AdEx Benchmark is the definitive guide to the state of the European digital advertising market.  The report reveals the key milestones contributing to the 2018 market value of €55bn and the fastest growth since 2011.

The report provides a comprehensive perspective of digital advertising spend across Europe which is essential in benchmarking market development trends, the increasingly pan-regional nature of digital advertising investments and the role of Europe’s digital economy in a global context, attracting global start-up funding and European policy formulation.

Based on a study of twenty-eight markets in Europe, the report includes data on social ad spend and splits video by in-stream and out-stream. Out-stream video and mobile both dominated results in 2018, as they both grew by double-digits in all twenty-eight markets. Out-stream video grew by 44.7 percent on average, compared to in-stream at 19.7 percent. Overall, video grew by 30.9 percent, to €7.6bn, accounting for 33 percent of the display market.

The results and trends highlighted in the AdEx Benchmark Report will be discussed in our first Economic Trends Forum webinar on 25th July at 15.00 CEST / 14.00 BST. Find out more about the IAB Europe Economic Trends Forum here. 

You can download the full report below

The study asked respondents about advertising in radio, podcast and streamed environments, drivers and barriers to programmatic audio investment, stakeholder knowledge of programmatic audio and the metrics used to evaluate programmatic audio campaigns.

John Wittesaele, EMEA President at Xaxis, says: “We’re buoyed by the confidence that buy-side stakeholders will very likely plan to increase programmatic audio spend in the near future, although there is work to be done to educate.”

IAB Europe’s Chief Economist, Daniel Knapp, agrees that “Programmatic audio is still at a nascent stage but growing quickly. Innovative European companies, both those with a history in radio and online streaming, are helping to drive growth.”

Download the full report below:

The AdEx Benchmark study is the definitive guide to the state of the European digital advertising market, covering 28 markets, and is now in its thirteenth year. In 2018, a total of twenty-one markets saw double-digit year-on-year growth.

Access the study below.

Watch the recording HERE

Moderator and presenter: 

Matthias Matthiesen, Director, Privacy & Public Policy, IAB Europe Matthias is responsible for European data protection and privacy policy at IAB Europe. Matthias has previously worked for public affairs consultancy Weber Shandwick and for a Member of the European Parliament. He holds a Master of Laws (LL.M.) in European law from Maastricht University, the Netherlands and speaks English, German and Italian.

Presenters:

Abbie Clement, Head of Content, iubenda Abbie is an experienced web professional with over 8 years of public and private sector experience in the IT, marketing and communication fields, across multiple countries. Currently, she lives and works in Milan. iubenda is a leading provider of software facilitated privacy and compliance solutions that serves more than more than 65,000 customers in 100+ countries.

Philip M. Weiss, Director of Marketing, iubenda Philip previously worked in senior marketing, business development and general management positions at Nosto, NetComm Suisse and Google within others. Philip combines 10 years of experience across multiple countries.

The Attitudes to Digital Video Advertising survey was first developed by IAB Europe’s Video Task Force and Research Committee in 2016. The study asks advertisers, agencies and publishers from across Europe about their investment and revenue levels by device and format, their objectives and measurement needs, the trends they are seeing in inventory supply and cross-screen planning, and how they see their investment levels evolving in the future.

Register and download the report below:

Tapping the expertise of leaders in the industry from a wide range of organisations, under the guidance of the IAB Europe Education & Training Committee, this white paper covers key elements which should help provide a better understanding of the technology and its application in digital advertising.

Download the Blockchain Demystified White Paper.

IAB Europe would like to thank the white paper leader that helped to edit and compile it:

Anton Kopytov, Partner Technology Consulting, Mindshare Worldwide and Chair of the IAB Europe Research Committee

And the white paper contributors that provided content for this white paper

Thomas Park, Senior Director Product Management, Adform and Co-Founder Advanced Blockchain Solutions
Samuel Zwaan, EU Product Lead Programmatic Advertising, eBay
Emmanuel Josserand, Brand, Agency and Industry Relations, FreeWheel Jason Manningham, General Manager, Blockgraph
Giordano Buttazzo, Ad Tech Manager, IAB Italy Sebastiano Cappa, Board Member, IAB Italy, ExCo Board Member, IAB Europe, and Managing Director, Ligatus Italia Michele Marzan, Board Member, IAB Italy and Chief Strategy Officer, MainAd
Hunter Gebron, Director of Strategic Initiatives, MetaX
Dee Frew, Associate Director of Technology and Activation, Publicis Media Tej Rekhi, VP Group Development Precision EMEA, Publicis Media
Tom Kershaw, Chief Technology Officer, Rubicon Project

As part of the 2019 work plan on educating the industry about blockchain and sharing best practice use cases, IAB Europe’s Education and Training Committee will also organise a webinar this summer to feature the white paper’s contributors and industry experts. This follows up from the 2018 Blockchain webinar which  first addressed the impact of this new technology on the digital advertising ecosystem.

Download the Blockchain Demystified White Paper.

For more information please contact
Alex Macarescu

The agenda and speakers:

Watch the recording and explore the presentations HERE and HERE.

Links to reports and resources referenced in the Virtual Programmatic Day:

• IAB Europe European Programmatic Market Sizing Report
• IAB Europe Attitudes to Programmatic Advertising Report
• IAB Europe Key Considerations for Buy-Side and Sell-Side Programmatic Strategies (infographics)
• IAB Europe Transparency Guide
• IAB Europe Transparency and Consent Framework

Watch the recording of the webinar here.

Speakers:

Moderator and Panelist
	Neslihan Olcay, Chief Executive Officer, Wavemaker Turkey and Chair of the IAB Europe Education & Training Committee Neslihan Olcay was named as the CEO of WAVEMAKER Turkey in October 2017. She has also been the Chief Digital Development Officer of GroupM Turkey since January 2016, working alongside her duties at WAVEMAKER. She is also responsible from AdvantageM, GroupM’s talent development academy and the digital transformation programme. Neslihan is an active member of the media and advertising community in Turkey. She is one of the founding members of IAB Turkey was named as the chair of IAB Europe Education & Training Committee in May 2017.
Presenter and Panelist
	Jeanette Duvebrant, Engagement Lead, Northern Europe - Google Digital Academy, Google Jeanette joined Google in 2006. In 2008 she started and built the Google Agency business team in Sweden which she continued to lead until end of 2016. Back from parental leave in 2017 she joined the Google Digital Academy team leading external education for Nordics and Benelux. Jeanette has a MSc in Business & Economics from Stockholm University.
Case study
	Ilse Vandevyvere, Head of B2C Marketing Design, Proximus Business engineer by education, passionate about customers by nature. Engaged in several commercial roles in business development, sales, marketing during the last 10 years. Recently jumped on the digital speedboat with the ambition to steer Proximus towards digital transformation and success. Always open for inspiring chats on EQ, travelling and resilience.
	Christophe Glorieux, Managing Partner - Founder, Digipolitans  Christophe is a respected executive with almost 20 years expertise in transforming bricks and mortar companies into agile omnichannel marketplaces.
Presenter and Panelist
	Jonathan Robertshaw, Head of Strategy - Online and Technology, BBC Experienced digital strategist and innovator, with proven track record in leading thinking and working with Executive stakeholders at a world class media and digital technology organisation. I have a portfolio skill set in digital and media strategy, digital innovation, horizon scanning, operations and delivery, and business change. With experience of working with public service, commercial and third sector organisations at a senior level; and of working with international partners in Africa and Asia.
Presenter and Panelist
	Ioana Anescu, Managing Director, IAB Romania I’m a 100% active, enthusiast and optimist online & communication passionate!  For 9 years I’ve been involved in the development of IAB Romania – the association of digital marketing industry in Romania, in contact with all the major players and initiatives of the Romanian online advertising market. I've set up educational projects and activities (IAB Academy, Digital Dialogues, IAB Breakfasts). In 2013, and in 2017 I’ve been elected as Board Member of IAB Europe, to represent Romania.
Case study
	Robert Anghel, Daily Banking Tribe Leader, ING Bank Romania Robert has over 14 years of digital background, out of which, 6 years of banking industry. With extensive professional experience in commerce and telecom, Robert started working within ING in 2012, and now he overlooks the bank’s strategy in the daily banking sector. As such, Robert is in charge directly with the development of the customer acquisition strategy, the increase in (digital) payments and customer tenure. ING is the best developed bank in Romania from the digital point of view.

In particular, data subject rights (Article 15-22 of GDPR) are principally challenging to these companies since they do not use or store directly identifiable personal data.  How do ad tech companies respond to a data subject access requests if they do not have the data subject’s name and address on their system to pull the data from their system? Instead, they store the individual’s cookie and mobile ID. How do they subsequently verify that the cookie ID belongs to an individual without the individual’s name and email address, for example? Most companies would need to take an additional step to get their data subject’s name and address to truly identify the individual.

IAB Europe’s GDPR Implementation Group commenced a working group with the collective minds of data protection officers and technologists from various companies helping to think through these issues. The discussions helped craft this guidance document with options as to how to verify a data subject’s request and respond to data rights requests.

Some issues we covered:

• The first step in this process is determining if you are a controller or processor. Data processors should not reply directly to access requests, unless directed by the controller in a contract or otherwise.
• The inability to verify that data belongs to the requestor begs the initial question: should digital marketing companies that only collect pseudonymous data respond to data subject right requests?
• Once a determination has been made to reply, it is strongly recommended that companies create an internal policy for responding to data subject rights, and also for all interactions with data subject access requests, particularly the reasons for denying any such a request.
• At least one person should be responsible for responding to the data subject requests whether the requests are made via the website, postal mail or email.

The five steps for digital marketing companies to take now:

1. Determine whether you are a controller or processor;
2. Ensure you have appropriate procedures and policies in place to respond to the data subject rights, including when do you have to respond to data subject rights (are you relying on consent versus legitimate interest to collect and/or process the data) and how will you respond;
3. Having a verification process in place to ensure the data subject has a right to the personal data that the data subject rights request is tied to.
4. Make sure your employees in marketing, legal and privacy are properly trained to respond to data subject requests; and
5. Update your data protection notices to reflect your process and response to data subject rights requests.

It is crucial to emphasise that every technology platform in the digital marketing sector is unique, providing various services to its clients. Consequently, each company will implement processes and procedures that are particular to that company, resulting in different responses to data subject rights obligations.

The working paper on Data Subject Requests can be read or downloaded below:

This is the fifth in a series of working papers published by IAB Europe’s GDPR Implementation Group. IAB Europe’s GDPR Implementation Group brings together leading experts from across the digital advertising industry to discuss the European Union’s new data protection law, share best practices, and agree on common interpretations and industry positioning on the most important issues for the digital advertising sector. The GDPR Implementation Working Group is a member-driven forum for discussion and thought leadership, its important contribution to the digital advertising industry’s GDPR compliance efforts is only possible thanks to the work and leadership of its many participating members.

The working paper can be read or downloaded HERE.

Now in its fourth year, the research highlights four key findings:

1. Programmatic in-housing continues to increase and is now the favoured model for advertisers
2. Whilst programmatic trading is becoming the norm for most stakeholders, issues such as ad fraud remain key barriers to increasing investment
3. Private marketplaces are the dominant trading mechanism used for programmatic
4. Investments in programmatic are set to continue to increase

The amount of display, mobile and video inventory that agencies and publishers trade programmatically has continued to increase whilst the level of investment from advertisers has seen weaker growth. However, more than 90% of all stakeholder groups state that they think their programmatic investment will increase over the next 12 months.

Register and download the report below:

Pertaining to this growth, 62% of European display ad spend was traded programmatically in 2017. Mobile continues to be the ‘most’ programmatic format as more than 80% of mobile was traded programmatically whilst video catches up – 74.1% of video was traded programmatically. Further, programmatic video is the force behind the growth as it saw 64.6% growth followed by programmatic mobile at 53.2%.

Whilst CEE is still small in size it continues to make large gains and grew by 65% compared to Western Europe which grew by 24%.

Programmatic revenues by format:

• Mobile - €6.8bn
• Video - €3.9bn

Programmatic revenues by region:

• Western Europe - €10.8bn
• Central and Eastern Europe - €1.2bn

Register and download the report below: