My presentation from the Digital camp event in February in Sofia on what is expected to come in 2018 for digital advertising

1. 2018DIGITAL TRENDS AND THREATS

2. 2017 RESULTS
ONLINE ADVERTISING GREW BY 11.5% IN H1 2017
ONLINE ADVERTISING SPEND IN EUROPE (€ BN ) *
H1 2016 H1 2017
20.2
22.5+11.5% LIKE-FOR-LIKE
SOURCE IAB EUROPE & HIS MARKIT

3. IMPLOSION OF TRUST
AD FRAUD AT CONSTANT
30% SHARE OF DIGITAL
MARKET
SOURCE: INDUSTRY PROJECTIONS BASED ON GROWTH OF DIGITAL MEDIA MARKET AND POSSIBLE SCENARIOS FOR AD FRAUD GROWTH
AD FRAUD AT CONSTANT
10% SHARE OF DIGITAL
MARKET

6. INDUSTRY RESPONSE
COALITION FOR BETTER ADS
ADS.TXT
THE TRUSTWORTHY
ACCOUNTABILITY GROUP (TAG)
PLATFORM ALGORITHM CHANGES
BROWSERS BANNING BAD ADS

7. TAG CERTIFIED
AGENCY
TAG CERTIFIED
BUY SIDE
PLATFORM+
TAG CERTIFIED
CHANNELS
DISPLAY
ONLY N.A.
DISPLAY &
VIDEO N.A.
1.48%
8.83%
12.03%
SAHRE%IVTTRAFFIC

8. GOOGLE CHROME’S
BUILT-IN AD BLOCKER WILL GO
LIVE ON FEBRUARY 15TH

9. GDPR
IAB BULGARIA TO INTRODUCE A
SECTOR CODE TOGETHER WITH
CPDP

10. 2018 OUTLOOK
BRAND SAFETY CONCERNS
CHANGE EVERYTHING
WHILE BRAND SAFETY HAS ALWAYS BEEN A CONCERN FOR
CONTENT DISTRIBUTION, IT IS NOW MORE IMPORTANT THAN EVER.
USING AI TECHNOLOGIES, MARKETERS AND THEIR AGENCIES WILL
MOVE WELL BEYOND ANALYZING TEXT TO BE ABLE TO ANALYZE
ADJACENT VISUALS, AND EVEN VIDEO CONTENT, TO ENSURE SAFE,
CONTEXTUAL PLACEMENTS.

13. WITH 54% OF COMSCORE 1000 PUBLISHERS ADOPTING
ADS.TXT, OPENX SAYS IT WILL START BANNING
UNAUTORIZED INVENTORY
THE AD EXCHANGE WILL IMPLEMENT THE NEW POLICY IN FULL BY
THE END OF THIS QUARTER.

14. BLOCK CHAIN
IMPROVE TRANSPARENCY
TRACK EVERY IMPRESSION
CUT MIDDLEMAN
USE IN MARKETING

16. THANKS
HRISTO HRISTOV, CHAIRMAN OF IAB BULGARIA,
AND CEO NETINFO