Digital Comes of Age Challenges & SolutionsSuzanne McElligott, CEO, IAB Ireland

Internet Penetration

• Ireland - 94% Internet Penetration

• 3rd highest penetration in Reuters Digital News Report 2017

Consumer Barometer

Sources: consumerbarometer.com

Connected Devices

Sources: consumerbarometer.com

Irish Digital Ad Market

! *Irish Digital Adspend 2016 = €445m

! **Ireland Top Display growth in EU in 2016 +45% yoy

! **Ireland third highest growth across all digital formats in EU +31% yoy

Sources: *IAB PwC Online Adspend Study 2016, **IAB Europe AdEx Benchmark

Digital Advertising: Challenges & Solutions

CHALLENGES SOLUTIONS

Global Rise of Ad Blocking COFBA + New IAB LEAN Formats

Digital Ad Measurement IAB Europe / WFA / EACA European Viewability Initiative

Ad Fraud / Opaque Supply Chain PMP Programmatic IAB Techlabs - Ads.txt IAB Techlab - Blockchain Working Group

GDPR IAB’s GDPR Primer / www.datadrivenadvertising.eu IAB Consent Technical Solution

Coalition for Better Ads

Coalition for Better Ads: Goals! Develop new standards for online advertising that reflect consumer preferences

! Improve the online experience for consumers in key digital environments (desktop, mobile web) on a global basis.

Consumer Testing: Initial Better Ad Standards

! North America Group: Desktop web: 7,720 participants, Mobile web: 6,096 participants

! Initial Testing in Europe Group (first phase)*: Desktop web : 5,624, Mobile web: 5,639

Statistical analysis shows correlation between the consumer preferences for the two regional groups tested for the least preferred ad experiences, for

both desktop web and mobile web

* Coalition plans additional testing in Europe

Initial Better Ad Standards: Making a Difference

! Advertisers - to inform campaign development and execution! Publishers - to develop improved experiences for their audiences! Ad technology platforms - in the development process for new

ad experiences! Providers of measurement technologies - to develop new ways

to measure the ad experiences preferred by consumers

IAB New Flexible Ads

New IAB Aspect Ratio based flexible LEAN ads - adjust to screen size and resolution

Based on HTML5, Guidelines for AR, VR, Social Media, Mobile & 360 degree Video and Emoji Ad Messaging - iab.com/newadportfolio

Digital Measurement Priorities

! Cross Media Measurement

! Integration with Programmatic tools

! Viewability and brand safety for underpinning quality digital advertising

European Viewability Initiative

How it works?

IAB Techlab Transparency & Trust Initiatives

Ads.txt launched by IAB Techlab May 2017

To deliver Transparency in the Programmatic supply chain and crack down on:

! Unauthorised reselling of inventory

! Domain spoofing! Ad fraud

Blockchain: trusted database shared between untrusted host

! Blockchain records are permanent ! Modifications to data detectable by

all members! Public and private Blockchains

https://iabtechlab.com/

Industry feedback

Jon Slade, Chief Commercial Officer, FT‘We strongly encourage others on all

sides of the sell and buy side to adopt. What we found when looking at inventory purporting to be FT, but was fraudulently claiming to be FT, was shocking to say the least. The

whole market needs cleaning up, and it’s long overdue. Advertisers and publishers are getting ripped off’

Matthew McIntyre, Activation Director at Group M’s Essence:

‘For our premium publishing partners, ads.txt adoption

will soon become mandatory expectation before we

continue investment, with our long-tail partners

following suit.’

GDPR - Challenges & Opportunities• GDPR Highlights:

• Data Minimisation

• Right to be forgotten

• Privacy by Design, Privacy by Default

• User Consent / Legitimate Interest

• IAB GDPR Outputs:

• IAB GDPR Compliance Primer

• IAB Working Papers on Personal Data, Consent

• IAB Webinars

• IAB Consent Technical Solution

FORTHCOMING IAB EVENTS

Mobile and Video: The Brand Opportunity

Thursday 26th October, 8.30 to 1.30pm Guinness Storehouse

Tickets from iabireland.ie

For updates on all events, and resources, join our mailing list: iabireland.ie and follow us @iabireland