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Last updated: June 2023 Organisation Contact Objectives Deliverables IAB UK Sophia Haynes To help IAB UK members understand how they can best reduce their carbon emissions and fulfil their environmental commitments in the media supply chain through education and standardisation To work collaboratively with all the organisations below Environmental sustainability resources Environmental Sustainability FAQs - making environmental credentials more accessible in the media supply chain and ultimately...

Now in its seventeenth year, IAB Europe’s AdEx Benchmark study is the definitive guide to advertising expenditure in Europe with data collected across national markets to provide a total figure for Europe. For 2022, IAB Europe has amended the geographical coverage of the study to remove Belarus and Russia and add in new markets; Estonia, Latvia and Lithuania, meaning the study now accounts for 29 European markets. Key findings from the study include Despite the economic and political headwinds...

Due to the nature of certain cookieless technology, there is a risk that insights from campaign analytics and tracking will become less specific. As such, when adopting a cookieless approach to online advertising and tracking, it will be key to consider the following when understanding and assessing risk: Undertake your usual data due diligence on the provider Consider the provider’s role as controller or processor The type of cookieless technology being deployed (see below) The quality of the...

What are browser/operating system-linked audiences? These audiences are delivered via solutions that allow advertisers to target and measure audiences on a 1:many level within the confines of a contained environment. Rather than identifying users 1:1, they provide access to a group of people who have been grouped and anonymised via Privacy Enhancing Techniques (PETs). A key example in this space is Privacy Sandbox's Topics , while on mobile Apple’s iOS SKAdNetwork is an aggregate linked solution...

What are unlinked audiences? Unlinked solutions rely on publishers and their environment to allow advertisers to target relevant audiences. In this section, we will explore Seller Defined Audiences (SDAs), as well as contextual and attention solutions. Available solutions differ in their approach to how targeting parameters are produced, however all solutions can exist in parallel to linked audiences or an unlinked approach can be used as stand-alone solution. A core benefit is that an unlinked...

What are Linked audiences? Linked audiences rely on solutions that aim to enable cross-site tracking based on identifiable information that users have opted in to provide. They are often called universal or unified ID solutions. They work similarly to third-party cookies and replicate much of their current functionality. Some examples include Unified ID 2.0, ID5, Lotame Panorama ID and LiveRamp’s Ramp ID. Linked ID systems typically fall into one of two categories: probabilistic or deterministic...

IAB Europe has today announced the launch of the Transparency & Consent Framework 2.2 to continue helping players in the online ecosystem comply with certain requirements of the ePrivacy Directive and the UK GDPR. Approved by the TCF Working Group, the iterations bring further standardisation of the information and choices that should be provided to users over the processing of their personal data, and how these choices should be captured, communicated and respected. Constant evolutions in case...

Update May 2023: Find out more about our latest 'Don't be a #Clickhead' campaign here. While the growth of digital advertising has had huge benefits – driving creativity and innovation, fuelling new industries and, ultimately, supporting our free to access internet – there’s no getting away from the fact that it largely used to achieve short-term goals at the expense of longer-term effectiveness. Whether you’re looking at CMO tenure or campaign planning, short-termism is endemic in our industry...

Activity includes a downloadable pamphlet, which has been created with the knowledge that the current economic uncertainty will likely see reformed Clickheads slip back into their old ways as they face growing pressure to justify spend and prove effectiveness to clients. This is supported by a series of short-form videos where the IAB’s in-house Clickhead coach talks marketers through how they can take steps towards healthier digital measurement. The campaign draws on neuroscience research to...

In today’s evolving media landscape, creating quality and welcome advertising experiences is the holy grail of consumer engagement, and mobile gaming is no exception. With a growing audience of over 3.2 billion¹ and counting – and mobile accounting for more than half of that – gaming offers a loyal and attentive player base for brands looking to level up their marketing. Although there are many factors at play when executing successful campaigns, the role of creativity and the interplay between...