Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investor Relations
Contact
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
UK UK
US US DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM APAC APAC Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | IAS Innovation Summit: Agency Change
November 27, 2020 by IAS Team

IAS Innovation Summit: Agency Change

Insights
Share:
IAS Innovation Summit: Agency Change

At the IAS Innovation Summit, we invited agency leaders to our agency change discussion to highlight their incredible insights. Paul Nasse, Managing Director for Northern Europe at Integral Ad Science hosted the conversation with fellow agency experts: Helen Price, Head of Global Accountability at IPG Mediabrands, Christian Wilkens, Chief Digital Officer with Mediacom Germany and Hannah Beanland, Global Director, Digital Operations at Dentsu Aegis.

The conversation began, as most do in this unprecedented year, with the coronavirus pandemic. The group focused on how agencies first reacted to the pandemic, and more importantly whether their initial approach has changed. Helen Price raised the first point that while the anxiety of advertisers increased due to the influx of negative online content and misinformation surrounding the pandemic, “we saw a huge increase in the consumption of news.” The adverse result was that as premium publishers produced news content that drove huge readership, advertisers stayed away. Helen went on to comment, “we made recommendations on how to achieve a balance,” citing partners like IAS as an effective solution to avoid content that could cause potential harm for brands. Hannah Beanland hit the issue on the head when she stated, “It’s business as usual, we just need some adjustment.”

Believe it or not, not all agency change is pinned to COVID-19, the leaders go on to focus on the role of technology and data. Hannah Beanland kicks off this section of the discussion commenting that where data in the past could be seen as a “box ticked” it’s now more important than ever to dive deeper into the data at your disposal and identify trends, both good and bad, to better your campaigns and verification needs. “We’ve all had these technologies in place, but often they’re just sitting there… it’s time to get the full value out of what we have,” stated Hannah. 

On the subject of technology at their disposal, the group stated it would be remiss to not discuss the agency change happening as a result of the deprecation of third party cookies, and the rise of contextual capabilities. Christian Wilkens stated that, “we’ve never been in a situation where cookie collection has been as high as it is now,” referencing the post-GDPR onslaught of compliant tick boxes that are so familiar to online consumers. As the third party cookie comes to the end of its life,”what we’ve seen over the last month is that contextual is becoming more and more relevant,” stated Wilkens.

The assembled group of experts then look ahead, to define what they will take from 2020. One word rang true with all the leaders, “proactivity.” Being proactive in navigating agency change and how to take a global media ecosystem fully digital, while still maintaining processes and empathy. And as far as their wishes for 2021 were concerned, it was no surprise that it’s the “old normal” the leaders beckoned for, a good holiday and a pint.

Want to know more? Read all about our agency solutions here.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Introducing IAS pre-bid brand safety on TikTok
Introducing IAS pre-bid brand safety on…
Learn more ›

January 18, 2023 by IAS Teams

The 2023 Industry Pulse – Media experts predict more advertising opportunities
The 2023 Industry Pulse – Media…
Learn more ›

January 10, 2023 by IAS Teams

Avoid Scoring an Own Goal with your FIFA World Cup Campaigns
Avoid Scoring an Own Goal with…
Learn more ›

November 9, 2022 by IAS Teams

IAS white red logo
Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

Audio

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2023 Integral Ad Science, Inc.

Accessibility_Icon Accessibility statement

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

Site indexing policy

Privacy policy

Subscription management

Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media
Transparent Background - Social Media

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.