Performance marketing is characterised by its breadth, variety, innovation and adaptability. This has created a landscape where models, methods and technologies shift and evolve within a space that often poses challenges for defining and maintaining consistent standards. Even though performance is now mature, there is an argument that more should be done to address the greater levels of scrutiny coming from issues like privacy as a result of our marketing getting 'smarter' and more informed. Few can deny the opportunity to innovate and grow. The bigger question, to be asked by representatives from Optimise and IAB UK, is whether performance can evolve whilst ensuring transparency, standards and consumer confidence are upheld.

1. Existential Threats and the
Standards Imperative
Nathan Salter
Chief Operating Officer, Optimise
Yves Schwarzbart
Senior Regulatory Affairs Manager, IAB

2. Headline Threat Context
Ad Blockers
 Kill ads, tracking and attribution
 150+ million global installs
 14.5% of users in the UK
 69% increase year-on-year
European Data Protection Rules
 Aiming to harmonise and simplify the DP
landscape
 Worrying impact on cookies and use of
advertising data
 Consent rules especially concerning
Ad
blocker
users
 2010   2011   2012   2013   2014 
21m
30m
39m
54m
121m

3. Consumer perception and mistrust
Innovation, data and the privacy question
Regulations harmonising and catching up
(So, we need industry standards…..
more than ever).
Threat Drivers
1
2
3
Privacy Big Data
"Self-playing videos are the devil’s [sic] creation.
You’re browsing the news late at night and suddenly
an ad for laxatives is blasting out from your laptop at
full volume!"
Consumer quote via yougov.co.uk, June 2015

4. Externally Prescribed
 Statutory; ASA, FCA, Ofgem, ICO, EU…
 Advertiser Terms; branding, placement,
promotional do’s and don’ts…
Internal, Self Regulation
 Consumer focused outcomes
 Address fair play amongst stakeholders
 Respond to specific innovations, practices,
technologies
 Respond to the externally prescribed
regulatory threats and imperatives
Standards Scope
EU
Cookie Law

5. Confidence for consumers, Advertisers and
Publishers
Commercial stability – protecting and
growing budgets/revenues
Ability to justify, promote and be proud of
(not embarrassed by) our industry
Workable outcomes rather than externally
imposed constraints ...or ineffective or
obsolete standards
What Should Industry Standards Achieve?
1
2
3
4
Imagine no industry
standards…

6.  IAB – flag bearer, engine room and hub
 Performance Marketing Council &
Legislation and Standards Committees
 Members collaborate to define and
implement standards
 Dealing with real challenges that arise to
maintain standards
Affiliate Standards Collaboration Framework

7. Outputs
 Voucher Code Code of Conduct
 Downloadable Software Code
 Publisher Standards Charter
 Consumer Transparency Framework
 Guides - retargeting, mobile….
 Lobbying and educating
Effectiveness?
 Key issues addressed
 Positive engagement
BUT….
 Logistically challenging
 Breadth of engagement and senior sponsorship
could be better
 More publisher awareness and engagement
needed
 Voluntary, not binding
Arguably, focusses and effectiveness are proportionate to the challenges…..
Now we need to look further ahead and confront the bigger challenges.
IAB PMC Focuses So Far?

8. The Imperative
 Assess the threat and act
 Deal with data and privacy
 Win the confidence of consumers
 Self regulate – rather than wait to be told what to do
 Galvanize and collaborate more
What if we all carry on as we are, wait and see
what others do and see how it pans out?
Over to Yves from the IAB Regulatory Affairs Team…
So What Should We Do?

9. IAB Believes

11. “Maintaining processes that
ensure a safe environment for ad
trading, thereby minimising the
risk of misplacement, protecting
the integrity and reputation of
brands, and stifling the funding of
content and services that infringe
copyright.”

12. “Maintaining processes that
ensure a safe environment for ad
trading, thereby minimising the
risk of misplacement, protecting
the integrity and reputation of
brands, and stifling the funding of
content and services that infringe
copyright.”
“Working across the industry with
accredited technology partners to
develop cross platform standards, our
goal is to achieve effective viewability,
engagement and attention for
advertisers' online campaigns.”

13. 05/11/2015
“We are committed to ensuring that the significant investment
brands make in digital advertising is effective and reaches the
right audience. Working with our industry partners, we will
issue practical advice, and accredit technology solutions to
stamp out fraud in the supply chain.”

14. “Our goal is to help make all
forms of digital advertising
more effective, efficient and
relevant to people’s interests.
We want to help brands reach
their audience and to provide
revenue to publishers so they
can continue to make their
content, services and
applications widely available at
the appropriate cost. We believe
ad blocking undermines this
approach.”

15. “Together with our industry
partners across Europe and
beyond, we are working to
ensure advertising businesses
give citizens greater
transparency and control over
the information that is
collected and used to make
advertising more relevant and
effective.”

16. Where does the IAB come in?

17. 05/11/2015iabuk.net
Our work seeks to make sure that the views
of IAB members are heard by UK and EU
policy makers and regulators. We also seek
to promote good practice to ensure a
responsible medium.

18. Delivering a pan-European approach
for citizens and businesses
Transparency Consumer
choice and
control
✓
Credible
compliance and
enforcement

19. L
E
A
N
Light
Encrypted
Ad Choice supported
Non-invasive ads

20. Continually increase confidence
(advertiser, consumer, regulators)

21. 05/11/2015
An IAB Seal… the solution?

22. Thank you!
www.iabuk.net | yves@iabuk.net