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In a tongue-in-cheek reference to the awards and accolades that are so lauded in the ad industry, the six-week campaign urges marketers to ‘shelve the silverware’ and instead demand the Gold Standard from their media partners. It has been created by TMW Unlimited - with insights powered by its Human Understanding Lab - and encompasses display, social, search and influencer marketing. The Gold Standard is an IAB initiative that requires certified companies to implement tools to tackle ad fraud...

The virtual companion to our flagship event Engage, Stay Engaged will return for its fourth year with a series of daily offstage sessions running from 29 May through to August 2023. Stay Engaged is all about bringing you fast-paced sessions that will spark your creativity, shatter your preconceptions, and get you thinking differently through weekly audio episodes. Combining keynotes, deep-dive interviews and provocative group discussions, Stay Engaged showcases IAB members and the best of the...

Founded in 1923, WACL has championed gender equality in advertising and communications over the past 100 years. To mark its centenary year, the organisation will be reflecting on pivotal moments in its history, as well as looking to the future with a media campaign to ensure better representation of women in advertising. The primary objective of this campaign - which will coincide with a TV documentary about WACL - is to raise awareness of the body and generate £1 million of funds to invest in...

In the first two decades of digital advertising, the advice to marketers looking for ways to improve performance has often been to use online’s superior targeting and personalisation in specialised campaigns across the customer journey. This approach of tactics over strategy has focused on the perceived strengths of digital to reach consumers with precision at specific points in the funnel. Best practices dictated to maximise each digital channel’s discrete role in the funnel - social to drive...

The Government’s initial consultation on the OAP ran between March and June 2022 , and IAB UK submitted a response to make the industry’s case for why the programme needs to bring coherence and alignment to policy and regulation for digital advertising. You can find our full response here , but in short our key points were: Government should support and bolster effective industry-led regulation, such as the Gold Standard The OAP is an opportunity for the Government to work with industry to...

The Belgian Data Protection Authority has voluntarily suspended the six-month implementation period of IAB Europe’s action plan. This means that the the deadline of 11 July 2023 for IAB Europe to implement the action plan ceases to apply. Following the decision by the APD in January to validate the action plan, IAB Europe lodged a second appeal before the Belgian Market Court against the APD decision to validate the action plan and requested interim measures. This is because the validation has...

Transparency in general is such a broad term that everyone sees it through their own prism. The term’s ambiguity can be explained by the stakeholders in the supply chain: media buyers, publishers or consumers would prioritise different aspects of transparency. The truth is: none of the definitions are wrong. The right way to approach it is to look at all of the aspects, enabling open and clear communication on what information is shared among all stakeholders. Let’s approach it today from the...

From AI taking human jobs in the short-term, to the singularity-induced creation of super-intelligent killer machines in the long-term, seldom a day seems to pass without AI drawing public criticism. Yet, even as our alarmist media preys on humans’ most basic fears, AI is silently improving our lives one breakthrough at a time. German philosopher Immanuel Kant declared that there exists a world which humans cannot conceive of, one which lays beyond our level of understanding. Now the...

The personalisation paradox? Somewhere between privacy-first and personalisation is one of the biggest challenges for any organisation. People are demanding assurances that their personal data be handled with respect by brands, and they reward the brands that do with trust. Yet, research continues to show that internet users also expect relevance from the brands they interact with. Is this a contradiction? It doesn’t have to be - advertising campaigns that deploy the right kind of marketing tech...

Digital advertising has delivered an entirely new ecosystem for advertisers to access their key consumers at scale. In fact, technological advances now mean brands and their agencies have more insight, tools and opportunities for creativity than ever before. When we think about how the average day of a consumer has evolved in the past decade, one of the key changes has been their increased interaction with multiple devices. Today, a person may start their day listening to a digital radio station...