IAB Measurement, Addressability & Data Center

Embracing “Coopetition”: The Rise of Collaborative Marketing Solutions

Amanda Lou — Thu, 25 Jul 2024 20:10:41 +0000

As data signals disappear and the lack of first-party data could lead to a sinking boat, partnering with those who have data can keep the ship moving.

The digital advertising and ad tech industries are undergoing a sea change, driven by rapid technological advancements and shifting market dynamics. This evolution brings increased complexity and fragmentation to the digital landscape, challenging companies to adopt innovative strategies to stay afloat. Traditional approaches of viewing competitors as “frenemies”—rivals who might collaborate on occasion—are being supplanted by a more holistic and strategic approach known as “coopetition.”

Coopetition, a blend of cooperation and competition, is becoming a cornerstone for success in the ad tech world. Interactive Advertising Bureau (IAB) has been at the helm, observing and understanding this trend. Through coopetition, companies that once saw each other as adversaries are now forging partnerships to deliver comprehensive solutions that better address modern marketers’ needs. This collaborative effort leverages each other’s strengths to create value that exceeds the sum of its parts.

Data Democratization: The Heart of Coopetition

At the heart of coopetition is the principle of data democratization. In today’s data-driven world, this concept strives to make data universally accessible to both competing and collaborating entities. By breaking down traditional barriers of data gatekeeping, coopetition fosters a culture where data is seen as a communal asset, leading to enriched insights and collective progress. This levels the playing field and enhances collaboration, offering numerous advantages:

A more comprehensive understanding of consumer engagement and behavior
Significant reductions in the costs associated with data acquisition and management
The innovation and development of new, data-driven solutions, including privacy-enhancing technologies and data clean rooms

One Standout Illustration: Synergy Between Retail Media Networks and Publishers.

Retail media networks harness the extensive customer data amassed by retailers, unlocking targeted advertising avenues for brands. Through strategic alliances with publishers, these networks significantly bolster the publishers’ capabilities in delivering precisely targeted ads to their audiences, utilizing retail data.

Such collaborations yield benefits across the board: retailers uncover new revenue channels, publishers are equipped to provide more effective advertising solutions, and brands can broaden their reach well beyond the confines of retailers’ owned and operated websites, engaging with audiences across a diverse array of publishers. This expansion not only amplifies the visibility of brands but also enhances the scale and relevance of audience engagement, creating a richer, more connected advertising ecosystem.

Furthermore, publishers have compelling content, while retailers have sales and customer data. Bringing the two together creates a consolidated offering – a win-win-win scenario. Publisher gains much-needed data and credit for sales, retailers get engaging content for users, and brands enjoy a one-stop shop for a full-funnel solution. It’s like ensuring all boats rise together, creating a robust ecosystem where everyone benefits.

Attention Measurement: Harmony Through Collaboration

Attention measurement serves as a prime example of the harmonious interplay achieved through coopetition. Instead of competing over the best methodology for gauging audience attention, eye-tracking attention providers, ad effectiveness and brand study firms, along with device data signal providers, have chosen to collaborate. This united front offers a multifaceted understanding of audience attentiveness. By integrating biometric, behavioral, and cognitive data, these partnerships furnish a comprehensive perspective on audience engagement with advertising content. This collaborative approach underscores that different measurement partners can illuminate various aspects and lenses of consumer attention, rather than vie for supremacy in methodology, showcasing that in the realm of attention measurement.

Expanding Beyond Data: The Efficiency of Service and Product Partnerships

Coopetition extends beyond data sharing, facilitating partnerships that streamline operations and reduce friction in managing advertising campaigns. When ad tech companies form partnerships, it streamlines the process, and makes it easier to work with multiple providers. Marketers can take advantage of the synergies created by these partnerships, accessing a wide range of expertise and resources without sacrificing quality or innovation. This saves time and reduces the risk of inconsistencies or errors.

Fostering Innovation and Driving the Industry Forward

Coopetition benefits companies and drives innovation in the digital advertising and ad tech space. By bringing together diverse perspectives, expertise, and resources, partnerships foster creativity, experimentation, and the development of groundbreaking solutions.

Coopetition creates a collaborative environment where companies can share ideas, challenge each other, and push boundaries. Working together helps identify new opportunities, develop novel approaches to common challenges, reduce innovation risks, and accelerate the pace of bringing new products and services to market.

Navigating Challenges and Embracing the Future

While navigating coopetition’s challenges—such as legal frameworks, data privacy, and maintaining competitive balance—the benefits decidedly tip the scales. Companies fostering collaboration and strategic partnerships are poised for success in the fragmented digital advertising arena. Key to this success are clear goals, open communication, and a commitment to mutual benefits, alongside proactive legal and regulatory compliance. This approach not only helps establish industry standards but also encourages best practices.

The rise of coopetition in ad tech brings palpable excitement for its potential to revolutionize how companies interact and provide value. This shift towards collaborative competition benefits marketers with more integrated solutions, streamlining advertising efforts. Moreover, it promises a brighter future for the advertising industry and users alike, with more engaging and meaningful experiences. IAB views coopetition not only as a win for marketers but as a pivotal development for the industry’s growth. This blend of competition and cooperation reflects an industry maturing into a space where creativity and effectiveness reach new heights together. Embracing this shift is essential for those aiming to lead in the ever-evolving digital advertising landscape. It’s a development that IAB is eager to champion, driven by the belief that together, we can achieve unparalleled heights of creativity and effectiveness.

When we expand the ocean, all boats rise.

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In-Store Retail Media: Current Utilization, Challenges, Measurement and Future Innovations

Amanda Lou — Thu, 25 Jul 2024 12:00:55 +0000

In-store retail media has emerged as a vital component of the modern retail environment, connecting the gap between physical and digital shopping experiences.

IAB and P2PI have released In-Store Retail Media: Current Utilization, Challenges, Measurement and Future Innovations, which highlights the critical role of in-store technologies in modern retail strategies and serves as a roadmap for future advancements in in-store retail media.

Download the white paper to get insights on:

How retailers are incorporating numerous in-store technologies to enhance their customer experiences and boost operational efficiency.

Retailers and brands leveraging in-store technologies . . .

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Connected Commerce: Reimagining CTV and In-Store Retail Media

Dorotea Lechuga — Thu, 30 May 2024 16:27:13 +0000

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State of Data Webinar: The Road to Defining Media Measurement Standards

Amanda Lou — Tue, 21 May 2024 19:10:07 +0000

Join us for an insightful webinar on collaborative efforts to shape media measurement standards. Featuring leading experts from advertising, analytics, and technology, this session will highlight the importance of a unified approach in developing robust and universally accepted measurement standards.

Highlights include:

Expert Panels: Learn from industry leaders about the importance of collaboration across different sectors to enhance measurement practices.
Stakeholder Perspectives: Understand the varied viewpoints that contribute to the formulation of comprehensive and effective measurement standards.
Interactive Q&A: Take advantage of the opportunity to engage with experts and delve into the complexities of media measurement.

Topics to be Covered:

Data Integration and Methodology: Discuss how to integrate various data sets to gain a comprehensive view of campaign performance and the evolving role of technology in measurement practices.
Measurement Approaches and Frameworks: Explore different measurement approaches, their implications, and future frameworks likely to be adopted by marketers.
Omnichannel and Multi-Touch Attribution: Learn strategies for effectively measuring and attributing touchpoints across multiple channels to achieve a holistic view of campaign performance.
Future Trends and Innovations: Stay updated on emerging trends and innovations in media measurement and their impact on industry standards and practices.

This webinar is essential for marketing professionals, data analysts, and anyone involved in digital advertising. Register now to be part of this important conversation, helping to shape the future of media measurement.

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Digital Out of Home (DOOH) & In-Store Retail Media Playbook

Amanda Lou — Tue, 21 May 2024 13:45:46 +0000

The IAB Measurement, Addressability and Data Center has launched the Digital Out of Home (DOOH) & In-Store Retail Media Playbook.

The playbook focuses on how brands and retailers can partner to enhance the in-store experience to deliver a comprehensive, shopper-centric approach. It examines the strategic partnerships that drive a unified commerce experience within physical store environments, highlighting the importance of understanding shopper missions and behaviors. The playbook underscores the need for effective closed-loop measurement to refine in-store strategies, ensuring that every aspect of the consumer's journey aligns with their preferences and enhances overall engagement directly at the point of sale.

What Is . . .

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Navigating the Future of Advertising Measurement

Dorotea Lechuga — Tue, 07 May 2024 16:00:47 +0000

The IAB Measurement Leadership Summit brought together over 100 industry leaders and experts to tackle the most pressing challenges in advertising data and measurement. As privacy regulations and technological changes reshape the landscape, attendees collaborated to develop strategies for navigating the future of digital advertising. Through thought-provoking sessions and interactive breakouts, participants explored innovative approaches to balancing user privacy and effective targeting, pivoting to probabilistic measurement, and fostering interoperability in a fragmented ecosystem. The summit set the agenda for the industry, outlining actionable plans and initiatives that IAB will spearhead through dedicated working groups to drive growth and success in a privacy-centric future.

Key Takeaways

Jonah Goodhart, Mobian

1.The Currency and Measurement Conundrum

Industry leaders and experts explored the challenges and opportunities in developing universally accepted cross-channel metrics that balanced privacy, precision, and outcome-based success standards. Attendees gained insights into innovative approaches and cutting-edge solutions, including the responsible use of AI, to tackle the significant measurement problems facing the digital advertising ecosystem. The summit emphasized the need for a common framework to measure quality and performance across platforms, aligning metadata for seamless interoperability, and building a transparent and accurate foundation for addressability and attribution.

Anthony Katsur, IAB Tech Lab; Jolyn Yao, Google; Dr. Jon Roberts, Dotdash Meredith; Mebrulin Francisco, EssenceMediacom

2.Balancing of Known and Unknown Audiences

As privacy regulations and technological changes reshape data collection and measurement, the summit addressed strategies for balancing the targeting of known and unknown audiences. Through thought-provoking sessions and interactive breakouts, attendees learned how to navigate the future of digital advertising by leveraging insights from the latest IAB State of Data 2024 Report. Discussions focused on preparing organizations to effectively reach and engage consumers while respecting user privacy preferences. Attendees agreed on the importance of developing privacy-compliant measurement solutions and providing guidance on balancing the targeting of known and unknown audiences in light of evolving regulations and technological changes.

Jeffrey Bustos, IAB; Angelina Eng, IAB

3.Pivoting from Deterministic to Probabilistic Measurement

With the ad tech landscape undergoing significant shifts, the summit explored the industry’s pivot from deterministic to probabilistic measurement. Attendees collaborated with peers to rearchitect the foundation for targeting and attribution, ensuring data comparability and limiting wasteful ad spend in an evolving landscape with the adoption of probabilistic measurement solutions.

Attendees at MLS

4.Interoperability in a Land of Walled Gardens

Attendees contributed to the development of a unified framework for determining advertising currency that could seamlessly adapt to the dynamic landscape. Discussions focused on fostering collaboration and standardization across the industry to enable effective measurement and optimize campaign performance in a privacy-centric future. The summit highlighted the need for bold, decisive action to address the lingering issues that have hindered progress, with IAB leading the charge in providing guidance and support to bring action plans to fruition.

Measurement Leadership Summit Spotlight Interviews

Hear from industry Leaders on their top takeaways from #IABMLS:

Ameneh Atai

Mebrulin Francisco

Sagar Ganapaneni

Jonah Goodhart

Meagan Perle

Praveen Menon

Kelly Barrett

Jon Roberts

Richy Glassberg

Travis Scoles

Thank You To All Attendees and Sponsors For A Great Event!

See You Next Year!

Additional Resources

IAB State of Data 2024 Report: This is the seventh year that IAB has released annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data. State of Data 2024 illustrates a time of strategic reassessment and innovation, driven by the necessity for privacy compliance and sustainable, consumer-friendly strategies. Companies that excel in adopting new data technologies and strategies are poised to lead.

IAB Measurement Leadership Summit 2024: Calculating the Path to Success: Check out Angelina’s blog/recap for a detailed look at the key takeaways, industry challenges, and the path forward for media measurement in a privacy-focused future.

IAB State Privacy Law Survey Results: provides insights from a recent survey of publishers, sell-side and buy-side ad tech companies, agencies, brands, and law firms regarding the implementation of the new state privacy laws and best practices.

IAB Diligence Platform: a hub powered by SafeGuard Privacy, enables companies to complete a questionnaire containing a standard set of privacy questions. These questions can be utilized for assessing their practices, vetting partners, and staying updated as legislation evolves.

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IAB State of Data Webinar: Adapting to New Norms of Privacy and Measurement

Dorotea Lechuga — Tue, 23 Apr 2024 14:23:33 +0000

Join us in this webinar as we dive into the latest findings from IAB’s 2024 State of Data Report and key discussions from the Measurement Leadership Summit held on March 14. This session delves into how privacy regulations and technology shifts are reshaping the digital advertising landscape, the evolution of advertising metrics towards a more comprehensive measurement framework, and the push towards standardized success metrics amidst the industry’s $600B measurement challenge. Gain actionable insights and strategies for navigating these changes, equipping businesses and leaders with the knowledge to thrive in the evolving market.

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IAB Measurement Leadership Summit 2024: Calculating the Path to Success

Amanda Lou — Mon, 15 Apr 2024 16:44:42 +0000

On March 14th, 2024, as the world celebrated Pi Day, the Interactive Advertising Bureau (IAB) hosted the second annual Measurement Leadership Summit in New York. Building on the success of last year’s event at the IAB annual Measurement Leadership Summit, this expanded standalone one-day event brought together senior leaders in the advertising space for exclusive peer-to-peer discussions and engaging, interactive breakout sessions focused on the future of media measurement, especially in the context of evolving consumer privacy regulations.

The event provided a unique opportunity for data, measurement, and addressability leaders to convene and tackle the challenges and opportunities that lie ahead in the digital media industry. Just as pi is an irrational and transcendental number, the discussions at the summit were grounded in the reality of our complex and ever-evolving landscape.

Reflecting on the insights shared and the connections made at this event, I am filled with a sense of purpose and determination. The summit provided a platform for industry leaders to set aside their competitive instincts and come together to address the friction points that have hindered the industry’s progress. By cutting through the noise and focusing on the core issues at hand, we have laid the foundation for meaningful change.

The summit kicked off with a series of thought-provoking presentations and discussions that shed light on the key challenges in the media measurement ecosystem. These candid conversations highlighted the need for a common framework with a privacy-by-design approach given, the increasing demands for interoperability, transparency, and flexibility in measurement, and the transformative impact of generative AI on all aspects of the media industry.

Just as pi is used to calculate the circumference and area of a circle, the IAB Measurement Leadership Summit aimed to define the parameters and dimensions of our industry’s future. Attendees participated in interactive breakout sessions that delved into critical areas such as creating a better user experience, resolving the currency conundrum, and establishing consistent and flexible measurement practices while respecting consumer privacy at its core. Participants recognized that progress on these fronts is essential to fostering trust and enabling true cross-screen measurement.

There was a palpable sense of determination and unity among the industry leaders present. The consensus was clear: the time for incremental change is over. We must embrace bold, decisive action to address the lingering issues that have held us back for too long.

With the introduction of privacy regulations and the continued loss of third-party cookies and identifiers, the IAB Measurement Leadership Summit 2024 focused on bringing together business leaders in the industry to develop and embrace smart, sensible, and measurable actions. IAB is committed to leading the charge and providing the guidance and support for advertisers, agencies, ad tech, data and measurement companies, etc.

Attendees left the summit with a renewed sense of purpose, knowing that their participation and influence can help shape the future of the entire ecosystem. The exclusive networking opportunities and business connections formed during the event will undoubtedly propel the industry forward.

In the face of evolving challenges, collaboration and innovation will be key. By working together and harnessing the power of data and technology, our industry must pioneer new approaches to advertising. The methods we currently use to target campaigns, measure success, and attribute results will undergo significant changes in the coming years.

Those who embrace this transformation and adopt privacy-by-design principles will be the trailblazers who shape the future of advertising. Success will require flexibility, nimbleness, and agility as we navigate this dynamic landscape.

As an industry, we have the opportunity to collectively develop groundbreaking solutions that redefine media measurement and unlock the full potential of advertising in the digital age. It is by uniting in this mission that we will thrive and achieve unprecedented heights.

Check out our Measurement Leader Spotlight interviews

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Retail Media Goes to the Movies

Dorotea Lechuga — Thu, 11 Apr 2024 20:01:04 +0000

Dive into the future of advertising with our latest report, “Retail Media Goes to the Movies: How the Convergence of Commerce Media & Video Will Transform Shopping.” This insightful analysis reveals how the blend of retail media and video, especially through Connected TV (CTV) and shoppable content, is reshaping consumer engagement and shopping habits. Discover strategies that merge e-commerce with captivating video content, offering seamless and interactive shopping experiences right from the viewer’s screen.

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Connected Commerce: Reimagining CTV and In-Store Retail Media

Amanda Lou — Thu, 11 Apr 2024 18:04:08 +0000

Join us on May 21 at 2:00 PM ET for Connected Commerce: Reimagining CTV and In-Store Retail Media as we explore the convergence and innovation of Connected TV (CTV) and In-Store in the Retail Media Ecosystem. Discover how brands and retailers are partnering to deliver an omnichannel consumer experience and closed-loop measurement.

Topics covered in this webinar include:

Insights into the rise of unified commerce and customer-centric strategies

The convergence of retail media and CTV; and how to engage with consumers in the discovery and consideration phase

Audience strategy and measurement frameworks to test and activate DOOH & In-Store retail media

Register now and unlock the potential of In-Store and CTV!

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Ameneh Atai	Mebrulin Francisco
Sagar Ganapaneni	Jonah Goodhart
Meagan Perle	Praveen Menon
Kelly Barrett	Jon Roberts
Richy Glassberg	Travis Scoles