How to fix the ePrivacy Regulation

In spite of all good intentions, the proposed ePrivacy Regulation (ePR) currently being discussed in the European Parliament will irrevocably clutter the field of digital privacy with a wealth of requests for consent that will result in users becoming just as blind to the content as they are to the current Cookie-acceptance popup.

There is no debate that your digital communication must be confidential and no one should be allowed to spy on you on the internet. This should not be bundled with an unreasonable insistence on being 100 pct. anonymous when you enter a public area or someone else’s domain.  Continue reading “How to fix the ePrivacy Regulation”

Interact 2017: Programme announced

Interact 2017:  Two days of hard thinking, cutting-edge analysis, professional training sessions and, yes, fun, to understand and help define the new rules of engagement between marketers and consumers.

The programme and confirmed speakers is out now.

Bring your experience and vision to Amsterdam to learn, network and set the industry agenda for the coming year!

BOOK NOW

Server-to-Server Header Bidding

AppNexus shared some interesting insights on what’s up and down regarding Server-to-Server Header Bidding on it’s blog recently.

Server-to-server header bidding allows publishers to include a greater number of demand partners in their header bidding auctions. The difference between server-to-server and client-side setups lies in where the header bidding auction takes place.

Client-side auction happens in the header of a publisher’s web page where publishers send ad calls back and forth between the user and each of the participating demand partners. This creates an additional load on the browser that is not designed to make so many simultaneous calls resulting in long load times and a terrible user experience.

In a server-to-server setup, the publisher only sends a single ad call to a high-powered server that calls all the different exchange partners. With the right setup, publishers call 200 ad exchanges without increasing latency.

But server-to-server header bidding decreases publishers’ cookie match rate and publishers risk seeing a decrease in both the number of bids they receive and the CPMs advertisers are willing to pay.

Also server-to-server header bidding is less transparent since all of this takes place inside a black 3rd party box, so you can’t see if they are taking an unfair cut or certain demand sources are ranked over others.

IAB Native Advertising Webinar

Following on from the publication of the IAB Europe white paper on Native Advertising and Content Marketing, IAB Europe is hosting a series of webinars that dive deeper into the topic.

The Native Advertising and Content Marketing landscape across Europe
Tuesday 14th February 15.00 CET / 14.00 GMT

This webinar will showcase the development and implementation of online native advertising and content marketing across Europe. The markets confirmed to participate and provide insight so far are: Finland, Ireland, Spain, Turkey and the UK.

Confirmed speakers:

  • Maeve O’Meara, Marketing Manager, IAB Ireland
  • Clare O’Brien, Head of Industry Programmes, IAB UK
  • Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech Practices areas, Ketchum
  • Gupse Ozgur, Business Development and Project Group Manager, Hurriyet and representing IAB Turkey
  • Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising Professional, A-lehdet Oy

Register here!

UserReport introduces Kits

With ‘Kits’ from UserReport publishers are now offered a tool to validate and showcase reach, user demographics, affinity and page views on any combination of websites or sections in real time against real people.

Publishers can show advertisers which parts of their inventory are most relevant when it comes to achieving the highest reach, best hit rate (affinity) or most page views in their target group helping media planning for both publishers and advertisers.

Read more about the opportunities with Kits here.

Positive feedback from Ansip about ePR

Some good news about the latest proposal for an ePrivacy Regulation. It does not prohibit making access to websites conditional on consent to targeted advertising. Also there is an exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, self-regulatory measures to improve transparency about targeted advertising and online tracking techniques are recognized.

As you may remember, IAB Europe led the charge in two joint letters to the European Commission in Q4 2016 on the expected proposal for an ePrivacy Regulation. “European publishers urge European Commission to recognise importance of digital advertising in review of the ePrivacy Directive” (23 November 2016); and “European publishers, the digital advertising industry and direct marketers have expressed serious concerns about the ePrivacy Directive review” (22 December 2016).

Here you may find the response to these two letters by Vice President Andrus Ansip.

Despite the proposal presented in January being a net negative, VP Ansip and the European Commission in general acknowledged the importance of digital advertising in their public communication. In his response, the vice president explains that, in his view, the Commission presented a balanced proposal. He points out that the proposal does not require websites make available a subscription without advertising and doesn’t prohibit making access to websites conditional on consent to targeted ads. Ansip also highlights the new exception for 1st party analytics and language clarifying that ad block detection does not require consent under the new proposal. Lastly, Ansip warmly welcomes all self-regulatory measures to improve transparency about targeted ads and online tracking techniques.