Nicole LalevaOn the 6th of November, we were delighted to welcome over 40 people in person, with an additional 190 participants tuning in online, as we dived into the captivating world of the latest trends, drivers, and barriers impacting programmatic trading in Europe.
Thanks to the support of our event host Verve, we enjoyed a fascinating afternoon of conversations exploring everything from the latest insights from the 2024 Attitudes to Programmatic Advertising Report to unveiling the newest buy-side and sell-side drivers, barriers, and strategies. Every speaker was a member of IAB Europe further highlighting the incredible knowledge and talent we have within our committees.
Check out the session recordings and all of the key highlights below.
Opening Keynote: In-App User Privacy: Insights from 4,000 Consumers
The event kicked off with Stafaniya Radzivonik, Director, Partnerships - Supply from Verve, taking to the stage to share their latest research revealing surprising shifts in how mobile users view privacy, how apps use their data, and the value exchange of ad-supported content.
Watch the session recording here.
Download your copy of the report here.
Download the Verve Presentation here.
Keynote: Programmatic Advertising in Europe: 10 Years of Trends, Attitudes and Growth Drivers
Following the opening keynote, Wayne Tassie, Chair of IAB Europe's Programmatic Trading Committee & Group Director, Integrated Solutions at DoubleVerify revealed the latest insights into programmatic advertising development across Europe. Now in its 10th year, our annual industry benchmark survey, Attitudes to Programmatic Advertising, unveils the newest buy-side and sell-side drivers, barriers, and strategies. The 2024 key findings were presented, highlighting how the digital advertising industry’s attitudes toward programmatic advertising has evolved over the past decade.
Watch the session recording here.
Download the Presentation here.
IAB Europe’s 10th Annual Attitudes to Programmatic Advertising Report is out now. Download from here.
Panel Discussion: Attitudes to Programmatic - A Review of the 2024 Results and What We Will See in 2025
Following his keynote, Wayne invited a panel of experts to the stage to dive into the results. For the discussion, he was joined by:
Key takeaways from the discussion included:
Watch the session recording here.
Panel Discussion: The Future of Personalisation - New targeting opportunities beyond the cookie (e.g. AI)
The next panel was moderated by the host of the VPD event, Jörg Vogelsang, Chief Digital Officer, BCN Group who was joined by:
The panel session explored the future of personalisation in a post-cookie world, focusing on emerging targeting opportunities powered by AI and other technologies. They discussed the shift away from third-party cookies, the impact of evolving data privacy regulations, and how new targeting solutions will revolutionise the industry.
Key takeaways from the discussion included:
Watch the session recording here.
Panel Discussion: MFAs Impact: The Great Debate
The third panel was moderated by Eze Uchegbulam, Manager Activation, GroupM, joined by:
This session delved into the controversial impact of Made-For-Advertising (MFA) websites on the digital advertising ecosystem. Experts discussed the implications for brands, agencies, and publishers, addressing concerns around transparency, ad fraud, and media quality. Attendees gained insights into the role of MFAs in the future of programmatic advertising and whether they are a benefit or a burden to the industry.
Key takeaways from the discussion included:
Definition of Made-For-Advertising (MFA) Websites: Panelists discussed how they define MFA websites, with varying perspectives on whether they are inherently harmful or simply a byproduct of market dynamics.
Drivers Behind the Rise of MFA Websites: Experts identified the key factors driving the growth of MFA sites, such as low entry costs, content recommendation widgets, and the rise of AI in content generation, and explored their effects on digital advertising quality.
Impact on Media Buying Strategies: The panel explored how MFA sites affect brand and agency media buying decisions, with a focus on the need for clearer definitions and strategies to avoid investing in low-quality sites.
Role of AI in Managing MFA Risks: The discussion centered on AI's potential role in improving targeting and predicting the quality of audience engagement, with panelists emphasising its value in mitigating issues associated with MFA.
Ad Fraud and Transparency Issues: Panelists addressed concerns around ad fraud and transparency on MFA sites, discussing the steps the industry can take to increase accountability and reduce risks.
Advice for Brands, Agencies, and Publishers: The panel provided guidance on navigating MFA challenges, with recommendations for brands and agencies to align with trusted SSPs and for publishers to balance revenue with user experience.
Watch the session recording here.
Panel Discussion: Industry Readiness for the New Addressability Era
We then came to our final panel of the day, which discussed and explored the state of industry readiness for the new addressability era, where privacy, consent, and data ownership are at the forefront of change. Leading industry experts provided insights into their companies' current preparedness and shared the strategies being implemented to navigate the challenges posed by the loss of third-party cookies. In addition, the panel highlighted best practices and key recommendations for stakeholders—advertisers, publishers, and technology partners—on how to adapt. They offered actionable advice on how to build a sustainable data infrastructure, embrace new identity solutions, and align with regulatory requirements to ensure continued success in this new privacy-first landscape.
This session was moderated by Pete Danks, VP Product, Magnite, who was joined by:
Key takeaways from the discussion included:
Impact of Google’s Cookie Phase-Out Delay: Panelists shared how their organisations responded to Google’s timeline shift, discussing whether they adjusted strategies, slowed preparations, or continued pursuing cookie alternatives.
Broader Industry Impact: Experts weighed in on how Google’s revised approach might affect the industry, considering potential impacts on innovation and the timing of alternative solutions.
Achieving Scale with Alternatives: The panel explored whether solutions like first-party data, identity frameworks, and contextual targeting will effectively replace third-party cookies at scale, highlighting key strategies for success.
Industry Readiness for Privacy-First Targeting: Panelists assessed if the industry is truly prepared for a shift to privacy-focused, cookie-less advertising or if critical gaps remain.
Ensuring Sustainable Investments: The discussion covered ways advertisers can make scalable, sustainable investments in new targeting methods while aligning with regulatory and privacy standards.
Measuring Effectiveness of Alternatives: Panelists outlined key metrics and performance indicators that could gauge the effectiveness of cookie-less solutions, focusing on metrics like engagement, compliance, and user consent tracking.
Watch the session recording here.
