THE EMOTIONAL POWER OF PURPOSE IN ADVERTISING

whitePaper | October 10, 2022

Audience experiences are being transformed by the rapid consumer adoption of Connected TV (CTV) and the vast array of premium TV content choices in linear and OTT environments. How do media companies meet audience demand for premium-quality channels and content across every screen — while also maximizing profitability?

whitePaper | April 26, 2022

Apple’s introduction of App Tracking Transparency (“ATT”) has drawn substantial commentary. Some see ATT as disruptive and self-serving, while others view it as a privacy-preserving tool that is ushering in a new era of advertising. However, the commentary often betrays a lack of understanding of what ATT is and what it is not, and draws speculative conclusions about its impact.

whitePaper | March 6, 2022

Influencer marketing as part of the advertising industry has grown significantly in recent years, becoming one of the most popular and effective forms of online advertising. The fastgrowing market of influencers comes with potential risks for consumers and creates several challenges for regulators. T

whitePaper | December 18, 2019

Over the course of a year, the digital audio industry has experienced unprecedented change. This year’s analysis reveals how perceptions of digital audio have developed in the past 12 months and takes a definitive look at the factors driving the industry forward. This year, 86% of advertising agencies and 66% of brand advertisers said that they now see digital audio as a key part of their integrated media strategies.

whitePaper | July 27, 2023

IAB Europe has released an initial ‘Guide to Improving Sustainable Business Decision-Making’ to assist businesses in the digital advertising ecosystem navigate the ever-evolving landscape of sustainability and responsible business practices. In recent times, terms such as ‘sustainable’, ‘green’, ‘net-zero’, and ‘carbon-neutral’ to describe technology, services, and products in the digital advertising industry have increased in traction making it increasingly important for businesses to understand the validity of such claims. With the rise of greenwashing practices, where false or misleading claims are made regarding environmental efforts, it is crucial for businesses to exercise due diligence when evaluating sustainability claims and when looking to choose the partners they wish to work with. Government regulators are also intensifying their focus on combating such practices, and businesses need to ensure that their decisions align with genuine sustainability goals. The guide was written by members of IAB Europe’s Sustainability Standards Committee and offers valuable insights and practical tips to help organisations make more informed choices when looking to achieve sustainability in the digital advertising industry.

whitePaper | May 24, 2022

Today’s pharma marketers are adapting their advertising strategies and investments in a world of digital choice. By embracing new online video and digital audio channels, advertisers are taking advantage of more precise targeting tactics, more efficiently reaching key patients and HCPs, and improving the overall ROI of their marketing investments.