Search

With Michelle Donelan now confirmed as the next Secretary of State for digital, culture, media and sport, I would like to take the opportunity to congratulate her on her appointment. At the IAB, our message to the new Government on behalf of the digital advertising industry is clear: work with us to make sure that legislative changes are necessary, proportionate and genuinely effective. Digital advertising is under a high level of regulatory scrutiny and, by working with our members, the...

Targeting audiences based on the content an ad appears in has long been an established strategy across the media mix, but the deprecation of third-party identifiers has brought the value of contextual online advertising to the fore. So what does an effective contextual strategy look like? How are channels such as audio and gaming utilising contextual tools? And is contextual AI redefining targeting?

1. Why is digital advertising shifting away from third-party identifiers? One of the reasons often given for phasing out third-party cookies and identifiers is the desire to create more privacy-conscious online environments. However, it’s important to understand that ‘privacy’ is a very subjective term. Fundamentally, the use of cookies (and any other similar device-based information or identifiers) or personal data must comply with data protection and ePrivacy legislation. While there is much...

On browsers, third-party cookies have already been deprecated on Mozilla’s Firefox and Apple’s Safari and are due to be phased out on Google’s Chrome in 2024. On mobile, Apple’s changes to its Identifier for Advertisers (IDFA) have already impacted how apps can monetise services within iOS and highlighted the importance of effectively communicating with people about the essential value exchange that sits at the heart of the free web. Android Advertising IDs (AAIDs) are also set to be phased out...

With so many ads vying for people’s attention, standing out at each stage of the path to purchase is key - but how should brands be using digital channels across the advertising funnel to best effect? Working with On Device Research, we’ve analysed 516 global ad campaigns that ran between 2018 and 2021 (spanning display and video) to understand how they used digital to boost awareness and consideration, and ultimately drive purchase intent. The research shows us what sets the best performing...

One of the fundamental steps a maturing channel needs to take is to establish a shared understanding of key terms, in order to ensure that everyone across the supply chain is speaking the same language. We have developed the below definitions in partnership with our CTV members and IAB Europe, with the aim that they are used across markets. Quick Links Connectivity Connected TV (CTV) On Demand Buying & Selling Technology Connectivity Over-the-top (OTT) Over-the-top media service encompasses all...

In 2021 the Department for Digital Culture, Media and Sport (DCMS) published its consultation on ‘Data Reform’ proposals to update and simplify certain aspects of the UK General Data Protection Regulation (UK GDPR) and the UK Privacy and Electronic Communications Regulations (PECR). The IAB’s response to this consultation, submitted in December 2021, focused on three key areas Cookies and consent The legitimate interests legal basis Reform of the ICO The Government published its response to the...

Background The IAB is the not-for-profit trade body for the digital advertising industry with members from some of the biggest companies in the world including Google, Meta and Twitter. Our mission is to build a sustainable future for digital advertising. We do this through a range of activities including events, training, research, setting standards, helping the industry to remain self-regulated and more. You can find out more about us and the work we do here. Careers at the IAB To understand...

Addressing Anxiety “A lot of what is happening right now right now with Coronavirus isn’t a virus problem, it’s an anxiety problem”, tweeted Sanctus on 10 March. The level of anxiety the virus has created is understandable, but it can feel insurmountable. Sanctus provide virtual coaching, as well as producing a guide to managing your mental health and staying productive while working from home . Mind Over Matter Many of us are currently feeling anxious, isolated and uncertain about what the...

The Competition and Markets Authority (CMA) has today published its first update report on the implementation of Google’s Privacy Sandbox commitments, first accepted by the CMA in February 2022. In the report, the CMA considers that from April 2022 to June 2022 Google complied with the commitments it made, although recognises that there is still a lot of work to be done. It also sets out the progress made to date, highlights areas of focus where potential concerns have been raised and includes a...