Brussels, 31st October 2017
IAB Europe has published its Transparency Guide with the aim of improving transparency in the digital advertising supply chain in the areas of data, cost and inventory source. The guide provides questions for each stakeholder category to be asked at different stages of the supply chain.
IAB Europe’s Transparency Working Group1 was formed earlier this year in response to advertiser demands for swift, transformational change in accountability and transparency. The group, formed of representatives from the buy and sell-side, has developed the guide as a first step to driving transparency within the digital advertising supply chain.
Digital advertising is at a turning point with half of European display ad revenue now traded programmatically2. Continued growth will therefore be dependent on unlocking further programmatic spend and transparency is cited as a barrier to investment by 40% of advertisers3.
The guide, which is the first output of IAB Europe’s work programme on transparency, aims to aid buyers and sellers alike in achieving best practice.
Access the IAB Europe Transparency Guide here.
IAB Europe Press Release:
IAB Europe publishes guidance to drive transparency in digital advertising supply chain
1 The Transparency Working Group brings together members of the Brand Advertising and Programmatic Trading Committees to coordinate industry agreed initiatives to enhance transparency within the digital advertising supply chain. Find out more about IAB Europe’s Committees, Task Forces and Working Groups here.
2 European Programmatic Market Sizing Report 2016 – IAB Europe
3 Attitudes to Programmatic Advertising survey – IAB Europe – look out for the full report in November 2017.