IAB Europe

What’s changing in Connected TV advertising? From more precise audience targeting to smarter measurement and greater transparency in live sports, our members are exploring new ways to make CTV advertising more effective. Here are four developments worth catching up on this week. 👇 🎯 The Trade Desk and Netflix expand CTV targeting From November, advertisers using The Trade Desk's Kokai platform will be able to activate first-party audiences and access third-party data to reach Netflix viewers more precisely. 🔗 https://lnkd.in/ejr-Pu67 🔍 IAB Tech Lab puts the spotlight on consistent creative identification Its latest guidance explores how Universal Ad ID can be used consistently across the advertising supply chain, helping improve frequency management, cross-platform measurement and campaign reconciliation. 🔗 https://lnkd.in/ed2ZgQuh 📊 Rakuten TV Enterprise: Multi-touch CTV campaigns deliver up to 93% ad recognition Research shared by Rakuten TV Enterprise found that combining home-screen, pre-roll and pause advertising achieved up to 93% ad recognition, compared with 63% for pre-roll alone. 🔗 https://lnkd.in/eMvUMd2r 🏀 PubMatic explores a smarter way to buy live sports advertising As more live sports move to streaming, advertisers need to know exactly what they're buying. PubMatic explains how verified, event-level content data can help buyers target specific games and give publishers more opportunities to monetise their inventory. 🔗 https://lnkd.in/exScn3nG

🛒 Physical stores have the shoppers. How can Retail Media make better use of that opportunity? From understanding who's in front of a screen to measuring campaign performance, there's plenty of untapped potential in in-store Retail Media. As we continue sharing conversations from our Retail Media Impact Summit in Amsterdam, this Roundtable explores how retailers and advertisers can better use in-store advertising opportunities. Joining the discussion: • Deli Bom, Retail Media Expert and host • James Allison, Senior Director Global Growth, Advertima • Mazen Mroueh, Head of Retail Media & Partnerships, Publicis MENA Using examples from Carrefour UAE and MediaWorld, they discuss audience measurement, the value of existing advertising space and what it will take to encourage greater investment. 🎧 Watch or listen to the Roundtable: https://lnkd.in/eT_sjnFP 📖 Want to explore the topic further? James Allison also looks at how audience data can inform campaign planning, delivery and measurement in our latest Guest Member Blog: https://lnkd.in/eSG5Kfbu

The Great Debate: CTV is back on 18th November, and we're putting one of the industry's biggest disagreements to the test. Should CTV be planned and measured as digital advertising or television? The answer affects how campaigns are planned, where budgets go and how success is measured. And not everyone agrees. Hosted by Integral Ad Science in London and online, IAB Europe's The Great Debate: CTV will bring industry experts head-to-head to argue both sides. The motion: This House Believes That CTV Should Be Planned and Measured as Part of Digital, Not Television. 🎙️ Meet the speakers taking sides: 🟢 For the motion: Matt Wilkinson, Co-Founder and Chief Commercial Officer, AUDIENCES Nick Welch, Senior Director, Programmatic and Sell-side Development, IAS 🔴 Against the motion: Lisa Kalyuzhny, Vice President of Sales, EMEA, Nexxen 🎤 Moderated by: Paul Gubbins, CTV Lead, EMEA, Google Ad Exchange Platform Expect opposing arguments, different perspectives on how CTV should be planned, bought and measured, and a chance for the audience to have its say. Which side would you argue for? 📅 18th November | 14:30 CET 📍 London & Online 💻 Free virtual attendance 👉 Register to join the debate: https://lnkd.in/eSHwnnRn

🎙️ Booking.com's Bram van Asperen joins IAB Europe's Yara Daher to explore the growing opportunities for Travel Media. Recorded live at our Retail Media Impact Summit in Amsterdam, the latest episode of Retail Media Roundtable looks at how Travel Media is finding its place within the wider Commerce Media ecosystem. As more travel platforms develop their advertising offerings, what can advertisers expect, and how can the industry measure success consistently? Yara and Bram discuss: 🔹 What's driving the growth of Travel Media and how it differs from traditional Retail Media 🔹 The complexities of the travel customer journey and what they mean for advertisers 🔹 Why consistent measurement and industry standards matter as the sector develops 🔹 The opportunities for travel platforms and brands to drive growth 🎧 Catch their conversation in our latest Retail Media Roundtable episode: https://lnkd.in/eKma3_Xs 📖 Want to explore further? Explore our draft Travel Media Measurement Addendum, currently being finalised following a public comment period: https://lnkd.in/e_pHsusi

📢 New from IAB Europe and TikTok: A practical playbook for turning connected consumer interactions into measurable ROI. Consumers move between content, creators, communities and commerce throughout their purchasing journeys. For marketers, understanding how those interactions work together is becoming increasingly important. Our new Online Commerce playbook brings together insights from an executive roundtable with industry leaders to explore how brands can rethink marketing effectiveness. Inside, we look at: • Connecting organic activity and paid media • Building trust through creators and communities • Understanding the full consumer journey • Moving measurement beyond individual channel attribution The playbook also introduces a framework to help marketers put these principles into practice. With contributions from PepsiCo, Nectar360, Douglas, McKinsey & Company, WPP, Influencer, LiveRamp and Onyx Commerce. 📖 Read the playbook: https://lnkd.in/eXSDZgqq

📊 Attitudes to Retail Media – Results Webinar | 3rd November, 16:00 CET Planning your Retail Media strategy for 2027? Get the European numbers before making your next move. Last year's study revealed that: 📉 53% of buyers saw a lack of standardisation as a barrier to investment. 🔎 82% prioritised transparency when choosing Retail Media partners. 📊 88% wanted ROAS measurement. But what's changed in 2026? Be among the first to hear the results of IAB Europe's third annual Attitudes to Retail Media study, bringing together perspectives from across Europe to help you understand where budgets are heading, what's influencing decisions and what to consider for 2027. 🎙️ Anita Caras (Caras Consulting) will reveal the findings, followed by a discussion moderated by Jason Wescott (WPP Media), featuring: • Nicolas Trannoy, Lucky cart • Patricia Grundmann, OBI Advertising • Marie-Clare Puffett, IAB Europe 💬 Plus, your chance to put questions directly to the panel. 🔗 Register here: https://lnkd.in/evVPec-K

📢 We're hiring! Two opportunities to join the IAB Europe team. We're looking for an Events Manager and a Membership Manager to help us bring together and support Europe's digital advertising community. 🔹 Events Manager Lead the planning and delivery of our conferences, webinars and member events. From managing budgets and suppliers to coordinating the team and creating great experiences for attendees, you'll play a central role in our events programme. 🔹 Membership Manager Build strong relationships with our members, help them get the most from their membership and use engagement data and feedback to identify opportunities for improvement. 📍 Location: Brussels (hybrid) or UK (home-based) Both roles offer the opportunity to work with organisations and professionals across Europe's digital advertising ecosystem. Interested in joining us, or know someone who might be a good fit? 📩 Find out more and apply: Events Manager: https://lnkd.in/ePy2TiZD Membership Manager: https://lnkd.in/eBd7qThA

🔎 Member spotlight: How can marketers improve measurement without compromising consent? Our member iubenda explores this question in its latest white paper, A Deep Dive into Server-Side Tracking. With ad blockers and browser restrictions making traditional tracking less reliable, more marketers are turning to server-side solutions to improve conversion measurement and attribution. But moving tracking from the browser to the server doesn't remove the need to respect users' privacy choices. The white paper looks at the potential performance benefits, the challenges to consider and the role of first-party data in getting it right. 📖 Read the guide and access the white paper: https://lnkd.in/emf8kC7f

🎙️ Live from our Retail Media Impact Summit, Lieke Buisman, Head of Partner Marketing & Retail Media at MediaMarkt Benelux, joins Marie-Clare Puffett to discuss the next frontier of Retail Media: monetising non-endemic demand in the latest episode of our Retail Media Roundtable. In this episode, they explore: 🔹 Opportunities to generate incremental revenue from non-endemic advertisers 🔹 The practicalities of measurement, pricing and partnerships 🔹 How MediaMarkt's collaboration with Opel demonstrates the potential of non-endemic Retail Media 🔹 Why shopper relevance remains essential as Retail Media Networks expand 🎧 Listen to and watch the conversation: https://lnkd.in/eNKSn9Z2 📖 Read Yara Daher's key takeaways from the session at the Summit: https://lnkd.in/enHJbcWJ

📣 Weiwei Liu-Schröder, Data & Measurement Lead at Google, has been elected as the new Chair of IAB Europe's Advertising & Media Committee! Weiwei joins at an important time for digital advertising, with AI, measurement, Connected TV and programmatic advertising all presenting new opportunities and challenges for the industry. Working alongside Vice-Chair Jörg Vogelsang (101con/BVDW), she will help guide the committee's work across these four key areas, bringing together industry expertise to tackle shared challenges and develop practical standards and guidance. 👏 A warm welcome to Weiwei, and a big thank you to Wayne Tassie (DoubleVerify) for his leadership and contributions to the committee since its formation. We look forward to this next chapter! 🔗 Meet our new Chair and learn more about the committee's work: https://lnkd.in/eaQSDvEr