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How can AI help you boost the creativity of Facebook ads. When it comes to crafting the perfect Facebook ads marketing campaign, you’re immediately faced with a huge number of variables: Are you targeting a specific, niche group – or a broader audience? What type of Facebook ad are you going to use? What tools are you using to give your campaign that extra push? But, despite the fact that new innovations, trends and technologies keep making the industry more and more complicated, a fact remains...

Creating a safe online environment for brands is in all of our interests and every part of the digital ad industry has a role to play in ensuring this. In order to minimise brand safety risks without damaging advertisers’ reach and scale opportunities, a sophisticated and nuanced application of the tools available is required. Crucially, there is no one-size-fits-all solution, with brands needing to individually establish the level of safety measures necessary and tailoring their approach...

Gold Standard 2.0 will incorporate the Transparency & Consent Framework Plans for an independent audit of the Gold Standard certification process A new iteration of IAB UK’s Gold Standard will be launched later this year, bolstering the certification process and incorporating steps to address privacy concerns within the digital supply chain. Gold Standard 2.0 will require companies to adopt IAB Europe’s Transparency & Consent Framework version 2 (TCF v2.0). This will be introduced in Q4 2020...

AM “We all have a responsibility to solve the issues damaging trust in digital advertising - the future of your businesses and the future of our industry depends on it” said IAB UK’s Tim Elkington, opening our first Digital Trust Forum at the British Museum. Describing the day as an opportunity to “address the key issues head on”, Elkington announced plans to release Gold Standard 2.0 at the end of the year. This new iteration of the Gold Standard will see the Transparency and Consent Framework...

In April 2019, Grey Goose launched its ‘Live Victoriously’ campaign, a response to consumer demand for more authentic and relatable luxury branding. The vodka maker tasked Digitas with developing and executing the digital media promotion, which championed themes of connectivity and engagement. Central to Digitas’ strategy was connected TV advertising and its ability to provide a brand-safe, premium viewing environment. At SpotX, connected TV is a key part of our total video portfolio and Digitas...

'Advertising is the best way to keep the internet free and open.’ This was the motion on the table at the latest Debating Group, sponsored by IAB UK, with speakers including Microsoft Advertising's UK MD Ravleen Beeston and NewsGuard’s MD for Europe Anna-Sophie Harling - both of whom were arguing for the motion. Against was The Guardian’s Head of Public Policy Matt Rogerson and Professor Paul Bernal, who lectures in IT, Intellectual Property & Media Law at the University of East Anglia. The...

The last few years have seen some ground-breaking developments in video game marketing. A growing number of household brands are throwing out the established rulebook in favour of pursuing new and experimental ideas within the gaming sector, and for good reason. The UK gaming industry was worth £3.86bn ($4.85bn) in 2018; that’s more than the video and music industries combined , and with 10% growth in 2019, this trend doesn’t look to be slowing down any time soon. But how can we make the most of...

The latest AA/WARC Expenditure Report shows that UK ad spend rose 5.6% year-on-year to reach £5.97 billion in Q3 2019, marking UK advertising’s 25th consecutive quarter of market growth. Overall market growth is being driven by increased spend on online advertising, which saw percentage increases across every format. This was led by digital out of home which rose by 17.1%, TV broadcaster VOD which saw a rise of 16.7% and national online newsbrands which saw growth of 6.5%. The figures reflect...

Background IAB UK is committed to building a sustainable future for digital advertising and, since it launched in October 2017, the Gold Standard has been a key part of this vision - driving positive change within the industry. Initially launched with the support of 24 IAB UK Board Members, who signed an open letter to the industry committing to become certified, almost 100 companies have now achieved this goal. The criteria for certification continues to evolve and Gold Standard version 2.0 is...

According to data from WARC (2018), digital display is now the second biggest display media, after TV. However, many businesses still use digital display as a performance-only channel. IAB sought to understand both the effectiveness of display as a brand building medium, and how digital display campaigns perform when working alongside other media. Conducting robust analysis of the brand metrics of 263 individual campaigns, and a further 125 cross-media campaigns, Kantar was able to show how...

They say good things come in threes and they’re obviously right – season three of the IAB podcast kicks off with three fabulous guests in the form of futurist Tracey Follows, IAB UK chairman Richard Eyre and Buzzfeed’s Head of Buzz Remee Patel (who possibly has the best job title in existence). From space travel to the tech due a comeback, Tracey chats to host James Chandler about what digital innovations will take off in the 2020s. Meanwhile, following our Digital Trust Forum last month, the t...

Football is such an evocative and powerful sport. I once had the privilege of being in Jakarta with a player for a personal appearance. After a full day of events, we were playing pool – somewhat jet-lagged – at 2am in the hotel, when a member of staff asked if the player could sign something for a family that had travelled 24 hours to meet him. We invited them up for a photo, and the father was trying to take a picture, but was shaking as he found himself standing in front of his idol. We took...

2019 saw the acceleration of investment in marketing automation, as organisations sought to retain greater control and improve the performance of their marketing investments. Last year, the investment by brands in marketing technology increased by 22.0% with UK advertisers now spending a whopping 26% of their marketing budgets on automation solutions ( BDO). We look forward to the year ahead and the types of automation that will become ever more prevalent across the advertising industry. Here...

For years, millennials have dominated the interests of game developers and advertisers. They shaped the cult status of some of the biggest games in the 80s and 90s such as ‘Super Mario,’ ‘Call of Duty,’ and ‘Final Fantasy.’ Later, with the arrival of Xbox and PlayStation, gaming moved out of living rooms, becoming a shared activity in which gamers could connect with one another virtually across the world. Today, video gaming, particularly Esports, is having a watershed moment and is poised to...

With Oliver Dowden appointed Culture Secretary, I would like to take the opportunity to congratulate him on his new role – we look forward to working with him and his team at the DCMS to help build a sustainable future for the digital advertising industry. Moving forward, our priority is that the new Government maintains a consistent approach to industry regulation and we will be continue to represent our members’ best interests and help to ensure agile and responsible regulatory and self...

As part of its market study into online platforms and digital advertising the Competition and Markets Authority published an interim report in December 2019, and invited comments on the report. The IAB submitted the following response to the consultation.

The nine to five, static and traditional employment contract is under threat due to people’s needs, technology and changing attitudes. Working arrangements need to become far more dynamic if employers are to attract and retain the best, most diverse talent and improve performance. When to use this To improve performance, motivation and well-being, to reduce sick leave and turnover of staff. By simply providing and supporting more dynamic and trusted working arrangements, the benefits will impact...

Our industry is not as diverse as it should be which is a social and moral concern and has financial implications as shown by the McKinsey study. Hiring people with different perspectives and backgrounds who challenge the status quo will create better digital advertising to appeal to a diverse global audience When to use this To increase the diversity of talent in the industry so it can do better work. Consider this at every recruitment opportunity and make it standard practise for anyone...

Transitioning back to work following parental leave, time off for caring, sickness or several years out of the workplace can be daunting. Having a returner plan, toolkits, and advice can support this process for the returner and the team around them When to use this To help anyone returning after any type of extended leave in getting back to work, feeling like they are contributing and therefore valued. This will retain staff, improve corporate image, attract new talent and drive the business...