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The fact that short-form video’s popularity is increasing probably won’t be news to you, but what is driving its rise? And what does it mean for brands looking to connect with customers through the format? We lead busy lives; we have shorter and shorter attention spans and are used to having all the information we could ever need in the palm of our hands. While this has infinite benefits in connecting us with the world around us, for marketers it means that the competition for people’s attention...

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Over 35 IAB UK members from across the digital advertising supply chain have committed to IAB UK’s Environmental Sustainability FAQs , which have been created to boost transparency and accountability around green credentials. Auto Trader, Blis, Criteo, The Guardian, Immediate Media, Microsoft, News UK, PubMatic and Teads are among the businesses that have completed the FAQs, alongside agency groups including Omnicom Media Group, GroupM, Publicis and dentsu. @scout2015 Scramble up ur name & I’ll...

In Autumn 2023 - following an industry-wide consultation - we made additions to the Gold Standard criteria in order to further crack down on ad fraud and financial scam ads. In order to continue raising standards within the industry and simplify the process of getting certified, we also decided to remove older versions of the Gold Standard, meaning that anyone certified had to comply with the latest criteria by 28 March 2024. The new additions include: Implementing DemandChain Object Adding...

When Pot Noodle released its ‘ Nothing Satisfies Like a Pot Noddle’ campaign it left a bad after-taste for some, with people taking to X to complain about the slurping noises. Cue a creative response from the brand, who worked with adam&eveDDB and Mindshare to smartly leverage data and identify people most sensitive the slurp – cutting the ad off for them just before the noise started. It then doubled down on the strategy to select specific noises that would be better received by people in this...

Co-created with Buttermilk, Meta, Publicis Media Group, SuperAwesome and TikTok, 'Creator Connections: Leveraging creator marketing to build your brand' covers what creator marketing is, how to activate campaigns and why the channel should be on brands’ radars. Commenting on the release of the guide, Connie Hawker, Member Services Manager at IAB UK, said: “Creator marketing has exploded in recent years, transforming the way brands can connect with their audiences, drive brand awareness and...

“We’re here today to have an open and frank discussion about how digital advertising can help address the challenges that exist and unlock growth for local businesses, publishers and people”, explained IAB UK’s CEO Jon Mew, opening our fourth regional roundtable - this time in Cardiff. The IAB team was joined by Jo Stevens – MP for Cardiff Central and Shadow Secretary of State for Wales - as well as a range of council, local business and regional press leaders. Stevens, who has been a Member of...

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, Amazon, News UK, Microsoft and TikTok. Our purpose is to build a better future for digital advertising, for the benefit of everyone. 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...

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, Amazon, News UK, Microsoft and TikTok. Our purpose is to build a better future for digital advertising, for the benefit of everyone. 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...

Since the DPDI Bill was introduced, we have been advocating for the Government to take the opportunity to extend cookie consent exemptions to advertising and audience measurement and analytics - functions that are essential to digital advertising and do not intrude on people’s privacy.We’ve also been voicing our concerns about the provisions contained in the Bill that will allow for future changes in law to the way that people control their cookie consent choices and how these are signalled.We...

Media Smart, the advertising literacy non-profit, has launched a new campaign to support 13-18 year-olds identify possible scams and avoid them when online. ‘ Scam flags add up to a scam’ will also offer resources on how to report scam ads online, and has been co-branded with the new National Campaign Against Fraud ‘STOP! Think Fraud’, launched by the Home Office to boost the general public’s awareness. “This is a vitally important initiative, and we are pleased to be supporting the UK...