Interactive Advertising Bureau
17 November 2016

IAB Europe White Paper: Using Data Effectively in Programmatic

An updated version of this white paper with GDPR considerations is available here

Consumers are using an ever-increasing variety of channels and touch points across media to shop and to consume content. The interactions and behaviours across these touch points; online video, news and information sites, social media, gaming, to name a few, create myriad data points that initially can seem disconnected.  The IAB Europe Using Data Effectively in Programmatic white paper provides guidance on the types of audience data available and how they can be used to execute effective programmatic advertising.

The white paper addresses:

  • The types of data available, the benefits and challenges of each data type and key legal and privacy considerations
  • How to build an audience with the available data
  • Key considerations for using data effectively
  • Data in a cross-device environment and the opportunities and challenges

IAB Europe would like to thank the white paper leaders that helped to edit and compile the final draft:

  • Oliver Gertz,  Managing Director Interaction, EMEA and Programmatic Lead Global Clients, MediaCom Worldwide
  • Dino Bongartz, Vice-Chair, IAB Europe Programmatic Trading Committee and CEO, The ADEX

And the white paper contributors that provided the content for the white paper:

  • Ashu Mathura, Product Director DMP, Adform
  • David Goddard, Global Head of Programmatic Trading, BBC Advertising, BBC Worldwide
  • Martin Bromfield, VP Advertising, comScore
  • Theng Vogels, CEO and Co-Founder, DMA Institute
  • Alessandro de Zanche, Global Product Lead – Data Activation, GfK
  • Matthias Matthiesen, Public Policy Manager, IAB Europe
  • Artur Banach, Programmatic Task Force IAB Poland and CEO, Netsprint
  • Emily Knight, Director Programmatic Partnerships, LiveIntent
  • Kerel Cooper, SVP Account Management, LiveIntent
  • Emma Williams, Senior Director, Regional Marketing EMEA, APAC & LatAM, MediaMath
  • Pascal Lunz, Senior Marketing Manager,
  • Ed Weatherall, DMP Strategy Lead EMEA, Rocket Fuel
  • Ben Geach, Head of Technology Services, Turn

Please click below and register to download this White Paper.

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