Member White Paper: GfK in association with IAB Europe – Future of Media Currencies

What is the future of media currencies? GfK, in association with IAB Europe, held a closed roundtable discussion to debate this challenging topic in May 2017.

To gain a true industry-wide perspective, GfK sought the opinions of Europe’s leading players across the entire media ecosystem. Participants included digital platforms Google, Facebook and Oath; global ad agencies Publicis and Dentsu; media owners from broadcast TV and digital; a programmatic audience platform; representatives from a national advertising association and a large national market JIC (Joint Industry Committee). The discussion was chaired by an independent moderator, Ana Milicevic, alongside representatives from GfK and IAB Europe.

A GfK blog post introducing the white paper and the three scenarios outlines for the future is available on the GfK website here.

You can browse the White Paper below or download it here.


GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

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