The European Connected TV (CTV) market has soared in recent years to become one of the hottest topics in our industry. Where the worlds of TV and digital have been gradually merging over time, more and more consumers have been tuning out of traditional Linear TV options and moving into online streaming, paving the way for the CTV phenomenon. In Europe, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message. But for the CTV market to reach its full potential in Europe scale is key, and for that to happen programmatic CTV needs to be adopted.
In this blog post, we caught up with some of the contributor’s to our Guide to the Programmatic CTV Opportunity in Europe and members of the Programmatic Trading Committee to find out what the status of programmatic trading for CTV across Europe is, what buying options are currently available, and what we need to do to scale CTV programmatically.
What is the status of programmatic trading for CTV across Europe? How does this compare to other regions, like North America and APAC?
“It’s a really exciting time for CTV in Europe. While it’s still relatively early days for the channel, we’re seeing a lot of developments on the broadcaster side and ever-growing numbers of brands and agencies incorporating it to supercharge their campaigns.
North America is naturally further ahead but can provide a great snapshot of what’s to come. A major factor that’s impacted adoption in Europe is that linear TV has been so successful for the established broadcasters that they’ve been resistant to programmatic and the change that it brings. However, we’re really seeing the tide turning on this with many big players beginning to embrace digitalisation.
We expect to see European broadcasters evolve their digital TV offering space in the coming months, aligning increasingly closely with other digital channels. Our recent research found that nearly one in five (19%) of Brits watch more than 16 hours of streaming a week - so it’s understandable broadcasters want to keep pace with consumer appetite. As this happens, advertisers will shift increasingly large proportions of budget to this channel.” Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“According to our latest research, The Future of CTV advertising in Europe, there is a lack of unified definition across the region. During the research, we encountered not only a lack of consistency in what constitutes CTV across different markets, but we also found an array of definitions within markets. For some, it’s any TV connected to the internet. For others, it’s smart TVs, or even on-demand only. And in markets where HbbTV and IPTV are prevalent, there was no consensus on whether those technologies constituted “connected TV”. In one market HbbTV is regarded as connected TV, and in others it isn’t.
In our research, we found a two-speed Europe – large global players with unified content and tech infrastructure are moving relatively quickly, while local players, often with legacy TV businesses, are moving more slowly. Nevertheless, they are actively setting up OTT/CTV operations, though with diverse models and strategies, and in a more incremental fashion.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
What are the buying options available for CTV programmatically? How is it typically bought and through what deal type?
“All markets are available for CTV buying, but, across Europe, the majority of CTV inventory is bought through Private Marketplaces (PMPs). Broadcasters will typically go for Programmatic guaranteed with some 1-2-1 preferred deals, but this is changing, and more are opening up PMPs. OTT First publishers will tend to offer PMPs as their preferred route to market.” Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“With highly engaged, addressable audiences to reach on CTV, marketers should no longer be looking at programmatic as an afterthought, but as an essential part of their strategy to bring more efficiency and accountability into their media investments. Programmatic technology gives brands the dexterity they need in a changing marketplace. They can stop a campaign almost immediately and have a new one up and running within hours.
Programmatic doesn’t just pertain to the open marketplace. It also means gaining access to private, premium marketplaces and environments that give buyers assurance that their campaigns are running where they want them to. In fact, the majority of CTV transactions occur within curated, private marketplaces, giving buyers greater control as to how they structure deals and more insight into how their ad dollars get spent.
Programmatic makes it much easier for buyers to manage all of their placements and vendors through a single source or deal ID.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
“The lack of both OpenRTB standards in the open marketplace and a reliable definition of OTT across ad tech platforms has combined with TV publishers’ desire to maintain control over their inventory to produce a closed, deals-based economy when it comes to OTT/CTV.
When it comes to OTT/CTV, deals serve as a proxy for the lack of tech and TV’s traditional direct buying process in three major ways: defining the inventory, providing control, and improving accountability/reporting.
OTT/CTV deals typically take three forms. Private Marketplaces (PMPs): a deals-based method for suppliers to offer ad inventory packages built around audience data, impression attributes, content type, etc., to a group of buyers pre-approved by the publisher. Preferred Deals / Direct Deals: 1:1 deals established between a publisher and a buyer for a fixed-price CPM. And Programmatic Guaranteed Deals: deals established between a publisher and a buyer for a fixed-price CPM that guarantees access (reserved traffic) to a minimum number of impressions for the buyer, and a minimum spend to the publisher.” Adam Noble, Product Marketing Director, Index Exchange
How can a buyer scale CTV programmatically? What types of clients are you seeing have the most success?
“It really depends on what they’re trying to achieve and what the goals of the campaign are. The beauty of CTV is that it offers flexibility and the ability to test so advertisers can really hone campaigns according to their objectives. For instance, if they’re simply trying to maximise reach, they should keep the target audience broad. But if they’re looking for something more response-led, then it makes sense to run a test to find out where their audience is geographically, and on which publishers. What many people don’t appreciate is that it's incredibly cost-effective to run tests, and it will help inform and optimise future campaigns.
There’s no one type of client that CTV works better for - like any digital channel, it has universal benefits and appeal. The key is spending time getting to know how the channel works - with the help of partners - to ensure you’re making the most of it.” Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“With programmatic buying, brands and agencies win access to addressable audiences at scale. For example, buyers can easily go to 30 premium CTV publishers at once, all with the ability to reach their target audience. This is a planning advantage so buyers do not have to buy from many publishers individually like they would have to in a non-programmatic environment.
Programmatic pipes put CTV inventory in one drive, and we’re seeing demand increase across the board. With programmatic’s targeting capabilites, advertisers of all sizes can deliver their messages for optimal impact to engaged viewers. Whether it’s a buyer from a major agency or a small DTC marketer, programmatic CTV opens up access to premium inventory, regardless of budget size. The attraction of the DTC brands or regional brands is something that many agencies are excited about.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
“This depends heavily on the buyer type, audience criteria, and campaign goals. Large buyers will often broker direct deals with premium suppliers, such as broadcast and cable TV networks, as well as select digital pure-plays with scale and/or gated access to inventory, such as Hulu. In addition to direct deals, buyers of all sizes will tap into private marketplaces established by OTT/CTV SSPs for scale across the broader spectrum of OTT inventory that often includes a substantial portion of FAST and vMVPD supply. Such marketplaces typically take the form of general, run-of-network pools of OTT inventory accessed via a deal ID that is targeted by the buyer’s DSP. These marketplaces are also often verticalised according to the buyer needs, with separate deal IDs for CTV-only inventory, and/or deals based on price point, contextual category, audience segment, etc.
Clients with the most success tend to work across the spectrum of deal access, from direct negotiation with publishers to ensure baseline access to premium supply, and DSP activation of multiple SSP marketplaces to ensure scale for fulfillment and audience targeting.” Adam Noble, Product Marketing Director, Index Exchange
What are the typical targeting methods available and what do you recommend to partners?
“With any advertising activity, understanding the desired outcome is key. We work with our clients to understand what they are looking to achieve - which is often multiple elements, of varying priorities. Then, with the help of our platform, we use these goals as the starting point for the campaign plan. Our advanced AI technology is embedded across the platform and analyses millions of data points to help advertisers ensure their CTV buying is as optimal as possible.
This process encompasses a number of different targeting options from demographic to geography to genre. We also work with partners such as Samsung TV Plus who offer data technology that captures everything happening on the glass and enables a more customised content discovery experience.
The key is to stay flexible. It can be tempting to get a fixed idea about the targeting method to pursue, but one of the benefits of CTV is the ability to evaluate performance and update accordingly - so we encourage advertisers to take advantage of that.” Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“This sounds obvious but the fact that we still tend to target individual users, rather than considering the context of the content, is something that needs to change. The media landscape has evolved, the technology has evolved, and the innovation in the space has really driven new opportunities to leverage the potential of contextual advertising. Thinking contextually creates a number of benefits. Firstly, it ensures accurate content classification, so the brand suitability and targeting are on-point. It's consumer privacy-friendly. It extends reach and allows you to target broader audiences while still allowing for a certain amount of precision in finding audiences at a certain point in their buying journey. Finally, it reduces ad fatigue. The viewer only sees the ad in the right context, so it doesn't feel as though the ad is following them around.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
“OTT campaigns are often targeted according to basic demographic targets such as age and gender, zip-based location, and interest-based audience segments composed by data management platforms.
True addressability is limited for OTT campaigns given that Connected TVs are cookie-less devices often viewed by a household, rather than one specific individual. As a result, most OTT targeting is done according to HH file and IP address, which works well for targeting basic audience segments from DMPs, but are inadequate for accessing that next layer of targeting and insight, such as who, exactly, is in front of the TV right now. Authenticated audiences built upon publisher networks of first-party data allow SSPs to help increase match rates by enriching the audience signals sent to buyers, however, this data is often hard to scale without the help of identity and graph partnerships, and even then, is challenged by a dynamic of shared logins and inaccurate data associated with IPs and HH files. As a result, contextual signals are often defaulted to in order to help improve targeting for campaign relevancy.” Adam Noble, Product Marketing Director, Index Exchange
How do you measure the success of CTV campaigns?
“Without wishing to sound like a broken record, it really depends what you’re looking to achieve. At The Trade Desk, we work with various partners that can offer our clients different measurement metrics, according to their goals. For example, for reach and frequency – we work with several measurement specialists that can measure the reach and frequency of your campaigns vs. linear and BVOD, clearly demonstrating the added benefits of including CTV. We also work with a specialist company to help track brand uplift. Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“Without a doubt, there needs to be a greater push in the industry around standards for measurement. As an industry, we need to agree on what to measure and how to measure across all platforms. This includes a common set of metrics to compare the performance of OTT to linear TV, especially around reach and frequency.
At the moment we have lots of data sitting in silos, there needs to be a shared approach to measurement that is used consistently across all platforms and channels. This will require a lot of collaboration, which may be tough, but will really help OTT take off, and more importantly, provide advertisers with confidence in this new space.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
“A majority of OTT campaigns use basic delivery metrics to define success, such as fulfillment, delivery pacing, video completion rates, eCPM, and qualitative reviews of impression delivery by publisher, platform, device, etc. OTT buyers will often seek campaign reach and frequency metrics, as well as brand studies that measure incremental and unique reach compared to linear TV campaigns. While some buyers employ attribution vendors to execute studies related to consumer actions triggered by the campaign, these advanced tactics tend to be reserved for campaigns with large budgets and scale.” Adam Noble, Product Marketing Director, Index Exchange
We know that client adoption of CTV, especially programmatically, is significantly lower than in the US. What do you think needs to happen for Europe (or your specific market) to close the gap and encourage more investment in this exciting emerging channel?
“Europe is far more fragmented than the US, and the technology is different. The market in Europe is also different in that it’s dominated by the broadcasters, so for us to catch up with the US we will need the broadcasters to continue their journey towards a programmatic-first mindset. We have seen a significant amount of progress over the past 12 months, but there’s still plenty of work to do.
Additionally, in the US, there are fewer restrictions on targeting and data. GDPR requires a different approach, but it doesn’t prevent effective targeting. The key thing to understand is it’s not something you go around, instead, you need to work within its boundaries. IDs are a key part of the solution, as they bridge the gap between CTV and other media channels – providing holistic targeting. If broadcasters start to adopt IDs, it will truly unlock the power of CTV.” Patrick Morrell, Director, Inventory Partnerships, The Trade Desk
“In many of the European markets, the education and awareness piece still needs to be worked on. The technology really must work seamlessly and provide the TV-like experience that’s so important to the consumer, the publisher, and the buyer.
While CTV isn’t exactly programmatic yet, it’s worth noting learnings from the rise of digital display ads (which became programmatic). Display went somewhat down a rabbit hole, as the market quickly developed into a contest about who had built the best one-to-one targeting machine. While some publishers and tech players may well have excellent data sets to enable micro-targeting on CTV, it is essential that CTV respects the empirically proven value of linear TV and that it remains the number one platform to build brands and attain cost-effective reach in a high-quality environment.” Hitesh Bhatt, Director, Publisher Development, CTV, EMEA, PubMatic
This week's guest editors are Filip Sedefov, Legal Director for Privacy at IAB Europe & Giulia Sala, Senior Associate at DGRS and legal counsel for IAB Italy. In this post, they share their views on the Italian data protection authority's (Garante's) newly published set of guidelines on cookies and other tracking tools. They discuss the new challenges for ID solutions and look at what is strictly necessary to ensure compliance.
On July 10th, Italy’s data protection authority (the Garante per la protezione dei dati personali - “the Garante”) published a fresh set of Guidelines on cookies and other tracking tools. These new Guidelines complement and specify the Garante’s previous guidelines on the topic, which date back to 2014. The new Guidelines represent the expectations of the regulator when it comes to compliance with Italy’s implementation of article 5(3) of the ePrivacy directive, which establishes a consent requirement for storage and access operations on a user’s device. The final version of the Guidelines comes at the end of a one-month consultation period and six months of analysis of contributions (including from IAB Italy). It follows the publication of guidance on the topic by a number of other prominent European DPAs such as France’s CNIL, Ireland’s DPC, Spain’s AEPD, Denmark’s Datatilsynet as well as - on the topic of GDPR consent specifically - the European Data Protection Board (EDPB). All guidance by DPAs so far is aligned and compatible with IAB Europe’s TCF. Below, we take a brief look at the content of this latest cookie consent guidance by a European regulator, which companies have six months to comply with.
Scope of the Garante’s Guidelines
As mentioned above, the Guidelines refer to the implementation of the consent requirements of the ePrivacy Directive in Italian law (art. 122 of the Personal Data Protection Code). In the digital advertising context, this means they provide indication of the criteria the Italian regulator will use to assess whether or not valid consent was collected by a digital publisher - or their third-party ad tech partners - for storage and access operations on the user’s device, that are related to the delivery and measurement of advertising and content.
Although the Garante’s prior 2014 Guidelines on “Simplified arrangements to provide information and obtain consent regarding cookies” still apply, these were in clear need of an update following the reforms brought about by the GDPR. The regulator explicitly calls out new privacy notice requirements (e.g., data retention periods), more elaborate consent requirements as well as reinforced transparency and accountability principles, and promotion of privacy by design and by default as elements underpinning its updated guidance.
The Garante also clarifies that the Guidelines apply to all tracking tools. It draws a rather detailed and interesting distinction between “active identifiers” (i.e., cookies) and “passive identifiers”, such as fingerprinting or other tracking tools, that do not necessarily presuppose storage of information on the user’s device but are assimilated to such operations for the purpose of its recommendation.
Collecting valid consent
The Garante offers relative flexibility in the implementation of different methodologies for gathering consent. It sets out some best practices in terms of presenting the information to the user while allowing for approaches that deviate from these as long as valid consent can be adequately demonstrated in line with the accountability principle.
The inevitables: scrolling and cookie walls
Although controversial, continued scrolling by the user was considered a valid consent mechanism in Italy for several years, following the entry into force of the GDPR and at least until the EDPB’s Guidelines 05/2020 on consent “officially” invalidated it last year. In these new Guidelines, the Garante addresses the issue of “scrolling” consent directly. Unsurprisingly, the DPA follows the previously established position of the EDPB, indicating that “scrolling” cannot, in and of itself, be considered as constituting valid consent. However, the Garante still - and somewhat more prominently than other regulators - defends its 2014 stance (established namely following efforts by IAB Italy), which is that scrolling may constitute a significant component of a pattern of user interactions that could lead to a positive conclusion about their clear and unambiguous intent to consent.
Similarly, when it comes to cookie walls the Garante also follows the conclusions of the EDPB’s consent guidance (para. 39), which states that “in order for consent to be freely given, access to services and functionalities must not be made conditional on the consent of a user to the storing of information, or gaining of access to information already stored, in the terminal equipment of a user (so-called cookie walls)”. The regulator leaves the door open, however, for a case-by-case assessment of the legality of cookie walls, in cases where the service provider offers the possibility to access equivalent content or services without consent. Still, the inevitable question of whether a paid alternative would satisfy the “equivalent offer” requirement, or under what conditions it would satisfy it, remains unanswered.
What’s in a UI? Consent notice UI requirements
With regard to transparency and user interface (UI) functionality, the Garante - as in its 2014 guidance - maintains an endorsement of consent request by way of a prominent banner or notice (e.g., a CMP UI), presented to users upon their first visit to a digital property. It nevertheless recognises that other methods of obtaining consent are also possible when particular processing requires it, such as through a log-in or authentication process. These pose their own challenges, which we discuss briefly in a separate section further below.
The new Guidelines contain relatively detailed views from the regulator about acceptable UI design, content, and functionality. The DPA recognises, for example, that a UI may be surfaced on different devices and expects UIs to be designed in a way that takes adequate account of the context and environment in which a user is viewing them so that the transparency objective is fulfilled. In addition, the Guidelines specify that user-facing interfaces should, at the very least, respect the following best practices:
Where a user takes no action or actively rejects consent, that decision should, according to the Garante, be respected for at least six months. However, the UI can be resurfaced earlier in cases where one or more processing operations or third parties are significantly modified, or where it is impossible to identify what choices the user has made, for instance, because they have deleted the cookies on their device. There is no specified period for storing consent or an indication of when the user should be reminded they can withdraw their consent.
The key: standardisation
On several occasions in the guidelines, the Garante encourages standardisation. In particular, the regulator estimates that users would greatly benefit from standardisation of UI types of commands, colours, functions, and content. The DPA also refers to the fact that dedicated technical cookies can be used to record and maintain the status of a user’s preferences and serve to document their prior actions with regard to such preferences for compliance and accountability purposes.
IAB Europe’s Transparency & Consent Framework (TCF) is the most prominent instrument in the digital advertising context that promotes and operates standardisation precisely around these topics. The table at the end of this blog article attempts to provide a high-level overview and comparison of Garante’s requirements next to those of the TCF. It serves to demonstrate that TCF policies are aligned with the Garante’s latest Guidelines and that the Framework can be implemented in a way that is fully compatible with the regulator’s expectations.
New challenge for ID solutions and enrichment activities?
Interestingly, since the first draft of the Guidelines, a new paragraph has been introduced, which specifically refers to processing activities that accompany the creation of an account or authentication with an existing account. This is raised in the context of alternative methods to collecting consent that do not involve surfacing a banner or notice.
The Garante provides the example of a user accessing a service through the use of authentication or login credentials. It then states that, in such cases, when the account is created, there is an opportunity for the digital service provider (i.e., publisher) to inform the user and request consent for the use of cookies and other trackers. The regulator appears to suggest that, in addition to storage and access consent, users authenticated through login, must be asked to consent specifically to any activity that links different data sets, irrespective of whether these are from the same or different devices. In other words, the Guidelines could be read as effectively establishing a prohibition on the crossing of data relating to navigation carried out through the use of multiple devices, where prior and specific consent has not been obtained. This could be a challenge for ID solutions or any data controllers involved in linking offline and online data.
An elaborate view on what can be considered as “strictly necessary”
Like the ePrivacy Directive and Italian implementing legislation, Garante’s guidelines make a distinction between strictly necessary technical trackers and so-called “profiling” trackers, used for purposes that are not absolutely required for the operation of a digital property. The question, as always, is what exactly qualifies as a strictly necessary technical storage operation for which transparency must be provided, but which does not require the user’s consent. Interestingly, the Italian regulator goes further in its reflection than others on this point and adopts a slightly more nuanced position, specifically when it comes to first-party analytics.
In short, the regulator is of the opinion that cookies or trackers that serve first-party analytics purposes, can qualify as strictly necessary and hence not be subject to a consent requirement. This is only possible, however, where the following minimisation techniques have been cumulatively applied to these cookies and other trackers:
(i) The possibility of identifying the user is precluded, and they cannot serve to identify a device. The regulator suggests this can be achieved by masking appropriate IP address portions (e.g., at least to the 4th component) so as to introduce sufficient uncertainty in attribution;
(ii) They are used in relation to a single website/app; and
(iii) Third parties intervening in these activities (i.e., who provide the publishers with a measurement service) do not combine such data with other data or statistics of visits to other websites, nor transmit such data to other third parties except in the case where the production of statistics refers to multiple domains attributable to the same publisher (i.e., group’s websites).
Moreover, where a publisher carries out statistical analysis on their own, without the intervention of third parties, they may do so also in relation to multiple domains, websites, or apps, without the above-mentioned minimisation techniques, for as long as such operations do not serve the purpose of making commercial decisions. In essence, this means that a publisher is allowed to carry out statistical analysis on multiple web properties for technical reasons (e.g., deciding on storage and backup requirements) but not for commercial ones (i.e., deciding on digital ad space offering).
Garante’s Guidelines and the TCF
As promised earlier, below is a table that offers a high-level view of how some of the requirements in Garante’s new Guidelines compare to those set out in IAB Europe’s TCF. As always, it’s useful to keep in mind that TCF Policies set a minimum standard and that organisations should, in addition to TCF, implement more stringent requirements where these exist locally.
| Topic | Garante updated Guidelines on cookies and other trackers | Transparency & Consent Framework (TCF) |
| Scrolling consent | Scrolling cannot in itself be considered as an affirmative action by the user that signifies their consent. | TCF does not define “affirmative action” therefore allowing for flexibility depending on local regulatory requirements and guidance. However, Appendix B, Policy C(b) TCF requires “Accept” and “Settings” calls to action in the initial layer of the Framework UI at the very least. |
| Cookie walls | Cookie walls are not allowed in principle, as they do not constitute “freely given” consent, except where it can be verified, on a case-by-case basis, that the service provider offers the possibility to access equivalent content or services without consenting to cookies / other trackers. | TCF does not define “freely given” consent therefore allowing for flexibility depending on local regulatory requirements and guidance. Appendix B, Policy C(h) TCF, however, accounts for cookie walls (if and where these are allowed) and their impact on other TCF UI requirements. |
| Prior information | Cookies / trackers that are not strictly necessary cannot be placed prior to informing the user and collecting their consent. | Cookies / trackers that are not strictly necessary cannot be placed prior to informing the user and collecting their consent. See e.g., Policies 13(3) and 14(4) TCF. |
| Use of cookie banners / notices | Encouraged. The banner / notice must be prominent and separate from other information. | Required. The banner / notice must be prominent and separate from other information. See Appendix B, Policy C(a) TCF. |
| Content of cookie banners / notices | The banner / notice must allow the user to
- view essential information about the use of cookies/trackers - view essential information about collection and processing related to digital advertising - Call to action to accept - Call to action to access settings - Call to action to refuse or other means of closing the banner that entails refusal - access a secondary layer or privacy policy that contains extended information - access a secondary layer where purpose / third party -specific choices can be made. |
The banner / notice must allow the user to
- view essential information about the use of cookies/trackers - view essential information about collection and processing related to digital advertising - Call to action to accept - Call to action to access settings - access a secondary layer or privacy policy that contains extended information - access a secondary layer where purpose / third party -specific choices can be made. See full information requirements in relation to consent in Appendix B, Policy C TCF. |
| Consent toggles | Consent choices must be set to “off” by default. | Consent choices must be set to “off” by default. See Appendix B, Policy C(d) TCF. |
| Resurfacing UI | Users must be able to modify their choices by resurfacing the banner through an easily accessible link. | Users must be able to modify their choices by resurfacing the banner through an easily accessible link. See Appendix B, Policy C(f) TCF. |
| Purpose limitation & data minimisation | Only data necessary to fulfil a specific, strictly defined purpose are collected. | Only data necessary to fulfil a specific, strictly defined purpose are collected. See Purposes, definitions and guidance in Appendix A TCF. |
| Design / colours and dark patterns | Design and colours cannot be deceptive. Text treatment of commands should be identical. | Design and colours cannot be deceptive. Text treatment of commands should be identical. See Appendix B, Policy C(g) TCF. |
In this week's member-guest post, we hear from Stephanie Hanson, Offering Manager at OneTrust as she explores the CTV landscape and shares privacy best practices to follow.
The time has finally come to cut the cord. Internet streaming TV models are quickly becoming the norm worldwide compared to past cable TV models. At the same time, privacy regulations are popping up around the world, requiring companies to adjust their digital privacy experiences based on different requirements. How can companies jump into the CTV space and confidently adhere to privacy guidelines while meeting consumer expectations in regards to how their data is collected and shared? Read this article to find out.
Dipping into the CTV Pool
A streaming service can provide consumers with video, audio, or other content delivered online. Just a few examples of the more popular streaming services include Amazon Prime, Hulu, and Netflix. In fact, half of Americans (60% of them young adults) access video content through online streaming services.
With a growing number of consumers utilising streaming services, publishers shouldn’t overlook these outlets as an opportunity to advertise. Many publishers already have taken advantage of this new revenue stream, with 60% of Digital Buyers saying that they’ll shift Linear TV dollars to Connected TV (CTV) advertising in 2021). Whereas OTT (over-the-top) is the delivery method for streaming content, CTV (ConnectedTV) is the device on which the streaming services run. Advertisers can purchase ad space from publishers to display across OTT services and CTV applications.
Targeting and efficiency are two of the main benefits publishers and advertisers can hope to see by investing in CTV advertising. However, there are plenty of other advantages of adopting this new strategy. While CTV is a new channel that companies are tapping into, it’s essential to understand requirements that accompany OTT and CTV, especially when it comes to data privacy.
Benefits of CTV Advertising
One reason advertisers are shifting towards CTV advertising is that it is an effective method for reaching target audiences. Because of the nature of streaming services, content is already topic-specific. If you know the demographics and psychographics of your audience, there’s a good chance you can locate them and show them highly targeted ads via the content they’re consuming on CTV.
Advertisers can reap the benefits of CTV advertising by taking a cross-channel approach. Advertising can now span across your website, social media sites, mobile devices, and OTT platforms.
Brands that focus on multi-channel advertising report an average 500% improvement in ROI. It’s not hard to be convinced of the value of CTV advertising. However, with any new advertising outlet, there are always some unknowns.
CTV Advertising and Data Privacy
While CTV advertising certainly is an exciting new advertising venture for publishers, we shouldn’t forget the importance of privacy. As these are new advertising arenas many publishers are still navigating what best privacy practices look like when it comes to OTT and CTV. This new landscape includes a whole ecosystem of partners and vendors who are now receiving personal information.
Consent and privacy strategies should always be at the forefront of planning and incorporated into OTT and CTV platforms. Just like other marketing channels, it is critical to ensure transparency and provide consumers with choice over data collected for advertising purposes via streaming.
In addition to this, publishers leveraging the IAB TCF (Transparency and Consent Framework) v2.0 framework must ensure they are using a verified CMP, such as OneTrust, to appropriately capture consent and preferences to effectively signal it downstream to ad tech vendors.
Although implementing privacy-first practices should be well-thought-out it is always well worth the while. Some of the benefits include honouring consumer privacy and creating a trusted brand relationship with consumers through transparency. Additionally, consented inventory can lead to higher revenue for publishers.
Conclusion: Rely on CTV Privacy Technology
The potential in CTV advertising for publishers is exciting. By providing viewers with a seamless user experience while respecting their data preferences, you have a good chance of making this channel a viable consented revenue stream.
CTV app consent technology is your golden ticket to achieving compliance with privacy regulations while also meeting your advertising goals.
According to the recently released AdEx 2020 study, the European digital ad market is now programmatic first with 50.6% of all display spend now transacted programmatically.
Programmatic is a big deal. But to really understand the status of programmatic adoption across Europe on both the buy and the sell-side of the digital advertising industry, we need your help. IAB Europe is inviting all stakeholders, from advertisers and agencies to ad tech and publishers, to answer the 2021 Programmatic Survey! Take part here.
Now in its seventh year, this survey aims to illustrate the current adoption of and attitudes towards programmatic advertising. The results will help inform the IAB Europe Programmatic Trading Committee that provides guidance on developing a programmatic advertising strategy for publishers, agencies, and advertisers.
The deadline to complete the survey is Friday 6th August and it takes just 10 minutes to complete. Plus your response will be treated in the strictest confidence and all respondents will be sent a copy of the 2021 report with full results.
Help us uncover how programmatic advertising attitudes, adoption, and strategies are evolving. Take the survey today!
Check out last year's report to see what the findings provide so much value and insight.
So far this year, IAB Europe’s committees and taskforces have produced some incredible outputs. From an updated guide on the Post Third-Party Cookie Era and a new Guide to the Programmatic CTV Opportunity in Europe to a deep dive into Brand Safety in CTV and over 20 virtual events, it's been a great start to 2021.
If you're keen to get involved after the summer break, we'd love to have you join us! We have a range of committees and taskforces that every IAB Europe member can join, and below, we’ve put together a summary of our committees so you have all the information you need to sign up and get involved.
Why join a Committee?
Being a part of a committee will help you to expand your knowledge and network, and provide valuable education and guidance to the wider community. You can stay up to date on the latest regulatory affairs and public policy initiatives that promote self-regulation, best practices, and industry standards. Most of our committees organise events, so you have the opportunity to become a speaker or moderator at large events, which bring together hundreds of industry peers. Finally, being a part of a committee means you can influence the work we are doing to drive forward the future of our industry.
What’s involved?
Each committee has a monthly conference call with a quarterly face to face meeting when we can meet again. The committee Chair and Vice-Chair lead each session and proactively involve members to get the very best from each meeting. The latest projects and outputs will be discussed so members can decide what they’d like to get involved with and work on. Most committees will focus on two to three key projects each quarter which could range from producing a white paper or discussing the latest policy situation to conducting industry research and market insights. For any output you are involved with, you and your company will be cited in the report and have the opportunity to be involved in subsequent PR or events.
What Committees can I join?
Please see below for an overview of the committees you can join. For more details on the committees with details on the Chairs, work plan, and contact details, please click here.
On 6th July, IAB Europe hosted its first Digital Audio Day of 2021.
The event brought together the shapers, creators, and noisemakers of digital audio advertising to discuss everything you need to know about this channel!
Through a series of panel discussions and keynote speeches, we discussed all things audio from the audio landscape and programmatic audio, right through to audio measurement, standards, and podcast trends.
In this post, you'll find an overview of each of the sessions covered, as well as the video recordings from each of the sessions for you to view in your own time.
Watch the full event recording here.
Opening Keynote: The Audio Landscape in 2021 and Beyond - Daniel Knapp, Chief Economist, IAB Europe.
In this opening keynote presentation, Daniel Knapp focused on the recently released AdEx 2020 Report to share what the audio landscape in Europe looks like in 2021 and beyond.
Watch the session recording here.
Panel 1: The Audio Landscape
Following on from Daniel’s presentation, this panel discussed how the audio market has evolved over the last year, highlighting the latest investment figures and developments in the market. They shared their thoughts on what this means going forward to help scale the audio advertising opportunity.
The panel was moderated by Catherine Cribbin, Member Services Manager, IAB UK, who was joined by:
Watch the session recording here.
Keynote: Measuring the Audio Moment - Moomal Shaikh, Senior Product Manager, Oracle Advertising
Audio is on the rise (ask yourself- how many podcasts are recommended to you on a weekly basis?) but there’s still work to be done to measure IVT, brand safety, and overall performance on audio channels. In this keynote we heard Moomal Shaikh break down the state of audio measurement today, and where it’s going.
Watch the session recording here.
Keynote: Unleashing the Value of Programmatic Audio – Benjamin Masse, Global Managing Director, Strategy & Market Development, Triton Digital
Online audio is blossoming around the world through a wealth of new content, new formats, and new experiences. In this educational and thought-provoking session, Triton Digital’s Benjamin Masse presented both strategy and best practices for the programmatic monetisation of online audio. From trends across Europe and as compared to the rest of the world, this session provided helpful information on how best to optimise yield, and keep audio inventory in the spotlight in an increasingly competitive landscape.
Watch the session recording here.
Keynote: Great Talkers. Even Better Listeners – Lee Thompson, Strategy Director, AudioOne
In his talk, Lee explored Irish people’s relationship with digital audio. Based on findings from the most recent wave of IAB Ireland’s Digital Audio Consumption & Behaviour research he lifted the lid on the love affair with Audio and explained how, in the space of a few short years, digital audio has become a media planning favourite.
Watch the session recording here.
Keynote: Top 10 Podcast Trends in 10 Minutes – Adam Bowie, Business Development Manager, BBC World Service
Everything you need to know about the fast-moving podcast marketplace, examining the latest trends and numbers. This session challenged some preconceptions and provided insight and background into a continually evolving digital audio space, including the impact of social audio, subscriptions, and exclusivity.
Watch the session recording here.
Keynote: Update on Digital Audio Global Technology Standards – Where We Stand, and Where We Go – Oliver von Wersch, Founder & CEO, vonwerchpartner, consulting for IAB Tech Lab
The presentation gave an overview of the current state of IAB Tech Lab’s Digital Audio Standards, and provided insights into planned developments in 2021.
Watch the session recording here.
IAB Europe's hotly-anticipated full 2020 AdEx Benchmark Report is now live for all the world to see! Released on 1st July 2021, the report is the definitive guide to advertising expenditure in Europe. It covers 28 markets and details the formats and channels that contributed to digital advertising’s annual growth of 6.3 percent in 2020, culminating in a market value of €69bn.
You can download the full AdEx 2020 Report here.
But if you're looking for key facts, stats, and all the highlights from the report (the ones you absolutely must know), then be sure to check out our short videos, featuring our very own Chief Economist, Daniel Knapp below:
Keen to learn even more? Why not join us on 8th July for a Special Economic Trends Forum where Daniel Knapp will dive into the report to look at key digital ad spends and trends in 2020, and share must-know highlights and key takeaways. Register here to secure your space today!
In this week’s member-guest post, we hear from Igor Gubin, Region Manager, Europe at Admitad Affiliate Network, as he reveals the very promising outlook for online fashion sales.
The pandemic and lockdown was a massive blow to the fashion industry with sales decreasing in 2020. This year, however, has already proved otherwise: according to Admitad Affiliate, the number of online orders in the fashion industry increased by +73% from January to April 2021. Gradual removal of restrictions and activities of partners have contributed to this growth.
Meanwhile, the amount of European fashion orders has grown by + 28%, demonstrating that customers have reduced their average check, but at the same time are ready to buy more often. The interest towards websites of brands has grown as well - from the beginning of this year the number of clicks has increased by 18% in comparison to the previous period.
Residents of Ireland, Italy, Slovakia, Denmark and Slovenia increased the total cost of purchases in the fashion industry faster than others. The TOP-10 is closed by Holland, Czech Republic, Finland, Poland and Greece. Let's see which European countries can boast the largest average check for online orders in the fashion segment:
These EU countries show the highest average shopping basket value for online orders in the fashion industry in the first quarter of 2021
Online is the New Offline, Despite Partial Relaxation of the Strict Lockdown Rules
Most European countries are cautiously moving towards lifting COVID-19 restrictions and residents are spending more and more time outside due to the warmer temperatures. The Austrian government announced an easing of the rules from June 10th. From June 14th, the Czech Republic allowed visits to restaurants, bars, and guest rooms to take place. In Italy, the curfew will be lifted in the summer, whilst Germany enjoys lifting some of the current restrictions from June 7th, allowing restaurants to be opened to visitors both indoors and outdoors.
However, cautiousness is here to stay. Most consumers need a test to go shopping offline - meaning that part of the spontaneous fun is no longer there. This explains their spending habits are moving more and more into online shopping.
Seasons No Longer Exist
Fashionistas skipped the summer wardrobe renewal last year as almost all of Europe was in a tough lockdown in April / May 2020. Therefore, buyers triggered a new wave of demand for online shops in late spring and early summer. They have also been motivated to replenish their summer wardrobe with a growing list of countries opening their borders, ready to welcome travelers and vacationers.
Traffic, and More Traffic.
During the pandemic, not only has the number of online communities increased but also the number of websites willing to partner with brands as part of the affiliate marketing program has increased too. This means that the rewards are no longer generated via banners or contextual advertising (pay per click), but measured according to consumer orders (pay per action). The number of such providers and partners increased by +12% at the beginning of the year.
According to the Admitad Affiliate network, most of the orders in the fashion industry now come from these traffic sources:
The fashion future looks promising
Both experts and stakeholders expect further growth in the fashion industry. With the recovery and a growing wave of customers, competition between brands in standard promotion channels will intensify. Therefore, it is important to look for new ways to interact with the audience, experiment, actively work with partners, and make yourself known in order to focus the audience's attention on your brand.
In this week's member-guest blog post, we hear from Rachel Gantz, General Manager, Activation at Comscore as she shares why brands should consider contextual solutions not just to solve brand safety problems but for CTV and audience targeting as well.
Recently, the IAB Europe issued a summary of brand safety solutions in the modern era. With GDPR, cookies being deprecated in just 200 days (!?!?!), and CTV on the rise there is a strong argument to be made for why brands should take a second look at contextual solutions to solve not only their brand safety problems, but their CTV targeting and audience targeting problems as well. There was much discussion amongst the brand safety providers about what the future of contextual targeting should be. Can we move the industry to one where publishers see value in monetising their ad-supported CTV programming with contextual categories? Will advertisers one day be able to apply brand safety applications that have been tried, and true in web to CTV live streaming news or sports?
The discussion of the future of contextual CTV targeting mainly consisted of two key topics:
The discussion argued that brand safety for CTV needs to evolve beyond basic metadata processing to include frame by frame and second by second audio and visual processing to give advertisers a more complete brand safety picture. It also argued that for a transparent ecosystem, efforts will need to be made by publishers to better categorise CTV content (including live streaming) in a standardised way.
Well friends I have great news, the future is now.
From methodologies that include frame-by-frame video and second by second audio applications to patent-pending brand safety for live streaming solutions, Comscore is evolving how the CTV landscape thinks about brand safety. With an increasing percentage of eyeballs focusing on video content and ad-supported CTV becoming mainstream, these technological evolutions are critical to giving advertisers the tools needed to make informed choices. However, they are also critical for publishers and when done right, give publishers the ability to monetise more of their content, not less, by offering more contextually relevant moments for advertisers to take advantage of.
In addition, we are partnering with SSPs, DSPs, and publishers to ensure standardisation within the bidstream so that advertisers can apply brand safety, contextual categories, or even Comscore’s new Predictive Audiences, our contextually driven audience targeting solution, at scale. This standardisation is critical for better monetisation and better scale for advertisers.
In summary, while there will always be future evolutions that will make the market better, Comscore is doing a lot of the ‘future of CTV’ now. Come talk to us, we’d love to tell you about it.
In this week's member-guest blog post, we caught up with IAB Romania's Director Executive, Ioana Anecu on Clubhouse, the new age of the audio economy and how it is paving the way for more meaningful content.
There have been many opinions written and shared across the Internet about Clubhouse, pros and cons, strengths and weaknesses, Many “how to”s from the brand’s perspective, and “riding the waves of the new Clubhouse trend” for KOLs and worldwide specialists - from marketing to lifestyle, hobbies, and music. It will remain the symbol of Social Audio (real-time audio that allows listeners to actively participate in the dialog). But it wasn’t the first and will not be the last app in this sector. Based on exclusivity and scarcity - due to the lack of a recording possibility of the talks - Clubhouse has been, undoubtedly the “rising star” of 2021, harnessing people’s need for getting close to one another, the nostalgia of direct interactions, and following a worldwide video call fatigue.
One More Step Towards the Age of the Audio Economy!
While in the last few weeks there has been a flattening in the usage curve, downloads of the app, and interaction within the audio social network, now it seems that Clubhouse is on the rise again, due to the long-awaited Android version that is now available for download and use. Good news for the audio content creator’s economy!
In a world dominated by visuals in the last decade, audio media brings back to the fold the ability to focus on the real values of the brand and challenges creatives, marketing, and communication specialists to reconnect consumers to the opportunities and usage context of brands. Nonetheless to create meaningful and useful content it can be boring to talk about the brand. But it is interesting to talk and to engage in talks about lifestyle, context, and usage opportunities of products - that is the real creativity, and the real passion! What marketers have forgotten in the last years is the meaning of brands and services. They’ve got so caught up in racing with the competition and highlighting the best features and developing better and better products, both visually and physically, making people share and show off their products, making them go viral, that they have forgotten the core of the brand. The voice and purpose.
The Pandemic, however, has brought marketers back to the ground: it’s more than just to make a profit, it’s about empathy, purpose, and context. And those are good things to keep in mind for the new digital era. This is why audio has thrived, again, and why audio is passion and imagination.
After Clubhouse passed the milestone of 250,000 users (IOS only) at the end of April 2021, in Romania, we now have brands supporting rooms that talk about fun, friendship, and relations, because these are the core brand values that people care about. We have a news platform organising daily talks on one hot topic of the day. We have car brands talking about the driving experience and the expectations of their clients. And all of them are really successful in getting people to talk. Pedigree was one of the first brands to grab the opportunity of the Clubhouse platform, with its creative contribution of BBDO NewYork, by organising a room in order to find a home for 20 adoptable dogs, each with its own profile and voice. The impact was emotional and heartwarming, and the result, outstanding!
But what do you do when you have a brand with less financial power, time, or human resource. A brand that is not as “sexy” as retail, tech, or apparel, but an NGO with a mission in self-regulating and overlooking an industry so dynamic as digital advertising, like us at IAB Romania?
We did what we knew how to do best - we connected the dots in digital! We were there, listening and engaging in new trends, being active where people were, supplying and highlighting our power, content, and network. We got the chance to reconnect with specialists and those with who we used to interact more at conferences and events. We had missed that, the human interaction and the after-events talks, the spur of ideas and enthusiasm of new ideas and involvement. Behind every successful project & organisation there are good people who roll their sleeves up and get things done!
Being the first local association to be present and actively involved in various rooms dedicated to digital marketing, we had the opportunity to get in contact with some of the people that were a little bit farther away in our usual communication chain. This helped to add growth in attention towards our projects, plans, and to attract new members.
Within our weekly IAB Romania Digital Brunch (now in its #12 edition since early February) we have approached topics such as the value of the local and European Digital Advertising market, past, present & future trends, Artificial Intelligence in Digital Advertising, Influencer Marketing both on a local and international level, and the impact of cookie depletion. We have also talked about and with Romanian MIXX Awards winners and chatted with the latest MIXX Europe Awards Jury members. We have debated local and international laws and regulations, talked about budgets and performance, targeted ads vs the paid business model, and still have many more ideas to share and comment upon. For example, we plan to have a monthly fireside chat with one of our local members or with IAB Europe’s members to pick a specialist’s brains on forecasts. We’re also looking forward to meeting the winners of MIXX Awards Europe & IAB Europe’s Research Awards so that we can invite them to talk about their winning work and get the jury back to do a talk on this too. We plan to talk about quality in digital advertising, the need for standardisation, new technologies and tools, big data, research, impact and sustainability in digital, minimalism in online advertising, and so much more.
We created a Club dedicated to various DigiTalks and online advertising topics, which you can access here.
Now, with Clubhouse opening to Android users the sky is the limit!
What’s Next?
But talking about stuff is not enough. We need to make stuff happen. We need to harness all the ideas, content, and enthusiasm around the topics that we approached. So, we now have a repository on our website, a list of people willing to get involved in the task force on Influencer Marketing and new tech trends, and we have new members willing to put a hand into ongoing or new projects we are rolling out. Plus now with Android availability, our target is to use the app to get representatives of the authorities and legislative areas to get in touch and involved in talks with industry representatives.
The “Never Stop generation” representatives with whom we got in touch on Clubhouse are the people who suffered “event fatigue” in 2019 and then grew tired of video calls. Research from Publicis Romania shows that in one and a half months the number of Clubhouse users in Romania tripled and the main reason for accessing the app is an interest in personal development. 30% are accessing the app daily and are mainly following topics like tourism (yes, we all miss traveling!), wellbeing, business, and personal development.
Other local research conducted in March shared the profile of the Clubhouse user in Romania. This can be somewhat extended internationally, as well: 77.4% of the users are between 25 and 44 years old, have a high level of education (92.8%), are active mainly in Marketing and Communication (23,5%), IT and Telco (14.9%) and Social Media (9.9%) & Content Creators (7%) and spend a minimum of 2 hours daily on Clubhouse (54.6%). The grade given to the content found on Clubhouse is 8.1 out of 10. The main reasons for entering Clubhouse rooms and following people are improving knowledge (86.8%) and listening and interacting more easily with Key Opinion Leaders.
Video Didn’t Kill the “Radio Star” But it Made it Reinvent.
The Audio Economy is on the rise, without question. Facebook, Spotify, Apple, Twitter, and others focus on audio features. Although podcasting is not a recent trend, it had the right soil to grow and still has room to be valued as a marketing and communication tool. There is so much to harness in terms of audio, as a brand. First, because there are still a lot of people to “enter” the “audio zone” as listeners of podcasts and streaming, and as Clubhouse users. Second, it’s now becoming easier to podcast and stream audio content due to the improvement of podcasting apps and new technology that makes it easier to listen to podcasts while doing everyday chores. It’s a wheel that keeps turning - the more listeners there are, the more content producers that will enter the audio arena - being supported by advertising or by subscription. Considering the findings here, music (and to some extend audio content) is on top priority for willingness to pay for a subscription. The more users and content providers, the more it will become interesting for brands too.
There is also a need for sharing ideas and knowledge that is usually done by various conferences and events. We, in Romania, had our first audio-only conference exclusively on Clubhouse, which we streamed online. We have a dedicated Podfest conference with insights from brands, tech and content producers. And the wave is still rising. In just a few weeks from now, we’ll find out more about the European Audio landscape at IAB Europe’s Digital Audio Day.
Looking forward to hearing from you all on Clubhouse and Podcasts soon!
For more insights and learnings on the digital audio opportunity in Europe, join us on 6th July for our Digital Audio Day. Secure your free space today!
On 25th - 27th May 2021, IAB Europe hosted its flagship event live and online for all to see.
The theme this year was ‘The Digital New Deal’ as we aimed to take stock of what is needed to ensure a sustainable and innovative future for the digital advertising and marketing industry. Across three afternoons we dived into the three pillars of IAB Europe, exploring industry initiatives, policy & data protection, and standards and frameworks.
Thanks so much to everyone who joined us live across the three days for Interact Online! And thank you to all of the amazing speakers who connected from across Europe and beyond to share their insights and expertise. With over 1400 people joining, this was our biggest Interact yet!
A big thank you to our event partners OneTrust, DoubleVerify, Relevant Digital, Google, and Magnite also. Thanks to their support, we were able to connect over a thousand people to hear panel discussions and keynotes on key topics for our industry.
If you didn't have the opportunity to join us live, fear not! In this post, you will find links to our event highlights, which include the overviews from each day, the sessions included, as well as video recordings for you to view in your own time.
Event Highlights!
Save the Date – Interact 2022
Next year we hope to meet you face to face! Stay tuned for next year’s save the date and be sure to add it to your diary.
On 25th May 2021, IAB Europe’s flagship event, Interact Online, kicked off with an afternoon dedicated to Industry Initiatives.
Featuring speakers from BBC World Service, DoubleVerify, Google, GroupM, ID5, LUMA Partners, Nestlé, Publicis Groupe, Relevant Digital, RTL Group, TikTok, The Trade Desk, and Xandr, the afternoon was split into three keynote presentations and three panel sessions. Topics included the much-anticipated results of the 2020 AdEx benchmark study, the new era of identity, the post third-party cookie world, and digital advertising in 2025.
Check out the session overviews and watch the videos below.
Keynote Presentation: 2020 AdEx Benchmark Study with 2021 Market & Investment predictions - Daniel Knapp, Chief Economist, IAB Europe
IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Compiled and launched annually, the report details the formats and channels that contributed to that year’s digital advertising market value.
To kick off Interact Online, Daniel presented the findings from the 2020 report covering 27 markets.
You can access the 2020 AdEx highlights here.
Watch the session recording here.
Panel Discussion with Audience Q&A: Industry Outlook on Digital Investment in 2021 and Beyond
The first panel of the event discussed AdEx’s 2020 report findings and overall investment figures. The panel shared the trends they have observed this year and how they will shape digital investment in 2021 and beyond. They also debated the future challenges and opportunities and what stakeholders can do to secure a sustainable ecosystem.
Constantine Kamaras, Chairman Emeritus, IAB Europe moderated this panel and was joined by:
Watch the session recording here.
Keynote Presentation: Exploring Digital Opportunity in a New Era of Identity - Terence Kawaja, Founder and CEO of LUMA Partners
Digital Advertising is poised for significant market growth just as the very foundation of identity is changing. In this keynote presentation, Terence Kawaja reviewed where the best areas for opportunity exist and examined how best to take advantage of the change.
Watch the session recording here.
Panel Discussion with Audience Q&A: The Post Third-Party Cookie Era
2020 kicked off with one of the most fundamental technology advances our industry has seen in many years, the announcement that third-party cookies were to be depleted.
This panel discussion outlined what market alternatives and solutions are being developed and how prepared stakeholders, including themselves, are for this new era. They also explored the tactics and opportunities available as we transition into a post third-party cookie world.
Andrew Hayward-Wright, Partnerships Director, SeenThis & Programmatic Advisor, IAB Europe moderated this panel and was joined by:
Watch the session recording here.
Panel Discussion with Audience Q&A: Digital Advertising in 2025
CTV, Creator Marketing, e-commerce, transparency, and context. These are just a few of the hottest 2021 buzzwords that are predicted to shape the future of digital advertising. So what does the future hold for our industry and what will it look like in 2025?
In this panel discussion, industry thought leaders shared their views on how digital advertising will operate in 2025 and what we need to do to get there.
Constantine Kamaras, Chairman Emeritus, IAB Europe moderated this panel and was joined by:
Watch the session recording here.
Closing Keynote: Creating Engaging Brand Experiences - Tina Beuchler, Global Media & Agency Operations, Nestlé
The world has changed. People are living differently, consuming media differently, and shopping differently. What does this mean for Nestlé? In her keynote speech Tina Beuchler, Global Head of Media & Agency Operations, talked about the challenges and opportunities – and the way Nestlé’s marketers are trying to better connect with consumers and creating engaging brand experiences.
Watch the session recording here.
MIXX Awards Europe & IAB Europe Research Awards
The first day of Interact Online concluded with the announcement of the winners of our prestigious MIXX Awards Europe and IAB Europe Research Awards.
You can view this year’s winners here. Or watch the session recording here.
