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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...

The latest Advertising Association/WARC Expenditure Report shows a strong Q1 for UK ad spend with a year-on-year rise of 28.3%, reaching a total of £8.6bn and resulting in slightly improved outlooks for the year ahead. The first three months of 2022 outperformed expectations by 7.7 percentage points as all media recovered in comparison to the lockdowns of Q1 2021. Online advertising has seen consistent growth and is forecast to account for 74.3% of all spend this year, in comparison to 73.5% in...

With Google deferring the deprecation of third-party cookies on Chrome until 2024, it’s critical that businesses across the supply chain maintain momentum on trialling alternative targeting and measurement strategies. The demise of third-party cookies on Chrome is part of a wider shift towards a more privacy-conscious digital ad ecosystem in which third-party cookies are increasingly redundant. In short, this isn’t something that is going to happen, it’s already underway. This timeline change...

Launching this September, The Last Thursday Club will give IAB UK members a monthly opportunity to network, with each event also featuring an agenda-setting speaker or topical debate to ignite conversation about the biggest topics in adland - from the role of brand purpose in marketing to meaningful inclusion action. Events will take place between 5-7pm on the last Thursday of every month, with the first one being held on Thursday 29 September at The Hoxton hotel in Holborn. The Last Thursday...

Since the first online banner ad appeared on screens in 1994, digital advertising and the content it supports has transformed how we live. Back then there were only a handful of companies investing in online advertising. Today our world-leading UK industry is worth £23.5 billion to the economy, ensuring people can access a vast array of online services and information for free and supporting the growth of businesses both large and small. In short, digital advertising has come a long way in the...

As previously announced , the Bill includes measures to amend the Privacy and Electronic Communications Regulations (PECR), including cutting down on ‘user consent’ cookie pop-ups and banners that people encounter when browsing the internet. The Bill, which has now been introduced to Parliament, aims to “remove the need for cookie banner pop-ups for low risk activities, such as audience measurement, so it’s easier for businesses to use information to improve their services.” It will also “pave...