According to Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath, the guide allows partners to identify certain questions they may have when it comes to transparency.
“As the industry evolves with initiatives like IAB led Ads.txt and the impact of GDPR, all parties need to engage in detailed conversation to drive transparency.”
The IAB Europe Transparency Working Group was established early in 2017 in answer to advertisers demanding greater accountability and transparency of their mobile and digital adverts.
The new guide has been developed together with representatives from both the buy and sell-side of the digital ad supply chain.
Dominique Delport, Global Managing Director, Havas Group explains:
“Innovation and education must work hand in hand. This is why we chose to launch the industry’s first fully transparent client facing programmatic solution – our Client Trading Solution (CTS) at this year’s IAB Europe Interact Conference. We then offered demonstrations at both Interact and other events such as Cannes. IAB Europe’s ‘Transparency Guide’ further boosts levels of education and understanding of the programmatic supply chain. In our view, it provides a valuable starter kit of critical questions, across data, costs and inventory sources and will help us, as an industry, work together to raise standards.”
With almost half of digital advertising revenue now being traded programmatically, the industry must prepare to ensure further growth. Indeed, transparency was cited as a main barrier for entry to programmatic by 40% of advertisers.
According to Daniel Secareanu, Board Director of IAB Europe and Chief Digital Officer, Burda Romania:
“In order for the programmatic trading ecosystem to continue to grow and provide added value to the industry and its stakeholders we need to make sure that everyone has a clear image of how this ecosystem works. We can only do this by ensuring that the programmatic trading currency (inventory & data) and its supply chain are fully transparent to everyone involved in it.”