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O nline audio is a booming market that is seeing advertiser investment surge, but how can advertisers ensure that they are resonating with listeners? The latest findings from our Real Living 2021 research - released as part of Audio Week - delve into listener behaviour, preferences and key considerations for brands. Working with Sparkler, part of PA Consulting, we’ve surveyed 1,000 nationally representative UK adults and 250 heavy consumers of online audio about their digital listening habits...

User-enabled ID solutions allow advertisers to continue having a 1:1 understanding of their audiences. These solutions rely on the user providing data or information - such as their username or email address - that enables them to be recognised. These solutions include publisher first-party data solutions - such as log ins or subscription services - where the user provides data to be able to use the services. Also within this category are third-party ID enabled solutions, often called universal...

Contextual targeting is an age-old technique used by marketers to serve relevant ads to users in all marketing environments - it’s by no means exclusive to digital. To put it simply, contextual targeting is when an ad is targeted based on characteristics of the web page or environment that a person is in, rather than based on any personal data. This means that audiences are completely anonymous in pure contextual environments. A benefit of this approach is that no audience targeting is required...

Since Google announced that it would be phasing out all third-party cookies on Chrome by the start of 2022, the race has been on to find alternate solutions that both empower consumers and allow the ad-funded web to continue functioning. Recently, Google said it is extending the cookie deadline to 2024 - giving the industry more time to prepare for the impending change - but with such a substantive shift in our ecosystem on the near horizon, how far have we come? Here we lay out what’s happened...

1. Why are third-party cookies being phased out? The phasing out of third-party cookies is part of a wider shift towards a more privacy-centric digital ecosystem, with developments such as the introduction of the UK GDPR and Apple’s IDFA changes also feeding into this shift. However, the depreciation of third-party cookies is the single biggest change the digital advertising industry has ever been through. While third-party cookies have long been used for tracking online users and targeting them...

A cohort is a group of users who share common characteristics or interests and have been pooled together accordingly. They offer advertisers a 1:many view of the consumer. This means that advertisers can't identify any individual user, but they can see what broader interest group or cohort they came from. Cohort targeting is often compared to interest-based targeting, however the main difference is that advertisers lose the ability to understand what consumers are doing at an individual level...

What is it? The Gaming & Esports Advertising Framework provides a standardised set of defined terms relating to gaming advertising. Our aim is that it will improve communications and enable clearer interactions across the advertising supply chain as the gaming ad market grows, encouraging further growth in a sustainable and efficient way. Who is it for? The framework can be used by anyone who is currently buying, selling or looking to buy/sell gaming ad inventory. Its primary use will be for...

Day two of Leadership Summit opened with an overview of the changing advertising and media landscape from Douglas McCabe, CEO and Director of Publishing and Tech at Enders Analysis. Comparing the past decade with what's to come, McCabe discussed the evolving role of identity in our industry. With the 2020s set to be “The regulatory decade”, we need to look at identity through a broader lens, rather than just as data points. As McCabe put it: “We’re all people with complex and social identities.”...

Ad-funded journalism once held the powerful to account. It looked out for our safety. It helped us to navigate the thousands of entertainment options that bombard us every minute of every day. It gave us all a seat at the table. But not anymore. Stay Engaged 2021 draws to a close with a fiery debate on where it all went wrong for ad-funded, quality publishers. With rumour rife, fake news taking hold and society starting to unravel, Judith Horn - host of renowned podcast ‘Oh What Now’ - is joined...

With our latest Adspend report showing that the digital audio and podcasting markets are growing rapidly - up 17% and 43% respectively in 2020 - Audio Week will bring together key players from across the industry to explore how consumers are using digital audio, the creative possibilities for advertisers and what the future holds. Audio Week will include virtual events , the release of the latest insights from our 2021 Real Living research and a special episode of The IAB UK Podcast with...