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.’’
The 10th annual edition of our Attitudes to Programmatic Advertising survey is now open!
Take part in the survey here.
As a valued member of the digital advertising world, your input is crucial in helping us to understand the current state of programmatic adoption across Europe. Whether you're an Advertiser, Agency, Ad Tech company, or Publisher, we invite you to take part in the survey to share your thoughts.
Over the past decade, our Attitudes to Programmatic survey has captured invaluable insights from industry leaders managing significant volumes of advertising supply and demand. This year, we aim to build on this tradition by gathering even more perspectives from professionals (like you) to gain a comprehensive understanding of the current programmatic landscape.
By participating, you will contribute valuable insights on critical areas such as:
Your input is crucial in helping us to understand and shape the future trajectory of programmatic advertising in Europe.
Participating in the survey will take only 10 minutes and answers will be treated strictly confidentially.
We will share the full results in Q3 through a series of industry presentations and a dedicated report.
The deadline to take part is Friday 16th August.
On 6th June, we hosted our latest Virtual Programmatic Day, which saw over 400 attendees join us for in-depth discussions on the latest trends, barriers, and drivers impacting programmatic trading in Europe. Organised by our Programmatic Trading Committee and hosted by the Committee Chair Wayne Tassie, Group Director, Integrated Solutions at DoubleVerify, we heard from industry experts who shared their knowledge and industry insights on what’s in the news, Privacy Sandbox and the new programmatic ecosystem, media quality and custom algorithms, and attention metrics and measurement.
In this post, you will find an overview and the main highlights from each session.
To watch the session recordings in your own time, go to our Knowledge Hub post here.
Fireside Chat - New Developments and News from the Street
The event kicked off with a fireside chat between Wayne and Lindsay Rowntree, COO of ExchangeWire. They discussed the stories that made the news this year, what ExchangeWire focuses on regarding events and editorial content, and what she's been hearing across the industry on new developments.
Session highlights:
Panel Discussion - Beyond Cookie-Depreciation: Privacy Sandbox and the Programmatic Ecosystem
It wouldn’t be a programmatic event without discussing cookies. The next panel discussion dived into the implications of the post third-party cookie era and explored innovative solutions, including Google's Privacy Sandbox initiative. Covering the broader impact on advertisers, publishers, and tech providers, speakers addressed critical questions around data transparency, user consent, and the evolving regulatory landscape.
The session was moderated by Aniss Laamouri, Head of Ad Tech, IAB UK, and included:
Session highlights:
Panel Discussion - Media Quality and Custom Algorithms: Driving Performance and Outcomes
Moving beyond traditional metrics like brand safety, viewability, and invalid traffic (IVT), our next panel delved into how a broader array of media signals can drive improved success metrics. Examining case studies and sharing practical insights, our speakers demonstrated how incorporating key elements can lead to more effective and efficient advertising strategies.
The session was moderated by Simon Halstead, Founder of Halstead Incubation Partners Ltd, and included:
Session highlights:
Panel Discussion - Can I Get Your Attention Please?
To round up the day, our final panel turned their attention to ‘attention’, exploring attention metrics and their pivotal role in optimising advertising strategies. Delving into the latest methodologies for measuring attention, they moved beyond discussing traditional metrics like impressions and click-through rates to more nuanced indicators such as viewability, engagement duration, and interaction quality.
The session was moderated by David Snocken, VP of Partnerships at Magnite, and included:
Session highlights:
Attention in Connected TV
Campaign Implications
Case Studies and Practical Applications
Self-Serve Programmatic is a growing part of the Retail Media advertising ecosystem and it allows brands to use a retailer’s first-party data to optimise their campaigns.
In the following blog, experts from IAB Europe’s Retail Media Committee dive into what a self-serve programmatic platform is, how it can be leveraged and evaluated, and key best practices to consider.
A big thank you to the following contributors for sharing their thoughts:
Nik Dutt, Product Marketing Manager, The Trade Desk
Tanguy LE FALHER, Head of Retail Partnerships, Unlimitail
Jorn Zwetsloot, Lead Advertising & Business Operations, Ad Retail Media
Gonzalo de la Mata , Global Commerce Lead , Zenith Global
Ekkehardt Schlottbohm, Regional VP, Northern Europe at PubMatic
Gonzalo - “In the evolving world of retail media, we’re going to see a real push in 2024 from Retail Media Networks focusing on their off-site propositions and partnerships and one thing stands clear, the future is self-service. Some of the benefits of a self-serve programmatic platform for buyers are::
Nik - Put simply, it’s a tool that gives buyers access to shopper data from major retailers, which can be used in campaigns.
A programmatic self-serve platform allows buyers to run off-site ads on TV (Connected TV), websites, audio platforms, and digital billboards (DOOH). Buyers can reach their audience more effectively by combining advertising technology with real shopping data. The platform can demonstrate how well the ads are performing, enabling brands to track how many people are buying their products, both online and in physical stores, all in near real-time.”
Jorn - “In the world of advertising, self-service platforms, and programmatic buying are two powerful tools that can help advertisers take control over their retail media campaigns. While these tools share similarities, some key differences set them apart:
While both programmatic buying and self-service platforms provide advertisers with more control over their campaigns, there are some differences as well. Programmatic buying is, for example, more scalable as the advertiser can use their own technology and run a campaign over multiple retailers or DOOH vendors, while self-service platforms give advertisers more options to use the native formats within a particular retailer environment.
Tanguy - This type of platform allows brands and agencies to create and optimise campaigns on a retail media network (sometimes on-site and off-site) and analyse campaign results in real-time. It can help to solve key challenges of retail media such as transparency, flexibility, in-flight optimisation, and real-time measurement.
Ekke - A self-serve programmatic retail media platform can combine core monetisation and audience acquisition strategies in one platform. This way, it can give commerce media networks and their advertisers buying flexibility, transparency, and scalable automation that is important for programmatic trading. It enables buyers to execute ad campaigns across sponsored product listings, omnichannel inventory on commerce properties, and across the open internet.
Tanguy - These platforms enable buyers to access real-time campaign insights. Enhancing campaigns could go through specific setups in terms of product selection, targeting, or bids. As an example, a buyer may analyse its campaign performance and decide to increase bids on a selection of keywords to get higher positions and product performance on the retailer website.
Ekke - With a self-serve programmatic platform, advertisers can tap into the commerce media opportunity by prioritising the integration of first-party, privacy-compliant sales data to reach and engage audiences with personalised messaging, in harmony with other channels. The growth of the sell-side in the form of retail media offerings and retail media networks has created fragmentation and complexity challenges. Commerce media marketplaces, which provide a single point of access, can help to solve some of these challenges.
By establishing secure data partnerships with retailers, advertisers can achieve the precision of cookie-based targeting and benefit from consistent processes and standardised reporting metrics, both of which are crucial to keeping up with a changing landscape.
Nik - Programmatic platforms help ensure a buyer's ads reach their most relevant audience – all through the power of data. For example, imagine a campaign for a new toothpaste for sensitive teeth. The self-serve platform can be used to target people who have bought similar products in the past. Or, if promoting a new car to parents, buyers can aim to reach people who have recently purchased school supplies. Demand-side platforms not only give buyer’s access to retailer data – they offer a simpler ad-buying process and are easy to set up and use, straight away.
Jorn - Purchasing programmatic media in formats such as DOOH from retailers is similar to buying a DOOH campaign from any other (traditional) programmatic supplier. Advertisers can request access to the retailer's self-service platform and usually choose between an advanced or simple mode to set up their campaign. The simple mode is perfect for those with limited budget and time, as it makes it possible to easily set up and run campaigns. With self-serve programmatic platforms, buyers have full control over their campaigns, including the ability to choose the right audience, search terms, regions, CPCs, and CPMs. This allows them to optimise their campaigns for maximum effectiveness. The advanced mode provides many more options to specify the campaign to specific target audiences, contexts, or search terms.
Gonzalo - Buyers can enhance their campaigns with a self-serve programmatic platform via the following methods:
Tanguy - The first best practice consists of accessing the self-serve platform to analyse campaign performance regularly to identify the evolution of delivery, ad rank, competition, ROAS, and other business or media KPIs. This allows buyers to take action quickly based on these analyses and improve their results.
Nik - Retailer Data is not just for performance campaigns but drives brand awareness too. When planning marketing campaigns, buyers don't have to ignore traditional demographic targeting. Instead, they can enhance their campaigns by adding different audience segments. It is useful to then assess how each strategy performs and see which one works best.
Buyers can even combine this approach with AI and proprietary platform features to help find more relevant audiences. For instance, data about a brand's best customers from retailers can be used as a starting point – or, seed – to expand and grow an audience. This helps reach not only a brand's main customers but also new people who are likely to be interested in their product or service.
Jorn - Best practices for retail media include starting small and learning as you go. It is important to learn what fits the campaign best, including which platforms, audiences, search terms, regions, and bid prices work best. It is also helpful to keep an eye on the campaigns and make adjustments as needed, as this will enhance the learning experience.
Gonzalo - It is also useful to think about the following:
Ekke - Some best practices I would recommend are:
Tanguy - Self-serve retail media platforms give visibility to brands over the evolution of spend in real-time. It means that a brand can have a quick look to identify the pacing of its budget and correct it if necessary. Moreover, some advanced platforms allow brands and buyers to set limits at multiple levels (e.g.: total campaign duration, daily, monthly). It helps brands control their spend and diversify their budget strategies.
Nik - By setting clear campaign goals (especially when using shopper data from major retailers), a buyer’s strategy can be adjusted in near real-time to focus on the most successful tactics. These goals could include increasing brand awareness or driving sales. But don’t rely on just one type of device or platform. Instead, use an omnichannel strategy to access all media channels in the most cohesive and connected way possible.
Top tip: An identity graph could help to create an effective campaign across multiple devices by providing detailed reports that show which ads, devices, or audience segments resonate best with the target market.
Jorn - Brands can evaluate their spend with self-serve programmatic platforms by inputting their budget during the setup process and choosing the appropriate bid strategy and pacing. For example, setting a maximum budget per week or day will allow the platform to automatically notify them when the budget runs out. It is also important to track campaigns and analyse the data to see what is working and what does not work. This will help brands make informed decisions about where to allocate their budget to maximise the ROI. Finally, stay flexible and adjust campaigns as needed to ensure that brands are getting the most out of their ad spend.
Ekke - To evaluate their spend with self-serve programmatic platforms, brands should adopt a holistic approach that integrates commerce media within their overall media strategy. Collaborate with data analysts and programmatic advertising experts to interpret data and uncover actionable insights. Their expertise can help in making informed decisions and refining strategies.
Find out more
IAB Europe’s Retail Media Committee is at the forefront of the retail media industry. Members are driving retail media growth and shaping the landscape by:
All of the work of the Committee can be found in our Retail Media Hub here.
Find out more about getting involved by contacting Marie-Clare Puffett - puffett [@] iabeurope.eu
The 2023 AdEx Benchmark Report from IAB Europe offers a comprehensive look into the digital advertising ecosystem, showcasing impressive growth and emerging trends. We’ve gathered insights from five industry experts to delve deeper into what these findings mean for the digital advertising landscape. Here’s what they had to say:
Dr. Daniel Knapp, Chief Economist, IAB Europe
"Digital advertising defied all odds in 2023 and grew by 11.1%. This can be attributed to improving interest rates and economic stabilisation, which have given advertisers greater confidence. While many remained cautious, there was an increased recognition of the need for sustained spending as brands looked to rebuild their presence and maintain a share of voice in the market. This period also saw the return of new companies and SMEs entering the market. As businesses have transformed to become increasingly digital, advertising has evolved from a siloed function to an integral part of overall marketing strategies, helping to fuel 2023 growth."
Dr. Daniel Knapp highlights how economic stabilisation has bolstered advertiser confidence, driving growth despite a cautious market. The digital transformation of businesses has made advertising a core part of marketing strategies, contributing significantly to the sector's expansion.
Townsend Feehan, CEO, IAB Europe
"The 2023 AdEx Benchmark Report reveals robust growth across several key formats, highlighting key dynamic shifts and expanding opportunities in the digital advertising landscape. Social advertising's impressive 18.2% growth reflects the increasing engagement and effectiveness of social platforms in reaching diverse audiences. Video advertising's significant 20.9% growth, especially its 15.0% rise outside social platforms, underscores its critical role in the display ecosystem. Emerging channels such as audio advertising and Retail Media are contributing significantly to the overall rapid growth of our industry, offering brands more opportunities to innovate and connect with audiences in meaningful ways."
Townsend Feehan emphasises the rapid growth in social and video advertising, noting their effectiveness in reaching diverse audiences. She also points to the rise of emerging channels like audio advertising and Retail Media as key drivers of innovation and connection in the industry.
Thomas Duhr, Executive Committee Member & Chairman of the IAB Europe Board
"IAB Europe’s AdEx Benchmark has reached a stage of legacy, with the 18th edition marking an important step in the long-term success story of digital advertising. The latest IAB Europe AdEx Benchmark Report reveals an inspiring story of resilience and innovation in the digital advertising market. Despite economic turbulence, and the looming challenges of privacy concerns and a world without third-party cookies, the market grew by an impressive 11.1% in 2023, showing the continued importance of digital investment to brands. This growth, driven by dynamic central and eastern European markets including Turkey, Serbia, and Ukraine, and emerging formats such as digital audio and video, showcases the industry's adaptability and forward-thinking nature. It's a testament to advertisers' renewed confidence, publishers adapting to innovative new strategies, and the creative potential that the industry continues to offer to drive the future of digital forward."
Thomas Duhr celebrates the report as a testament to the industry's resilience and innovation. Despite economic and privacy challenges, the market's growth underscores the importance of digital investment, driven by dynamic markets and emerging formats.
Anastasiya Baydachenko, CEO, IAB Ukraine
"The Ukrainian economy and its digital economy are going through difficult times. More than 10 million people were forced to leave the country. The supply of labor resources in the Ukrainian market is extremely difficult now. This is connected, firstly, with the migration of highly qualified personnel from abroad with the beginning of a full-scale invasion, and secondly, with the demographic gap, which statistically now falls on university graduates. Despite this, the digital industry shows growth in national currency thanks to a long tail of small and medium-sized businesses that actively use the advertising tools of global players as well as through the budget reallocation from classic non-digital media, from TV to CTV and YouTube. Global advertisers are returning to advertising campaigns much better than last year, but not all have returned to their usual advertising activities, compared to the pre-war period."
Anastasiya Baydachenko sheds light on the resilience of Ukraine's digital economy amid severe challenges. Growth has been driven by SMEs and the reallocation of budgets from traditional to digital media, with global advertisers gradually returning to the market.
Burak Ertaş, Chairman, IAB Türkiye
"Turkey's digital advertising market has been consistently ranking in the top 10 in Europe and has seen the fastest growth for the last two years. With a growth rate of 50%, adjusted for inflation, it's clear that digital advertising is booming in Turkey. According to Kantar Media, there's been a significant increase of over 9% in the number of companies advertising digitally from 2022 to 2023. Interestingly, this rise happened while the total number of advertisers across all platforms remained almost the same. This suggests that more advertisers are shifting their investments from traditional to digital platforms. This trend indicates that Turkey's digital advertising market is expanding, fueled by both existing digital advertisers increasing their budgets and new advertisers entering the scene. Moreover, Turkey's e-commerce volume soared by 115% in 2023 compared to the previous year, with transactions increasing by 22%. This rapid growth in e-commerce is another driving force behind the increased investments in digital advertising. Gemius, Turkey's monthly top 100 advertisers report, also confirms that e-commerce platforms and the retail sector are the leading digital advertisers in the country."
Burak Ertaş highlights Türkiye’s impressive digital advertising growth, driven by a shift from traditional to digital platforms and a booming e-commerce sector. The market's expansion is fueled by increased budgets from existing advertisers and new entrants.
IAB Europe has just released its 2023 AdEx Benchmark Report, and it's packed with insights into the booming digital advertising market in Europe. Despite economic and geopolitical challenges, the sector has demonstrated impressive resilience and growth. Here are five key takeaways from this year's report:
Europe's digital advertising market grew by an impressive 11.1% in 2023, reaching an all-time high of €96.9 billion. This growth rate outpaces that of the US, which saw a 7.3% increase. This places Europe in a strong position, showcasing the region’s ability to thrive even in challenging times.
The bulk of digital ad spending is concentrated in five key markets: the UK, Germany, France, Spain, and Italy, which together account for 69% of the total spend. However, there's notable double-digit growth in 13 other European markets. Central and Eastern European countries like Turkey, Serbia, and Ukraine are leading this charge, with Turkey experiencing a phenomenal 50% growth.
Video advertising saw a 20.9% surge, with a 15.0% rise outside social platforms, underlining its importance in the display ecosystem. Audio advertising also boomed, with a 23.1% increase driven by a 32.5% rise in podcast popularity. Connected TV (CTV) is another standout, with a 23.5% growth rate, outpacing other non-social video formats.
Programmatic advertising remains dominant, accounting for 51.9% of total display ads. However, growth in this segment is maturing as budgets shift towards new channels like CTV and Retail Media. This shift is also influenced by privacy concerns and the impending phase-out of third-party cookies, pushing the industry to explore alternative solutions.
Retail Media has emerged as a significant player in the digital advertising ecosystem, attracting considerable investment. As traditional retail and e-commerce continue to blend, advertisers are finding new opportunities to reach consumers directly on retail platforms, driving growth and innovation in this space.
European Digital Advertising Market Grew by 11% to a Market Value of €96.9bn
13 European Markets Experienced Double-Digit Growth
Brussels, Belgium, 12th June 2024 – IAB Europe, the leading European-level industry association for the digital advertising and marketing ecosystem, has today released the AdEx Benchmark Report for 2023, revealing a strong 11.1% growth in the digital advertising market in Europe, reaching an all-time market high of €96.9 billion. Despite a challenging economic and geopolitical environment, digital advertising in Europe has shown resilience.
Now in its eighteenth year, the AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe, with data collected across 29 national markets to provide a total harmonised figure for Europe. For the first time this year, the report includes additional quarterly data, offering a deeper insight into the complex dynamics that contributed to digital advertising’s growth over the last three years.
Key Highlights from the latest AdEx Benchmark Report include:
European Digital Advertising Market Saw Exponential Growth in 2023
The digital ad market grew by 11.1% in 2023, reaching €96.9 billion, surpassing other international markets, in terms of growth rate.
While the U.S. market is 2.5 times larger than Europe, Europe experienced a faster growth rate at 11.1% YoY vs a 7.3% YoY growth rate for the U.S. market.
Most European Markets Showed Robust Gains
Digital ad spending remained concentrated in the top European markets with the UK, Germany, France, Spain, and Italy making up 69% of total digital ad spend.
Most European markets showed robust gains overall in 2023 with 13 European markets seeing double-digit growth. Of those markets, 9 Central and Eastern European markets grew over the European average of 11.1% with Turkey seeing 50% growth, Serbia 27.6%, and Ukraine 25.2%. Growth in Turkey can largely be attributed to inflation.
Video, CTV, and Audio Are Among the Fastest-Growing Formats
Social ad growth rebounded in 2023 and grew by 18.2%, outperforming the display growth of 12.7%. Video advertising also played a crucial role in the growth of total display, increasing by 20.9% in 2023. It also saw substantial growth outside of social, with a 15.0% increase.
Audio also revealed itself to be one of the fastest-growing formats again this year, experiencing an increase of 23.1%. New audio data in this year’s report also showed that podcasts were integral to driving total digital audio spend, growing by 32.5%.
CTV also grew by 23.5% in 2023 to outperform non-social video.
Programmatic Market Growth is Maturing
Programmatic still accounts for over 50% of total display (51.9%), but market growth in this area is maturing. This shift is partly driven by the increasing allocation of budgets to new and evolving channels such as CTV and Retail Media, as well as the exploration of alternative solutions in response to privacy concerns and the evolving landscape surrounding third-party cookies.
IAB Europe’s Chief Economist, Dr Daniel Knapp commented on the report saying “Digital advertising defied all odds in 2023 and grew by 11.1%. This can be attributed to interest rates improving, and the economy stabilising, giving advertisers greater confidence once more. While many remained cautious, we saw an increased recognition for more sustained spending, as brands looked to build presence back up and maintain a share of voice in the market. This period also saw a return of new companies and SMEs entering the market. As businesses have transformed to become increasingly more digital, advertising has evolved from a siloed function to a more integral part of the overall marketing strategy, helping to fuel 2023 growth.”
Looking more closely at the channels and formats that are driving digital advertising growth in Europe, Townsend Feehan, CEO at IAB Europe commented, “The 2023 AdEx Benchmark Report reveals robust growth across several key formats, highlighting key dynamic shifts and expanding opportunities in the digital advertising landscape. Social advertising's impressive 18.2% growth reflects the increasing engagement and effectiveness of social platforms in reaching diverse audiences, and video advertising's significant 20.9% growth, especially its 15.0% rise outside social platforms, underscores its critical role in the display ecosystem. We can also see how emerging channels such as audio advertising and Retail Media are contributing significantly to the overall rapid growth of our industry, offering brands more opportunities to innovate and connect with audiences in meaningful ways.”
Download the full report on IAB Europe’s website here.
Notes:
AdEx Benchmark is the definitive guide to advertising expenditure in Europe. The data has been compiled by IAB Europe based on information provided by the national IAB offices around Europe. The report includes market size and value information for 2023 for the following markets: Austria, Belgium, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, the Netherlands, Norway, Poland, Romania, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkiye, UK and Ukraine. The data represents the calendar year 2023 January- December. This is the eighteenth AdEx Benchmark study which began in the calendar year 2006.
The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments, and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.
For more information please contact:
Lauren Wakefield
Marketing & Communications Director, IAB Europe
wakefield@iabeurope.eu - +44 (0) 7828 514 193
Helen Mussard
CMO, IAB Europe
mussard@iabeurope.eu - +44 (0) 7399 919 594
Now in its eighteenth year, the AdEx Benchmark Report is the definitive guide to advertising expenditure in Europe, with data collected across 29 national markets to provide a total harmonised figure for Europe. For the first time this year, the report includes additional quarterly data, offering a deeper insight into the complex dynamics that contributed to digital advertising’s growth over the last three years.
Key Highlights from the latest AdEx Benchmark Report include:
Read the press release here.
Download the 2022 AdEx Full Report here.
Download the 2022 AdEx Infographic below.
The countdown is on! In just two weeks, the wonderful world of advertising and marketing will descend on the South of France for the Cannes Lions Festival 2024.
Embodying creativity (and luxury) like nowhere else, the fast-paced environment and jam-packed schedules will return 17-21 June as senior leaders from across the globe get together to celebrate the industry, forge connections, and look to drive innovation forward.
This year, the team from IAB Europe will be there to meet, greet, and share expertise with our members and to create new connections with companies from across the ecosystem.
Focusing on Retail Media and Sustainability, our Industry Development & Insights Director, Marie-Clare Puffett, and Data Analyst & Sustainability Manager, Dimitris Beis will be on hand to discuss the integral work we are doing and how we can help you to meet your needs in these innovative areas and more.
Our Chief Economist, Daniel Knapp, will also be there delivering key sessions at RTL beach.
Here are some of the exciting things we have planned for our time in Cannes:
Monday 17th June
The AI Journey of Future Media at RTL Beach
Our Chief Econimist, Daniel Knapp will be heading to the RTL beach to lead the 'AI Journey of Future Media' panel session that will provide a comprehensive exploration of AI's impact on the newsroom and journalism. Bertelsmann Group, the leading Media conglomerate in Europe, launched AI initiatives will be discussed, offering insights into the innovative strategies and technologies driving media evolution. Additionally, the panel will address AI ethics in journalism, examining the potential risks and opportunities AI presents for the newsroom. This session promises to deliver valuable perspectives on AI's transformative role in shaping the future of media.
Tuesday 18th June
Retail Media: The Road Ahead for Europe with IAB Europe & Criteo
On Tuesday, June 18th at 10 CET, immerse yourself in an exclusive gathering hosted by Criteo and IAB Europe, alongside key leaders from across the ecosystem. Amidst the buzz of Cannes Lions, we'll convene to tackle the pivotal question: What strategic steps must our industry take in the forthcoming year ahead?
Speakers include:
Expect thought-provoking insights from a diverse panel of Retail Media experts, fostering an interactive dialogue aimed at navigating the complexities of decision-making. Following the session, there will be networking opportunities and light refreshments — all set aboard the Criteo yacht.
Find out more and register to join here.
Commerce Connect at the VideoWeek Villa
Retail Media promises brands the means to deliver effective campaigns with measurable outcomes. But how are retailers actually making this promise a reality? What can we learn? Join this fireside chat led by IAB Europe to learn more from those at the forefront of developing retail media networks at the VideoWeek Villa.
Wednesday 19th June
In-Store Breakfast Roundtable
Hosted in partnership with PRN, IAB Europe will bring together thought leaders from retailers for an invitation-only roundtable discussion on the evolving area of in-store retail media.
For more information on how to join please contact Marie-Clare - puffett@iabeurope.
How to Make (Data-Driven) Advertising Good Again? At RTL Beach
Data-driven business models are a central cornerstone of a diverse media landscape in Europe. However, they exist in a field of tension between consumer trust, regulatory scrutiny, and the continuous quest for innovation. The industry has not always found the right balance. This panel, moderated by Daniel Knapp, will untangle the state of affairs and future avenues to ensure a healthy combination of advertising and data for the benefit of all. In particular, it explores what options media owners, agencies, and brands have at their disposal to establish clear principles of ethical and trustworthy data use and how this is vital to ensuring a pluralistic and healthy media ecosystem.
Meet Us There!
If you are heading to Cannes and would like to connect with the IAB Europe team, please reach out to:
Marie-Clare Puffett - puffet@iabeurope.eu
Dimitris Beis - beis@iabeurope.eu
We look forward to connecting and celebrating with you in Cannes!
