzzle for buyers and sellers. And last but not least, sustainability is no longer a “nice to have”. Sustainable practices are becoming interwoven in every major component of advertising and how digital media companies are evolving their business.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - If 2022 pushed horizons on consolidation and efficiency, then 2023 will be focused more on performance and holistic measurement. We believe that publishers will be looking for more controls and ways to increase the value of their inventory through seller-defined audiences, cohorts and enhanced creative units. We're expecting privacy enabling tech to grow from the toddler stage to a child, with greater focus on what Privacy Sandbox, Interoperable Private Attribution and others have to offer, and that there will be clear winners (and losers) as it relates to efforts such as universal identifiers. Lastly, we see performance and measurement being a big opportunity for CTV to become more widely utilized. Proving its value be hooks for largest digital screen in the household to continue to gain traction.
Piper Heitzler, Head of Growth, EMEA, Amobee - Over the past 3-5 years it was easy to categorise industry players into 4 quadrants, with "Linear" and "Digital" on the X axis and "Demand" and "Supply" on the Y axis. The peak trends of 2022: SVOD --> AVOD, retail media network proliferation, seller-defined audience strategies, etc illustrate how in 2023 we will see ad tech offerings pull closer to the centrepoint of this matrix – giving buyers and sellers a one-stop shop, end-to-end ecosystem for programmatic buying. With that said, we should gear up for a major year of consolidation as large players look to buy rather than build their own end-to-end stacks focused on delivering self-serve tools to advertisers, agencies, publishers and media owners alike.
David Bauckmann, CTO, ImpressionMedia - With the growing share of CTV, DOOH and programmatic audio advertising, more and more emphasis will be placed on controlling and evaluating these channels from one place in a holistic manner. At the same time, we expect more and more pressure to optimize the supply chain and the associated increase in all forms of programmatic deals and SPO optimization practices. Closely related to the supply chain issue is the topic of sustainability, which is sure to be highly debated in 2023. But we expect to see concrete steps in optimization more for economic reasons.
Frederic Lutt, VP Client Success, MediaMath - The year 2023 will mark a shift in a few topics that emerged in previous years: CTV buying will become more mainstream than ever in Europe. Previous years have been about building the ecosystem and the proposition on the publisher side. The entry of Netflix & Disney+, and advances from the FAST services like Samsung TV Plus will accelerate the evolution of buying behaviours from linear to connected TV. Measurement will improve. The two buying models will co-exist in 2023 and CTV will need to prove its advantages to the advertising industry. Another important topic for our industry and for the world is sustainability. All players in the programmatic advertising supply chain will need to do more to collectively achieve net zero. “Collectively” is an important word here as we all need to play our part if we want to be successful as an industry. Attention is another topic, which can be linked to sustainability and will rightly gain traction in 2023. Advertisers and their agencies will continue to focus on identity and prepare for a cookieless future. We will continue to talk about the metaverse, but I feel that it will still be too early by the end of 2023 to have a strong offering to advertise in metaverses. In-gaming advertising will continue to evolve and pave the way for metaverse strategies.
María Ramiro, HUAWEI Ads Head of Business Development Europe - As a Technology Company with innovation as our heart, cutting- edge technologies will contribute to the development of AdTech as to expand into the whole value chain on programmatic advertising. Integrating hardware & software will continue bringing key opportunities for first party data strategies, automation, as well as a more integrated consumer personalized experiences. In an uncertain social & macroeconomic situation, Innovation & Diversification will be key for advertisers and publishers looking for cost- effective solutions.
Austin Scott, Head of Video Marketplace Development. Xandr - Exciting changes have been a staple of this year within the digital video world and I expect to see this continue through 2023. New entrants at local market level are driving the progress and digitalisation of the TV space, while disruption, led by media owners, is contributing to rapid transformations. As consumer expectations and habits constantly evolve, the phrase ‘content is King’ could not be truer; automation and programmatic technology will become invaluable to marketers’ success. The flexibility of digital and the number of platforms through which viewers can access content is increasing, meaning brands must work even harder to reach them. However, the big budgets of studios and the costs of high-quality content creation is competitive. In the current economic climate, creators and viewers alike are looking at ways to cut back on costs. As such, savvy media owners are looking to advertising as a way to generate revenue for new content and lower costs for their audience. We are seeing big players lean into new ad supported subscription models to meet consumer demand as an effective way to make their content more accessible for all. Next year, I anticipate the biggest shift coming through the programmatic buying of Connected TV as broadcasters and media owners lean further into this offering recognising its’ benefits of supporting effective ad targeting and frequency management across premium environments.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Evolving economic concerns have wide-ranging implications for the future of our industry, but the good news is that there are still bright spots and significant opportunities ahead. One of the largest opportunities still lies in consumer trust, and how we’ll come together as an industry to build mechanisms allowing consumers to be confident while navigating the web. In today’s increasingly digital world, there’s an ongoing movement to give consumers more transparency and control over their personal data. We’ve seen this play out over the last decade, with rapid developments to phase out the third-party cookie. Luckily, tech platforms can move with greater speed than governments and can have a more decisive impact in innovating to solve the root issues in privacy and advertising. 2023 will be the year of action, with media owners and marketers leaning into innovation to help perfect alternative solutions and ensure the ecosystem can continue to monetise and reach new audiences no matter the screen.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Attention-related
Ben Geach, Consultancy Lead at Google - Privacy By Design
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - Technogenesis; relating to the maturity of the programmatic ecosystem and the evolution of its infrastructure to accommodate emerging buying/trading models.
John Wittesaele, Global CEO at Xaxis - Omnichannel, Fluidity, Flexibility
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - CTV, DOOH, programmatic guaranteed, content to speech, vCPM, vCPV (viewable Cost-Per-View).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - ○ Contextual targeting. Supply path transparency. CTV. Audibility. Netflix. Omnichannel. Sustainability. SaaS. OpenPath
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Zero-party cookies. "Sustainabull"--the idea that ad-tech companies are creating sustainable efforts that are either not measurable or merely headlines for press releases. "Ad-tech immersion"--going deep to know the utilization of one's ad-tech experiences.
Piper Heitzler, Head of Growth, EMEA, Amobee - Vertical integration: owning every step of the content creation, distribution and monetisation workflow.
David Bauckmann, CTO, ImpressionMedia - Supply chain / Supply path. Sustainability. CTV. Holistic
Frederic Lutt, VP Client Success, MediaMath - Metaverse. Sustainability & Attention. CTV
María Ramiro, HUAWEI Ads Head of Business Development Europe - On one side, some keywords that we have been hearing, will still be trending: “Quality Traffic & brand safety”, “Identity” (First Party Data, Contextual targeting, and others), “Omnichannel strategies”. On the other side, 5G, AI & Connected Devices development, that will generate new buzzwords such as “cross device advertising”, referring to the possibility to either use the data of the connected devices for a precise targeting strategy, or start delivering ads into new devices such as smartwatches, connected cars, etc. A completely new area that could be subject to pilot cases in the next.
Austin Scott, Head of Video Marketplace Development. Xandr - Carbon conscious media – sustainability is finally earning its place as top of mind, influencing the decision makers like never before. Consumers are looking to brands to make sustainability a part of their daily lives and are consequently spending more on brands that share their values. Since technology is one of the largest contributors to carbon emissions, it is even more critical that marketers evaluate their partners. Tech partners are going to be held accountable and an expectation for us all to be ‘carbon conscious’ will be more and more a part of our daily lives.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Privacy, CTV, Addressability.
Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee - Efficiencies and Outcomes
Ben Geach, Consultancy Lead at Google - Innovation through change.
Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify - A mixed-bag.
John Wittesaele, Global CEO at Xaxis - You’re on Mute (Still).
Krzysztof Lis, Partnerships & Consultancy Expert, Yieldbird) - Unpredictability (the war in Ukraine caused a huge increase of impressions, but some advertisers wanted to exclude content related to the war, on the other hand, a lot of publishers wanted to cease cooperation with advertisers that support Russia, also some demand providers wanted to cease cooperation with publishers from Russia).
Amanda Cohrs, Global Head of Programmatic Consultancy, ShowHeroes - Gaining momentum.
Ionut Ciobotaru, Chief Product Officer (co-CEO), Verve Group - Privacy (Re) Redefined
Piper Heitzler, Head of Growth, EMEA, Amobee - "In-person". It's been great to get everyone out of their homes and back to the office, industry events and live meetings.
Frederic Lutt, VP Client Success, MediaMath - New Reality.
María Ramiro, HUAWEI Ads Head of Business Development Europe - Saturation & Diversification.
Austin Scott, Head of Video Marketplace Development. Xandr - “What a ride!” 2022 was a great year for programmatic as the kinetic energy that had been building up all through 2020/2021 came into the mainstream. Programmers and broadcasters launched private marketplaces, FAST apps and new digital offerings focused on automation. However, emerging from a pandemic and with current world events having such huge impacts on consumers' lives, from ongoing situations in Ukraine and Iran to the cost of living crisis, we need to adapt our focus to keep pace with what’s important for the end consumer. Amidst financial uncertainty, advertisers will need to consider more than just basic sales figures as measurement for success. For the first year ‘post-pandemic’ we had a lot to do, but really the changes have only just begun and I’m curious to see what innovation and long-standing transformation comes out of this as a result. One thing is certain though, the TV revolution will be televised.
Augustin Decré, Managing Director - Southern Europe, Index Exchange - Innovation - economic uncertainty, will drive new thinking and further developments in our industry
Environment impact , Carbon reduction, Social justice. Sustainability is a key topic moving into 2023! IAB Europe’s Sustainability Standards Committee needs your help to gain insight into the state of readiness and how far our industry has progressed on its journey toward the delivery of sustainable digital advertising.
This survey asks for the most important aspects of sustainability to your company, as well as your views on the industry as a whole. It takes just 10 minutes to complete and you can also enter for a chance to win a €100 prize!
The deadline for this survey is Friday 23rd December.
In this week’s member guest blog post we caught up with Maria Ramiro of Huawei Ads. Following on from our Virtual Programmatic Day where Maria sat on a panel of experts ‘Tackling 2023 – The Big Themes Coming Up’ we wanted to get her indepth thoughts on the shape digital advertising will take in 2023.
The digital advertising sector, like virtually every other industry in Europe currently, is experiencing vast changes. From the deprecation of third-party cookies by some major browsers to the changes in consumer behaviour that characterize our post-pandemic world, advertisers and brands are being forced to adopt an agile, adaptable approach to reach their audiences.
I recently joined the Virtual Programmatic Day, an event hosted by the Interactive Advertising Bureau (IAB) Europe, sitting on a panel of experts in programmatic advertising. We discussed the past year, and shared our thoughts on the shape that we believe digital advertising will take in 2023.
We all agreed that 2022 had been a rollercoaster. Starting with optimism as workplaces re-opened, the preoccupation of advertisers then was about reaching consumers once again in an office environment. What became clear very quickly, however, was that the hybrid approach was here to stay and instead of reverting to using one or two devices, consumers could be found on multiple devices and in multiple places.
At Huawei we find that users are now are spread within smart scenarios not just on different devices but across multiple channels, too. The user churn rate of a single platform is too high, and we know that users are more likely to buy a product if they have been impacted on several channels. We have adapted our offer to incorporate personalized ads not just on laptops or tablets but on smartwatches or audio devices, and within news feeds or on the Assistant or Search pages for example. This allows advertisers to reach users in micro-moments and reinforce their engagement during their daily digital life.
Trends in measurement and personalization
The IAB panel acknowledged that the challenges of ‘cookie-less environments’ together with the current economic climate had caused advertisers uncertainty. What emerged over the past year, however, was greater focus on measurement and metrics, a trend they see extending into 2023. While one of my fellow panelists felt that there was no longer a single view of the customer, we all agreed that the way forward for brands was relevant, contextual ads that would automatically be more personalized.
Following a year of change in programmatic advertising, the panel felt there was more to come in the year ahead, but that brands were better prepared. One panel member pointed out that because of economic and technology flux brands had developed an appetite for a more holistic approach.
From my own perspective, I believe we must move away from the notion of third-party data and get used to working with consent platforms that instead give us user aggregated data and offer more holistic options to advertisers and brands.
An example of this is the HUAWEI Ads platform. It is now one of the main drivers of advertising client growth and will become more relevant to brands and advertisers in 2023. It is powered by both third party and first-party data that supports three forms of advertising (AppGallery, Display and Search Ads) and covers the entire Huawei user funnel.
Huawei has increased the number of advertisers it is working with by nine times in the past two years because of the platform’s ability to deliver innovative ad experiences. Users demand new experiences on the devices they are using every day in their digital lives, and this affects how advertising is received. We can offer image recognition that enables real-time item search and shopping; we use augmented and virtual reality together with Internet of Things hardware to devise new ways to display ads; and we even provide voice recognition and smart translations to improve online shopping experiences.
Sustainability will drive change
In the new year Huawei advertising partners will benefit from the company’s ability to retain users through deep, multi-touchpoint interactions across all smart devices and localization services, but the company recognizes that sustainability, which was an area highlighted by the IAB panel, also matters greatly to its advertising partners.
Huawei believes technology can contribute to a better, more sustainable world. We are facing changes on the supplier side (traffic side) to technologies such as header bidding, which reduces latency and improves the efficiency of platforms, websites, and apps. 5G will also improve data exchange and latency which again will improve sustainability. Moving forward, 5G will become essential to the value proposition and the sustainability credentials of any digital advertising platform.
Sustainability emerged as one of the priorities in an IAB poll which took place among the organization’s members following the panel session. When asked what the main priority for the programmatic industry would be in 2023, the option ‘solutions for third-party cookies’ was selected by 29% of the audience and ‘emerging channels’ by 20% but ‘sustainability’ was the choice for 13% of those that voted.
How to move the needle in 2023
As the IAB panel discussion found, there are many challenges for advertisers and brands when it comes to reaching and engaging with customers. Selling services and products online means competing not just with other brands in their own domestic markets, but internationally too and this has had an impact on the user acquisition cost. The preference for using multiple devices and channels is creating churn, which introduces problems with increasing user retention, and it is harder than ever to create long-term, successful partnerships.
For Huawei, these challenges are seen as an opportunity for innovation. The company is present in more than 170 countries, and it has efficient ways to reach users, particularly in Europe. HUAWEI Ads not only serves multiple devices and multiple channels as explained above, but it incorporates Huawei’s app store, AppGallery and the display network, plus Huawei’s own search engine Petal Search. By using the vast ecosystem behind the HUAWEI Ads platform and the support packages that Huawei puts in place, advertisers are reducing the loss of users by 10%.
By aggregating data from all the traffic that Huawei generates through its platform, its devices, and its IoT connected ecosystem, HUAWEI Ads is set up to deliver huge efficiencies and lower the cost of media buying for advertising partners in the year ahead. This is why from its launch outside China in 2020 more than 2000 advertisers in more than 200 different industries have joined the platform which has also attracted 360,000 publishers.
Huawei set out to differentiate the HUAWEI Ads platform from others and the results it is achieving for advertisers speak volumes. In an uncertain world with economic challenges ahead in 2023, it looks set to be the partner of choice for advertisers and brands who want to reach a mass audience on whatever device they are using with the most relevant and personalized ad experience.
IAB Europe has been working with IAB Canada and IAB Techlab to build the Transparency and Consent Framework (TCF) for the Canadian ecosystem. The TCF is designed to unify data privacy laws across Europe, and is the only consent solution built for the industry by the industry. The newly launched TCF Canada will act as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market. Please refer to the below press release from IAB Canada for more information:
November 28, 2022, Toronto, Ontario Canada: IAB Canada, the national trade association and thought leader for the Canadian interactive marketing and advertising industry, in partnership with IAB Tech Lab and IAB Europe, today announced the launch of the Transparency and Consent Framework (TCF) for Canada.
TCF Canada acts as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market.
“As the industry moves towards privacy-first solutions to addressing audiences online, the launch of TCF Canada represents a major milestone for ad tech. Standardized definitions and reliable frameworks based on signals, help drive solid industry codes of conduct,” said Sonia Carreno, President, IAB Canada, “global collaboration with our members and peers over the past two years has resulted in a pressure-tested, scalable framework that meets the needs of the ecosystem today with an eye towards the future-state of advertising in a privacy-first world.”
The TCF provides technical specifications and policy documents to help players in the digital marketing and advertising ecosystem clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to object and manage their consent preferences. It is a framework for publishers, technology vendors, agencies and advertisers to clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to withdraw their consent.
TCF Canada is another critical piece in industry’s effort to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardization.
“Two years ago, IAB Tech Lab committed to delivering a platform for vendors and Consent Management Platforms (CMPs) to access cross-jurisdictional compliance signals in a standardized way. We delivered on that promise with the launch of the Global Privacy Platform (GPP) last month.” said Anthony Katsur, CEO IAB Tech Lab, “IAB Canada’s TCF string presents the first of many signals that will address the patchwork of privacy obligations across international markets.”
All vendors and CMPs can now register to participate in TCF Canada at the updated registration site here. Registration for TCF Canada includes the opportunity to register for both TCF Canada and TCF V 2.0 (for GDPR compliance) Existing participants in IABs TCF V 2.0 (for GDPR compliance) can update their details to include TCF Canada registration.
The registration process for vendors requires adherence to the TCF Policy and Terms & Conditions.
Publishers can use the Global Vendor List (GVL) to view the vendors who are participating in the TCF Canada, and to determine which vendors to include in the transparency and consent user interface they make available on their website.
Appropriate time will be given for the Canadian market to adopt the framework providing publisher websites and Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF Canada. While also providing the vendors they work with sufficient time to develop and implement the code needed to adhere to the protocol of TCF Canada. In Q1 of 2023 the compliance program will be put into operation and CMPs will be required to undergo and pass a CMP validation to ensure they are operating under the policies of the framework. Those who do not comply will be removed from the program.
To find out more about TCF Canada or to register please visit our website and if you have any questions please reach out to tcfcanada@iabcanada.com.
Gabriele Vileikyte, Product Manager, Eskimi
Can you tell us what advertising within a gaming environment means and looks like?
In-game ads blend into the game environment so smoothly that they become a part of the game experience. For example, you can display ads on buildings or billboards. Because of that, in-game is compared with out-of-home advertising, but it happens in a digital world.
One of the main benefits of in-game advertising is that it can be non-intrusive, which results in a better user experience and brand perception.
How has the in-game advertising market developed over the past 12 months?
For the past 12 months, in-game has been dominating the advertising market. I would distinguish a few key moments that provide the vision for the future.
At the beginning of the year, Sony announced plans to put ads in PlayStation games which shows that AAA games (high-budget, high-profile games that are typically produced and distributed by large, well-known publishers) shifted their focus to in-game advertising.
IAB released in-game measurement guidelines which lay the foundation for in-game advertising unification. The year is also predicted to end with an alternative shift to how in-game performance should be measured, according to the recent Anzu and Lumen research.
In summary, the in-game advertising market is growing exponentially. Additionally, actions are being taken to unify it and new points of view are being brought to light when it comes to performance.
I’m really excited to see what the future holds.
How does in-game advertising deliver results for advertisers?
In the beginning, in-game advertising was fully focused on high viewability. However, as the market is growing, alternative proxy metrics are being brought to the table. For example, brand safety measurement through third-party platforms like MOAT and IAS which showed that in-game advertising IVT seeks 0.01%. Companies like Lumen show that in-game ads deliver 2 times higher attention rates than other digital channels. While we are seeing movement in app measurement space where in-game advertising attribution is tracked through a post-view model.
From your perspective, what are the key opportunities of in-game advertising?
What we see from the market and advertising demand, the biggest opportunity of advertising in an in-game environment is the ability to reach highly engaged users.
Players are a huge audience and it is also very diverse. Their lifestyle, communities, and interests are relevant to many advertisers. FMCG, telecoms, device manufacturers, retail, and fast food chains – all of them are tapping into in-game ads due to the audience they can reach.
It’s impossible to ignore the fact that users are getting frustrated about being bombarded with so many ads every day. That’s where in-game becomes a perfect alternative, being a non-intrusive way of advertising.
And what are the key challenges?
Even with the immense growth, in-game advertising is still a new digital channel. However, the market is demanding in-game to catch up with the advertising mediums everyone is already used to.
Currently, in-game faces a few particular challenges. First, ads are not clickable, which raises concerns about how to track the performance and what is the long-term impact of in-game advertising.
There are also still many myths about in-game advertising and the audience it can help to reach. Therefore, different parties have to invest time in educating the market. The in-game market is still fragmented and it requires clear buying guidelines.
Finally, what do you think the market will look like in 12 months time?
The future is bright. I see many great initiatives and innovations being rolled out both from the supply and demand side. Additionally, in-game is getting noticed by IAB, which shows social credibility. The in-game advertising market is expected to grow at a compound annual growth rate of 16% between 2021 and 2025. So I would think twice if somebody is still skeptical about the in-game advertising future.
Eskimi have worked closely with IAB Europe to create a One Sheet for In-Game Advertising access the one sheet here. For more information about this advertising channel please see IAB Europe's Guide to In-Gaming here.
On 9th November, IAB Europe hosted the H2 2022 Virtual Programmatic Day, and with almost 700 people in attendance, it was a huge success!
The Virtual Programmatic Day (VPD) brought together industry experts and thought leaders to explore the latest trends, drivers, and barriers impacting programmatic trading in Europe. From the latest attitudes to programmatic advertising stats and programmatic without cookies to diversity and inclusion and what to expect for 2023, our series of panel discussions and keynote presentations covered everything you need to know in programmatic today.
In this post, you will find an overview of each of the sessions, as well as the video recordings for you to view in your own time. Enjoy!
Keynote: The European Programmatic Advertising Landscape & Attitudes Towards Programmatic Advertising
In this keynote presentation, Nick Welch, Head of Programmatic, EMEA at IAS and Chair of IAB Europe’s Programmatic Trading Committee shared the latest insights on the development of programmatic in Europe and revealed the latest buy-side and sell-side drivers, barriers and strategies from the latest Attitudes to Programmatic Advertising Report.
Watch the session recording here
Panel Discussion with Audience Q&A: The European Programmatic Advertising Landscape
Following an overview of the key trends, drivers and challenges, this panel dove into the latest on the Programmatic Advertising landscape in Europe. The panel discussed how the industry is coming together to overcome the key barriers to investment and what the key opportunities are.
This panel was moderated by Nick Welch, Head of Programmatic, EMEA, IAS & Chair of IAB Europe’s Programmatic Trading Committee who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Programmatic Without Cookies
This panel dove into different stakeholders’ views on programmatic outcomes and the challenges faced with going into a cookieless world. It discussed the metrics that are being worked towards and how else we can educate on different metrics in our industry.
This panel was moderated by Travis Clinger, SVP, Addressability and Ecosystem, LiveRamp, who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A: Diversity & Inclusion: How can we help each other be more diverse and progress the conversation
This panel addressed how we can demand and drive more diversity and inclusion in the European digital advertising industry. It dove into how we are doing today and what we can do to support each other to continue to improve.
This panel was moderated by Maya Tank, Client Partner, DoubleVerify who was joined by:
Watch the session recording here
Panel Discussion with Audience Q&A – Tackling 2023 – The Big Themes Coming Up
This panel explored the big industry trends we need to be familiar with and the themes that we should be focusing on as we enter 2023 and beyond.
This panel was moderated by Andrew Hayward-Wright, Group Commercial Director Strategic Partnerships, SeenThis and Programmatic & Sustainability Advisor, IAB Europe who was joined by:
Watch the session recording here
What would you, our members, like to see more of from IAB Europe in 2023? More events, a focus on Sustainability, Retail Media or something else? This is your chance to have your say in our Annual 2022 Members Survey. We are inviting all of our members to give your valued feedback on the past year and help shape our 2023 plans.
Take part here for your chance to win a €200 Amazon voucher
IAB Europe's strength comes from our members whether a National IAB or a corporate organisation. Your contribution to our activities and outputs helps us to deliver quality industry knowledge, events and training. We are always looking to enhance and improve our offering, so we want to know from you what we are excelling at and where we can do better for you and your organisation in the future.
The deadline to complete this survey is Friday 2nd December, and it will take just 5 minutes to complete. Your valuable feedback will be used to help us deliver even better quality intel and help you increase productivity in 2023.
One respondent will be randomly selected to win a €200 Amazon voucher.
