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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...

Google’s report provides a progress update of the Privacy Sandbox proposals, timing expectations, Google’s interactions with the CMA and third parties, including on the testing of proposals. It also sets out the approach Google has taken to address any concerns raised by the CMA or other third parties. The CMA states that it has also received a report from ING Bank, the Monitoring Trustee responsible for assessing Google’s compliance with provisions in the commitments which relates to Google’s...

Key insights from UKOM this month include: T here is very little change in the list of top organisations and brands by audience between Dec 22 and Mar 23 with the global giants - Meta, Google, Amazon and Microsoft - dominating the top 5. Within the top 20, grocery retailers dropped down the rankings after peaking during the festive period whilst UK government went up due to the end of the tax year. Aside from sites from UK government and the BBC, newspaper brands made up the remaining British...

Actual figures released by the Advertising Association/WARC for the full year in 2022 confirm that spend was up by 8.8%, with the total figure standing at £34.8bn, but the momentum from a strong start to the year was seen to wane in latter months. Total UK ad spend growth in the first half of 2022 has been upwardly revised to 26.0%, while the total ad market contracted by 5.7% in the second half of the year. 2023 projections have been downgraded from the previous forecast (published in January...

Last year, the ICO published its 2025 strategy laying out its intention to routinely conduct impact assessments when considering new policy proposals. The consultation invites comments on the draft impact assessment framework, including how the ICO intends to approach impact assessments in the future. Our response, which you can download in full below, addresses this point in particular and states that we are in support of the ICO’s proposed approach.