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In a fragmented landscape where efficiency matters more than ever, how can partnerships make transparency a reality for programmatic buyers?
Hot off the heels from the DMEXCO event in early September (see our wrap-up here), IAB Europe boasted a week packed with A-list advertising professionals, all convened around Trust & Transparency.
One 28th – 29th September 2021, IAS was proud to support IAB Europe Trust and Transparency. Through a series of panel discussions, industry experts shared their views on what’s being done, the latest policy regulations and how we can drive greater trust and transparency in our industry.
Tackling Disinformation in the Industry
Cecilia Vanoletti, Team Lead Customer Success at IAS, led the conversation on what disinformation is, how it has grown, and solutions that are being implemented to tackle it.
The automated nature of programmatic advertising has led to the rise in disinformation. According to the Global Disinformation Index (GDI), some $75m ad spend ends up on 20K+ disinformation sites worldwide.
Cecilia highlighted that in July 2021, IAS formed a new partnership with the GDI, making IAS the first ad verification company to help marketers avoid misinformation content based on the GDI’s standards.
The panel agreed that due to the scale at which misinformation is being proliferated, it is imperative to layer on additional sources of protection. Keyword blocking should not be the only approach, additional measures such as brand safety and brand suitability, contextual targeting and cognitive semantic intelligence, can ensure brands only show up in suitable environments that do not contain disinformation. Solutions can be enhanced by adding the use of a unique combination of AI and an independent, third-party review such as the GDI to automatically remove questionable domains.
Tackling Brand Safety and Suitability for Emerging Channels – Gaming, CTV, and Audio
Craig Ziegler, SVP Product, joined a panel of experts from TikTok, Samsung and GroupM to discuss what’s being done and what else needs to be done to drive greater trust and transparency in our industry. The panel delved deeper with practical case studies and examples of what can be done to keep brands relevant and safe.
IAS recently announced its acquisition of CTV platform, Publica, which powers exceptional ad experiences for streaming audiences on their TV screens.
By acquiring Publica’s leading technology platform and its proprietary data assets, IAS will help transform CTV advertising by enabling publishers to successfully monetise their video programming, while providing advertisers with a new way to access brand safe and suitable inventory.
Mind The Gap: Addressing Programmatic Supply Chain Transparency
Akshay Bhattacharjee, Programmatic Director CEE and Nick Welch, Programmatic Director Northern Europe, presented a session on how partnerships can make transparency a reality for programmatic buyers.
While supply chain optimisation can add complexity, advertisers still need to access the most relevant inventory to reach consumers. IAS opened up an in-depth discussion about Supply Path Optimisation adoption and moving the market towards more transparency.
The events brought together brands, agencies, publishers and technology providers to discuss how the industry can work together to implement solutions that provide more accountability within the digital ecosystem.
For the full recordings of any of the above sessions, visit IAB Europe here.
Now more than ever, the advertising industry needs trusted metrics that allow a common framework upon which all parts of the ecosystem can transact. That’s why third party verification and metrics that evolve beyond binary measurement of clicks and conversion rates can be effective.
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