{"id":317752,"date":"2021-10-04T16:20:05","date_gmt":"2021-10-04T16:20:05","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-speaker-evento-iab-europe\/"},"modified":"2023-09-28T10:52:50","modified_gmt":"2023-09-28T10:52:50","slug":"ias-speaker-evento-iab-europe","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/ias-speaker-evento-iab-europe\/","title":{"rendered":"IAS speaker all&#8217;evento IAB Europe \u2018Trust and Transparency\u2019"},"content":{"rendered":"\n<p>In un panorama frammentato in cui l&#8217;efficienza conta pi\u00f9 che mai, come possono le partnership rendere la trasparenza una realt\u00e0 per gli acquirenti in programmatic?<\/p>\n\n\n\n<p>Subito dopo l&#8217;evento DMEXCO, dell&#8217;inizio di settembre (guarda <a href=\"https:\/\/integralads.com\/it\/insider\/ia-at-dmexco-2021\/\">qui <\/a>il nostro riassunto), IAB Europe ha organizzato una settimana ricca di professionisti di rilievo, tutti riuniti a parlare di Trust &amp; Transparency nel mondo della pubblicit\u00e0 digitale.<\/p>\n\n\n\n<p>Dal 28 al 29 settembre 2021, IAS \u00e8 stata orgogliosa di supportare <a href=\"https:\/\/iabeurope.eu\/trust-and-transparency\/\">IAB Europe Trust and Transparency<\/a>. Attraverso una serie di tavole rotonde, gli esperti del settore hanno condiviso le loro opinioni su ci\u00f2 che viene fatto, sulle ultime normative e su come possiamo aumentare la fiducia e la trasparenza nel nostro settore.<\/p>\n\n\n\n<p><strong>Contrastare la disinformazione nel settore<\/strong><\/p>\n\n\n\n<p>Cecilia Vanoletti, Team Lead Customer Success di IAS, ha guidato la conversazione su cos&#8217;\u00e8 la disinformazione, come \u00e8 cresciuta e le soluzioni che vengono implementate per affrontarla.<\/p>\n\n\n\n<p>La natura automatizzata della pubblicit\u00e0 via programmatic ha portato all&#8217;aumento della disinformazione. Secondo il Global Disinformation Index (GDI), circa <a href=\"https:\/\/disinformationindex.org\/wp-content\/uploads\/2020\/07\/GDI_Ad-funded-COVID-19-Disinformation-1.pdf\">75 milioni di dollari<\/a> di spesa pubblicitaria finiscono su oltre 20mila siti di disinformazione in tutto il mondo.<\/p>\n\n\n\n<p>Cecilia ha evidenziato che nel luglio 2021, IAS ha stretto una <a href=\"https:\/\/integralads.com\/it\/news\/ias-collabora-con-il-global-disinformation-index\/\">partnership <\/a>con il GDI, portando IAS ad essere la prima societ\u00e0 di verifica degli annunci pubblicitari ad aiutare i marketer a evitare contenuti di disinformazione basati sugli standard del GDI.<\/p>\n\n\n\n<p>Il panel ha convenuto che, a causa della scala con cui viene proliferata la disinformazione, \u00e8 imperativo aggiungere ulteriori fonti di protezione. Il blocco delle parole chiave non dovrebbe essere l&#8217;unico approccio, misure aggiuntive come la brand safety e brand suitability, il targeting contestuale e l&#8217;intelligenza semantica cognitiva possono garantire che i brand si presentino solo in ambienti idonei, che non contengano disinformazione. Le soluzioni possono essere migliorate aggiungendo l&#8217;uso di una combinazione unica di AI e una revisione indipendente di terze parti come il GDI per rimuovere automaticamente i domini discutibili.<\/p>\n\n\n\n<p><strong>Affrontare la Brand Safety e Suitability per i canali emergenti: Gaming, CTV e Audio<\/strong><\/p>\n\n\n\n<p>Craig Ziegler, SVP Product di IAS, si \u00e8 unito a un gruppo di esperti di TikTok, Samsung e GroupM per discutere di cosa \u00e8 stato fatto e cos&#8217;altro \u00e8 necessario fare per aumentare la fiducia e la trasparenza nel nostro settore. Il panel ha approfondito con case study pratici ed esempi di cosa si pu\u00f2 fare per mantenere i brand rilevanti e sicuri.<\/p>\n\n\n\n<p>IAS ha <a href=\"https:\/\/integralads.com\/it\/news\/integral-ad-science-acquisisce-publica-leader-nella-pubblicita-su-ctv\/\">recentemente annunciato<\/a> l&#8217;acquisizione della piattaforma CTV, Publica, che offre esperienze pubblicitarie eccezionali per il pubblico in streaming sui propri schermi TV.<\/p>\n\n\n\n<p>Attraverso l&#8217;acquisizione di Publica (piattaforma tecnologica leader)&nbsp; e le sue risorse di dati proprietari, IAS contribuir\u00e0 a trasformare la pubblicit\u00e0 CTV consentendo agli editori di monetizzare con successo la loro palinsesto video, fornendo agli inserzionisti un nuovo modo per accedere allo spazio pubblicitario sicuro e adatto al brand.<\/p>\n\n\n\n<p><strong>Mind The Gap: affrontare la trasparenza della catena di approvvigionamento in programmatic<\/strong><\/p>\n\n\n\n<p>Akshay Bhattacharjee, Programmatic Director CEE di IAS e Nick Welch, Programmatic Director Northern Europe di IAS, hanno presentato una sessione su come le partnership possono rendere la trasparenza, per gli acquirenti in programmatic, una realt\u00e0.<\/p>\n\n\n\n<p>Sebbene l&#8217;ottimizzazione della catena di approvvigionamento (Supply Path Optimisation ) possa aggiungere complessit\u00e0, gli inserzionisti devono comunque accedere all&#8217;inventory pi\u00f9 appropriato per raggiungere i consumatori. IAS ha aperto una discussione approfondita sull&#8217;adozione dell&#8217;ottimizzazione del percorso di approvvigionamento e sull&#8217;avvicinare il mercato a una maggiore trasparenza.<\/p>\n\n\n\n<p>Gli eventi hanno riunito brand, agenzie, editori e fornitori di tecnologia per discutere su come il settore pu\u00f2 collaborare per implementare soluzioni che forniscano maggiore responsabilit\u00e0 all&#8217;interno dell&#8217;ecosistema digitale.<\/p>\n\n\n\n<p>Per la registrazione, di una delle sessioni riportate sopra, visita IAB Europe <a href=\"https:\/\/iabeurope.eu\/blog\/thats-a-wrap-the-great-debate-trust-transparency-headline-event\/\">qui<\/a>.<\/p>\n\n\n\n<p>Ora pi\u00f9 che mai, l&#8217;industria pubblicitaria ha bisogno di metriche affidabili che consentano un quadro comune su cui tutte le parti dell&#8217;ecosistema possono operare. Ecco perch\u00e9 la verifica di terze parti e le metriche, che evolvono oltre la misurazione binaria dei clic e dei tassi di conversione, possono essere efficaci.<\/p>\n\n\n\n<p>In qualit\u00e0 di uno dei pi\u00f9 grandi partner delle principali agenzie, inserzionisti, brand, editori e piattaforme, dai un&#8217;occhiata ai nostri <a href=\"https:\/\/integralads.com\/it\/soluzioni\/open-web\/\">toolkit <\/a>per aiutarti a ottimizzare la tua strategia di marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cecilia Vanoletti, Team Lead Customer Success di IAS, ha guidato la conversazione su cos&#8217;\u00e8 la disinformazione, come \u00e8 cresciuta e le soluzioni che vengono implementate per affrontarla.<\/p>\n","protected":false},"author":59,"featured_media":301848,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[517,529,508,528],"tags":[580,581,563,564],"class_list":["post-317752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-it","category-efficienza-ottimizzazione","category-risorse","category-webinars-videos-it","tag-brand-safety-it","tag-brand-suitability-it","tag-disinformation","tag-iab-europe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - 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