IAB Europe has been working with IAB Canada and IAB Techlab to build the Transparency and Consent Framework (TCF) for the Canadian ecosystem. The TCF is designed to unify data privacy laws across Europe, and is the only consent solution built for the industry by the industry. The newly launched TCF Canada will act as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market. Please refer to the below press release from IAB Canada for more information:

November 28, 2022, Toronto, Ontario Canada: IAB Canada, the national trade association and thought leader for the Canadian interactive marketing and advertising industry, in partnership with IAB Tech Lab and IAB Europe, today announced the launch of the Transparency and Consent Framework (TCF) for Canada. 

TCF Canada acts as a roadmap for publishers, technology vendors, agencies, advertisers and digital marketers to ensure they are working under appropriate legal purposes for processing personal data in the Canadian market.  

“As the industry moves towards privacy-first solutions to addressing audiences online, the launch of TCF Canada represents a major milestone for ad tech. Standardized definitions and reliable frameworks based on signals, help drive solid industry codes of conduct,” said Sonia Carreno, President, IAB Canada, “global collaboration with our members and peers over the past two years has resulted in a pressure-tested, scalable framework that meets the needs of the ecosystem today with an eye towards the future-state of advertising in a privacy-first world.” 

The TCF provides technical specifications and policy documents to help players in the digital marketing and advertising ecosystem clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to object and manage their consent preferences. It is a framework for publishers, technology vendors, agencies and advertisers to clearly and consistently communicate with end users about how their data is being used, while also providing an opportunity for users to withdraw their consent. 

TCF Canada is another critical piece in industry’s effort to increase consumer transparency and choice, management by digital properties of consent and compliance, and industry collaboration that centres on standardization. 

“Two years ago, IAB Tech Lab committed to delivering a platform for vendors and Consent Management Platforms (CMPs) to access cross-jurisdictional compliance signals in a standardized way. We delivered on that promise with the launch of the Global Privacy Platform (GPP) last month.” said Anthony Katsur, CEO IAB Tech Lab, “IAB Canada’s TCF string presents the first of many signals that will address the patchwork of privacy obligations across international markets.”  

Register today for TCF Canada 

All vendors and CMPs can now register to participate in TCF Canada at the updated registration site here. Registration for TCF Canada includes the opportunity to register for both TCF Canada and TCF V 2.0 (for GDPR compliance) Existing participants in IABs TCF V 2.0 (for GDPR compliance) can update their details to include TCF Canada registration. 

The registration process for vendors requires adherence to the TCF Policy and Terms & Conditions. 

Publishers can use the Global Vendor List (GVL) to view the vendors who are participating in the TCF Canada, and to determine which vendors to include in the transparency and consent user interface they make available on their website.

Appropriate time will be given for the Canadian market to adopt the framework providing publisher websites and Consent Management Platforms (CMPs) with an appropriate timeframe in which to adopt TCF Canada. While also providing the vendors they work with sufficient time to develop and implement the code needed to adhere to the protocol of TCF Canada. In Q1 of 2023 the compliance program will be put into operation and CMPs will be required to undergo and pass a CMP validation to ensure they are operating under the policies of the framework. Those who do not comply will be removed from the program. 

To find out more about TCF Canada or to register please visit our website and if you have any questions please reach out to tcfcanada@iabcanada.com. 

PRESS RELEASE 

LONDON, 15 July 2019: Investment in programmatic audio is set to rise, with the majority (60%) of buy-side respondents looking to increase their programmatic audio spend over the next 18 months.

According to new research from Xaxis, the outcome-media company, conducted in association with IAB Europe, the full potential of audio is not being realised within Europe. Although 59% are already utilising the capabilities of programmatic audio to some extent, spend is low – over three quarters (79%) invest less than 10% of total ad spend on audio, and two-fifths (41%) allocate no budget to programmatic audio.

Surprisingly, confidence is low, with only a small proportion of buy-side marketers (15%) feeling confident in their understanding of programmatic audio. However, when speaking to the sell side, this is doubled with 30% stating confidence in programmatic audio understanding.

Despite the fact marketers are conservative in their approach to allocating significant budgets to audio, the top three drivers for investing in audio advertising are recognised as complementing the media mix (63%), reaching specific audiences (59%), and raising brand awareness (58%). The majority of respondents agreed that to reach audiences, device choice is important, with mobile ranking top (88%) followed by laptop/desktop (61%), in-car (59%) and tablet (46%).

For marketers, the key drivers for investment in programmatic audio are achieving targeting efficiencies (63%) and taking advantage of data insights (44%). However, two strong barriers to exploring audio investment are having a clear understanding of the impact of programmatic audio trading on total revenue (49%) and the availability of technology (44%).

“Programmatic audio is the future,” commented Alex McGibbon, Vice President of Client Solutions, Xaxis. “There is the potential for Europe to lead the way in cementing it as an essential component of today’s media mix. There is an obvious appetite to increase knowledge and understanding of programmatic capabilities and if addressed, the opportunity to boost programmatic audio spend over the next 18 months.”

Daniel Knapp, Chief Economist at IAB Europe, commented: “Audio’s high level of consumer engagement married with the efficiency of programmatic delivery and brand safe environments creates a highly appealing media channel for brands.”

Download the report here.

The research aimed to understand the adoption and development of programmatic audio advertising across Europe and was conducted via an online survey between April-May 2019. 499 responses were delivered from buyers and publishers – both from across 30 markets – and from stakeholders with pan-European and global remits.

About Xaxis

Xaxis is The Outcome Media Company. We combine unique brand-safe media access, unrivalled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments. Xaxis offers managed programmatic services in 47 markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.

For more information, visit www.xaxis.com

About IAB Europe:

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of National IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.

For more information, visit www.stg-iabeurope-iabeuropeold.kinsta.cloud

Media contact:

charlotte.green@teamgingermay.com

+44 (0)203 642 1124

London, 13 May 2019 — Index Exchange today announced it has secured the Internet Advertising Bureau (IAB) UK Gold Standard 1.1 Certification, becoming the first-ever company to achieve this newly minted status.

The news comes less than five months after Index Exchange joined the Board of the IAB, a trade association representing more than 1,200 of the country’s leading brands, media owners, technology providers and agencies. James Prudhomme, Index Exchange’s Executive Vice President of International, has been representing the organisation on the board since January, sitting alongside leaders from Google, Microsoft, The Trade Desk and more.

Though Index Exchange has long been involved with the IAB UK, their new position on the board and receipt of Gold Standard 1.1 Certification mark a new phase of their involvement with the trade organisation. The 1.1 certification also demonstrates the company’s solidified commitment to reducing ad fraud, improving the digital advertising experience and increasing brand safety throughout the advertising technology ecosystem.

“Programmes and initiatives launched by IAB UK — particularly the Gold Standard Certification — have served to bring credibility and transparency to the programmatic ecosystem,” said James Prudhomme of Index Exchange. “We’re thrilled to be the first company to earn the Gold Standard 1.1 seal,  and we look forward to working alongside the IAB UK as they continue to transform the advertising community for the better.”

The IAB UK announced it was becoming more exacting in the criteria required to receive Gold Standard Certification in April of this year. Specifically, the trade body added benchmarks to the already stringent list of best practices it required groups to meet, ensuring only those companies who are fully certified under JICWEBS Digital Trading Standards Group — and whose partners are compliant with both ads.txt and the Coalition for Better Ads — receive the 1.1 accreditation.

“Congratulations to Index Exchange for becoming the first Gold Standard 1.1 certified company!” said Tim Elkington, Chief Digital Officer of the IAB UK. “This achievement not only underlines Index Exchange’s commitment to building a responsible and sustainable digital advertising ecosystem, it also sets a great example for others to follow.”

About Index Exchange
Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions openly and in real-time. Built on the pillars of neutrality, clarity, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains connecting media companies with premium demand at massive scale. Visit Index Exchange at www.indexexchange.com or @indexexchange.

About IAB UK

The Internet Advertising Bureau (IAB) UK is the trade association for digital advertising, representing over 1,200 of the UK’s leading brands, media owners, technology providers and agencies. Digital advertising is continuously growing and evolving.

This article was originally published here.

According to IAB Turkey AdEx-TR 2018 Report digital ad revenues reached 2,47 billion TL with a growth of 14,2%

IAB AdEx-TR 2018 report reveals that display ad revenues reached TL 1,41bn by growing 15%. Advertising based on Display/Click gets the biggest share under Display category with TL 969M. On the other hand, Video ad revenues reached to TL 353M with a growth rate of 31% and Native to TL 101M.

Search Advertising revenues which consists of Keyword Based Advertising completed 2018 with TL 923M, where Classified & Directories rose to TL 113M. E-mail marketing ad revenues which had declined in previous years, continued to decline by 5% with nearly to TL5M.           and, in-game advertising reached TL 17M.

While TL 1,4bn out of TL2,47bn was spent on mobile platforms, 79% of the social media ads (TL411M in total) took place on mobile platforms. Programmatic ad-spend hit TL 1,69bn and continued to increase in 2018.

Neslihan Olcay, IAB Turkey’s Chairwoman said, “According to e-marketer[1], in 2018 global ad spend will reach $628.6bn and digital will be the driving force of advertising industry with a share of 43,5%. In a relatively difficult economical period, Turkey succeeded to grow in double digits once more. We foresee that video ads which grew by 31% in 2018 will follow the same path in 2019 since Fair Usage Quota has been removed. As of next year, making a methodological improvement in AdEx study and providing more detailed information to the industry are within the plans. 

In this context, I’d like to emphasize that new research projects will be among top priorities in addition to AdEx-TR. The Research Committee recently founded will conduct diversified research studies related to the market and will support the industry and foreign investors’ decision-making processes.

In 2019, we’ll also initiate new working groups, namely B2B and AdTech & MarTech. These are two major topics expected to grow. M2M (Machine to Machine) marketing will be another interesting topic in a couple of years. Moreover, even today Digital extends beyond the advertising, therefore Direct Brand Economy will also be in our agenda. And we will definitely keep the current projects by improving them.”

*Agency fees, production costs and direct buys are not involved.

**Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to total value

[1] May 2018

On November 30^th, from 8:30am to 5pm at the Palais de Tokyo in Paris, the Interactive Advertising Bureau France will organize a new summit dedicated to the digital advertising ecosystem and its technologies, in partnership with the IAB Tech Lab. The Tech Lab is an independent international organization, branch of IAB, which sets the international digital advertising standards (https://iabtechlab.com/).

IAB France aims to build on its international network and the expertise of its members and partners to explore the major themes of innovation in digital advertising that will define 2019 and beyond.

The AdTech Summit will include a stimulating series of interviews, keynotes, panels and exclusive workshops. Leaders and experts of digital advertising, its technologies and its regulation, will come on stage to share their operational vision on the major issues for the industry.

Among the speakers who have already confirmed their attendance:

Dennis Buchheim (SVP & General Manager, IAB Tech Lab), Jennifer Derke (Director of Product, Programmatic, IAB Tech Lab), Mark Timlin (Programmatic Trading Manager, BBC Worldwide), Simon Baker (Head of Digital & Programmatic EMEA, Bloomberg), Mathieu Morgensztern (CEO, Group M France and WPP France), Gautier Picquet (CEO, Publicis Media), Cédric Vandervynckt (EVP EMEA, Criteo), Sam Tingleff (CTO, IAB Tech Lab),  Sylvia Tassan Toffola (VP, TF1 Publicité - Président of SRI), Jean-Luc Chetrit (GM, UDA), Denis Gaucher (CEO, Kantar Media), Régis Schultz (President, Monoprix)…

Registration to the AdTech Summit is free of charge for IAB France and IAB Tech Lab members.

An early-bird rate can still be secured by non-members until 16 November.

Registrations

Full programme

---

Press contact

Thomas Bordet, IAB France, thomas@iabfrance.com, +33 (0)1 48 78 14 32

 ---

About

IAB France (Interactive Advertising Bureau) is an association created in 1998 with a threefold mission, as it aims to structure the digital communication market, promote its use and optimize its efficiency.

IAB currently has 140 member companies, representing all the players in the interactive communication chain (publishers, advertising agencies, agencies, advertisers, research institutes, tech providers, etc.).

Through its publications, studies and events, IAB France is at the service of advertisers and their consulting agencies to help them integrate digital media efficiently into their global marketing strategy, and propose Standards, examples of professional practices to new players integrating the digital market.

The IAB is also a network of experts at the service of other professional organizations, institutions and media who are questioning the impact of the development of this new economic situation.

IAB France is an independent entity, part of the global network of affiliates of the Interactive Advertising Bureau.

IAB France’s Board is composed by Weborama, Ligatus, Smart, Le Monde Publicité, 366, Google, S4M, Konbini, Adways, Orange Advertising, Kantar Media, Leboncoin Schibsted, LinkedIn, Adverline, Sirdata, Ogury, Newbase, Graphinium, Adcleek, Deezer et Bayard Media Développement

The survey¹ sought the views of 1,000+ decision makers across the industry including advertisers, agencies, publishers, and intermediaries.

The report identified that decision makers from all parts of the industry recognise the significant value AI can bring to achieve results across the digital advertising ecosystem.

Many respondents agreed with the statement that ‘AI will be the next industrial revolution’, with the potential to deliver instrumental change in the digital advertising industry.

However, there is work to do in terms of reliability and trust; respondents highlighted the key concerns facing AI in digital advertising as relying less on human control, and the ability to gain trustworthy insights. It’s about maintaining a positive and productive balance between AI, a human workforce, and end customers, the study found.

The key findings of the survey are:

• 80% of those surveyed viewed AI as the next industrial revolution.
• Almost 80% of respondents have a good understanding of AI. Intermediaries were the most confident in understanding AI with 91% somewhat or very confident. 80% of agencies said they felt confident in their understanding.
• AI has been seen to have had a positive impact/influence on business objectives. Nearly 50% of those surveyed felt AI improved productivity and increased competitive advantage.
• AI was seen to facilitate effective targeting and was able to enhance digital advertising objectives – right person, right place, right time. Indeed, better targeting was cited by 61% of agencies; 43% of publishers and 53% of intermediaries. Further, identifying better qualified users/audience was cited by 30% of advertisers; 55% of agencies; 40% of publishers and 42% of intermediary stakeholders.
• Respondents highlighted the key concerns for the future of AI as relying less on human control (47%) and gaining trustworthy insights (55%).

Townsend Feehan, CEO of IAB Europe said: “A thriving digital ecosystem depends on advertising powered by innovation, creativity and efficiency. We are pleased to have worked with Xaxis on this research which highlights that the application of Artificial Intelligence in digital advertising can deliver better targeting, optimisation and business growth.”

John Wittesaele, President EMEA, Xaxis said: “The most powerful, and largely unfulfilled, potential of AI lies in the bigger picture, in its ability to optimise towards business outcomes rather than simple metrics."

For more information, please contact:
Leanne Mackee, Xaxis EMEA (leanne.mackee@xaxis.com)
Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)

¹ About the Xaxis in association with IAB Europe Understanding the current and future impact of Artificial Intelligence survey
Xaxis, in association with IAB Europe, conducted a survey to uncover the opinions and attitudes towards Artificial Intelligence (referred to as AI in this report) in the digital ad tech industry.

The objective was to learn how recent innovations in AI technology can impact business operations, with the goal to dispel the myths of AI and provide a realistic view of how it is being used to achieve results. It aimed to illustrate how the advertising ecosystem and all of its stakeholders including publishers, brand advertisers and media agencies are currently using AI.

The survey asked about:

• Defining artificial intelligence
• How is it enabling business outcomes to be met
• Challenges faced when using artificial intelligence

About Xaxis

Xaxis is The Outcome Media Company. We combine unique brand-safe media access, unrivalled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments. Xaxis offers managed programmatic services in 47 markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.

About IAB Europe

IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.

TORONTO, April 11, 2018 --- Index Exchange today announced the promotion of executive team members as a result of rapid expansion and projected growth for 2018. The changes come at a time of unprecedented growth for the company as it looks to further establish its position as the leading independent global advertising exchange. Alex Gardner, former Senior Vice President, Partner Development, and long-time leader at Index, is elevated to Chief Revenue Officer. Gardner will oversee the now combined sales and services divisions and remain responsible for Index’s corporate revenue targets. Will Doherty will move from Vice President, Business Development to Senior Vice President, Global Marketplace Development to oversee strategy and execution for agency, marketer, and demand side platforms globally.

“Index has experienced incredible momentum over the past year, and our new leadership structure strategically positions our team to meet and exceed the needs of publishers,” said Andrew Casale, President & CEO of Index Exchange. “Over 200 new employees will join us globally over the course of 2018, and these promotions will allow our team to provide greater global insight and the highest level of service. Alex and Will’s combined experience and breadth of knowledge will continue to positively impact our publisher and buyer partners along with the industry at large.”

In addition to the promotions of Gardner and Doherty, Index Exchange promoted James Prudhomme from Managing Director, EMEA, to Head of International where he’ll oversee successful scaling of Index operations outside of North America, including Index’s newest offices in Sydney and Dusseldorf. In this role, Prudhomme will expand his duties beyond Europe and support country managers and regional managing directors in Europe and APAC while sourcing and building channels of business in new markets.

“I’ve had the pleasure of working with the entirety of Index’s executive team across borders over the past several years,” said Rich Caccappolo, Chief Operating Officer, MailOnline. “Index approaches programmatic advertising with a strategic and long lens, never rushing to produce a product or initiative without thoroughly vetting the idea both technically and commercially. I respect and trust the leadership team and look to them as a source of insight and ideas for MailOnline’s programmatic efforts. I’m excited to see them continue to expand into new horizons.”

Gardner, Doherty, Prudhomme along with the newly appointed sales and services leaders will oversee the success and growth of Index’s global publisher and buyer partnerships. They’ll also dedicate resources to the day-to-day education and strategic advisory for industry players looking to leverage the benefits of programmatic across a range of channels and locations.

About Index Exchange

Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions transparently and in real-time. Built on the pillars of neutrality, openness, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains connecting media companies with premium demand at massive scale. Visit Index Exchange at www.indexexchange.com or @indexexchange.

•    Only four in ten CMOs are going to increase advertising spend but three quarters (72%) are growing budget in content marketing
•    80% of senior global marketers are going to spend more on data but only a quarter claim to be making full use of the data they have access to
•    Only three percent of global CMOs think they currently have the perfect internal skill set in place and just a third are not looking to bring more services back in house

NewBase, the marketing and advertising consultancy, today launches its latest report “The Evolving Marketer”. This global study of senior marketing leaders reveals five key themes firmly on the CMO agenda: revenue generation, customer experience, data, content and processes.

Go for growth
Business growth is a given and driving this is undoubtedly a core part of the marketing leader’s remit, as underlined by the move to rename CMOs ‘Chief Growth Officers’. The emphasis on revenue is keenly felt by senior marketers with over eight in ten (82%) of CMOs saying the role has become more financial results focused. Almost two thirds (63%) of marketing leaders say their key priority is going to be driving growth for the business. With this concentration on the bottom line it is only natural that the status of marketing should have risen. 82% of CMOs think that marketing’s influence has increased internally.
Customer minded
It is understandable that those focussed on growth are going to turn their attention to understanding customers’ needs to see if there are any issues to be addressed or processes to be streamlined. One in two CMOs have looking at the consumer journey top of their to-do-list and almost half (44%) of marketing leaders also say that they are going to ensure a customer-centric model is in play. Two thirds of global CMOs state marketing decisions should be based upon how they impact the customer rather than the business.
It’s all about the data
With the heightened focus on both the customer and growth, data is more important than ever. One in two senior marketers say currently they have budgetary control for data and analytics. However, this is set to grow, as more than 80% of CMOs are saying they are getting more money to invest in data. This budget will no doubt be gratefully received as more than three quarters state data management and analytics is taking up more of their time. But simply having more data available does not necessarily mean that it can be used effectively.

Data mountain
Global CMOs highlight over half the data available to the business is not being used to its fullest potential and three quarters agree they are only able to use a small portion of the data they have at hand. This is an opportunity for senior marketers, with over nine out of ten (92%) saying that creative and analytics need to work more closely to drive business success. With the budget offered for data increasing but over half of all data not being used to its full potential, there is scope for CMOs to marry the ‘magic and the maths’ using brand awareness advertising, story-telling and experiential with data to drive revenue.

In/Out
Two thirds of CMOs are moving towards more in-house marketing services, but only 3% say they currently have the perfect skill set internally. Marketing bosses looking to bring more functions in house are challenged by both budget and team capabilities.
Just under one in two CMOs have good internal team capability, and 68% say that it is essential to have people on board who are skilled enough to evolve with technology developments. However, due to the martech explosion and dramatic growth of digital marketing and programmatic advertising, more than half of CMOs (55%) state they have an internal skills shortage.
With the skills gap and implied talent scarcity it looks as if outsourcing suppliers (agencies, martech vendors, etc) is still going to be essential in ensuring CMOs can deliver on their objectives.
The results reveal that 43% of CMOs still entirely outsource programmatic, which is the highest fully outsourced function. Over a third of senior marketers outsource advertising (36%), and over a quarter fully outsource creative and design, and research and insight (both 28%).
Key elements such as marketing strategy, pricing and product marketing as well as customer experience tend to be handled in-house. Among the top 15 areas where marketing leaders have budget responsibility, marketing strategy is the number one function delivered entirely in-house (86%), followed by product marketing (76%) and customer experience (75%).

For more ‘Established marketing functions’ such as marketing strategy, advertising, branding, PR, design and product marketing, while a minority of CMOs are anticipating budget rises, the majority are not. Four in ten senior marketers are envisaging advertising spend increase, one in two are forecasting a rise in branding investment and almost 40% are going to spend more on design. Just under half are also looking to invest more in communications and PR in the next year.
There are some ‘Evolving functions’ where currently CMOs are seeing their expertise called upon, and alongside this, budgets increased. Customer experience, customer service, e-commerce, data and research are now increasingly important too. However, because these areas are not solely marketing’s remit the CMO does not presently have total budget control over these, but this is likely to change.
Three quarters of CMOs say they will receive more budget for customer service and a similar proportion are expecting an increase for customer experience.
The influence of time
“The Evolving Marketer” reveals significant variations in the global CMO agenda based on length of tenure. Those in their roles for over five years, the established CMOs, are firmly entrenched, their priorities (bar driving growth) are very different from more recent CMOs (under five years’ tenure). One in two established CMOs are focussing on building internal collaboration (45%) and perfecting the customer experience (47%).
More recent CMOs (under five years) are still in the set-up stage for their role and thus focussing on sorting out infrastructures, putting new systems and processes in place and creating models to exploit the data they have access to.
Newer CMOs are emphasising the customer journey (57%) vs. only 39% of established CMOs and creating a customer model that aligns with business strategy (52% vs. 33%). Using data to its fullest potential is prioritised by half (49%) of recent CMOs as opposed to only a third (35%) of established CMOs.
Revenue and accountability are prioritised almost three times as much by established CMOs compared to newer marketers (41% vs. 17%).
Making an impact
84% of newer CMOs claim it takes less than five years to really make a difference, whereas only half (49%) of established CMOs think the same.
Mike Jeanes, global head of insight, NewBase comments, “Over the past few years the CMO’s remit has escalated significantly from a largely promotions and creative role to becoming the centralised lift-shaft of the business, servicing every level and function of the organisation, and providing the data-driven connection between the brand and the consumer. The role of the CMO is varied and complex. They are increasingly challenged to drive business growth and adjust their resources to keep up with industry change and consumer demands.”

You can download the full white paper below.

We are an independent media and marketing consultancy company, connecting you to your audience around the globe. We combine data, insights and cutting edge advertising tech across all channels to make sure you reach your marketing goals.

Equipped with the latest technologies, powerful data and research capabilities, we deliver your message through our programmatic platform as well as traditional channels; made possible by our partnerships with over 4,000 premium media owners globally.

We have offices around the world to provide local insights and buying power for our clients.

Transparency and effectiveness are at the heart of everything we do.

www.thenewbase.com

According to IAB Turkey AdEx-TR survey, Display ad spend reached TRY 1,228 billion by growing 16%.  “Advertising based on Display/Click” had the biggest share under Display category with TRY 879.7 million. Within the same category, Video ad spend having the highest growth rate of 50% reached to a value of TRY 269.5 million and native a value of TRY 78.6 million.

While the ad spend of Search was TRY 814.5 million in 2017, ‘Classified & Directories” increased to 103 million TL. E-mail marketing declined to TRY 5.1 million. On the other hand, In-game advertising reached TRY 13 million.

Out of 2,163 billion, TRY 1,093 billion including display, search, classified & directories, e-mail marketing, and in-game advertising was spent on mobile platforms. And the share of mobile platforms in social media ad spend was 76%.

On the other hand, Programmatic experienced another double-digit growth year and hit TRY 1,411 billion.

IAB Turkey’s Chairman Dr. Mahmut Kurşun said “IAB Turkey’s Multiplier Effect of Digital Advertising Report prepared in cooperation with IPSOS Turkey and Bosphorus University Administrative Sciences Faculty, states that every TRY 1 invested to digital advertising increases national income by TRY 17.2. Keeping in mind this fact, double-digit growth means a lot to the advertising industry and the economy.

Until now Digital was accepted as fueling the advertising industry in general, from now on a more important concept will be in our agenda: Direct Brand Economy.  Direct Brand Economy was first explained in the opening speech of IAB Annual Leadership meeting as being a huge change or rather a revolution.   

Direct Brand Economy has an infinite number of stores and shelves, infinite production capacity and all goods are delivered to the door for 7/24. In this economy small businesses, start-ups can compete with giants. Cloud technology, data, and insight are more important than investment capital. And digital advertising being at the heart of Direct Brand Economy takes the lead of this groundbreaking change.

Direct Brands of Direct Economy have lots to do. As IAB Turkey, we’ll be working to contribute the success of the brands where fluency of Internet is a must.”

* Creative executions, CRM works and SEO investments are excluded.

** Social media, mobile and programmatic are included under Format based Digital Ad Investments and should not be added to the total value.

*1€ = 4.12 TL / 1$ = 3.65 TL (Central Bank of Republic of Turkey 2017 Daily Avg. Effective Exchange Rates)

IAB Turkey

IAB (Interactive Advertising Bureau) is active in 45 countries and conducts its operations in order to develop interactive advertising and grow its share among overall marketing investments. In accordance with this purpose, IAB continuously demonstrates advertisers, agencies and media agencies the added-value of interactive communication. IAB is based in the USA and country-based organization in Europe is coordinated by IAB Europe. IAB Turkey first established as a platform in 2007 by 23 industry representatives in order to set the standards in advertising and marketing fields of digital industry. In July 2011, IAB Turkey has become an association and currently, it has 150 members. For detailed information: www.iabturkiye.org

Originally published here.

London, UK, 26^th February 2018: Sublime Skinz, the leading solution for high-impact, non-intrusive digital advertising, today announced it will launch two new interactive mobile ad formats – The Capsule and The Video – at this year’s Mobile World Congress. These innovative, premium formats provide a variety of features to enhance the user experience.

Created for mobile web campaigns, the new formats – which can be sold both direct and programmatically – are designed to elevate engagement and create opportunities for more effective branding. Both consist of two banners positioned at the top and bottom of the webpage, along with a side panel that displays content when swiped open by the user.

Both of these new formats, while enhancing the user experience, also boast an impressive engagement rate of 4-5%. The Capsule’s responsive panel has been developed with HTML5 and is optimised to offer a host of interactive elements, including vertical and horizontal slideshows, video, configurators, 360° product views, and store locators. The Video format has been designed to deliver enhanced video ads seamlessly to users, and can be optimised for a single vertical or traditional asset.

The Capsule and The Video mobile formats provide advertisers with comprehensive KPI feedback, including impressions, page and product views, panel engagement rates, global click-through rates, and average video completion rates.

Andrew Buckman, Managing Director EMEA at Sublime Skinz said: “These new formats further demonstrate Sublime Skinz’s commitment to providing non-invasive but powerful solutions to advertisers and agencies. With 73% of people in the UK using their smartphones to access the internet on a daily basis, it’s more important than ever to remember that the user is king. These two new formats provide a streamlined and engaging experience that continues to put the user first with interactive and non-intrusive ads. For advertisers, the high engagement rate of the panel and the extensive KPI measurements are attractive prospects that ensure they reach their target audience, while also allowing them to effectively manage campaigns.”

About Sublime Skinz

Sublime Skinz is the leading global high-impact advertising marketplace. It is the first platform of its kind to provide multi-device advertising, working with advertisers, publishers, media agencies, and trading desks to drive efficient and effective campaigns at scale.

Sublime Skinz provides actionable statistics and transparent insights in real time, allowing brands to capitalise on the most impactful format with the greatest coverage across multiple websites. Sublime Skinz works with a clear objective to maximise revenues and optimise return on ad investments.

Founded in 2012, the Paris-based company has developed an international reach with offices in London, San Francisco and New York, and boasts an impressive network integrated with more than 3,500 websites worldwide. Sublime Skinz was honoured as the ‘audience favourite’ winner of the Launch: Silicon Valley World Cup Tech in 2014, and in 2016 was awarded Ernst & Young’s ‘Born Global’ prize and Business France’s ‘International Trophy of Digital Business.’

For more information, please visit www.sublimeskinz.com.

Press Contact

GingerMay PR
Chantelle Pattemore, Senior Account Executive
chantelle.pattemore@gingermaypr.com
Tel: +44 (0)203 642 1124

With three new modules added in 2017 (​Plan your online business strategy​, ​Get started with content marketing​, and ​Turn data into insights​), Google sought and received a renewed endorsement from IAB Europe. The IAB Europe Endorsement aims to give recognition to those programmes which meet a series of criteria - chief of which are brand-neutrality (where applicable) as well as accuracy and thoroughness of topic covered. These programmes are awarded the coveted “IAB Europe Endorsed” seal, a confirmation of the high-standards of training they set and concrete contribution they bring to the industry.

“​We are delighted to have renewed the Endorsement for Google Digital Workshop, one of the flagship digital training programmes currently available for professionals, business owners, and digital enthusiasts seeking a career in online. Training initiatives such as this are particularly vital during this period of flux for the industry, when seasoned vets and newcomers alike need to keep abreast of the developments and breakthroughs in all areas connected to digital. Programmes such as Google’s Digital Workshop are not only making great strides in offsetting the digital skill shortage the market is currently facing, they are building the future of the industry​” said Townsend Feehan, CEO, IAB Europe.

The integrated approach taken by Google in building its Digital Workshop is where the strength of the programme lies. Each of the aforementioned 26 topics comes with several lessons and completing them all results in a certification bound to add value to any CV poised to take the next generation of digital industry experts by storm. All this content is supplemented by bonus materials, coaching and live training sessions.

“Opening up the opportunity of digital technology for everyone is at the heart of Google’s work. In Europe, and now in the Middle East and Africa, we've been working with partners to help everyone, whether in work, studying or unemployed, to grow their skills, careers, and businesses through Google's training, tailored to each country. We are proud to have trained 4M people through our Digital Workshop program in 53 countries in the region - and are delighted to have IAB Europe recognise and endorse our efforts”, said Matt Brittin, Google EMEA President.

About - Google Digital Workshop

Google Digital Workshop provides free digital skills training courses, tools and in-person coaching to help people get the right skills to find a job, advance their career or grow their business. It offers flexible and personalised learning plans and provides a certificate endorsed by IAB Europe upon the digital marketing course completion to help graduates boost their LinkedIn profile and CV.

You can find out more about the Google Digital Workshop ​here​.

About the IAB Europe Endorsement Programme

As a main building block in IAB Europe’s plan to support education and training initiatives in Europe, the Endorsement Programme comes as a collaborative, easy to implement, and high impact project. Its main goal is to provide additional visibility and weight to high-quality training programmes developed by members and partners.

More information on this initiative by IAB Europe can be found ​here​.

In many cases, advertisers simply don’t know who to trust, and this has led the creative minds at family-owned Index Exchange to draft-in some of the younger members of their clan(s) to offer their take on the current state of transparency in the online marketing sector.

Coining new industry phrases such as “supply-path oximi-zation”, and then concluding ”pro-dammatic, I don’t know what that means”, the cast of sub-10 year olds helps deliver a playful take on the need for greater simplicity in how this sector articulates its operations. With a running time of 80 seconds, the online video closes with the message: “Our industry is complicated, The need or openness and transparency is greater than ever… democratize digital advertising.”

IX Kicks off 2018 with Renewed Mission from Index Exchange on Vimeo.

Index Exchange is a global advertising marketplace where premium digital media companies sell their ad impressions transparently and in real-time. Built on the pillars of neutrality, openness, and the most reliable technology, Index is the ad exchange that media companies trust. With no other business interests to divide its attention, Index’s sole focus remains connecting media companies with premium demand at massive scale. Visit indexexchange.com for more information or follow @indexexchange.com on Twitter.