2023 will be the year of action for the industry. Becoming privacy first, tackling sustainability, and driving growth through innovation. How will this happen and by whom? European Leaders came together in Madrid to discuss this and more.
You can view the day one and day two recordings and highlights in our wrap-up blog post here.
For more information on what was covered in the agenda, check out the details below.
23rd May (CET)
09:45 - 10:45 - Registration
10:45 - 10:50 - Introduction from the Host
10:50 - 11:00 - Welcome & Introduction
11:00 - 11:30 - AdEx Benchmark 2022 - The Latest European Digital Advertising Expenditure Insights
11:31 - 12:01 - European Leaders Discussion on the Digital Ad Spend Insights
Following the keynote presentation, a panel of European leaders will dive into, discuss and debate the latest AdEx Benchmark results and will share some of their own thoughts and predictions for the year ahead.
12:03 - 12:28 - Keynote Presentation - Resetting the Bar on Brand Communication
In today’s world, full of challenges but also opportunities, it is time for our industry to not just raise, but rather reset the bar on serving the consumer with Superior Communication that delivers Growth and creates Value.
Let’s explore some insights on how Brand Communication, and all of us, can step up to better understand the people we serve, reach them more effectively and efficiently, be inclusive and purpose-driven.
12:32 - 12:58 - Retail Media Keynote Presentation
13:00 - 13:45 - LUNCH
13:45 - 14:10 - Keynote Presentation - Revolutionising TV Advertising: Unlocking Efficiency and Agility for the Digital Age
In today's fast-paced digital age, linear TV campaigns can no longer rely on the classic pre-planning model. With the market demanding shorter lead times and comparable KPIs to digital channels, the convergence of digital and linear TV is revolutionising the industry. Join us to discover how to unlock efficiency and transform TV advertising in this new landscape.
14:12 - 14:27 - Keynote Presentation - Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5
An in-depth look at how advertising is driving the future of streaming in the EU5. As EU5 viewers prefer ad-supported streaming to traditional television, brands can engage with addressable audiences with ever-increasing reach and scale. The cross-device viewing habits of the EU5 audience influence purchasing decisions and advertising impact. This presents advertisers with an excellent opportunity to increase their brands' visibility and create stronger connections with consumers. Magnite presents its latest study, Streaming TV's New Era, which looks at the viewer behaviour driving this change.
14:30 - 15:05 - Connected TV (CTV): The State of Play in Europe Today Panel Discussion
We are now entering an Advanced TV universe with CTV revolutionising how European audiences consume TV. Now is the time for advertisers to take advantage of this impactful medium and carefully plan, optimise and measure campaigns. In this panel discussion, industry leaders in this field will discuss the current challenges and opportunities for CTV in Europe, dive into and debate measurement and share best practices to tap into this exciting channel.
15:10 - 15:30 - COFFEE BREAK
15:30 - 15:45 - The Power of Attention. Heineken Metacase
Attention measurement continues to demonstrate that this new wave of media research is helping advertisers drive better business outcomes compared to legacy metrics. But what does attention measurement look like in action? What happens when you take attention measurement from the lab to the wild?
Teads has been putting attention measurement into action for the past 12 months and they have the pleasure to share some of their learnings, together with Heineken during Interact 2023.
15:47 - 16:17 - Attention Pays: The Value of Attention in Digital Advertising Panel Discussion
The attention economy is critical for brands looking to really understand how their campaigns engage an audience at a granular level. It’s the currency of the moment, and on the tip of everyone's tongue when it comes to priorities for 2023. But why are we so invested in attention today? How does it work, how is it measured and what is its real value?
In this panel discussion industry experts will come together to answer these questions and more. They will look at why attention is so important to digital advertising in Europe today and will share best practices to make the most out of this much-talked-about currency.
16:20 - 16:35 - Trust & Transparency: The Future of Responsible Marketing
Consumers are losing trust in the digital marketing ecosystem. We need to come together to put responsible marketing and privacy at its core to make digital advertising safer for consumers, successful for publishers, and more impactful for businesses. The future of responsible marketing tomorrow requires us to act today!
16:37 - 17:15 - Leading the Digital Advertising Industry into a New Era of Trust & Responsibility Panel Discussion
Digital advertising is an integral part of the European economy. Our industry is at the forefront of technology innovation and creativity, building digital products, ensuring media pluralism and enabling consumer choice.
But the industry has fallen short of creating a trusted and credible environment towards policy makers and civil society on how it operates – from the role of data and personalisation to the platforms we use and the media products that need to be funded. In short, our contributions and intentions are not publicly well understood.
IAB Europe’s Industry Leadership Council (ILC) was conceived in response to this realisation. It brings together actors across the advertising ecosystem to build a bridge to policy makers for an open and constructive dialogue. On how to bring the industry forward, and how the industry itself can help to advance European economy and society, especially at the dawn of new technologies like generative AI and immersive experiences.
Our closing panel of the day will discuss what is currently being done in the ILC and what else we require to ensure a sustainable future for the industry. The panel comprises key members of the ILC who will share their views on what the ILC is planning and why it is crucial for the whole industry to get involved.
17:25 - THANKS & CLOSE
18:45 - Join Us for Our Gala Dinner and MIXX Awards & IAB Europe Research Awards Ceremony
24th May (CET)
08:45 - 09:25 - Registration
09:25 - 09:30- Introduction from the Host
09:30 - 09:35 - Welcome & Opening Remarks from IAB Ukraine
09:35 - 10:05 - What You Need to Know About the DSA Today
10:07 - 10:37 - The Latest Updates on the TCF
10:40 - 11:00 - COFFEE BREAK
11:00 - 11:15 - Keynote Presentation - Redefining Performance. Agility and Fluidity Across Channels
Just what is a simplified route to growth? Join Dave Hompe, GroupM Nexus EMEA and Sara Terol, Melia International Hotels as they discuss the importance today of a holistic, full-funnel approach to media plans.
11:17 - 11:52 - Sustainability in Digital Advertising - Panel Discussion
In this panel discussion, industry experts will come together to discuss the state of readiness of our industry when it comes to sustainability. They will explore what is available today to help drive the reduction of carbon emissions produced by the delivery of digital advertising and will dive into what else needs to be done in order to achieve sustainability in our industry.
11:55 - 12:05 - Keynote Presentation - The Future of Video Across Europe
The concept of Connected TV has become a widespread topic. While transparency isn’t a new concept, it’s one that continues to evolve - especially as digital channels like CTV experience tremendous growth. With any large-scale growth, challenges tend to appear and this is the crossroads we are experiencing in CTV today. Augustin Decré, Index Exchange’s Regional Managing Director SEMEA will be walking us through the future opportunities CTV represents in Europe.
12:07 - 12:22 - Keynote Presentation - A Premium Publishers View on Advertising and its Changes
In this short presentation, Robert will run through the challenges of being a premium publisher. From the strategic question of the right balance between paid and advertising revenue, through the current ecosystem challenges of addressability, first party data and contextual, to the question of what a healthier ecosystem can look like and what role publishers can play in it. He will also look at industry standards and alliances and how they will shape the future for publishers.
12:25 - 12:55 - Premium Publisher Advertising Models: Update and Outlook Panel Discussion
How are premium publishers evolving their advertising business models? The panel will dive into data strategies as well as innovations in areas such as programmatic trading, contextual, branded content, e-commerce, and partnerships.
13:00 - 14:00 - LUNCH & CLOSE