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Ad Net Zero is made up of 70 leading companies from across the UK advertising industry - including IAB UK - which are committed to achieving net zero carbon emissions from their operations by the end 2030. The initiative, which launched in 2020, will mark its first anniversary with a Global Summit on 3-4 November in Glasgow. This will coincide with COP26, when the world’s leaders will gather to look at measures needed to tackle the challenge of climate change. The summit will be free to attend...

With reports showing that listener rates and advertisers’ investment in digital audio have both surged during the pandemic, we brought together IAB UK members for a week-long exploration of the key trends and opportunities for advertisers in this space. Spanning research, creative advice, and a closer look at what lies ahead, here is what we learnt: 1. The digital audio day has changed Findings from our Real Living 2021 research show that the digital audio day has changed since we originally...

Update, Friday 10 September 2021: The Government has now published its public consultation on reforms to the UK’s data protection regime, closing on 19 November 2021. Find out more about the consultation here and read more from Christie Dennehy-Neil, our Head of Policy & Regulatory Affairs, via Marketing Week. Digital privacy rules should be based on “common sense, not box-ticking”, Oliver Dowden said, announcing that the Government is setting out proposals to remove some of the “red tape” of...

O nline audio is a booming market that is seeing advertiser investment surge, but how can advertisers ensure that they are resonating with listeners? The latest findings from our Real Living 2021 research - released as part of Audio Week - delve into listener behaviour, preferences and key considerations for brands. Working with Sparkler, part of PA Consulting, we’ve surveyed 1,000 nationally representative UK adults and 250 heavy consumers of online audio about their digital listening habits...

User-enabled ID solutions allow advertisers to continue having a 1:1 understanding of their audiences. These solutions rely on the user providing data or information - such as their username or email address - that enables them to be recognised. These solutions include publisher first-party data solutions - such as log ins or subscription services - where the user provides data to be able to use the services. Also within this category are third-party ID enabled solutions, often called universal...

Contextual targeting is an age-old technique used by marketers to serve relevant ads to users in all marketing environments - it’s by no means exclusive to digital. To put it simply, contextual targeting is when an ad is targeted based on characteristics of the web page or environment that a person is in, rather than based on any personal data. This means that audiences are completely anonymous in pure contextual environments. A benefit of this approach is that no audience targeting is required...

Since Google announced that it would be phasing out all third-party cookies on Chrome by the start of 2022, the race has been on to find alternate solutions that both empower consumers and allow the ad-funded web to continue functioning. Recently, Google said it is extending the cookie deadline to 2024 - giving the industry more time to prepare for the impending change - but with such a substantive shift in our ecosystem on the near horizon, how far have we come? Here we lay out what’s happened...

1. Why are third-party cookies being phased out? The phasing out of third-party cookies is part of a wider shift towards a more privacy-centric digital ecosystem, with developments such as the introduction of the UK GDPR and Apple’s IDFA changes also feeding into this shift. However, the depreciation of third-party cookies is the single biggest change the digital advertising industry has ever been through. While third-party cookies have long been used for tracking online users and targeting them...

A cohort is a group of users who share common characteristics or interests and have been pooled together accordingly. They offer advertisers a 1:many view of the consumer. This means that advertisers can't identify any individual user, but they can see what broader interest group or cohort they came from. Cohort targeting is often compared to interest-based targeting, however the main difference is that advertisers lose the ability to understand what consumers are doing at an individual level...

What is it? The Gaming & Esports Advertising Framework provides a standardised set of defined terms relating to gaming advertising. Our aim is that it will improve communications and enable clearer interactions across the advertising supply chain as the gaming ad market grows, encouraging further growth in a sustainable and efficient way. Who is it for? The framework can be used by anyone who is currently buying, selling or looking to buy/sell gaming ad inventory. Its primary use will be for...