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IAB Europe’s Guide to In-App Advertising

This Guide provides an overview of the in-app marketplace, the ad formats available, supports key changes and challenges we are seeing in the industry with in-app advertising, and provides key considerations for buyers in this space. 

In-App Advertising is an exciting growth area with Global ad spend reaching $295bn in 2021, providing many opportunities for advertisers today. But as with any new or emerging channel or format, there are still barriers to overcome, including some fundamental industry changes that are affecting digital advertising, such as Apple’s IDFA. The guide has been developed by members of IAB Europe’s Programmatic Trading Committee to help advertisers and publishers to understand the in-app opportunity, the key barriers that need to be addressed, and how to tap into its potential. 

Thank you to the following people who contributed to the Guide:

  • Ben Hancock, Global Head of Programmatic Trading, CNN International Commercial
  • Oliver von Wersch, Coalition for Better Ads
  • David Goddard, VP of Business Development, DoubleVerify
  • Sebastian Först, Advertising Solutions Architect, Apps, Google
  • Nick Welch, Chair of the IAB Europe Programmatic Trading Committee & Head of Programmatic and Publisher Development, Northern Europe, Integral Ad Science (IAS)
  • Akshay Bhattacharjee, Product Manager, Integral Ad Science (IAS)
  • Maria Shcheglakova, Marketing Director, EMEA, PubMatic
  • Anna Sikora, Client Services Partner, PubMatic
  • Jane Handel, Product Marketing Manager, Smaato

Download the guide below!

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