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.
Download the Updated Guide Now
26th June 2024, Brussels, Belgium – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem has today published a paper outlining key commitments and policy principles ahead of the 2024-2029 EU legislative term, titled, "Towards an Inclusive, Safe, and Innovative Digital Europe." With the European Parliament and the College of Commissioners set to commence new terms, the paper outlines the vision and core commitments of IAB Europe and its members, towards shaping a sustainable and responsible digital advertising ecosystem for the future.
On the timing and purpose of the paper, Townsend Feehan, CEO of IAB Europe said, “The arrival of a new European Parliament and College of Commissioners in 2024 creates an opportunity to work together to build an ad-supported European internet in which citizens are empowered and protected in equal measure. There is now a broad and complex regulatory framework in place; the next mandate could usefully focus on ensuring that the implementation of that framework delivers an online environment that is economically, socially, and environmentally sustainable and a model for the world. We look forward to working with policymakers, regulators, and civil society in support of this aspiration”.
The paper highlights the importance of improving dialogue with policymakers and regulators on current and future digital advertising policies. It calls on policymakers to encourage further innovation and growth in digital advertising while aligning with EU values such as inclusivity, sustainability, and privacy.
The Key Commitments
In the paper, IAB Europe commits to developing responsible digital advertising practices with its members, ensuring transparency and consumer trust. IAB Europe’s members seek to protect European creators by combating IP infringement and ad misplacement through EU and global initiatives. Additionally, they look to counter online disinformation by promoting trusted information and demonetising false content, aligning with the EU code of practice on disinformation.
The Guiding Principles
The principles shared in the paper emphasise the value of consumer benefits from advertising and its role in economic recovery and growth. IAB Europe and its members ask policymakers to promote choice and diversity in digital advertising services, foster trust and confidence, and advocate for stable and predictable regulation. IAB Europe encourages policymakers to innovate in privacy protection, coordinate on ad-related policies, engage with all ecosystem players, and increase opportunities for collaborative industry initiatives.
Commenting on the guiding principles and key commitments, Pierre Devoize, Deputy MD at Alliance Digitale and Chair of IAB Europe’s Policy Committee said,“It is vital that the EU ensures all areas of policy are well coordinated, developed, and implemented in harmony with the operation of the ad market and the EU’s economic goals”.
Petra Wikström, Senior Director of Public Policy and External Affairs at Schibsted Media added, “It is important that policymakers understand that digital advertising provides value for the society, consumers and users. Without digital advertising, EU consumers would not have access to media plurality and high-quality editorial content in the EU.”
The release of the paper comes at an important moment for the EU and the digital advertising industry. It underscores a commitment to a future where digital advertising has the opportunity to play a crucial role in the sustainable development of Europe’s digital economy, benefiting consumers, businesses, and society at large.
Nathalie Laneret, VP, Government Affairs & Public Policy at Criteo concluded, "Digital advertising allows European businesses to expand while providing free or low-cost access to content and services online. The EU should evaluate the impact of the recently adopted rules on digital advertising before pursuing new initiatives."
The paper can be accessed from IAB Europe’s website here.
In this week's member guest blog post, we caught up with Emmanuel Josserand, Sr Dir. Agency, Brand, and Industry Relations at FreeWheel to understand how the latest VAST 4.3 can improve the viewer experience and the benefits to the ad buyers who adopt it.
At the end of 2022, the IAB Tech Lab released its Video Ad Serving Template (VAST) 4.3,
further improving the standards set out in its major updates to VAST in 2016.
VAST’s purpose is to enhance “the delivery and measurement of video advertising, including
sophisticated delivery and tracking options for clients, the ability to select ads dynamically for
insertion, and a more seamless experience for the viewer.”
So, how does it deliver on this and what benefits does it bring to the video ad buyers that
adopt it?
1. Improving Ad Performance
VAST 4.3 is intended to give ad buyers more granular control over video ad serving, for
instance by supporting a wider range of resolutions. This has the potential to significantly
enhance the quality of the viewing experience for users, in turn contributing to stronger ad
performance.
Importantly, the latest iteration offers advanced tracking and reporting capabilities such as standardizing measurability and reporting of creatives in a way that strikes a balance between advertisers' needs and reliable play-out for premium video. Additionally, it allows media agencies and advertisers to monitor viewability metrics in real time, for instance, which enables them to optimise their ad campaigns in flight and generate uplifts to ROI.
2. Increasing transparency
VAST 4.3 also includes a number of features which are intended to provide greater visibility
into the ad-serving process. It supports third-party verification and measurement tools, to
help buyers ensure their ads are being served to their desired audience. Additionally, VAST
4.3 adds additional features to support greater brand safety and competitive separation.
3. Enabling Flexibility
The latest version of VAST is designed to be highly flexible, supporting a rich variety of ad
formats, allowing buyers to customise their ad campaigns and tailor them for specific
objectives and requirements. Advertisers and media agencies can thereby craft more
engaging and effective advertising experiences for audiences. With the ability to use a mix of
formats and channels to drive awareness, consideration, and conversion, it enables them to
make an impact all along the marketing funnel.
4. Ensuring Creativity and Compliance
In the UK market, broadcasters required to comply with the UK Code of Broadcast
Advertising are asked to undergo an ad pre-screening process with Clearcast. Broadcasters
need to provide Clearcast with UniversalAdId (UAID), which is used for tracking ad creative,
and therefore a DSP must implement UAID to access premium video supply from UK
broadcasters.
For global advertisers and agencies, certifying that their ad creative meets mandated local
requirements, supports premium inventory owners with managing both compliance and the
advertising experience. Increasingly, it appears that providing UAID from a recognised
registry, such as the AD-ID® program in VAST 4.3, is becoming a more widely accepted
way of doing this. As a result, VAST can help to reduce complexity and improve efficiency in
the ecosystem.
As David Rasmusson, Product Manager at Viaplay puts it: "At a time when ad effectiveness
is highly scrutinised and impactful creatives are critical for grabbing attention, the buy-side
and the wider industry has a lot to gain by embracing the latest VAST standard. Some
technology is not yet taking advantage of the new features, but soon we will get both
improvements in compliance with industry regulations, as well as better data for advertisers
to optimize their campaigns from."
5. Preserving Quality with Standardisation
Another challenge VAST 4.3 look to help advertisers and media agencies overcome is
ensuring ads are delivered in a standardised way.
Typically, ad servers have used various declared attributes, including file size and content
type, to determine which media file is best to pass. The issue this leads to is that ad servers
can receive varied responses from demand partners on what media files are being
presented, causing unintended quality issues. The aim of VAST 4.3 is to ensure compatibility
across video channels and the ad servers, ad stitching services, and video players that
enable advertising on them. VAST addresses some of the above challenges in different
ways. It is intended to support a raw, high-quality file that ad stitching services can then use
to create media files which meet the quality level of specific video players. It also looks to
provide standardisation guidelines for three ready-to-serve video files at low, medium, and
high-quality levels to ensure an ad can always play.
6. Solving for Interactivity
Buyers increasingly rely on ads with interactive components to understand how audiences
respond and engage with their campaigns. Not all channels and media owners support this
ad format, however. To help increase adoption, VAST aims to provide interactive templates
that better enable publishers to run interactive ads and looks to support stronger
performance and ad measurement for advertisers and media agencies.
"The industry has been lagging behind and rather slow in implementing the new VAST
format. However, recent changes around the use of Vpaid have created many issues
particularly detrimental to the user experience so adopting VAST 4.3 has now become a
necessity for our industry’’, said Vincent Salini, Commercial Director, Digital at France
Télévision Publicité. ‘’It does require some efforts, but it can unlock some compelling
advantages for video ad buyers. By improving compatibility, transparency, and the ability to
comply with local regulations, it helps advertisers and media agencies stay ahead of the
curve in a rapidly advancing video landscape.’’
