From our 101 Explainer Video Series to our educational and practical Guides, we’ve outlined some of our most valuable resources below for you to explore, re-educate, and excel as we move toward the end of 2023. 

IAB Europe Explains

The ‘IAB Europe Explains’ video series brings together industry experts from across our membership to provide overviews and explanations that will help you make sense of the latest topics and trends in our ever-evolving and changing ecosystem. 

From the latest Economic Outlook to Retail Media, Sustainability, Disinformation, and more, find out everything you need to know in our video series below: 

• The European Economic Outlook 2023 
• CTV in Europe 
• Sustainability in Digital Advertising
• The Evolving World of Retail Media #1
• The Evolving World of Retail Media #2
• Research Metrics & Methodologies #1
• Research Metrics & Methodologies #2
• Disinformation in Digital Advertising

The videos are between 5 to 15 minutes long, so sit back, grab a coffee, and become an industry expert in no time.

IAB Europe Guides & One-Sheets

Whether you want to brush up on the basics of programmatic CTV, understand how to make more sustainable business decisions, or get an introduction to the world of Attention, our guides and one-sheets are here to support you:

• Guide to Sustainable Business Decision-Making
• Guidelines & Technical Standards for Digital Advertising Formats
• Guide to Attention in Digital Marketing
• Updated Guide to In-Gaming
• Updated Guide to Programmatic CTV Opportunity in Europe
• Audio Advertising One-Sheet
• Native Advertising One-Sheet

IAB Europe Research & Insights

We also have a wealth of knowledge, stats, and facts at your fingertips with some of our most recent research projects:

• AdEx 2022 Benchmark Report
• The Evolution of Digital Audio Advertising in Europe
• 2023 Brand Safety Poll 
• State of Readiness – Sustainability in Digital Advertising Report 

For all this and more head over to our Knowledge Hub and check out our resources today!

IAB Europe is pleased to welcome three new retailer members to its Retail Media Working Group; ICA, Schwarz Media and Ocado Retail. These businesses join Amazon, Bol.com and Douglas in the Working Group as well as other leading retail media businesses. 

Since the Working Group launched in October 2022, members have been busy working on a number of initiatives to help educate and advance the retail media landscape. The addition of new retail businesses from across Europe has helped to further ensure IAB Europe represents the views and needs of all stakeholders across the retail media ecosystem. This is particularly important as IAB Europe embarks on standards and best practice guides for the industry. . 

Ben O’Mahoney, AdTech & Data Partnerships Lead, Ocado Retail commented on joining IAB Europe: “Ocado Retail is a member of IAB Europe’s Retail Media Working Group. As a member we have the opportunity to drive growth and shape the future landscape of this sector via the creation of definitions and standards, as well as providing key market education. IAB Europe is crucial to developing Retail Media as a credible media channel for advertising buyers and we are excited to be a part of this journey.”

Coming up in September

In September, IAB Europe will publish a 101 Guide to Retail Media which will provide a modular definition of retail media, help buyers to navigate the retail media landscape, understand how to buy retail media ads and get insight into measurement. 

The results of  IAB Europe’s Retail Media Standards survey will also be published. Industry stakeholders were asked to choose and priortise what standards are needed. The findings will help the working group as they embark on their next mission to bring European level standards to retail media.  

Sign up for our webinar on the 13th of September to learn more about these initiatives, hear from industry experts and get an up to date view on the retail media market in Europe. 

Capability Map of Retailers across Europe

IAB Europe is currently collecting information about the on-site, off-site and in-store opportunities offered by each retailer in Europe as well as the targeting and measurement options available. 

The data collected in the survey will be used to produce a Pan-European Retailer Capability Map. It is intended that this will be updated at regular intervals. If you would like to be included in this initiative, please contact Marie-Clare (details below). 

If you are a retailer or working in the retail media industry and want to learn more about getting involved with IAB Europe’s work in this area, then please contact Marie-Clare Puffett (puffett@iabeurope.eu)

Join us for a special two part webinar series dedicated to Google Privacy Sandbox Testing. The webinars will provide an update on the progress of Privacy Sandbox and show how companies can start testing and then share results. 

The series will kick off with an update on the different integration/testing demos for Privacy Sandbox covered by Chrome followed by a second session with the UK’s Competition & Markets Authority (CMA) on testing guidance including framework and result sharing. Both webinars will be hosted live and will include audience Q&As to allow participants to ask any questions they may have to better prepare for the future. 

Registration is free to IAB Europe members, National IAB members and the wider digital industry. 

Privacy Sandbox Survey

If you’re involved in the testing of the Privacy Sandbox APIs, or plan to get involved, please spare 5 minutes of your time to complete our survey here. 

Participants’ responses will be aggregated to identify common questions and concerns, and ensure our panelists offer you meaningful support and insights during both upcoming sessions. Individual responses will be kept confidential by IAB Europe. The deadline to participate in this survey is the 29th August.

See below for more!

Webinar 1 – Privacy Sandbox: Get Ready for Testing Webinar – Tuesday 29th August | 16:00 CET

In collaboration with Google we are hosting a webinar on Privacy Sandbox which focuses on how companies can get involved in testing and which tools are available for testing and which allow you to check how prepared you are for the deprecation of 3P cookies.

Chrome started the rollout of the Privacy Sandbox APIs to all Chrome users in July and plans to deprecate 1% of 3P cookies in Chrome browsers by Q1 2024 and 100% in the second half of 2024. With the deadline nearing quickly, this webinar provides a unique opportunity to all companies in the digital industry to learn more about how they get involved in testing and how to best prepare for the future.

Speakers: 

• Andreea Cucu – Privacy Web Ecosystem Consultant 
• Hugo Bärtges – Strategic Partner Development Manager, Privacy & Chrome

Register here

Webinar 2 – Privacy Sandbox: Testing Guidance & Results Sharing  – Tuesday 12th September | 15:00 CET

In collaboration with the UK’s Competition & Markets Authority (CMA) we are hosting a webinar on Privacy Sandbox testing methods and proposed metrics, and how results of testing will be used in the CMA’s assessment of the Privacy Sandbox changes The CMA will present an overview of their testing framework alongside the relevant metrics and how companies can share their results with the CMA. This is a must attend session to hear from an independent body on their assessment of industry feedback and the next steps needed. 

Speakers: 

• Chris Jenkins, Director in the Digital Markets Unit at the UK Competition and Markets Authority
• Mark Mitchell, Econometrics Adviser at the UK Competition and Markets Authority

Register here

Programmatic advertising has transformed the way digital ads are bought and sold. First introduced to the market in the mid-2000s through the advent of real-time bidding (RTB) technology, advertisers can now target specific audiences with greater precision and efficiency through automation. Something that adds immense value to any media plan. But what is the real value of programmatic today and how has it evolved from Header Bidding and Supply Path Optimisation (SPO) to tackling new and emerging channels and formats such as AV and TV?

This year, members of IAB Europe’s Programmatic Trading Committee have been sharing their thoughts on the value of programmatic advertising in Europe today in our dedicated blog series. In this edition, we speak to members on why continued programmatic investment is important, discuss the essential elements of programmatic trading, and speak on how programmatic has evolved. 

A big thank you to the following contributors for sharing their thoughts

• Nick Welch, Head of Programmatic Sales, EMEA at IAS & Chair of IAB Europe’s Programmatic Trading Committee
• Azad Hosenbokus, Programmatic Director UK at Verve Group
• David Bauckmann, representative of SPIR (IAB Czech Republic) 
• Lisa Kalyuzhny, RVP, Advertiser Solutions, EMEA at PubMatic

We begin with an overarching comment from Nick Welch, who is the Chair of IAB Europe’s Programmatic Trading Committee:

“Advancements in programmatic have helped advertisers improve their efficiency in buying and the measurement of campaigns, across multiple digital screens hugely over the years. 

Programmatic buying and selling of inventory democratised the industry and has allowed many more brands to be able to reach their audiences through advertising. However, the increasing fragmentation and sheer volume of supply – coupled with the proliferation of bad actors trying to cash in on the programmatic supply chain – has led to confusion and some scepticism among advertisers of the true value of buying across the open web. 

As an industry, we need to simplify our processes as well as ensure transparency across the whole supply chain in order to maximise ROI and optimisation for advertisers, and revenue for quality publishers. It’s really only when you understand and measure a campaign in its entirety, from pre-bid to post-bid, that you can truly optimise performance, maximise ROI and minimise wastage.“ 

The Value of Programmatic Q&A with some of the members of IAB Europe’s Programmatic Trading Committee

Q1. What is the main value of programmatic to you, and why do you think we should increase investments in programmatic?

Nick – “When executed well, programmatic has the potential to offer advertisers the efficiency, scale, and performance that they are looking for from their advertising budgets, to maximise their return on investment (ROI) and improve each subsequent campaign. 

Issues arise, however, when advertisers mistake reducing their spending on measurement, or other verification and optimisation tools, in their program pre-bid, as making ‘efficiencies’. The net result of this is that spend is actually less effective and likely to lead to more waste, reducing their ability to optimise towards ‘working media’. 

The best way to maximise value in programmatic is to ensure your ads are viewed by humans, in safe and suitable environments across screens. That increase in investment upfront leads to improved effectiveness, removes waste, and delivers a much better return on ad spend (ROAS), as well as better peace of mind for marketers.”

Azad – “The value of programmatic lies in being able to deliver safe, campaign precision at scale, allowing for more time for creative strategy and thoughtful planning of campaigns. 

When executed well, the technology offers seamless and secure campaign delivery, which is achieved through trusted supply paths, knowledge sharing, and maintaining good relationships across the ecosystem.” 

David – “The main advantage of programmatic, from my point of view, is its versatility. Primarily it can be used to purchase advertising across a range of different ad types. It can also be used across media channels such as video, Connected-TV (CTV), audio, and Digital-Out-Of-Home (DOOH). 

Programmatic brings all of this together and enriches it with advantages, such as precise targeting and an auction model, where the buyer controls the price they are willing to pay, and the seller has the advantage of always selling to the highest bidder.”

Lisa – “Programmatic technology was introduced to solve challenges of scale and efficiency across the open internet. DSPs arose to facilitate and optimise all aspects of buying, and SSPs were introduced to facilitate and optimise all aspects of selling. We are still operating within this overly simplistic, category-based view of the digital advertising supply chain, and it’s time to put the days of ‘one-size-fits-all’ behind us. 

Programmatic is now being applied to a growing number of use cases. Buyers and sellers of digital media should no longer be limited to the previously identified set of constraints. Rather than thinking about the alphabet soup of company types, such as DSPs, DMPs, CDPs and SSPs, we should instead start thinking in terms of supply chain components, including: media planning, dynamic bidding, audience ingestion, audience targeting, audience matching, inventory curation etc.”

Q2.  Since Real-Time Bidding came into play and programmatic was born, what are the key elements of programmatic advertising that have always been and will remain essential to programmatic? What elements of header bidding and SPO are still vital to the programmatic supply chain?

Nick – “Transparency across the supply chain is fundamental to building trust in advertising across the open internet. In the fragmented landscape, Supply Path Optimisation (SPO) has enabled marketers to make smarter decisions by understanding how a supply chain is performing with impression-level granularity in real-time. 

Buyers can compare quality CPMs (qCPM) across different strategies and have an apple-to-apple comparison, providing full transparency on the cost of media at the impression level and how it correlates to verification signals such as viewability, IVT brand safety and brand suitability. 

Effective SPO tools help buyers identify waste across advertisers’ media plans and can enable them to understand the relationship certain signals have with success metrics, such as conversions, so they can realise the true value of their programmatic investment and optimise the quality of the inventory purchased to drive results. Adoption of SPO technologies has been slower than you might expect given the value they can bring to marketers’ budgets. We are, however, seeing this change as more brands and agencies begin to understand that the ROI achieved makes it a worthwhile investment. Especially as more scrutiny is placed on ‘how’ budgets are allocated.”

Azad – “programmatic has and always enables good competition in the market; better yields for publishers, and increased choice and reach for advertisers.

By automating the transaction we already see the benefit of the hours saved negotiating each placement. The challenge with this though, which has led to the rise of solutions such as header-bidding with the resulting flurry of duplication, has been the need to see parity and fair market share for innovative technologies.”

David – “I see personalisation and automation of the entire buying process as key elements of programmatic. Small and large advertisers have access to almost all ad spaces, formats and media types thanks to Demand Side Platform (DSP) access.

Header bidding fundamentally helps publishers increase revenue simply by putting all advertisers in the same starting position and allowing a fair auction between them. I believe that with the help of header bidding, working with SPOs will gradually become easier, because advertisers will learn to choose the shortest path available to the publisher. But I would be very happy to see the same development SPOs have seen, with Demand Path Optimisation (DPOs), which is still lagging behind. “

Lisa – “It is important to note that publishers and advertisers have a vast amount of use cases when it comes to programmatic, and it has come a long way and should be expected to adapt to the needs of the customers it serves, not the other way around. I see the ability of data-targeting as one of the key elements of programmatic that is here to stay as programmatic advertising leverages vast amounts of data to identify the most relevant audience segments. It utilises various data sources like demographics, browsing behaviour, contextual cues, location, and more, to deliver personalised and highly targeted ads to the right audiences, increasing the chances of conversions. 

It is also important to note that as the ecosystem has shifted away from cookies and other identifiers, the buy side has been feeling the impact in terms of audience matching capabilities. As a result, some buyers shifted audience onboarding and targeting to the sell side, where they’re finding better results. ”

Q3. How do you think programmatic has evolved in the last 1-2 years? What key advances have been made? How has programmatic enabled efficiencies in media channels such as CTV, audio etc.

Nick – “The ability to buy ad space omnichannel – across any screen in multiple formats, through one point of entry – is a huge evolution of course. However, programmatic at its most fundamental, including the improvements of measurement at the impression level and the power we now have at our fingertips to ensure campaigns are targeted and measured effectively across all of those screens, before we even commit to the spend, should not be underestimated as one of the key innovations in our industry. 

And most importantly, to use the information we can gather both pre-bid and post-bid to then optimise the campaign is immensely valuable. It’s fundamental to building the trust that advertisers need when investing their budgets – especially when those budgets are also being challenged by macroeconomic environments.”

Azad – It’s encouraging to see the steps that many independent and holding companies have taken to enable skilled and smart people in their organisations to innovate technologies, processes and leverage in the programmatic space. Hire more of them!”

David –  “Over the last two years I’ve seen many key developments, mainly in extending programmatic buying to other devices that are increasingly connected digitally, such as TV and radio. But we are also seeing digital OOH or other devices come into play here. It’s very useful for advertisers to be able to buy all media types from one place and through one technology. As an industry we’ve started to pay more attention to the supply chain, both in terms of the carbon footprint it leaves and also in terms of its buying efficiency and quality (a shorter journey is more simple and cost effective). 

Additionally with the end of cookies forcing the entire industry to develop new and alternative solutions, we have been able to create options that are more interesting for a broader concept of programmatic buying that  involves multiple media types and devices. User identity solutions coming to the marker are one such example of this.“

Lisa – “We have seen that both buy-side and sell-side think about their supply chains and how they can best leverage various technical components to achieve their objectives. For example, we have seen CTV publishers leaning in on programmatic technology to automate a successful direct IO business. On the buy-side, we see that biddable programmatic is strong, but there is an increased emphasis on performance-based campaigns, as well as e-commerce and retail business. In the TV arena specifically, premium online video inventory will become one with broader TV, just activated in a different way. Here programmatic can bring interoperability to current format and platform silos that should result in more spend directed towards diverse environments, which will positively impact the survival of the open web.”

Q4. What are the biggest innovations and advancements in programmatic advertising today? Which channels and formats should we be focusing on in the programmatic space?

Azad Hosenbokus – “There are two sides here. One is the need to challenge for improvements in how we currently trade and mitigate for the crutches that we rely on. The second is the need to provide solutions that preserve an open internet and respect audience experiences.  Ultimately, we should emphasise education, excellence and best practice ahead of innovating ourselves out of a created confusion, aka Header Bidding and SPO.” 

David Bauckmann – “If I had to name one thing that’s most exciting right now, I would definitely name CTV, or the intersection of TV and programmatic buying.”

Lisa – “Let’s not neglect the immense impact that the growth of commerce and retail media platforms are having on the programmatic industry. These days, retailers might find themselves in the role of an advertiser, a data owner and a media owner, and programmatic ad tech should be nimble and equipped to support multiple functions right alongside the retailer as needed. In other words, success in commerce and retail media require a consolidated tech offering featuring a complex set of capabilities that have historically existed across multiple company types. Programmatic will play a vital role in the development of this space”. 

Q5. What does the future hold for programmatic advertising? What do you see happening in the next 6-12 months?

Nick Welch – “With cookies destined to disappear by the end of 2024, any companies that have not yet begun testing and experimenting with different and new targeting and measurement tools will certainly be ramping up their efforts. We’ll see continued developments in the tools that don’t rely on cookies and companies leaning into learning how other signals correlate with improved performance based on their KPIs. 

We’re seeing AI, especially Generative AI, mentioned everywhere right now, and certainly we’ll see more experimentation throughout the industry in how it can support and improve both consumer interactions with brands as well as the back end production of ad campaigns, from creative through to targeting, optimisation and measurement. 

Recent developments in AI have shown that it’s going to revolutionise the customer experience for many brands. It’s worth noting that AI and machine learning (ML) has been utilised in tools like fraud prevention and detection for years and will continue to develop and innovate with new solutions across programmatic advertising. 

CTV is only going to keep growing as more supply becomes available through programmatic channels. The industry will start to align on measurement for this hugely growing sector, which should help to reduce fragmentation and ensure more holistic measurement across channels. 

More brands and agencies will recognise the impact that building in pre-bid solutions for their planning, targeting and measurement has on their ability to truly understand the value of their ad campaigns, ensuring their ads are seen by humans, in premium contextual environments, reducing any wasted spend and ultimately improving ROAS and protecting marketing budgets.”

Azad – “I believe programmatic will evolve into a system of higher quality creative execution and will demonstrate more respect toward audiences.Ad supported gaming, for example, where there is a logical need to create native experiences in a way that can be addressed at scale to attract higher quality advertising budgets will see growing traction.

For the web, audio and CTV, the answer for innovation may be simple – less individual ads in favour of engaging, high quality placements.

In terms of more Industry wide developments, I believe we will see the rise of open source technologies / initiatives that support threat sharing and quality measurement for all.” 

David – “6-12 months is a short period of time, but what lies ahead is the development of CTV, user identity tools and optimising the carbon cap. However, what I find much more interesting is what will happen in say five years time where I believe we are going to see a complete intersection of the offline and online world, where programmatic buying will bring everything under one umbrella.” 

Lisa  – “ The privacy landscape continues to change, marketers face challenges with third-party data and identity-based targeting. While this targeting still leads as the dominant method in targeting, contextual data is expected to surpass cookie-dependent data, we hear. 

More people are pushing into CTV and streaming, so I think the market will have to open up even more to programmatic to fulfil the best revenues they can from their real estate. So, I believe there will be a mix of both, some will close their gates and create a walled garden, and others will open their gates to programmatic enrichment. 

We also see more interest from the buy-side and sell-side to make their programmatic campaigns more sustainable and this trend is here to stay as consumers and governments are pushing for brands to consider environmental factors, and the online space presents brands with numerous opportunities to have a significant impact.” 

One of the key objectives of IAB Europe and any National IAB is to build a sustainable future for digital advertising and marketing. This can be achieved by creating standards and rules to encourage responsibility and quality in digital advertising. Over the last few years there has been a surge of industry challenges from ad fraud to unsafe brand environments which has threatened the quality of digital advertising campaigns. A recent survey by IAB Europe found that 92% of buyers prefer to spend their advertising budget with suppliers that adhere to industry quality standards, such as the IAB UK Gold Standard, Digital Ad Trust in France or IAB Poland QUALID.

In order to highlight the great work being undertaken by National IABs and provide a summary of the national level certification schemes aimed at combating these challenges, IAB Europe first created the National Quality Initiatives Navigator in 2020 and has continued to provide updates to it. The latest version of the Navigator includes a summary of the national level quality certification schemes in Europe plus any other guidelines or best practice guides that exist to enable digital advertising to be delivered responsibly and to the highest quality.

As is evident in the paper, a vast amount of work is being undertaken in Europe and beyond to build and ensure a sustainable future for digital advertising and marketing. There are both similarities and differences across all of these initiatives. As a next step, IAB Europe has formed a Working Group of National IABs to establish whether European Baselines can be established.

Access the latest update to the Navigator here.

When DMEXCO opens its doors in Cologne on September 20 and 21, the big topics of the digital economy will once again be on the agenda. This year, Europe’s leading digital marketing & tech event will take place under the motto “Empowering Digital Creativity” and will explore the question of what creativity can and must look like, in times of artificial intelligence, across numerous keynotes, panel discussions and sessions.

DMEXCO Worlds: Agencies, E-commerce, Media and Tech 

The four DMEXCO Worlds are dedicated to the sectors of the digital economy and offer a combination of networking area, conference and expo area – the ideal environment to exchange and network with like-minded people and gather exciting insights about tomorrow’s trends.

• The World of Agencies is all about the agency business. Brands & agencies meet decision-makers & specialists. On the Agency Stage there will be sessions with specialised practical know-how and practice-oriented use cases.
• The World of E-Commerce brings together companies that are at home in the world of online commerce. Here, retailers, technology and service providers exchange views on trends that will shape the future of the sector.
• The World of Media is the meeting place for all marketers, media companies, data and targeting experts, and service providers from the media sector. Together, they set the course for a modern, digital media landscape.
• All tech-savvy entrepreneurs feel at home in the World of Tech. The focus here is on new technologies and innovations such as VR/AR, 5G & connectivity, cybersecurity and cloud computing.

New for 2023 – Experts Come Together at the Retail Media Summit

Retail Media is one of the hottest marketing trends and strongest growth areas of the year. Many experts see enormous potential for advertising measures with clear target groups and precise targeting thanks to first-party data. A new approach to data and the professionalisation of the sector play a major role. These are expressed, for example, through generally applicable standards and KPIs that make solutions measurable and comparable.

The topic of retail media already attracted attention at last year’s DMEXCO, and the top voices of this discipline of online advertising are again expected at DMEXCO 2023. Among the speakers at the Retail Media Summit on September 20 will be Patricia Grundmann (Vice President Retail Media and Managing Director, OBI First Media Group), Jessica Koch (Director New Business & Retail Media, Douglas), Christian Raveaux (Head of Customer Insights & Media, REWE) and Maike Abel (Head of Media, CRM & Content, Nestlé).

IAB Europe’s Chief Economist, Daniel Knapp, will also be hosting a lecture on Retail Media in Europe, where he will share the market sizing, and the investment opportunities for this new space. Find out more here. 

Digital Fashion in Cooperation with the Deutsches Mode Institut

It won’t only be the eyes of the digital industry, but also the eyes of the fashion industry on Cologne this September. This is because Koelnmesse, Deutsche Mode Institut (DMI) and the German Association for the Digital Economy (BVDW) are organising the Digital Fashion – The Phygital Network event for the first time as part of DMEXCO 2023. The focus will be on digitisation in the fashion industry, which, among other things, can avoid overproduction and conserve physical resources.

Due to the possibilities of digitalisation, the fashion industry is facing an epochal upheaval. All professionals involved in the industry’s digital value chain will find the right environment for networking and exchanging ideas about the challenges and opportunities of digitisation at “Digital Fashion.” In this way, they can benefit from a diverse range of information and inspiration, prepare for the transformation in the best possible way, and play a decisive role in shaping the digital fashion industry.

w3. Vision Shapes the Future of the Internet

The legendary Web3 is the next stage of the Internet and digital culture that will permeate almost every fibre of our society. It’s no wonder that DMEXCO is once again shining a spotlight on the new Web. After last year’s successful debut, this September’s event will once again feature w3.vision in cooperation with the w3.fund. The event will provide visitors with valuable insights into developments in the industry, bring together the international Web3 community and offer excellent networking opportunities. Topics include all Web3 building blocks from the metaverse to cryptocurrencies and NFTs.

The w3.vision offers many exciting speakers on both days of the fair. These include Philipp Weiling (Director Business Development EMEA, Polygon Labs), Laura-Marie Geissler (Racer, LMG-Racing), Peter Grosskopf (Co-Founder & CTO, Ultimate Money), Vicktoria Klich (Co-Founder, w3.fund), Jürgen Alker (Advisor Web3 Strategy, Highsnobiety) and Anne Greul (Co-Founder & CEO, Moonblock).

Deep Dive Sessions and Insights

On the DMEXCO stages, keynote speeches by experts provide the audience with insights and information from their business experience. The panels, in which leading heads of the digital industry discuss with each other, prove to be special highlights every year.

This year’s program includes the hot topics “Change Ahead: Current Trends in the Media Industry” (Wednesday, 20.09.23, Center Stage) and “AI in Marketing – Is This the Revolution?” (Wednesday, 9/20-23, Center Stage).

IAB Europe at DMEXCO – Programmatic Advertising in Europe: Latest Trends, Attitudes and Growth Drivers

IAB Europe will be at DMEXCO on 20th and 21st September 2023. We will be hosting a masterclass on Programmatic Advertising in Europe that you don’t want to miss on 21st September at 09:45-10:15 CET. Join this session to find out the latest insights on the development of programmatic advertising across Europe. Now in its 9th year, IAB Europe’s annual industry benchmark survey, The Attitudes to Programmatic, reveals the latest  buy-side and sell-side drivers, barriers and strategies. The 2023  key findings will be presented and then discussed by a panel of industry European leaders. 

Tickets for DMEXCO 2023 Available Now 

Visitors can already secure their tickets for DMEXCO on September 20 and 21, 2023 in Cologne. This will give them access to two days full of insights, exchange and networking. More than 600 top speakers await them with over 200 hours of programming on 12+ stages. Three ticket options are available for Europe’s leading digital marketing and tech event at the Koelnmesse exhibition centre: The standard option is the DMEXCO Trade Visitor Ticket, in addition there is the DMEXCO Young Leader Ticket for young talents up to and including 26 years of age and the DMEXCO Student Ticket for students and university employees.

Secure your ticket now for DMEXCO 2023 on September 20 and 21 in Cologne and be there when the course is set for the digital world of tomorrow!

Summer may be coming to an end but fear not as we have a variety of great events popping up for you to join and kick start this coming season. 

Coming up, we have not one but two TCF Webinars that will dive into User Interface (UI) Demos and Best Practices. CMP’s will take you through their updated products to comply with the TCF v 2.2. We then have a variety of events through September including our annual Great Debate on Trust and Transparency and a deep dive into Retail Media. We have more events being added regularly so make sure to check out our events page here. 

All our events are free for everyone to attend virtually and open to our members to attend in person, so why not check them out below and register to secure your place today. 

We look forward to seeing you there.

TCF 2.2 Webinar – User Interface (UI) Demos and Best Practices with our CMP Members 

Explore the latest advancements in the TCF v2.2 User Interface (UI) with Consentmanager, OneTrust and Sourcepoint, and Didomi and Sibbo Ventures.. Join these webinars for insightful demos and best practices as we look to help you seamlessly transition to the latest version of the TCF. Both sessions will also conclude with an audience Q&A, so there will be plenty of opportunities to ask and clarify any questions you have. 

Tuesday 22nd August| 16:30 CET  – Register here

Wednesday 23rd August| 16:00 CET  – Register here

Join Our Digital Innovation: Start-Up Spotlight 

Thursday 28th September| 12:00 CET  – Register here

In this exclusive new webinar we will be shining the spotlight on our trailblazing start-up members to share some of the incredible work they are doing in local European markets. They will showcase groundbreaking work that is helping to shape the European digital advertising ecosystem today. Prepare to learn from the movers and shakers, as they unveil the cutting-edge ideas and technologies that are helping to drive the future of our industry. 

Register Here

Don’t Miss Our Retail Media – The Next Wave of Advertising Webinar

Wednesday 13th September| 11:00 CET  – Register here

Join us to hear from members of our Retail Media Working Group as they share an up to date view on the Retail Media market in Europe. The webinar will draw on insights from our soon to be released 101 Guide to Retail Media and will explore definitions, how it is bought and sold, key measurement principles and how the industry can work together to develop standards. 

Register Here

The Great Debate – Trust & Transparency in Digital Advertising

Wednesday 27th September| 12:00 CET  – Register here

Our annual Great Debate on Trust & Transparency is back! Join us as we dive into new key areas of the digital advertising industry and how we can build Trust and Transparency into their DNA. This year we will focus on sustainability, AI and brand safety, and what’s to come in the policy landscape. 

Register Here

Discover the Evolution of Digital Audio Advertising with GroupM Nexus

Thursday 5th October| 11:00 CET  – Register here

Don’t miss this webinar hosted in partnership with GroupM Nexus, where we will dive into the fascinating world of Digital Audio Advertising and share the latest insights from our recently released report, ‘The Evolution of Digital Audio Advertising’.

During this engaging session, we will unveil key findings, shedding light on the ever-evolving landscape of Digital Audio Advertising, and will also draw on key comparisons with our 2019 Programmatic Audio Advertising Report, to see how this exciting channel has developed.

Register Here

Dive into the Exciting World of CTV at Our Virtual CTV Day

Thursday 19th October| 15:30 CET  – Register here

Dive into a series of panel discussions and market deep dives at our Virtual CTV day as we explore the exciting and ever-evolving digital advertising channel that is Connected TV (CTV). From our recent research into CTV in Europe to Supply Chain and measurement, the event will ensure you are up to speed on all things CTV in 2023 and beyond!

Register Here

In this week’s member guest blog post we caught up with James Allison, Director of Partnerships at Advertima. In this exciting and informative piece James looks at how the digital era has changed the path to purchase, how Retail Media has added into the marketing mix and what retailers need to do to achieve balance. Below James looks at the three key strategies to implement Retail Media successfully. 

Traditionally, brands have invested in trade marketing, to ensure retailers list their products, and in shopper marketing, to ensure shoppers consider and desire their products on their path to purchase. 

The digital era, however, has changed things for all stakeholders.

• Shoppers are more empowered than ever to discover and purchase products across a plethora of digital and physical channels 
• With the increase in digital channels, brands have more ways to reach and influence shoppers than ever. While this comes with its own complications, it does offer brands an opportunity to establish stronger direct relationships with shoppers and even build their own first-party data 
• With the advent of Retail Media networks, retailers have the option to become media owners and add a high-margin revenue source to their books

The brand marketing mix and spending patterns have kept pace with these changes and the deluge of new channels and touchpoints available. 

In this scenario, retailers want to know:

• How to grow incremental revenues by tapping into the $100 billion Retail Media opportunity
• How the growth of Retail Media will impact their traditional trade and shopper marketing relationships and budgets 

The addition of Retail Media to the marketing mix is one of the most exciting new developments for both brands and retailers. What started as a part of shopper marketing has now ballooned into an independent new media category, with 68% of advertisers already working with one or more Retail Media networks.

For brands, Retail Media promises new data-driven opportunities to influence shoppers through the funnel and as close to the point of purchase as possible. For retailers, it promises a new source of high-margin revenue at a relatively low investment. However, even as brands are expanding marketing budgets to accommodate the new Retail Media opportunity, some retailers are unsure of the impact on trade marketing budgets, fearing they may stagnate or shrink to accommodate these new spends. 

Retailers want to harness the incremental high-margin revenue opportunity presented by Retail Media but also want to protect their existing trade marketing revenues.

The good news is that this is not an either-or situation. With the right approach, retailers can win new Retail Media budgets and ensure brands continue to value trade marketing investments. In fact, Retail Media done right can even revitalise trade marketing.

To achieve this balance, retailers need to:

• Recognise the advertiser’s changing priorities
• Create a differentiated Retail Media value proposition
• Shift their organisational mindset to harness this new revenue opportunity. 

Here’s how:

1. Recognise the advertiser’s changing priorities 

In an increasingly complex media environment, brands are re-evaluating their marketing and advertising budget allocations to ensure maximum efficiency and effectiveness of spending. 

The incremental and growing media budgets will flow to partners that can deliver an optimal combination of:

• Real-time, contextual targeting based on audience demographics and behaviour at scale (reach)
• Full-funnel reach across multiple touchpoints on the shopper’s path to purchase
• Audience engagement as close to the point of purchase as possible
• Verifiable audience and campaign data to optimise ROAS 
• Low-complexity, friction-free execution across digital and physical channels 

From all the media channels possible, 58% of US advertisers will make incremental investments in Retail Media over the next two years, mainly because it checks most of these boxes. 

With the right Retail Media offering, this is a golden opportunity for retailers to capture a new source of high-margin revenue. 

2. Craft a Powerful Retail Media Value Proposition 

Because it is so lucrative, Retail Media is already becoming crowded and competitive, and brands are more selective about who they work with, based on their value proposition. Retailers need to stand out with a differentiated Retail Media offering that’s hard for advertisers to refuse!

Online Retail Media networks are dominant today, mainly because the technology to target and measure online audiences and campaigns is already in place. But with 80% of grocery shoppers shopping in-store, and online traffic reverting to pre-pandemic levels, FMCG advertisers are looking for a more full-funnel, omnichannel Retail Media solution.  

Online + In-Store Retail Media networks can help grocery retailers truly unlock incremental new Retail Media revenues by digitising both online and in-store audiences equally efficiently. 

While there is no way for retailers to digitise in-store shoppers so far, recent breakthroughs in computer vision technology are disrupting the status quo. For example, with Advertima’s In-Store Audience Creator, retailers can digitise in-store audiences, offer real-time contextual targeting based on audience demographics and behavioural triggers, change creatives based on who is in front of the screen, and generate verifiable post-campaign performance reports or in-flight campaign optimisation.

In fact, verified audience and campaign data is one of the key advantages of the Advertima In-store Audience Creator. The data can be leveraged to drive up campaign ROAS, win advertiser confidence to invest even more incremental budgets, and help the retailer’s trade marketing negotiate more favourable joint business plans (JBPs).

3. Shift the organisational mindset to capture incremental revenues

Just as the new in-store Retail Media environment is complex for advertisers, it is also new for retail organisations. Investing in the right technology can help, but unless there is buy-in within key teams in the organisation – namely the Retail Media and trade marketing teams – winning and keeping incremental new budgets will be a challenge. 

Trade marketing teams have always understood the shopper and know when, where, and to whom each category of products will sell best. They can add tremendous value by working alongside Retail Media, who understand audience and media inventory monetisation better. Together, they can craft the best offering, negotiate the best deals with advertisers, and price it right. 

An aligned retailer team is an important differentiator. Brands want to work with retailers that:

• Offer seamless, full-funnel access to the shopper’s journey 
• Minimise complexity
• Help co-create the most efficient and effective campaigns
• Back up performance claims with a verifiable audience and campaign data 

Competing instead of collaborating for advertiser budgets, on the other hand, will achieve the opposite effect – fragmented budgets, more complexity, reduced value to advertisers, and lower preference as a media partner. 

The time for retailers to align their teams and upgrade their technology and infrastructure to support a full-funnel omnichannel Retail Media offering is now. 

To plan your moves and start generating incremental high-margin Retail Media revenues from your in-store shoppers, get your copy of our latest whitepaper, “How to Integrate In-Store Audience into Your Omnichannel Retail Media Network: A Playbook for Retailers.”

In the rapidly evolving digital advertising landscape, new buzzwords continually emerge. One such term that has gained significant attention of late is “Omnichannel”, hailed as the latest innovation that holds the potential to reshape the way brands connect with audiences. But what does Omnichannel truly mean? And how can businesses harness its power to drive success?

Last month, we brought experts from our Brand Advertising and Programmatic Trading Committees together in an exclusive virtual event to help demystify Omnichannel, debunk misconceptions, and uncover its true value. 

Speakers included:

• Nick Welch, Head of Programmatic, IAS & Chair of IAB Europe’s Programmatic Trading Committee

• Ekkehardt Schlottbohm, RVP, Northern Europe,  PubMatic

• Stafaniya Radzivonik, Business Development Team Lead, EMEA Smaato/Verve Group

• Alice Beecroft, Senior Director, Global Strategy & Partnerships, Yahoo

• Alex McGibbon, Global Head of Omnichannel, Xaxis

In this blog post, we aim to bring that discussion together to shed light on this new transformative approach and to help educate on how to leverage its potential.  

So, what is Omnichannel?

To kick things off, our experts dived into what they felt Omnichannel was, sharing different perspectives from across the supply chain.

Collectively, it was suggested that Omnichannel refers to a comprehensive approach to advertising and marketing that utilises multiple channels to reach users and create a seamless customer experience. Unlike multi-channel advertising, which focuses on promoting a product across different channels without considering the customer journey, Omnichannel advertising puts the user and their relationship with the advertiser at the center.

The key difference between cross-channel advertising – a strategy that involves utilising multiple channels to interact with users in a seamless and integrated manner, helping to bridge the gap between online and offline channels – and Omnichannel lies in data. Omnichannel advertising goes one step further, conducting a deep data analysis of user interactions across all channels, including the products viewed and purchased, as well as the ads seen and clicked. This data is then used to tailor and modify messaging in different channels, aiming to eliminate boundaries between online and offline experiences and ensure a return on investment (ROI) for advertisers.

The general consensus was that Omnichannel is not solely about retargeting but that it involves using data to inform different messages, in multiple channels, based on the user’s stage in the customer journey. It’s about bringing together two or more channels to achieve cohesive and connected messaging and allowing the ability for fluid budget optimisation between channels.

It was also highlighted that measurement will play a crucial role in enabling brands to go beyond individual channels to identify which stages and channels drive incremental value for advertisers. The goal is really to identify all the pathways a user comes from and to utilise measurement to feedback and adjust planning cycles based on the incremental lift.

From a sales and SSP perspective, it was also suggested that an Omnichannel approach requires fluidity and the ability to provide solutions throughout the customer journey, which programmatic advertising supports by identifying touch points along the way. When it comes to measurement, it was suggested that we should not focus solely on self-reporting but also consider different markets and standards that require reporting in each. This dimension of multi-market advertising needs to be addressed.

How do you solve fluidity across different environments to drive performance?

The comments here initially highlighted the importance of establishing a universal way of measuring and understanding the impact of various channels. From an activation perspective, it is crucial to have consistent Key Performance Indicators (KPIs) that align with an advertiser’s business outcomes. However, the group suggested that challenges arise when integrating channels that have different characteristics and require unique KPIs, such as DOOH (Digital Out-of-Home) and CTV (Connected TV). The question was also raised about whether it is realistic to expect a universal KPI for such diverse channels.

The main response to this was that while it may seem challenging, it is possible to work towards a universal KPI by adopting a learning process. This would involve taking a test-and-learn approach and adapting over time. This experimentation could enable the industry to push boundaries and discover disruptive yet positive solutions within Omnichannel. Collaboration and transparency with clients and agencies were also emphasised as it is important to understand their specific requirements and drivers of performance, to enable the formulation of universal KPIs to be aligned with desired outcomes.

Additionally, this highlighted the significance of data in seamlessly integrating online and offline channels. Sharing data at the right points plays a crucial role in preparing campaigns and ensuring the successful coordination of different environments within an Omnichannel strategy.

But is there a risk that we will optimise in favour of maturer channels, where more agreed standards are already in place?

The group’s response to this really revolved around the need to shift focus from initial user engagement towards a more holistic approach. It was suggested that instead of fixating on one single measurement or channel, there should be a consideration of post-initial user engagement metrics such as reach, offline sales, or panel-based brand uplift. The idea of establishing universal KPIs was also reiterated. This is because a UKPI ensures that channels are viewed on their own merit, and less mature channels do not lose out to the more mature channels.But beyond this it could potentially involve five KPIs based on each desired campaign’s outcome, serving as a standardisation framework for each specific campaign. 

In order for advertisers to make more informed decisions, is it important to have independent data and measurement to drive an authentic Omnichannel experience?

The importance of having a combination of both proprietary data and independent measurement in order to drive an authentic Omnichannel experience was key to the discussion here.  

On the one hand, having proprietary tools and access to raw data and insights can provide a competitive edge and differentiation for providers. However, it was stressed that it is equally important to provide advertisers with a choice. They should have the option to use independent vendors and not be limited to a one-size-fits-all approach. 

In addition, the role of auditors and the importance of education were highlighted as they can play a crucial role in helping advertisers to evaluate campaign performance. 

Overall, a balance between proprietary data and independent measurement was seen as necessary to drive an authentic Omnichannel experience while ensuring transparency, choice, and reliable evaluation.

Finally, how do you see the future of Omnichannel evolving?

Several key points were raised when discussing the future of Omnichannel but excitement for this channel was the general consensus.

From an SSP perspective, it was felt that there should be a key focus and a lot of work to do on preparing the inventory and collaborating with publishers, agencies, DSPs, and advertisers to ensure relevance and the effective packaging of data within the ecosystem. 

From a DSP perspective, the emphasis was more on the benefits of seamlessly bringing channels together to achieve cost savings and better results. There was anticipation and interest in how the industry will navigate the shift to cookieless environments in the next 12 months. Additionally, there was a growing desire for collaboration and data integration, as we know operating in silos is counterproductive. The measurement side of Omnichannel was once more highlighted as an area that requires significant work and improvement.

For Omnichannel as a whole, the evolution of the universal KPI was once more considered as essential from an activation perspective. This would involve leveraging existing data and incorporating new AI tools to learn from data sets. The reduction of wastage and a focus on sustainability were also seen as super important aspects of future developments in this area.

Overall, there was an emphasis on closer interaction and collaboration between different stakeholders in the ecosystem, and finding ways to adjust measurement methods for Omnichannel campaigns, analysing the right data, and maximising ROI for advertisers were seen as key objectives for success.

If you’re a member of IAB Europe and would like to get more involved with our Omnichannel series, or are keen to discuss how you can join, please reach out to Helen Mussard [mussard@iabeurope.eu] Or Liz Haines [haines@iabeurope.eu]

You can also find the full event recording here

IAB Europe’s DSA Taskforce Actively Working to Support Compliance Efforts, Open For Members to Join

IAB Europe continues to work with industry members to support compliance needs; this time with the EU’s Digital Services Act (DSA). IAB Europe’s DSA Task Force expects to release a solution for industry adoption later this year, but today we are seeking involvement from the broader ecosystem for further development. Ad supply chain businesses should prepare to put DSA support on product roadmaps looking ahead to the DSA 16 February 2024 date of applicability.

As currently drafted, the proposed solution begins with the “back-end”, enabling the piece of the DSA puzzle that provides transparency information within the supply chain and leaving the user-facing disclosures to be developed by market actors.This does not preclude future work standardizing aspects of user experience. Within the IAB Europe DSA Taskforce, we seek further discussion.

Background

The DSA was adopted in October 2022.  Along with the Digital Markets Act (DMA), the DSA is intended to improve the confidence of both private consumers and business users of Online Platforms as defined by DSA in the products and services they access via those platforms, as well as the advertising they are exposed to on them, and to ensure a level playing field between platforms.  The DSA lays down transparency obligations in relation to advertising; these obligations apply to online platforms, “very large online platforms” (VLOPs), and “very large online search engines” (VLOSEs).  

Article 26 DSA has been the main focus of our taskforce. It requires online platforms to ensure that users have real-time access to certain elements of information about ads shown to them on an online platform:

• That the ad is indeed an ad;
• The identity of the advertiser;
• The identity of the party that financed the ad, if it is different from the advertiser;
• Information about the “main parameters” used to determine the recipient of the ad;
• Where applicable, information about any means users may have at their disposal to change those main parameters.  

Although the legal obligation to provide the user-facing information disclosures applies to online platforms, it is clear that in many advertising scenarios, those platforms will need to rely on third-party vendors for the information that will be required to populate the disclosures.  DSA obligations are on the Platforms and VLOPs to provide transparency about the advertisement displayed to consumers – this necessitates the supply chain ecosystem’s involvement in supporting Platforms and VLOPs across RTB, Non-programmatic, Audio/Video, and In-App scenarios.

Therefore, our focus has been on the collection and delivery of the Art. 26 information from the parties in the supply chain that have the information. 

Expected Roles to support IAB Europe DSA Transparency

Fulfilling DSA Art. 26 obligations will require cooperation and collaboration between players in the supply chain. In this blog post, we are sharing our draft of roles and responsibilities for compiling and delivering Art. 26 ad transparency information. Given timing, we want to encourage businesses to allocate resources to support DSA transparency industry solutions. IAB Europe intends to support a wide range of use cases.  Depending on the use case, different actors will perform different roles.  In any case, the online platforms who are the object of the legal requirements will have different options currently being discussed in the Taskforce. The following are only proposed draft scenarios, and are subject to change with further Taskforce development. 

By sharing these draft Roles, we want to indicate that many business types could have a role to play, and encourage further discussion.

Based on the draft roles/responsibilities listed above, we encourage advertising ecosystem businesses to prepare product roadmaps to coordinate with partners on this matter and develop support for DSA compliance before the end of the year. The Task Force is open for IAB Europe members to participate. We anticipate an actual release of the solution for adoption in the coming months, and look forward to collaboration to arrive there. 

Next steps you can take;

• Schedule development resources on your product roadmap.
• If you have any questions or would like to get involved with the taskforce to refine the DSA transparency solution, please email dsateam@iabeurope.eu 

We’re excited to announce the release of our latest Guide to Improving Sustainable Business Decision-Making to help you, and your business in your journey to greater sustainability, transparency, and success. 

As a leader in the digital advertising industry, we understand the challenges and opportunities that come with navigating the ever-evolving landscape of sustainability and responsible business practices. With terms like “sustainable,” “green,” “net-zero,” and “carbon-neutral” having gained significant traction in our industry, it makes it increasingly essential for businesses to discern the authenticity and validity of such claims.

We are excited to introduce our new guide to help organisations make more informed decisions and contribute to a more sustainable future for our industry. 

What Does the Guide Offer?

This initial guide has been designed to assist you in evaluating sustainability claims from potential partners and provides general orientations for exploring critical areas during the initial stages of assessment. By leveraging this guide, you can better evaluate sustainability claims from potential partners and implement sustainable business practices.

The guide explores key areas including: 

• Environmental Considerations 
• European Legislation & Guidance
• Anti-Greenwashing Principles
• Social & Governance Considerations
• The Economic Benefits of Sustainable Decision-Making 

This will also be further supported by the development of more in-depth business reports and playbooks and sustainability scorecards that will enable market participants to consider ESG factors as well as economic benefits. 

This guide is an invaluable tool for businesses seeking to navigate the complexities of sustainability and make more informed choices. 

Download the guide here. 

Terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction recently, making it increasingly important for businesses to understand the validity of such labels. 

With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals.

The ‘Guide to Improving Sustainable Business Decision-Making’ was written by members of IAB Europe’s Sustainability Standards Committee including, Alliance Digitale, BVDW, EssenceMediacom, IMPACT+, Microsoft Advertising, ProsiebenSat.1, and Scope3. It offers valuable insights and practical tips to help organisations make informed choices when looking to achieve sustainability in the digital advertising industry. The guide will be further supported by the development of more in-depth business reports and playbooks and sustainability scorecards that will enable market participants to consider ESG factors as well as economic benefits. 

Key areas covered in the guide include tips and guidance on environmental considerations, European legislation and guidelines, anti-greenwashing principles, social considerations, and the economic benefits of sustainable decision-making. 

“By launching the Guide to Improving Sustainable Business Decision-Making, we aim to support businesses in the digital advertising industry in taking crucial first steps to navigate the complex realm of sustainability,” said Townsend Feehan, CEO at IAB Europe. “We believe that informed decision-making can help lead to a brighter and more sustainable future for our industry. As we look and move ahead, we eagerly anticipate enriching this initial initiative with further in-depth guidance, to empower businesses to approach sustainable strategies with greater confidence.”

The full guide is now available for download on the IAB Europe website here.

Notes to Editors:

About IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.

About IAB Europe’s Sustainability Standards Committee

IAB Europe’s Sustainability Standards Committee was formed in October 2022 with the primary focus of bringing the industry together to create standards for the delivery of digital advertising and to help all industry participants to reduce the amount of energy consumed and carbon emissions produced through the use of digital media.