Capture - Day 1 - 10:15 - "Existential Threats and the “Standards” Imperative"

Existential Threats and the Standards

ImperativeNathan SalterChief Operating Officer, Optimise

Yves SchwarzbartSenior Regulatory Affairs Manager, IAB

Headline Threat ContextAd Blockers Kill ads, tracking and

attribution 150+ million global installs 14.5% of users in the UK 69% increase year-on-year

European Data Protection Rules Aiming to harmonise and simplify the DP

landscape Worrying impact on cookies and use of

advertising data Consent rules especially concerning

Ad blocker users

2010 2011 2012 2013 2014

21m

30m

39m

54m

121m

Consumer perception and mistrust

Innovation, data and the privacy question

Regulations harmonising and catching up

(So, we need industry standards…..more than ever).

Threat Drivers

1

2

3

Privacy Big

Data

"Self-playing videos are the devil’s [sic] creation. You’re browsing the news late at night and suddenly an ad for laxatives is blasting out from your laptop at full volume!"

Consumer quote via yougov.co.uk, June 2015

Externally Prescribed Statutory; ASA, FCA, Ofgem, ICO,

EU… Advertiser Terms; branding,

placement, promotional do’s and don’ts…

Internal, Self Regulation Consumer focused outcomes Address fair play amongst

stakeholders Respond to specific innovations,

practices, technologies Respond to the externally prescribed

regulatory threats and imperatives

Standards Scope

EUCookie Law

Confidence for consumers, Advertisers and Publishers

Commercial stability – protecting and growing budgets/revenues

Ability to justify, promote and be proud of (not embarrassed by) our industry

Workable outcomes rather than externally imposed constraints ...or ineffective or

obsolete standards

What Should Industry Standards Achieve?

1

2

3

4Imagine no industry standards…

IAB – flag bearer, engine room and hub

Performance Marketing Council & Legislation and Standards Committees

Members collaborate to define and implement standards

Dealing with real challenges that arise to maintain standards

Affiliate Standards Collaboration Framework

Outputs Voucher Code Code of Conduct Downloadable Software Code Publisher Standards Charter Consumer Transparency Framework Guides - retargeting, mobile…. Lobbying and educating

Effectiveness? Key issues addressed Positive engagementBUT…. Logistically challenging Breadth of engagement and senior

sponsorship could be better More publisher awareness and

engagement needed Voluntary, not binding

Arguably, focusses and effectiveness are proportionate to the challenges…..Now we need to look further ahead and confront the bigger challenges.

IAB PMC Focuses So Far?

The Imperative Assess the threat and act Deal with data and privacy Win the confidence of consumers Self regulate – rather than wait to be told what to do Galvanize and collaborate more

What if we all carry on as we are, wait and see what others do and see how it pans out?

Over to Yves from the IAB Regulatory Affairs Team…

So What Should We Do?

IAB Believes

“Maintaining processes that ensure a safe environment for ad trading, thereby minimising the risk of misplacement, protecting the integrity and reputation of brands, and stifling the funding of content and services that infringe copyright.”

“Maintaining processes that ensure a safe environment for ad trading, thereby minimising the risk of misplacement, protecting the integrity and reputation of brands, and stifling the funding of content and services that infringe copyright.”

“Working across the industry with accredited technology partners to develop cross platform standards, our goal is to achieve effective viewability, engagement and attention for advertisers' online campaigns.”

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“We are committed to ensuring that the significant investment brands make in digital advertising is effective and reaches the right audience. Working with our industry partners, we will issue practical advice, and accredit technology solutions to stamp out fraud in the supply chain.”

“Our goal is to help make all forms of digital advertising more effective, efficient and relevant to people’s interests. We want to help brands reach their audience and to provide revenue to publishers so they can continue to make their content, services and applications widely available at the appropriate cost. We believe ad blocking undermines this approach.”

“Together with our industry partners across Europe and beyond, we are working to ensure advertising businesses give citizens greater transparency and control over the information that is collected and used to make advertising more relevant and effective.”

Where does the IAB come in?

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Our work seeks to make sure that the views of IAB members are heard by UK and EU

policy makers and regulators. We also seek to promote good practice to ensure a

responsible medium.

Delivering a pan-European approach for citizens and businesses

Transparency Consumer choice and

control

✓Credible

compliance and enforcement

LEAN

LightEncryptedAd Choice supportedNon-invasive ads

Continually increase confidence(advertiser, consumer, regulators)

03/05/2023

An IAB Seal… the solution?

Thank you!

www.iabuk.net | [email protected]