Interactive Advertising Bureau
13 June 2023

Interact 2023 - Day One Highlights

On 23rd-24th May we hosted our annual flagship event Interact in Madrid, where we brought leaders from across the digital advertising and marketing ecosystem together to discuss and debate the hottest industry topics of the moment.  

Thanks to the support of our sponsors and media partners, and the wonderful team at IAB Spain, we enjoyed two days of keynote speeches, panel discussions and networking under the central theme of ‘Innovation, Sustainability & Growth’. 

Check out the highlights video here and event images here

On day one, we focused our attention on the trending topics of today. We tackled a whole host of industry challenges, opportunities and aspirations. If you missed it, not to worry, here you can find an overview of each session, key takeaways and video highlights.

AdEx Benchmark 2022 - The Latest European Digital Advertising Expenditure Insights

We opened Interact 2023 with a keynote presentation from our Chief Economist, Daniel Knapp around the latest AdEx Benchmark Study results. 

IAB Europe’s AdEx Benchmark report is the definitive guide to the state of the European digital advertising market. Daniel Knapp unpacked the channels and formats that contributed to the digital advertising market value in 2022.

Watch the session here

View the presentation here

European Leaders Discussion on the Digital Ad Spend Insights 

Following the opening keynote presentation, a panel of European leaders discussed and debated the latest AdEx Benchmark results and shared some of their own thoughts and predictions for the year ahead.  

This session was moderated by Hannah Bowler, Senior Reporter at The Drum who was joined by:

  • Daniel Godoy Mondragón, Global Head of Programmatic Evangelist, Microsoft Advertising
  • Giovanna Loi, Chief Digital Officer, GroupM Italy
  • Tim Abraham, Senior Director of Data Partnerships EMEA, The Trade Desk

Watch the session here

Read ‘The Drum’s’ write-up of the session here

Resetting the Bar on Brand Communication

In this keynote session, Taide Guajardo, Brand Senior Vice-President, Europe at P&G discussed how 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.

She shared insights on how Brand Communication can step up to better understand the people we serve, reach them more effectively and efficiently, and be inclusive and purpose-driven.

Watch the session here

View the presentation here

The Retail Media Opportunity 

Alexis Marcombe, Managing Director at Carrefour Links took the audience through a Retail Media 101. He shared what Retail Media is, the kind of opportunity it represents today and gave an exclusive insight into what Carrefour plans to do with its new joint venture with Publicis. 

Watch the session here

View the presentation here 

Revolutionising TV Advertising: Unlocking Efficiency and Agility for the Digital Age

Tom Peruzzi, Spokesman of the Executive Board & CTO at Virtual Minds (ProSiebenSat.1) discussed how 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. He showed us how to unlock efficiency and transform TV advertising in this new landscape.

Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in the EU5 

Alexandra Ong, Business Development Director at Magnite too us on 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 presented its latest study, Streaming TV's New Era, which looks at the viewer behaviour driving this change.

Watch the session here

View the presentation here


Connected TV (CTV): The State of Play in Europe Today

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 discussed the current challenges and opportunities for CTV in Europe. They dived into and debated measurement and shared best practices to tap into this exciting channel. 

Vincent Flood, Founder & Editor-In-Chief at VideoWeek moderated this session and was joined by:

  • Alex Hole, Vice President & General Manager, Samsung Ads
  • Alexandra Ong, Business Development Director, Magnite
  • Laetitia Zinetti, SVP Southern Europe, DoubleVerify
  • Jacques Cazin, Senior Advisor Viznet & Representative of IAB France, Vice Chair, IAB Europe Brand Advertising Committee

Watch the session here

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. As such Phil Sumner, VP Global Research Operations at Teads shared some of their learnings, together with Peter Maxwell, Global Media Lead, The Heineken Company.

Watch the session here

Attention Pays: The Value of Attention in Digital Advertising

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 came together to answer these questions and more. They looked at why attention is so important to digital advertising in Europe today and shared best practices to make the most out of this much-talked-about currency.

Andy Brown, CEO at The Attention Council moderated this session and was joined by:

  • David Cohen, CEO, IAB US
  • Michael Isaacs-Olaye, Business Development EMEA, Integral Ad Science (IAS)
  • Suzanne McElligott, CEO, IAB Ireland
  • Caroline Hugonenc, SVP Research & Insights, Teads

Watch the session here

Trust & Transparency: The Future of Responsible Marketing

In this keynote presentation Michael Todd, Global Director of Industry Relations at Google discussed how consumers are losing trust in the digital marketing ecosystem and that 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.

Leading the Digital Advertising Industry into a New Era of Trust & Responsibility

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. 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. 

Our closing panel of the day discussed what is currently being done in the ILC and what else is required to ensure a sustainable future for the industry. 

Townsend Feehan, CEO at IAB Europe moderated this session and was joined by:

  • Michael Todd, Global Director of Industry Relations, Google
  • Rhys Nolke, Chief Data Officer, Group Lead Tech & Data at Bertelsmann
  • Bethan Crockett, Legal Counsel, GroupM
  • Daniel Knapp, Chief Economist, IAB Europe

Watch the session here


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