As the countdown to DMEXCO 2024 begins, we're gearing up for an exciting lineup of sessions and opportunities to connect with industry leaders in Cologne. Here’s a sneak peek at what we have in store.
This year’s DMEXCO theme, “Promoting the Future,” sets the tone for the event, which runs from 18th - 19th September. Industry leaders from around the globe will gather to exchange insights, forge meaningful connections, and explore the latest innovations driving the future of digital marketing and advertising.
We’re excited to join the conference, with several team members on hand to share knowledge and engage with partners across the ecosystem. Whether you’re a valued member or keen to get involved, our team is ready to connect and explore how we can shape the industry together.
Daniel Knapp, Chief Economist
Don’t miss our Chief Economist as he presents the latest data and analysis shaping the future of our industry. Get the insights you need to stay ahead, from market trends to economic forecasts.
Marie-Clare Puffett, Industry Development & Insights Director
Marie-Clare Puffett will be on hand to dive into the latest trends, opportunities and challenges in Retail Media, a rapidly growing space that’s transforming how brands connect with consumers.
Helen Mussard, CMO
Lauren Wakefield, Marketing & Communications Director
Helen and Lauren will be on the ground and available to discuss how IAB Europe is supporting members and newcomers by showcasing some of the upcoming initiatives. Whether you’re focusing on addressability, sustainability, CTV, or more, the team can help you to understand and make the most of the membership opportunities available.
Check out when IAB Europe will be on stage and add the sessions to your schedule:
Marie-Clare will be sharing the latest from our in-store standardisation work track including the first-ever in-store digital retail media measurement standards for public comment. She will then be joined by a panel of industry experts to discuss how the in-store retail media landscape is transforming, prompting agencies and brands to rethink their marketing strategies.
Join Daniel Knapp as he explores the key drivers behind Retail Media’s rapid growth in 2024. He’ll share the latest stats and facts on the Retail Media market in Europe and discuss how standardisation is crucial in scaling this booming sector.
Marie-Clare will join a panel of experts who will focus on the standardisation of efficiency metrics in Retail Media marketing. They'll discuss how to develop uniform metrics and methods to accurately assess the effectiveness of retail marketing initiatives. The discussion will highlight challenges and opportunities in implementing standardized measurement tools and their impact on optimizing campaigns and budgets. The goal is to create a common foundation for success measurement that enhances transparency and comparability.
In this keynote presentation, Daniel Knapp will reveal the top-level results from IAB Europe’s 2023 AdEx Benchmark Report to show where future advertising growth will come from and the emerging trends.
Covering 29 markets, AdEx Benchmark is the definitive guide to digital advertising expenditure in Europe. This presentation will showcase Europe’s market growth figures, outline top-performing markets and provide insights on the fastest-growing formats.
Hot off the press and revealed exclusively at DMEXCO, join this session to discover the latest insights on the development of programmatic advertising across Europe. Now in its 10th year, IAB Europe’s annual industry benchmark survey, Attitudes to Programmatic, unveils the newest buy-side and sell-side drivers, barriers, and strategies. The 2024 key findings will be presented and then discussed by a panel of European industry leaders.
We’ve got an exciting lineup planned, and we’d love to connect with you during DMEXCO.
Check out our sessions, and reach out to our team to schedule a meeting:
We look forward to seeing you in Cologne!
Brussels, Belgium, 15th August 2024 – IAB Europe is pleased to announce the beta test launch of OpenGHG, an innovative tool designed to estimate greenhouse gas emissions from digital advertising campaigns in compliance with emerging global standards. This initiative is part of IAB Europe’s ongoing commitment to advancing sustainability within the digital advertising industry.
The launch of OpenGHG marks a significant step towards achieving a common environmental modelling framework that captures activities throughout the value chain and reduces disparities between the estimates offered by different vendors. It supports the industry’s need for robust, trustworthy, and equivalent environmental figures so that further weight can be placed on metrics relating to emissions.
For the last year, IAB Europe’s Sustainability Standards Committee has been actively contributing to the development of common standards for estimating greenhouse gas (GHG) emissions arising from digital advertising activities. In close collaboration with Ad Net Zero, the Global Alliance for Responsible Media (GARM), and key stakeholders across media channels, IAB Europe has worked hard to encourage alignment on a variety of methodological considerations that inform how the environmental impact of digital advertising campaigns are calculated.
By offering OpenGHG in a beta test phase, IAB Europe aims to gather valuable feedback from its members and refine the framework to ensure it meets the needs of the industry.
Commenting on the new tool, Steffen Johann Hubert, Associate Director & Lead Sustainability at Seven.One Entertainment Group and Vice-Chair of IAB Europe’s Sustainability Standards Committee said, “IAB Europe's OpenGHG is a key step towards a greener digital ecosystem, underscoring our commitment to global standards and transparency. The tool allows the digital advertising industry to validate emissions reporting against current global standards and serves as a valuable resource for those new to digital sustainability, offering insight into critical points across the advertising value chain.”
IAB Europe remains committed to supporting our corporate members and National Federations by offering the essential guidance, data, and tools needed to implement the Global Media Sustainability Framework, now spearheaded by Ad Net Zero. The feedback collected during this beta test will inform the final version of OpenGHG, which is expected to be rolled out to a broader audience later this year.
Access more information on OpenGHG here, download the FAQ document here, and watch our explainer video here.
If you are a member of IAB Europe and would like to gain access to OpenGHG to test and provide feedback on the tool, please contact our Data Analyst & Sustainability Manager, Dimitris Beis, who can assist with this.
For any media inquiries please contact our Marketing & Communications Director Lauren Wakefield.
For more information on the work of IAB Europe and the Sustainability Standards Committee, please visit the Sustainability Hub on our website here.
Brussels, Belgium, 1st August 2024 – IAB Europe, the leading trade association for the digital advertising industry, welcomes the European Commission’s recently published second report on the General Data Protection Regulation (GDPR).
The association shares the Commission's view that the GDPR's adoption was a pivotal milestone, establishing enduring principles of data protection, including in the digital advertising sector.
IAB Europe strongly supports the Commission’s emphasis on maintaining a "risk-based and technology-neutral approach" to ensure robust protection for data subjects and free flow of personal data within EU. We agree that this approach is essential in imposing proportionate obligations on data controllers and processors, accommodating the rapid evolution of digital technologies while safeguarding individual privacy.
IAB Europe was pleased to see some of the views expressed in our submission during the consultation process reflected in the report's conclusions. In particular, we support the European Commission’s call for:
While the association welcomes the report's findings, we emphasise the need to strike a balanced approach between data protection and innovation, recognising the diverse impacts of emerging technologies on user privacy.
Finally, IAB Europe expresses its commitment to an ongoing dialogue on GDPR enforcement with policymakers to serve the interests of both businesses and consumers. For more information please refer to IAB Europe’s submission on the consultation process for the second GDPR report.
For more information on the second GDPR report or IAB Europe's policy work in general, please contact our Public Policy Manager Ines at talavera@iabeurope.eu.
Summer is upon us! Whether you’re lounging by the beach, hitting the trails, or simply enjoying the longer days, it’s the perfect time to enrich your mind and stay ahead of industry trends. One way you can do this is by listening into IAB Europe’s podcasts.
Whether you want to learn about the latest ‘Policy Matters’, hear ‘Programmatic Perspectives’, or discover what’s on the horizon in the ‘Digital Dawn’, we have a podcast for you.
Digital Dawn
Our original podcast series, brings insights and learnings from the digital advertising industry to light, to help spark new ideas into existence. From women in advertising to sustainability, Retail Media, and more, we get insights from those most in the know (our members) and explore new ideas to help drive the future of our industry.
Policy Matters
New for 2024, this series shares key conversations with industry experts, policymakers, and thought leaders to unravel the latest policies, regulations, and elections impacting our industry. From AI and Sustainability to the 2024 European Elections, we digest and share all the key things you need to know to stay up to date on European Policy.
Programmatic Perspectives
Our newest series lets you get all the programmatic insights and opinions you need on the go.
Each episode is hosted by Wayne Tassie, Group Director, Integrated Solutions, DoubleVerify, who chairs IAB Europe’s Programmatic Trading Committee. Wayne speaks to committee members on an array of programmatic subjects so you can get a first-hand perspective into the topics shaping the people and products of programmatic advertising.
Digital Dawn
Policy Matters
Programmatic Perspectives
You can explore all of IAB Europe’s podcasts on our website here, or search for the podcast series you want to listen to in your player of choice.
Additionally, if you’re a member of IAB Europe and would like to participate in our podcast, please contact our Marketing & Communications Director Lauren at wakefield@iabeurope.eu.
This summer, turn your downtime into an opportunity for professional growth. Stay informed, inspired, and ahead of the game by tuning into the episodes of your choice.
Happy summer and happy listening!
The digital advertising industry in Europe is witnessing a paradigm shift with the growing influence of Retail Media and IAB Europe’s new Attitudes to Retail Media Report offers unique insight into the current status and future trends driving Retail Media in Europe.
The survey, developed by IAB Europe’s Retail Media Committee, garnered insights from over 160 respondents across 31 markets, comprising advertisers, agencies, and Retail Media Networks (RMN). Notably, the majority of respondents manage significant annual advertising budgets and hold influential positions within their organisations, such as Heads of Retail Media and Media Directors. The report underscores the pivotal role that Retail Media is slated to play in the future of digital advertising.
The Report reveals that Retail Media is enhancing media planning by leveraging data insights and reaching consumers at their point of purchase. It also highlights the importance of addressing barriers, such as the need for industry collaboration to establish standards. These insights underscore the transformative potential of Retail Media and the need for concerted efforts to foster its growth and professionalisation.
The survey indicates that while Retail Media is frequently discussed in industry circles and at events, its adoption is still in the nascent stage, with only half of the buyers having established partnerships with retailers or RMNs for more than one year. Notably, a significant trend is the reallocation of funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets.
Another interesting insight revealed the dominance of on-site opportunities in retail media investment. Furthermore, the report indicates that data access and the ability to reach consumers at the point of sale are significant drivers of investment, aligning with the broader industry trend of leveraging data and personalisation to enhance advertising efficacy.
However, the report also identifies some notable challenges. Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. In addition, retailers face operational and technological challenges that hinder the growth of Retail Media insights that are crucial for understanding the current hurdles that need to be addressed to further unlock the potential of Retail Media.
IAB Europe’s Retail Media Committee has been driving significant initiatives to develop standards for Retail Media Advertising. The multi-stakeholder group, comprising of retailers and leading Retail Media businesses, has already produced valuable resources, including pan-European definitions, the first-ever industry association-led Retailer Digital Advertising Capability Map, and a Retail Media Glossary, which can be viewed on IAB Europe’s Retail Media Hub here. These initiatives underscore the collaborative efforts to shape the future of Retail Media and uphold industry standards.
The first Pan-European Attitudes to Retail Media Report for 2024 serves as a milestone in providing a comprehensive overview of Retail Media in Europe. The insights gleaned from this report not only offer valuable strategic insights but also pave the way for collaborative efforts to address challenges and propel the industry towards a new era of digital advertising.
Undoubtedly, Retail Media is set to play a defining role in shaping the advertising landscape in Europe in the coming years, and the report marks a significant step in understanding and embracing this transformative trend.
For more information on IAB Europe’s Retail Media work and how you can get involved in the Committee, please contact IAB Europe’s Industry Development & Insights Director, Marie-Clare at puffett@iabeurope.eu.
Brussels, 23 July 2024 - IAB Europe acknowledges yesterday’s announcement by Google that instead of deprecating support for third-party cookies on Chrome, it will “introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing”.
The announcement was made alongside the release of results from buy- and sell-side testing of Privacy Sandbox APIs confirming that revenue losses arising from the deprecation of third-party cookies could be attenuated by the use of the APIs, though to varying degrees depending on the scenario.
The UK Competition and Markets Authority (CMA), which has been overseeing the development of the Privacy Sandbox following commitments made by Google in 2021, has announced that it will “work closely with the [UK Information Commissioner’s Office] to carefully consider Google’s new approach to the Privacy Sandbox”, and is open to receiving feedback from interested parties until 12 August.
Given the lack of detailed information on the user choice functionality that Google proposes to introduce instead of deprecating third-party cookies, it is currently challenging to fully assess the implications of this announcement on the broader ecosystem. However, IAB Europe emphasises the following key considerations that should be addressed in any alternative approach implemented in Chrome:
Finally, we would call on Google to ensure that the development is done in close collaboration with industry standard-setting organisations and takes good account of industry feedback, even as it continues to refine and improve the Sandbox tools. In this connection, it is relevant to acknowledge Google’s record of industry engagement on the Privacy Sandbox up to now, while being clear-eyed about the risks evoked above in relation to the alternative approach announced yesterday.
Half of Buyers Diverting Investment From Other Marketing Channels & Budgets to Retail Media Channels
23rd July, Brussels, Belgium - IAB Europe, the leading European-level industry association for the digital advertising industry, has today released the first Pan-European Attitudes to Retail Media Report for 2024, offering a fully comprehensive overview of the current status and future trends driving Retail Media in Europe as determined by the buyers and sellers in Retail Media advertising. Key findings reveal that half of buyers are already partnering with Retail Media Networks and are shifting budgets from other marketing channels to fuel Retail Media investment.
The survey developed by IAB Europe’s Retail Media Committee received over 160 respondents from advertisers, agencies, and Retail Media networks in 31 markets. The majority of respondents (80%+) manage annual advertising budgets of €1m or above and are investing more than 41% in digital advertising. Many of the respondents were either Heads of Retail Media or Media Directors.
Commenting on the findings from the report, Marie-Clare Puffett, IAB Europe’s Industry Development & Insights Director said “The Report reveals that Retail Media is enhancing media planning by leveraging data insights and reaching consumers at their point of purchase. It also highlights the importance of addressing barriers, such as the need for industry collaboration to establish standards. This collaboration is crucial for fostering the growth and professionalisation of Retail Media and IAB Europe plays a vital role in uniting the industry and setting standards for the European market.”
Key Findings from the Report:
Retail Media Adoption is Still Nascent
The report highlights that while Retail Media is a widely discussed topic, its adoption is still in the early stages. Only 50% of buyers have partnered with a retailer or Retail Media Network for more than one year.
Spend Diverted from Other Marketing Budgets
Half of buyers are reallocating funds from other marketing channels to retail media, particularly from linear TV and performance marketing budgets.
On-Site Opportunities Dominate Investment
Currently, most retail media investments focus on on-site opportunities, indicating potential growth in off-site and in-store advertising in the coming year.
Data Access and Point of Sale Reach Drive Investment
Nearly 90% of buyers are motivated by the access to retailer first-party data, and three-quarters of buyers are drawn by the opportunity to reach consumers at the point of sale.
Fragmentation and Lack of Standards Hinder Investment
Approximately 60% of buyers cite the fragmentation of Retail Media Networks and the lack of standardisation as significant barriers. Retailers also face challenges with operational elements and technological requirements.
Measurement Options and Audience Reach are Key Retail Media Network Evaluation Criteria
Around 75% of buyers consider measurement options and audience reach crucial when evaluating Retail Media Networks (RMNs) within the same category.
Jason Wescott, Chair of IAB Europe’s Retail Media Committee and Global Head of Commerce Solutions at GroupM said: “Market Intelligence is one of the foundational pillars of our Retail Media Committee work plan. Amidst the burgeoning interest in retail media, it is imperative we deliver a consistent and authoritative source of truth regarding the European market landscape. Our previous surveys have yielded invaluable insights, guiding critical committee decisions on project prioritisation, exemplified by the publication of our Retail Media Measurement Standards in April. I am delighted to support the release of our inaugural "Attitudes to Retail Media" report, which will unveil pivotal trends and growth opportunities across Europe. I am confident these findings will furnish our committee and members with indispensable strategic insights.”
Developing standards for Retail Media Advertising in Europe is a key focus for IAB Europe’s Retail Media Committee. This multi-stakeholder group brings together retailers alongside leading Retail Media businesses in Europe to advance and shape the future of this exciting digital advertising space. It has already produced valuable resources including pan-European definitions, the first-ever industry association-led Retailer Digital Advertising Capability Map, and a Retail Media Glossary. You can find these resources and more on IAB Europe’s Retail Media Hub here.
The full report can be downloaded from IAB Europe’s website here.
To find out more about IAB Europe’s Retail Media work and how you can get involved please contact IAB Europe’s Industry Development & Insights Director, Marie-Clare Puffett.
Brussels, Belgium, 22nd July 2024– IAB Europe, representing a diverse membership of digital marketing, digital advertising, and media companies, has today released a comprehensive paper outlining significant concerns regarding the European Parliament's and European Council's positions on the GDPR procedural regulation. As the trilogue discussions are anticipated to begin later this year, IAB Europe emphasises the need to address key issues to ensure practical and effective regulatory implementation.
The full paper, hosted here on IAB Euroe’s website, details several critical areas of concern:
1. Early Resolution Mechanisms and Complaint Admissibility: IAB Europe highlights the need for streamlined processes to expedite complaint resolutions and reduce administrative delays, which are currently leading to significant backlogs.
2. One-Stop-Shop Mechanism: The importance of maintaining the one-stop-shop mechanism to ensure consistent application of GDPR rules across different jurisdictions is stressed.
3. Business Information Confidentiality: Concerns are raised about the weakening of confidentiality protections, which could lead to media leaks and compromise the independence of supervisory authorities.
4. Right to Be Heard: IAB Europe advocates for uniform application of the right to be heard across Europe, ensuring that parties under investigation can effectively express their views during administrative procedures and avoid legal uncertainty.
IAB Europe remains committed to engaging with policymakers to ensure that the GDPR procedural regulation achieves its intended goals without imposing undue burdens on businesses or compromising the effectiveness of data protection mechanisms.
For more information, please refer to the attached paper or contact IAB Europe’s Public Policy Director, Franck Thomas - thomas@iabeurope.eu or IAB Europe’s Public Policy Officer, Nina Hamann - hamann@iabeurope.eu.
For press enquiries please contact IAB Europe’s CMO, Helen Mussard - mussard@iabeurope.eu.
Brussels, Belgium, 18th July 2024 - IAB Europe, the leading association for the digital advertising and marketing industry, is thrilled to announce the winners of its highly anticipated 2024 MIXX Awards Europe. This year's award competition once again showcased the very best of digital advertising from across Europe, recognising the outstanding campaigns produced by our industry.
Under the leadership of Eddie Adedji, Global Trading & Investment Lead PMX Investment Managing Partner at Publicis, the rigorous judging process involved a panel of esteemed experts from international organisations including Publcis, UM, TikTok, Bauer Media, GroupM Nexus, Samsung Ads Europe, Coca-Cola, Good-Loop, Meta, Amazon Ads, PubMatic, and more. The MIXX Awards Europe Jury spent many hours assessing the campaigns meticulously, evaluating their creativity, effectiveness, and overall impact.
The winners were unveiled and celebrated at the Virtual MIXX Awards Ceremony that was held today, enabling participation and recognition from across Europe and beyond.
This year's award recipients showcased magnificent achievements across 21 categories, demonstrating excellence in digital advertising and contributing to the advancement of the industry. Their innovative campaigns have set higher benchmarks and will help to inspire the ecosystem.
2024 MIXX Award Winners
Brand Advertising Campaign
GOLD
HORNBACH Squaremedia m² by Mediaplus Germany GmbH & Co.KG
SILVER
McDonald's Germany ‘Happy Ramadan’ by OMD Germany
Dacia ‘Hacking The Outrage: How to sell cars online (fast)’ by OMD Germany
BRONZE
Ring ‘More German Goes Not’ by OMD Germany
Branded Content Campaign
GOLD
L’Enfant Bleu ‘The Hidden Story’ by Havas Play France
SILVER
Long COVID Europe by Mediaplus Germany GmbH & Co.KG
BRONZE
Apollo ‘Everything Blurry’ by Mediaplus Germany GmbH & Co.KG
Campaign Effectiveness Campaign
GOLD
Vola.ro ‘Ambrosia Fly Away’ by Saatchi Creative
SILVER
KARACA ‘Haters Get Trolled’ by VML Türkiye
BRONZE
Dacia ‘Hacking The Outrage: How to sell cars online (fast)’ by OMD Germany
Connected TV Campaign
GOLD
Yumoş / Unilever ‘Yumoş Street’ by VML
Digital Audio Advertising
GOLD
WWF ‘Bee Radio’ by Mediaplus Germany GmbH & Co.KG
SILVER
Malyutka ‘Lullabies by Malyutka’ by MOKO Digital
Penny ‘Penny From The Block’ by OMD Germany
Digital OOH Advertising
SILVER
Mercedes-Benz ‘The Chameleon Stunt’ by OMD Germany
BRONZE
OKEY ‘Okey Rötar New Year Countdown’ by Mindshare Turkey
Direct Response/Lead Generation Campaign
GOLD
WWF ‘Save what you see’ by Mediaplus Germany
SILVER
Orange ‘Phone2Gold’ by Havas Media Network
BRONZE
MediaMarkt ‘Mother Ai’ by Universal McCann
UNFPA Ukraine ‘Helpline for men’ by MOKO Digital
Ecommerce Campaign
GOLD
Motatos ‘Inflation-Targeting’ by Mediaplus Germany GmbH & Co.KG
BRONZE
JDE ‘All it Takes is a Button: JDE Full Hybrid Management Marketplace Project’ by Havas Market Italy
Effective Use of Data
SILVER
Privateer ‘Space Trash Signs’ by Mediaplus Germany GmbH & Co.KG
BRONZE
Motatos ‘Inflation-Targeting’ by Mediaplus Germany GmbH & Co.KG
In-Gaming Campaign
GOLD
ING Bank Śląski S.A. ‘ING City in Roblox: The Hacked Roblox Concert’ by Gong
SILVER
UNITED24 ‘#TheDonationMap’ by Havas Play France
BRONZE
Kia ‘Kia Outdoor Legends – A Gen Z Gaming Experience’ by Havas Play Netherlands
Influencer Marketing Campaign
SILVER
ING Bank Śląski S.A. ‘ING City in Roblox: The Hacked Roblox Concert’ by Gong
BRONZE
Dacia ‘Hacking The Outrage: How to sell cars online (fast)’ by OMD Germany
KARACA ‘Haters Get Trolled’ by VML Türkiye
Integrated Marketing Campaign
GOLD
Apollo ‘Everything Blurry’ by Mediaplus Germany GmbH & Co.KG
SILVER
Yumoş/Unilever ‘Yumoş - There Is No Better’ by VML
Native Advertising Campaign
SILVER
Malyutka ’Lullabies by Malyutka’ by MOKO Digital
BRONZE
Vodafone ‘We Stand by You’ by Circus Reklamcılık
Non-Profit/Corporate Responsibility Campaign
GOLD
Hinz&Kunzt ‘The Homeless Gallery’ by Mediaplus
SILVER
WWF ‘Bee Radio’ by Mediaplus Germany GmbH & Co.KG
Product Innovation
SILVER
Vola.ro ‘Ambrosia Fly Away’ by Saatchi Creative
BRONZE
UNITED24 ‘#TheDonationMap’ by Havas Play France
Retail Media Campaign
SILVER
Search Advertising Campaign
GOLD
BluTV "Online Piracy Searches" Search Ads Campaign by Hype
Social Media Advertising Campaign
SILVER
Alpine ‘AI Checking’ by Havas Play France
BRONZE
Dacia ‘Hacking The Outrage: How to sell cars online (fast)’ by OMD Germany
Sustainability Campaign
GOLD
Privateer ‘Space Trash Signs’ by Mediaplus Germany GmbH & Co.KG
SILVER
Orange ‘Phone2Gold’ by Havas Play France
BRONZE
Yapı Kredi ‘Yapı Kredi Step: "What difference would it make?" by Rafineri Advertising Agency
Video Advertising Campaign
SILVER
Orange ‘Phone2Gold’ by Havas Play France
BRONZE
Hepsiburada ‘YouTube - Turkish TV Series Trailer Sponsorship’ by Sparkle Medya
Virtual Augmented Reality or New Technologies Campaign
GOLD
Songs That Atatürk Would Love The Most
SILVER
ING Bank Śląski S.A. ‘ING City in Roblox: The Hacked Roblox Concert’ by Gong
The Grand Prix
Hinz&Kunzt ‘The Homeless Gallery’ by Mediaplus
You can watch the full 2024 MIXX Awards Ceremony here.
Brussels, Belgium, 18 July 2024 - IAB Europe, Alliance Digitale, BVDW, IAB Ireland, IAB Italia, IAB Polska, IAB Spain, IAB Sweden and SPIR have submitted to the European Data Protection Board (EDPB) a position paper outlining key concerns and recommendations in connection to its Opinion 08/2024 related to the use of ‘Consent or Pay’ models by “large online platforms”, and to the Board’s upcoming draft Guidelines intended to have a broader scope.
The undersigned associations are concerned that the EDPB’s lack of consultation on this structuring topic and its disregard for stakeholders’ input thus far has resulted in the Board adopting a position based on a fundamentally flawed understanding of the digital advertising industry, which will ultimately undermine both the sustainability of some digital services and users’ ability to access diverse sets of services and content online for free.
The position paper argues that the EDPB's Opinion 08/2024 fails to balance the right to data protection with the freedom to conduct business. In particular, the Opinion attempts to dictate how companies structure their business models by examining pricing practices and by requiring the provision of a “free alternative without behavioural advertising”, which is at odds with the established case law of the Court of Justice of the European Union (CJEU) in Case C-252/21, and may not be commercially viable for many online services.
Moreover, the Opinion misrepresents the ‘Consent or Pay’ model as rendering data protection rights conditional on payment and erroneously portrays personalised advertising as generally unlawful. This does not only depart from existing case law and national guidelines, but also diverges from the intention of the EU co-legislators that have expressly chosen to preserve personalised advertising in the EU legal framework.
Finally, the concept of “large online platforms” as set out by the EDPB has no grounding in the GDPR, and is not based on any objective and measurable factors, which creates confusion and uncertainty as to the scope of application of the Opinion.
Recommendations
The undersigned associations recommend the EDPB to revise and align the Opinion 08/2024 with the authoritative CJEU judgment in Case C-252/21, by limiting its assessment to companies that are in a situation of power imbalance with their users and by recognising the legality of providing users with a choice between consenting and paying a fee for accessing their services in such a situation.
The Opinion and subsequent draft Guidelines should also abstain from interfering with the business models chosen by companies to finance their services, by making explicit that Data Protection Authorities cannot independently examine pricing practices or factor the provision of a “free alternative without behavioural advertising” to assess the validity of consent.
Additionally, it is essential for the draft Guidelines to build on the interpretative guidance and recommendations already issued by national Data Protection Authorities, without conflating the data protection principles set out by the GDPR with concepts borrowed from other EU legal instruments that have been established to ensure a fair and competitive digital economy.
The position paper can be found here. For more information, please contact Ninon Vagner, Privacy Director, IAB Europe - vagner@iabeurope.eu / Helen Mussard, CMO, IAB Europe - mussard@iabeurope.eu
IAB Europe has an immediate opening for a paid, 6-month internship to support its sustainability team on technical and legal aspects of regulatory compliance. The role, which will carry the title of “Sustainability Compliance Officer”, is a new one, based in Brussels, and intended to enable the further development of existing work-streams relating to the sustainability of the digital advertising supply chain and the addition of new activities.
Key Responsibilities
The Sustainability Compliance Officer will track and update IAB Europe’s members on the implementation of existing EU Directives into national law, support corporate member compliance efforts, and collaborate with national federation members on their outreach to local regulators. He/she will also work with IAB Europe’s policy team to monitor proposed new rules and assess their implications for different stakeholders in the digital advertising ecosystem, as well as support the development of educational materials and training to help industry players understand what solutions are available to estimate and reduce their greenhouse gas (GHG) emissions and comply with reporting and other sustainability-related obligations laid down at EU level.
Desired Attributes
The successful candidate will have a natural curiosity and a willingness to take the initiative and assume responsibility within a small, high-performance team. He/she will be an effective communicator, both orally and in writing, with an academic background in environmental science, engineering, law, public policy, economics, or a more explicitly sustainability-related field. An interest in digital technology and ESG would be important; prior experience in roles relating to sustainability and/or policy analysis would be a plus.
Compensation
The role is Brussels-based; compensation would be competitive.
Contact
Please send a CV and expression of interest to jobs@iabeurope.eu.
About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.
The rapid growth of e-commerce means Retail Media has reached critical mass – riding a third wave of digital advertising. From 2012 to 2022, the online share of retail trade more than doubled in the UK and more than tripled in Germany, with a 26.5% and 19.6% share respectively according to the Centre for Retail Research. IAB Europe also forecasts that Digital Retail Media advertising spend will exceed €21bn by 2026.
To help stakeholders navigate the rapidly growing world of Retail Media, IAB Europe’s Retail Media Committee has taken the lead in defining Retail Media and sharing key expertise through a newly updated comprehensive 101 Guide to Retail Media. This guide, originally released in September 2023, has been refreshed to provide even more valuable insights and updated information, making it an indispensable resource for anyone involved in the digital advertising space.
What's New in the Updated Guide?
To help stakeholders take the lead and stay informed, our Retail Media Committee has updated the guide to include the following areas:
1. Harmonised Definitions
We have introduced new pan-European, harmonised definitions of Retail Media, including on-site, off-site, and digital in-store. These updated definitions ensure that everyone in the industry has a clear and consistent understanding of the key concepts and terms.
2. Enhanced Measurement and Metrics
The updated guide includes an expanded measurement and metrics section, featuring more information on IAB Europe's recently released Retail Media Measurement Standards. These standards are crucial for accurately measuring and evaluating the success of Retail Media campaigns.
3. Path to Purchase Infographic
A new Path to Purchase Infographic has been added to illustrate how retail and commerce media can be bought. This visual guide simplifies the purchasing process, making it easier for stakeholders to understand and navigate.
4. New Case Studies
We have included new case studies to provide real-world examples of successful Retail Media campaigns. These case studies offer practical insights and lessons learned, helping stakeholders apply best practices to their own campaigns.
5. Updated Best Practices
The best practices section has been updated to reflect the latest trends and strategies in Retail Media. This section provides tips for optimising Retail Media campaigns and achieving the best possible results.
Why You Need This Guide
Whether you are a buyer or a seller, this updated 101 Guide to Retail Media is an essential resource for staying ahead in the digital advertising landscape. By providing clear definitions, comprehensive insights, and practical tools, the guide empowers stakeholders to make informed decisions and drive desired outcomes.
