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The digital ad industry recently marked a significant birthday, with journalists and Twitter enthusiasts alike reflecting on the milestone. No, it wasn’t for yours truly (my next big birthday is a way off thanks and probably won’t result in a feature piece in Campaign). It was instead the banner ad that marked its 25th year, making it a quarter of a century since the first one took to our screens in 1994. Remember that? When dial-up, floppy discs and faxes were all the rage and mobile phones...

Using Ogury Active Insights, Ogury were able to explore the mobile use of five specific age groups, ranging from 18 to 64, to gain a more granular understanding of the interests and affinities of each age group. Key findings: Having grown up with the internet, Gen Z and Millennials (18-24 and 25-34) are by far the most frequent mobile users. Mobile is their portal to the world and everything is social. Dating, friendship building, and social presence is key, but their device use is not limited...

How is automation currently being used within native? Automation within native can be found across all aspects of the supply chain. It is used throughout planning, fulfilment and reporting to simplify otherwise laborious or impossible manual tasks. The list of applications is so long; it’s safe to say automation is an integral part of modern native technology. On the sell side, creative assets can be automatically discovered and ingested for use during pre-sale, and post-sale campaign setup...

Following yesterday’s General Election, I would like to take the opportunity to congratulate the Government on their majority win. At the IAB, we look forward to continuing to work closely with the incoming ministerial team at DCMS to ensure a sustainable future for digital advertising. From the perspective of the digital advertising industry, our priorities are now to see a smooth exit negotiated from the EU, which maintains data flows between the UK and other countries and minimises economic...

Podcasts are making up an ever increasing portion of the UK audio market, with 9.4 million people listening to over 65 million hours of podcasts every week. This compares with 29.6 million people listening to other forms of audio, including music, each week. The car and the office are the most popular places to consume podcasts, with just under half (48%) choosing to listen to them on public transport, and just under a fifth (18%) tuning in during hours usually reserved for work and study. But...

It’s been dubbed “drowning in data” – using data with limited context and no real focus on use-case. This year, IAB UK warned brands about being ‘clickheads’ and encouraged them to take a more diverse approach to measurement strategies in order to effectively inform and optimise digital campaigns. The biggest numbers – click through rates, impressions and reach – aren’t always the most appropriate ones to focus on, and campaigns suffer as a result. The plethora of data available, with...

IAB UK welcomes the opportunity to respond to the CMA’s market study interim report, and the consultative approach taken to formulating future recommendations. It’s imperative that, in exploring what appropriate measures may be to increase competition in the digital advertising industry, boost transparency and tackle fraud, the CMA protects the value our ad-funded digital economy delivers to users and the UK’s position as a world leading online ad market. The internet relies on digital...

According to the old marketing adage, ‘the customer is king’ – and never has this been truer than today. The digital age has bestowed much greater power upon consumers, and they are now also judge, jury and executioner when it comes to their relationships with companies. Customers have access to more information and options than ever to help them decide how and where to spend their money. Social media chatter influences consumer trends and online reviews drive purchasing decisions. With just a...

Following the publication of the ICO’s 'Update report into adtech and real time bidding’ in June 2019, the industry was given six months to respond to the findings of its review of the use of personal data in the real time bidding (RTB) process. Since then, we have been working closely with our members and with IAB Europe to develop an effective and proactive plan to help companies engaged in RTB to understand and meet their data protection and privacy compliance obligations in practice...

The appointment follows a broad industry consultation and a tender process undertaken to ensure that media owners, advertisers and agencies can continue to rely on UKOM endorsed data for audience reporting and be confident that it is at the forefront of an evolving online marketplace. It means that: UKOM endorsed data will recognise the primacy of mobile devices for accessing internet content UKOM data is currently reported monthly and from January 2021 the data will, for the first time, cover...

In response to the ICO’s ‘ Update report into adtech and real time bidding ’, published in June 2019, IAB UK has set out a series of actions designed to help companies engaged in RTB to understand and meet their data protection and privacy compliance obligations in practice. The ICO’s report summarised the findings of its review of the use of personal data in the real-time bidding process in terms of the relevant provisions of the GDPR and ePrivacy legislation. Following its publication, the...

IAB UK has hired Elizabeth Lane in the newly created role of Head of Research and Measurement and Dominic Tillson as Head of Industry Relationships and Initiatives. Lane joins IAB UK from the Department for Digital, Culture, Media & Sport (DCMS) where she led research and analysis for media and creative policy. Prior to this she worked at the BBC and Ipsos MORI. Lane will oversee the IAB’s research strategy, including the launch of major insight projects in 2020. Tillson, who has worked in...

Global announce that DAX, its digital audio advertising product, will be available to digital outdoor advertisers from February 2020 The move will give advertisers the ability to buy digital outdoor campaigns through demand side platforms (DSP), putting digital-out-of-home on the same footing as other programmatic media such as audio and video. DSP launch partners include The Trade Desk, Vistar Media, Mediamath and Hivestack. The move will also give advertisers access to Global’s digital outdoor...

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...

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...