Interactive Advertising Bureau Europe (IAB Europe) has published a White Paper on viewable impressions as a step in its strategy to drive brand investment into digital advertising. The document aims to educate and foster confidence in this specific aspect of digital advertising trading and lays the groundwork for further reflection on recommendations for the European industry with local IABs, measurement organisations and suppliers.
Viewability is one of a range of digital metrics which are evolving rapidly and manifested differently across European markets of varied characteristics and levels of digital development. According to a recent Metrics and KPIs survey undertaken by IAB Europe, 84% of brand advertisers stated that they want to see a move towards viewable impressions rather than served impressions.
The IAB Europe White Paper on viewable impressions brings together a range of leading industry experts to provide an overview of the current status of viewable impressions across Europe, the position of viewable impressions within the wider metrics portfolio, perspectives from different stakeholders groups within digital advertising, key definitions and terms, a list of technical and commercial considerations for trading and other quality considerations. Among the contributors to the whitepaper were AppNexus, BVDW / IAB Germany, comScore, Danske Medier/ IAB Denmark, EACA, GroupM, IAB Europe, IAB Finland, IAB France, IAB Hungary, IAB Italy, IAB Netherlands, IAB Poland, IAB Spain, IAB Sweden, IAB UK, Infectious Media, Integral Ad Science, Meetrics, Microsoft Advertising, Xaxis.
Whilst digital ad spend has grown four-fold since IAB Europe started its AdEx Benchmark report in 2006 there are still several commonly acknowledged challenges which hold back further growth and measurement is one of these (…) This White Paper aims to address the area of viewable impressions measurement specifically and will be followed with market consultations. During the year other initiatives such as the IAB Europe Measurement Blueprint and wider Quality topics including environment and delivery will be developed within the Brand Advertising Committee.
Chairman of the IAB Europe Brand Advertising Committee
IAB Europe’s White Paper is an important step in increasing the understanding of viewable impressions and how they fit into the overall metrics landscape (…) Clarifying definitions and terms is important to bolster digital advertising investment from brand advertisers.
BVDW / IAB Germany member
Head of Premium Display, Interactive Media
IAB Europe’s next steps are to further consult with the local IABs, measurement organisations and suppliers on the findings of this White Paper. It will also expand its focus on quality – both of delivery of digital advertising and of the digital advertising environment -during 2015.
IAB Europe is the voice of digital business and the leading European-level industry association for the digital advertising ecosystem. Its mission is to promote the development of this highly innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. Together with its members – companies and national trade associations – IAB Europe represents over 5,500 organisations.