As concerns about climate change continue to grow, digital advertising professionals are increasingly aware of our industry's environmental impact and the urgent need for action.
As such, IAB Europe Training recently launched its ‘Environmental Sustainability in Digital Advertising’ course, to help industry professionals reduce their organisation's carbon emissions and drive transformative change within the digital advertising supply chain.
To dive a little deeper into what the course entails, we caught up with our course facilitator, Dimitris Beis, Data Analyst and Sustainability Lead at IAB Europe, to learn more about the course and why this initiative is so important. See what he had to say below!
Q. Why is sustainability a key focus for the digital advertising industry?
In recent years, sustainability has risen to the forefront of discussions in the digital advertising industry, evolving from a niche concern to a widely acknowledged priority.
As more and more people recognise the significant environmental impact of internet-related activities, devices, and systems, our industry has become increasingly aware of its responsibility to address its contribution to the climate crisis and take decisive action to adopt sustainable practices and reduce the overall carbon footprint of the digital advertising ecosystem. From creative production to programmatic supply chains, every aspect of our industry leaves a carbon footprint and it’s important we empower people and companies to make more informed and impactful changes in our industry.
Q. What inspired the creation of the Environmental Sustainability for Digital Advertising course?
As mentioned above, there is a growing awareness across our industry about the need for sustainability. Furthermore, our research indicates that industry education remains a key challenge. Environmental sustainability is often perceived as a very technical and inaccessible topic leading to many feeling unsure of where to start. This course was designed to help industry professionals at all levels to better understand and implement sustainability strategies by providing practical insights and easy-to-use tools that can help make a difference. We want to make sustainability accessible and actionable for all.
Q. What can participants expect to learn from this course?
From 13th - 17th January, across five two-hour dedicated sessions, participants can expect to cover a broad spectrum of topics. The course has been designed to cater to professionals with various levels of familiarity with environmental sustainability, building up from a basic cross-sector overview of ESG to more technical topics. From the environmental impacts of digital advertising to how to quantify carbon emissions and optimise operations for sustainable efficiency, we’ll provide you with the practical tools and insights you need to help reduce your organisations emissions and implement effective measures to drive real change in the supply chain today.
Q. Why should industry professionals be prioritising sustainability now?
Beyond its environmental benefits, sustainability is also a key driver for business. Besides the increasing compliance obligations created by regulation, many consumers and clients are increasingly demanding eco-conscious practices. By being proactive participants can better navigate this complex space both to satisfy the moral imperative for climate action and advance their business objectives.
Q. What would you say to anyone considering signing up for the course?
No matter what level you’re coming to us at, this is your opportunity to help lead change in our industry. This course will help to give you the confidence and tools you need to make a difference in your day-to-day and play your part in the transition to a more sustainable mode of operations for the digital advertising ecosystem.
Ready to take action? Find out more and enrol to join the IAB Europe Training Environmental Sustainability for Digital Advertising Course taking place 13th - 17th January 2025, here.
In this week's member guest blog post, we hear from Anastasiya Baydechenko as she shares her latest experiences from Ukraine, and how her team is dealing with the intensifying attacks they are suffering as a Nation.
We continue to offer our heartfelt support to our colleagues in Ukraine. To show your solidarity, you can explore ways to help by supporting critical aid organisations. Visit this link for a list of trusted organisations where you can make a donation and provide meaningful support to those in need.
Every contribution counts. Let’s stand together for Ukraine.
If we were asked now what life in Ukraine has been like in recent weeks, I would say it's an online game similar to the «3 Body problem»: we never know what the next level will be like, but 100% more difficult. Back in the spring, we could classify attacks and predict whether we would have a long or short air raid, whether it would be very loud or not, and whether it would be worth hiding in the subway or sleeping in the bathroom. Back in the summer, reconnaissance drones could mostly fly during the day, but now even strike drones fly during the day. Now we have either combined attacks of many types of weapons (Russian, Iran, north Korean) or something completely new. The level of uncertainty is going off the charts now.
Last month, enemy drones were launched at about 5 pm, in very large numbers, on November 25th, for example, 145 strike drones were launched. Most often they fly to Kyiv. Other cities are under targeted attack: Dnipro, Odesa, Kryvyi Rih, Zaporizhia. Usually about half will be neutralised by electronic warfare means, and the rest will be shot down by air defense forces, but some may hit civilian infrastructure or houses. There is also always a risk of damage to buildings from the debris of downed drones. From time to time, strategic aviation takes off and then we are attacked by missiles, usually, such attacks are accompanied by missiles from submarines, Kinzhal missiles from MiG 31K planes, and ballistic missiles. For example, on November 17th we experienced a massive attack, the enemy launched 210 air targets at Ukraine, of which 144 were shot down, 41 were destroyed by electronic warfare means, and 2 returned to Russian territory (my applause). But blackouts are back. Kyiv has returned to the constant sounds and smells of gasoline generators.
Оn November 21st, we were attacked with an intercontinental ballistic missile, as far as I know, this is the first case in history of the use of such a missile. There were several videos on the Internet. The complexity of this missile is that it breaks up into 6 shells, each of which breaks up into 6 more, forming a total of 36 targets for air defense.
A pertinent question is, how does all this affect people, businesses, and the country as a whole? Undoubtedly negatively. Although there have always been and will be fatalists who, under any shelling, go to the store, walk the dog, or go wherever they want. And some of our supermarkets are open during the air raid siren.
Still, most people experience a wide range of strong negative emotions from fear, anxiety, and despair to aggression and hatred. Moreover, collective negative emotions are extremely contagious, they easily engulf the masses. General news, propaganda, fake news, and separate information or videos about the executions of our prisoners of war only add fuel to the fire. The situation is further complicated by the fact that, in general, Ukrainians very rarely seek psychological or psychiatric help and are not willing to take medication, antidepressants in particular.
Businesses are undoubtedly under the influence of negative economic expectations, which are stopping development. Global advertisers are very quick to withdraw budgets in a crisis, but more inert when it comes to resuming advertising activity. These frozen budgets are partially compensated by local advertisers, but only partially. The issue of labour shortages, due to mobilisation and migration, is also becoming increasingly acute. Attacks on energy infrastructure and power outages are also an important factor in low business optimism.
But is there anything positive and how do we live with all this?
Yes, nothing has taught us to live in the here and now like shelling, and nothing has taught us more about time management than the blackouts. Many things that have been hanging in the nation's tasks for hundreds of years are now finding their solution in these slightly more than a thousand days of war: the issue of our own army, the critical importance of language, the understanding that national security is not a subject of subcontracting.
Every time we receive new horror stories from the news, messengers, or propaganda tools about some new or another missile that has no analogues and will blow up half of Kyiv, I think, okay, what can I do? I am not an Air Defense. The IAB Ukraine team and I can do our job. Moreover, I believe that when we are not frozen in a reptilian reaction to the danger of the outside world, but see ourselves in the future through plans, tasks, projects, we are signing a virtual contract with Life.
And saying to Death: “Not today”.
Don't forget to Visit this link for a list of trusted organisations where you can make a donation and provide meaningful support to those in need.
Every contribution counts. Let’s stand together for Ukraine.
At IAB Europe, we recently announced the Beta launch of our Retail Media Certification Programme an industry-first initiative designed to set a new standard for transparency, fairness, and accountability in Retail Media measurement.
To help you better understand the programme, what it is about and why Retailers should get involved, we sat down with our very own Industry Development & Insights Director, Marie-Clare Puffett. Here, she answers some key questions and shares her vision for the programme.
Q1. What inspired the creation of the IAB Europe Retail Media Certification Programme?
With Retail Media becoming such an integral part of brand strategies and the challenge of consistent measurement standards coming up in so many conversations, we saw an urgent need for standards to be created and certified to ensure transparency, and best practices in our industry. Our goal is to build trust and enable all stakeholders to operate efficiently and confidently in this space. The programme provides a benchmark of excellence, ensuring those certified meet essential criteria that align with global best practices.
Q2. Who is the programme designed for, and why should companies participate?
The programme is initially designed for retailers, enabling them to demonstrate their commitment to transparency, fairness and accountability in Retail Media reporting. The plan is to expand this to other companies in the ecosystem in 2026 and beyond.
Certified retailers will benefit from increased trust with brands, agencies, and other industry stakeholders, so it’s a great opportunity to showcase leadership in the Retail Media space.
Q3. What does the certification process look like?
The certification process has two stages. First, there will be an independent audit with one of our approved auditors of the Retailer’s Media Network measurement capabilities, against the required standards outlined in our compliance table. Then, if at least 90% of the required standards are met, we will provide the retailer with a certification badge solidifying their position that will be valid for one year.
Q4. How does the programme benefit the wider Retail Media ecosystem?
Certification is a powerful tool for driving consistency across the Retail Media landscape. It provides a common language and set of expectations that companies can use to communicate their value more effectively. Ultimately, this will help Retail Media grow by making it a more transparent and efficient channel for everyone involved.
Q5. What support does IAB Europe offer to companies interested in the certification programme?
The compliance table provides a comprehensive overview of what will be checked during the independent audit. We are open to meeting with retailers to discuss these requirements and the independent auditors will also host an initial kick-off meeting to discuss the requirements and any questions. Our goal is to make this process as smooth as possible, ensuring that everyone who is ready for certification can achieve it. If you would like to register your interest you can do so here.
Q6. Is there a cost associated with the certification?
Yes, there is a fee for the certification process and there are two costs to consider. Firstly, the independent audit will need to be paid for and secondly, once the audit has been passed and the company wishes to receive certification then a certification fee is due to IAB Europe. You can find out more in our FAQ document here.
Q7. How does this programme align with IAB Europe’s mission?
At IAB Europe, we’re dedicated to advancing digital advertising by promoting standards and best practices across all channels. The Retail Media Certification Programme aligns perfectly with this mission by addressing the unique needs and challenges within Retail Media. It’s another great step toward creating a transparent, accountable, and thriving digital ecosystem.
For more information on IAB Europe’s Retail Media Certification Programme and how you can get involved, visit our webpage here.
Our 2024 State of Readiness—Sustainability in Digital Advertising survey is now open! Take part today to help us understand how much progress our industry has made towards sustainable digital advertising practices.
As sustainability becomes ever more critical across the digital advertising ecosystem, it’s essential to gauge how companies are prioritising and progressing with it.
By participating in our short survey, you’ll contribute to an insightful, pan-European overview of our industry's advancement toward sustainability. This year, we’re particularly focused on comparing results with last year’s report to measure real progress and shifts in attitudes.
Why take part?
Whether you're part of a local or pan-European team, from the buy or sell side, your voice matters. Don’t miss the opportunity to have your say before the extended deadline on Friday, 17th January 2025.
Our Retail Media Consultant, Yara Daher, shares five key principles to help guide Retail Media's transformation in 2025.
Retail Media is no longer a niche; it's a dominant force shaping the future of advertising, and the numbers speak for themselves. Retail Media in Europe grew 4x faster than the total ad market in 2023, boasting a staggering 22.1% growth compared to 6.1% for the overall market. This trend is projected to continue, with forecasts indicating a €31 billion market value by 2028.
Budgets are shifting from trade but also from other media channels such as linear TV and programmatic. It is a mistake to talk about Retail Media in isolation, the Future of Retail Media is pegged to the future of other media. CTV and Retail Media will witness similar rates of growth but the truth is one powers the others. Retail data will power CTV (or other channels) a Coca-Cola campaign might be booked as Retail Media on Tesco but activated on ITV.
Keith Bryan of Colosseum Strategy and former President of Best Buy Ads told his board 14 years ago “Retailers are media companies in denial”. They believed in that and let him set up what is now 'Best Buy Ads'. As we approach 2025, it is time for Retail Media Networks (RMNs) and Commerce Media Networks (CMNs) to emerge from this denial. To achieve this, a collaborative effort is essential. RMNs, CMNs, brands, agencies, ad tech companies, and industry bodies must work in unison to drive significant advancements in Retail Media.
Here are five key principles to guide this transformation:
1. Retail + Media: The synergy between retail and media is vital; neglecting one undermines the effectiveness of the other. Understanding and leveraging this duality will be critical for success.
2. All In-Store Media is Retail Media: In-store Retail Media merges experiential marketing with digital strategies. Prioritising scalability over hyper-personalisation will help maximize impact in physical retail environments.
3. Don’t ignore Onsite Search: Failure to optimise onsite search is an existential threat. RMNs must recognise the importance of a seamless and effective onsite experience to enhance visibility and engagement.
4. Capture the Full Customer Journey Offsite: Offsite media extends across the entire customer journey. Programmatic partnerships can provide extensive reach, but true differentiation comes from strategic collaborations with publishers and creators.
5. Move Beyond ROAS – Embrace I²: It's time to shift focus from Return on Ad Spend (ROAS) to Insights and Incrementality (I²). By prioritising these metrics, brands can gain a deeper understanding of campaign performance and enhance decision-making.
As Retail Media continues to gain traction, embracing these principles will help the industry move forward. By recognising the interconnectedness of retail and media, and working collaboratively among all stakeholders, we can transform Retail Media into a driving force for advertising success in 2025 and beyond.
Find out more about IAB Europe's Retail Media work and how you can get involved on our Retail Media Hub here.
Agencies Report 68% Increase in Programmatic Buying
CTV, Retail Media, and AI Drive Future Growth
Brussels, Belgium, 6th November 2024 - IAB Europe, the leading European-level industry association for the digital advertising ecosystem, has today released its highly anticipated 2024 Attitudes to Programmatic Advertising Report. Now in its 10th year, the report reveals the current state of programmatic adoption, key drivers and barriers, and emerging trends across Europe’s digital advertising landscape.
Compiled by IAB Europe’s Programmatic Trading Committee, this survey gathered insights from 254 respondents, including advertisers, agencies, publishers, and ad tech vendors across 31 markets. Respondents operate with both pan-European and global remits, with over half of them managing annual advertising budgets exceeding €1 million. This comprehensive study provides a crucial benchmark for the buy- and the sell-side of the industry, helping to define the evolving strategies that will shape future investment and operations.
As the European digital ad market, valued at €96.9 billion, continues its shift toward programmatic-first approaches, the survey highlights a steady growth in programmatic spending across display, mobile, video, and emerging channels such as Connected TV (CTV) and Retail Media.
Key Findings:
Programmatic Investment Continues to Rise Amid Evolving Channel Strategies
Although growth in display programmatic investment is maturing, 27% of advertisers now allocate over 81% of their display budgets programmatically, with agencies leading the shift, reporting a 68% increase in programmatic buying. Mobile also saw a rise in agency-side programmatic investment, reaching 61%.
CTV and Retail Media are becoming pillars of programmatic growth, with 40% of advertisers buying CTV programmatically. Agencies also report a significant rise in Retail Media investments, signaling new strategies in this maturing programmatic landscape.
Cadi Jones, SVP Europe at Index Exchange, a contributor to the report highlighted CTV as a pivotal growth area, saying, "The rise of Connected TV is transforming the programmatic advertising landscape. With an increasing number of viewers opting for streaming platforms, we’re seeing a major change in how advertisers connect with their audiences. As we continue to innovate in this space, leveraging programmatic solutions will be key to unlocking the full potential of CTV, driving both engagement and performance for the industry at large."
AI and Addressability Lead Growth Areas for 2024 and Beyond
AI and CTV top the list of growth areas for advertisers and agencies, with 36% citing AI as a key growth driver. As the industry prepares for a post-cookie world, first-party data and contextual targeting remain focal strategies for driving audience insights.
Challenges with Media Quality, Brand Safety, and Privacy
Rising media quality concerns and the phase-out of third-party cookies highlight a significant shift for the buy side, with 31% of advertisers prioritising brand safety and media quality as key barriers to investment. Agencies and publishers are increasingly prioritising transparency and media quality as essential to maintaining audience trust.
Quality assurance is a top priority, with advertisers calling for stronger standards in brand safety, ad fraud prevention, and media reliability to build confidence for sustainable growth. Additionally, data practices are evolving toward first-party data, but industry readiness for the shift from third-party cookies remains mixed.
Sustainability Gains Momentum Despite Economic Pressures
Sustainability remains a strategic focus, though progress varies across stakeholders. While 81% of agencies prioritise sustainability compared to 60% of advertisers, commitment among advertisers has declined by 20% from previous years. Only 20% of advertisers report concrete progress towards Ad Net Zero (ANZ), indicating an industry-wide need for better alignment on sustainability standards. Despite this, innovation in data science and machine learning is driving carbon transparency and efficiency, setting the stage for more sustainable programmatic advertising in a privacy-first environment.
This year’s report underscores the evolution of programmatic advertising across Europe over the last 10 years, as it becomes increasingly sophisticated and integral to advertisers’ strategies. With the industry set to confront challenges surrounding privacy, data, and sustainability, the findings provide critical insights that will drive future programmatic growth and investment.
Emmanuel Josserand, Sr Dir, Brand, Agency and Industry Relations, FreeWheel, who also contributed to the report, commented on the sustainability findings, “It’s encouraging to see that, compared to last year, environmental sustainability is less of a barrier to programmatic investments and continues to be a focus for all media players. There is a lot of great work being done and initiatives, such as the IAB Europe’s sustainability committees and working groups, and we should continue to engage in constructive dialogues and action plans, making sustainability a seamless part of our programmatic ecosystem. This willingness to make progress, despite challenges, will ultimately lead to a more sustainable future for all’’.
The full report with accompanying graphs can be downloaded here.
We are pleased to announce the launch of IAB Europe Training, an educational initiative designed to provide training courses for digital advertising professionals on thematic areas where IAB Europe and its expert working groups are active and drive the uptake of IAB Europe standards. Developed by industry-leading experts from IAB Europe, our courses will equip you with the skills and knowledge you need to excel in the world of digital.
Crafted to meet the needs of professionals at all levels, from beginners to the more advanced, our courses will offer accessible, supportive content in an engaging and dynamic learning environment. They are intended to be distinct from, and complementary to, courses offered by IAB Europe’s member national federations.
Key Features include:
Expert-Led Courses - Our courses are developed and delivered by IAB Europe professionals, who offer deep insights and practical knowledge to ensure you gain key skills that can be applied to your work immediately.
Engaging Learning Experience - We offer full access to the IAB Europe Training learning platform, where students can explore reading materials tailored to the course content. In addition, our live sessions provide an opportunity to engage directly with the training material, ask questions, and gain real-time insights. These combined resources ensure that digital advertising professionals receive the support they need to navigate and excel in their learning journey confidently.
Bespoke Content - IAB Europe Training offers uniquely tailored content, covering the most up-to-date insights on key industry topics. Our training courses are refreshed quarterly, ensuring that they keep pace with the ever-evolving digital advertising landscape. Delivered by industry professionals to their peers, the courses are designed to address the specific, real-time needs of the sector, providing actionable knowledge when it’s needed most.
Initially, IAB Europe Training will offer training opportunities in Retail Media and Environmental Sustainability. By focusing on these relatively new and evolving topics, we aim to cover new ground in the digital advertising landscape and demonstrate a commitment to driving these initiatives forward.
Retail Media is one of the fastest-growing sectors within digital advertising, driven by the surge in e-commerce and the increasing value of first-party data. By focusing on Retail Media, the IAB Europe Training will address a key area where advertisers, brands, and publishers need guidance to effectively navigate new marketing strategies, technologies, and regulations.
Find out more about the Retail Media Course here.
As concerns about climate change and environmental degradation grow, digital advertising professionals are increasingly aware of the environmental impact of their work and are seeking action from their organisations to reduce carbon emissions. Through our sustainability training, we aim to enhance awareness within the digital advertising ecosystem and provide valuable insights that departments can implement to instigate transformative change and make a positive impact across the supply chain.
Find out more about the Environmental Sustainability in Digital Advertising Course here.
Whether you’re looking to suss out sustainability or raise your Retail Media a-game, our training programme is here to help guide you to digital advertising success. Join us at IAB Europe Training to elevate your expertise, stay ahead of industry changes, and become a master of the digital advertising world.
More information and registration for IAB Europe Training courses is now available on the IAB Europe Training website here.
You can also access our FAQs here.
IAB Europe Members and National IAB Members can enjoy an exclusive 10% discount.
If you have questions about the IAB Europe Training or would like to access the discount code, please email training@iabeurope.eu.
As Retail Media continues to proliferate the daily media and advertising news headlines, IAB Europe asked two core members of its Retail Media Committee about the importance of standardisation and how standards for Europe have been developed. The answers to these questions reflect a joint effort and combine the expertise of the contributors.
Contributors:
Maria Kristalinskaya, Head of Retail Media, Kleinanzeigen
Dirk Hahn, Executive Professional Retail Media, Schwarz Media
Marie-Clare Puffett, Industry Development & Insights Director, IAB Europe
Q1. What are the Retail Media Measurement Standards for Europe?
The Retail Media Measurement Standards were developed following consultations with retailers, and media buyers (brands and agencies) and cover the following areas:
IAB Europe also has measurement standards for digital in-store retail media out for public comment until the 1st of November.
Q2. Why are these Standards for Europe needed?
IAB Europe’s recent Attitudes to Retail Media survey found that approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Measurement standards are therefore needed to provide:
Q3. How were these Standards developed?
The Retail Media Measurement Standards were initially developed following consultations with retailers, and media buyers (brands and agencies). The final Standards were produced following a public comment period between February and March 2024, where a wide range of industry stakeholders from across Europe provided feedback and insights to shape the final version.
The standards for media measurement are based on established IAB / MRC standards with additional metrics aligned to retail media networks in Europe.
Q4. How can the industry adopt and implement these Standards?
It is important that all stakeholders collaborate to drive the adoption of these standards. IAB Europe has just launched a new Retail Media Certification Programme to provide media networks with the opportunity to demonstrate the adoption of the standards. Education and training will also play an important part in the development of standard adoption within organisations.
We can also expect new standards to come into place with regular reviews and updates and for new growth areas for example in-store digital retail media.
Digital Marketing World Forum is thrilled to be partnered with IAB Europe!
As digital landscapes continue to shift, staying ahead of emerging trends and technologies is essential for marketing professionals. At DMWF Europe, held on 26-27 November 2024 at RAI Amsterdam, attendees will experience thought-provoking sessions that cover a spectrum of critical topics in digital marketing, including the latest in AI, marketing automation, omnichannel strategies, content innovation and more.
As a partner, we have an exclusive discount for you to join the event this November. Head to the website now and use the code IAB30 to get 30% off all passes!
This year’s agenda is packed with interactive panels and expert-led discussions that focus on actionable insights and advanced strategies for today’s dynamic market. Attendees will delve into how data, CRM, and social media insights can redefine engagement, while sessions like Digital Brand & Communication Strategy offer tools for building authentic, resonant brand identities. The agenda also includes forward-looking sessions on AI & Marketing Automation, designed to equip teams with ways to leverage AI for greater personalization and efficiency.
By joining DMWF Europe, you’ll gain access to thought leadership that supports both immediate ROI and long-term growth, making it a must-attend event for marketing leaders ready to navigate and thrive in the future of digital. Don't miss the chance to be part of these impactful conversations and take your strategy to the next level.
In total, you can expect 10 conference Tracks, 100+ speakers, 60+ leading martech and solution providers, and 1,500+ senior marketing professionals to network with.
So what are you waiting for? Register to attend the definitive event for senior marketers and the future of marketing tech now, using our code IAB30.
See you there!
Brussels, Belgium, 30th October - IAB Europe is pleased to announce the Beta test launch of the Retail Media Certification Programme, an industry-first initiative designed to set a new standard for transparency, fairness, and accountability in Retail Media measurement. This programme provides retailers with the opportunity to validate their adherence to industry standards, helping them demonstrate best practices to brands, agencies, and industry stakeholders alike.
The Retail Media Certification aims to be an industry-recognised benchmark, ensuring that certified retailers meet rigorous standards in both on-site and off-site Retail Media reporting. The certification process will include an independent audit, offering retailers a chance to showcase their leadership in measurement integrity.
Commenting on the new certification programme, IAB Europe’s CEO, Townsend Feehan said, “The launch of the Retail Media Certification Programme marks an important step towards creating a more transparent and accountable ecosystem for Retail Media measurement. By setting rigorous standards and working with independent auditors, we are enabling retailers to showcase their commitment to best practices and industry leadership. This programme is not just about certification; it's about elevating the entire Retail Media landscape.”
Jason Wescott, Global Head of Commerce Solutions at GroupM Nexus and Chair of IAB Europe’s Retail Media Committee also commented, "With the expansion of Retail Media, establishing trust and confidence through standardised measurement practices is crucial. The Retail Media Certification Programme marks a key step in ensuring transparent, consistent, and industry-aligned measurement. This initiative offers retailers a chance to stand out by committing to accountability and measurement integrity, which will help foster stronger collaboration with brands and agencies."
Casper Van-Wandelen, Retail Media Lead, Unilever, said, “I am very pleased with the new IAB Europe Certification Programme, as it marks a significant milestone in the industry’s development. It fosters credibility and trust, simplifies cross-retailer comparisons, and ensures advertisers receive reliable data.”
Certified retailers can benefit from a fairer, more transparent market by aligning with industry standards, enhancing reporting confidence, and ensuring Retail Media meets the same rigor as other digital investments.
Recognising the importance of other existing media certification programmes, IAB Europe and the Media Rating Council (MRC) have coordinated to align MRC accreditation of European RMN measurement providers to the requirements of the IAB Europe Retail Media Certification program. The programme is currently in its Beta phase, which allows IAB Europe and the independent auditors, including AAM, ABC, and CESP to fine-tune the process.
Full certification will launch in early 2025, beginning with retailers and expanding to other participants in the Retail Media ecosystem in 2026.
Retailers are encouraged to register their interest to be part of the programme. Early registrants will receive updates on the programme, and the certification process, and be among the first to apply for certification in 2025.
Find out more about the certification programme on the IAB Europe website here, view our FAQs here, and register interest to participate here.
IAB Europe welcomes the report on “The future of European competitiveness”, prepared by Mario Draghi, and its comprehensive analysis of the challenges and opportunities facing Europe’s competitiveness. The report outlines a much-needed path forward, emphasising the importance of innovation, digital transformation, and regulatory reforms to secure Europe’s position in the global economy. With European industries experiencing a radical digital transformation, we find ourselves at a pivotal moment in history. The Draghi report is clear: “The innovation gap is at the root of Europe’s slowing productivity growth”. To keep pace with global competitors like the US and China, the Draghi report is right to call for a shift in its approach to innovation and competitiveness.
In the context of weak economic growth, digital advertising has the potential to power Europe’s digital transformation and boost its innovation and competitiveness. Digital advertising has become an integral component of digital transformation initiatives in sectors such as retail. Retail Media advertising in Europe grew by 22% in 2023 alone, compared to the total ad market growth of 6%. To unleash this potential, we need stable and predictable regulation. We echo the report’s emphasis on streamlining existing legislation and ensuring regulatory convergence across Europe. Fragmented regulations, particularly in areas like data protection as highlighted by Draghi himself, create barriers to innovation and growth. Simplifying the regulatory environment will allow businesses, especially SMEs and mid-cap firms, to thrive by ensuring regulation is proportionate and fair from the outset while reducing compliance burdens and fostering innovation.
Furthermore, we believe that effective and harmonised interpretation of existing laws is crucial to ensure that businesses can operate with greater confidence across all Member States. To this end, actionable guidance should always come before enforcement action. It is also essential that national regulatory agencies be adequately resourced and that they recognise and support industry standards that enable compliance with existing rules, ensuring consistency while minimising complexity for companies.
Looking ahead, now it is the time for a policy reset. The Draghi report rightly calls for Europe to be bolder in its policy ambitions. The digital advertising industry supports the need for reforms to incentivise investments in innovative services and technologies that will drive the future growth of businesses in Europe. This includes embracing developments in artificial intelligence (AI), which present significant opportunities for the advertising industry to enhance efficiency and effectiveness. Leveraging AI could unlock new innovations and create competitive advantages for European businesses. To achieve this, we need pro-innovation, pragmatic legislation and institutional reform to minimize the complexities of existing regulations.
Recent initiatives from the European Commission continue to focus on introducing new layers of regulation for the digital advertising sector, even before the current legislation has been fully implemented. To support Europe's digital transformation, we believe a shift in approach is needed across all Commission services, with particular attention to the timing and sequencing of any new initiatives. This means improving collaboration and adherence to better regulation principles, which are essential to ensuring a stable and predictable regulatory environment.
In conclusion, IAB Europe fully supports the report’s vision for a more innovative, competitive, and digitally empowered Europe. This means promoting innovation, creating better products and services, and ultimately ensuring choice for European consumers and users online.
In this week's member guest blog post, we hear from Nick Welch, Head of Programmatic, EMEA at IAS, who shares effective tips on how to navigate MFAs and ad clutter, to improve digital advertising campaign efficiency and performance.
MFA, an acronym for Made-for-Advertising, describes a category of websites built on catchy headlines, clickbait, and controversial content to drive traffic and ad revenue. These sites inundate users with intrusive ads and pop-ups in a relentless pursuit of revenue.
MFA sites aren’t sources of fraudulent inventory, as per typical definitions. In fact, they actually do perform well against traditional ad metrics, like viewability and click-through-rate, so on the surface can check a lot of boxes for advertisers. However, once a brand’s campaign is appearing on MFA sites, the main issue becomes clear — MFA websites simply do not drive meaningful results and lead to wasted ad spend.
Though they have similar characteristics, there is a significant difference between MFA sites and “Ad Clutter”, and being able to distinguish between the two is important for advertisers who want to mitigate risk and maximise their campaign performance. The key distinction lies in their monetisation strategy.
Unlike MFA sites, which engage in ad arbitrage by buying traffic excessively in order to monetise it, Ad Clutter sites do not purchase traffic but may still inundate users with excessive advertisements. Though they may compromise user experience and brand perception, they do not engage in the same level of deceptive practices as MFA sites.
Distinguishing between MFA and Ad Clutter sites allows advertisers to tailor their strategies accordingly, mitigating risks and optimising campaign performance. By leveraging IAS’s MFA measurement and optimisation products, advertisers can identify and block MFA sites at scale, safeguarding their brands and maximising return on ad spend.
Though there are key differences, both MFA and Ad Clutter sites can be problematic for advertisers.
While MFA and Ad Clutter sites present a host of issues for advertisers, there are three reasons why they stand out as particularly detrimental to campaign success and brand integrity:
Global view of ad impressions on MFA
In an observational study conducted by IAS, we found the harsh truth behind MFA and Ad Clutter sites. First, we looked at how the rate of ads that end up on MFA sites varies globally.
The good news is that European sites for the most part fell below the global average of ad impressions on MFA sites, which is 3.84%. Looking at APAC, Japan hit the lowest global rate at 0.33%. MFA ad impressions in the Americas often lay above the global average, climbing as high as 5.21% in the U.S. and even reaching 10.61% in Mexico.
Vertical view of ad impressions on MFA
Ad impressions on MFA sites also varied quite a bit by vertical — but all verticals came in above the 3.84% global average in this study.
We observed that the lowest rate, 3.85%, belonged to advertisers in the automotive vertical, while CPG followed closely at 4.14%. Retail rounded out the top three at 4.71% — still almost an entire percentage point above the global average.
The government/non-profit/education, packaged together in this study, reached a high MFA rate of 7.21%. The travel vertical also experienced a surprisingly high MFA rate of 6.84%.
Conversions and cost efficiency tell an even bigger story
After dissecting global MFA ad impression rates by vertical, we wanted to understand how conversions really differ on MFA and Ad Clutter sites versus quality sites.
Conversion rates on quality sites were 174% higher than those on MFA sites. Plus, conversion rates on quality sites are 91% higher than conversion rates on Ad Clutter sites — showing a major difference in low-funnel campaign performance on quality sites versus MFA and Ad Clutter sites.
Cost per conversion (CPCV) data followed a similar story. CPCV rates on quality sites were 51% lower than on MFA sites, and 25% lower than those on Ad Clutter sites, rounding out the notion that, when it comes to MFA, advertisers don’t need to choose between quality and cost efficiency.
At IAS, through the fusion of advanced machine learning and real-time data analysis, our AI-powered model detects and blocks MFA sites at scale, empowering advertisers with control over their campaigns. Our MFA measurement and optimisation product supports the ANA’s definition of MFA and has been trained, and is routinely vetted against, Jounce Media’s widely adopted list of MFA domains, resulting in a pressure-tested solution for detecting and blocking MFA at scale.
When identifying sites as MFA or not, the fundamental question we want to answer is: is the site conducting ad arbitrage? To get to the bottom of this, we have to ask two key questions:
Our machine learning model then incorporates the Jounce and Sincera signals along with additional signals from IAS. If the majority of traffic coming to the site is paid and the primary purpose of the site is to deliver ads, then the model will flag the site as MFA.
The impact of MFA detection transcends conventional metrics. By avoiding MFA sites, advertisers can unlock greater campaign performance and maximise return on ad spend.
