IAB Europe Virtual Programmatic Day (VPD) – H1 2021: Wrap-Up
IAB Europe’s first VPD of 2021 took place on 6th May and what an insightful and engaging day it was! With over 730 joining us for the biggest and best virtual programmatic event in our industry, it provided everything we needed to know about programmatic in Europe today. A big thank you to our sponsors OneTrust and AdColony for helping to make this event such a huge success.
Featuring speakers from IAB Europe member companies and advertisers including Comscore, DoubleVerify, Index Exchange, Klarna, Rakuten Advertising, Magnite, The Trade Desk, Xaxis, and more, the event was split into a keynote presentation and four panel sessions. Check out the blog below for the session overviews and to watch the videos.
Opening Keynote: The European Programmatic Advertising Landscape
Daniel Knapp, Chief Economist, IAB Europe
“First-party data is becoming increasingly relevant in a programmatic world”
The first session of the event gave an overview of the programmatic advertising landscape in Europe.
It explored key opportunities and barriers to its success and provided a sneak preview into IAB Europe’s AdEx Report.
Key highlights included programmatic ad spend recovery and a look into new premium formats that are becoming part of the programmatic ecosystem.
Panel 1: The European Programmatic Advertising Landscape
The first panel session of the event followed on from the keynote presentation to discuss the biggest trends in programmatic advertising today, and what the main opportunities and barriers are to its success.
Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic moderated the panel and was joined by:
- Stephen Wing, SVP Head of EMEA, Magnite
- Gregor Fellner, Director, Business Development, DACH, Rakuten Advertising
- Nicola Bevan, Managing Director of Operations, EMEA, Xaxis
- Andreas Dooley, Head of Agency Sales, Oracle Data Cloud
We ran an audience poll at the end of the panel to ask what channels will drive the future growth of programmatic investment. The majority of the audience felt CTV would drive the biggest growth (55%). This was followed by Mobile In-App (16%) Digital Audio (11%) Digital Out Of Home (10%) and Display (8%).
Panel 2: The Evolution of Programmatic Advertising in a Post Third-Party Cookie World
The second panel of the event discussed everyone’s favourite word… cookies! It discussed the most up-to-date solutions and guidance on market alternatives to third-party cookies. It also explored where we are at today and what alternatives and tactics are available as we transition into a post third-party cookie world.
Alwin Viereck, Programmatic Advertising & Ad Management, UIM moderated the panel and was joined by:
- Rachel Gantz, General Manager, Activation, Comscore
- Tanya Field, CPO, Novatiq
- Chris Keenan, Regional VP, Business Development, MediaMath
- Augustin Decré, Managing Director Southern Europe, Index Exchange
We ran an audience poll at the end of the panel to ask how prepared companies felt they were for a post third-party cookie era. The majority of the audience felt they were prepared to some extent (31%). Only 3% claimed they weren’t prepared at all.
Panel 3: Programmatic Trading – What it Means to Advertisers Today
As more and more advertisers look to adopt a hybrid approach to programmatic buying, this panel took the time to explore the in-house model. It looked at whether taking programmatic in-house is still popular amongst advertisers and what programmatic trading means to them today, in terms of attribution, and preparing for a post third-party cookie world.
Moderated by Tanisha Sakhawat, Senior Business Development Director, EMEA, DoubleVerify with the following panellists:
- Mauritz Dahl, Senior Marketing Associate, Klarna
- Anna Luti, Manaher, Digital Marketing, Red Hat
- Zaid Roberts, Director Advertisier Solutions EMEA, PubMatic
- Omar Velazquez, Lead Associate Trading Director, The Trade Desk
We ran a poll at the end of the panel to ask what the key barriers to the adoption of programmatic trading are. The majority of the audience felt difficulty in keeping up with changing technology (34%) and difficulty hiring people with the right skill set (25%) were the largest barriers. This was closely followed by difficulty in understanding the technology requirement (24%). Complexities of campaign measurement (12%) and an inability to assess data providers (5%) were also listed as key barriers.
Panel 4: Data Protection & Policy for the Programmatic Advertising Industry
The final panel of the day turned to our privacy experts who discussed data protection and policy in programmatic advertising. They explored what the overall sharing of data really means and outlined the latest policy developments that the industry must be aware of.
Ninon Vagner, Pricacy and Compliance Manager, IAB Europe moderated the panel and was joined by:
- Lawrence Archer, Sales Engineer, OneTrust
- Erdem Can Tüzün, Team Leader, Programmatic Account Management Team, AdColony
- Beatrice Botti, VP Global Data and Privacy Officer, DoubleVerify
- Florian Lichtwald, Managing Director, Chief Business Officer, Zeotap