Research & Thought Leadership

Resources

IAB Europe’s research and thought leadership work aims to provide stakeholder perspectives and expert analysis on current industry trends and discussions.

The resources in this section include IAB Europe and member research reports, white papers, case studies and infographics that provide insight to the market on a range of topics including advertising spend, consumer attitudes, media consumption, brand advertising, measurement, viewability, programmatic, mobile and video.

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Alex Macarescu
  Tapping the expertise of leaders in the industry from a wide range of organisations, under the guidance of the IAB Europe Education &...
10 April 2019
IAB Europe White Paper: Blockchain Demystified
Native advertising spend is expected to reach $85.5 billion by 2020, double the current level. Indeed, the growth of digital advertising as ...
26 November 2018
IAB Europe White Paper: Programmatic Native Advertising
The measurement of advertising effectiveness is steeped in a history of evolution and the introduction of digital channels has increased thi...
4 September 2018
IAB Europe White Paper: Digital Advertising Effectiveness
The way in which ads are traded via programmatic methods has evolved and now there are various mechanisms available such as open auction, gu...
28 August 2018
IAB Europe White Paper: Header Bidding and Auction Dynamics
The IAB Europe Using Data Effectively in Programmatic White Paper (first published in November 2016) has been updated to reflect the changin...
23 July 2018
IAB Europe White Paper: Using Data Effectively in Programmatic V2.0 (GDPR Update)
What is the future of media currencies? GfK, in association with IAB Europe, held a closed roundtable discussion to debate this challenging...
8 November 2017
Member White Paper: GfK in association with IAB Europe – Future of Media Currencies
When header bidding started to gain momentum in 2015, it promised publishers the ability to sell every impression at its true market value. ...
11 October 2017
Member White Paper: AppNexus – Header Bidding: The next evolution
Mobile is driving consumption and usage and as such it is driving advertising spend, the 2016 IAB Europe AdEx Benchmark report reveals that ...
8 August 2017
IAB Europe White Paper: Programmatic Mobile
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the incre...
8 December 2016
IAB Europe White Paper: Native Advertising and Content Marketing
In today’s digital world, interaction and engagement with advertising is key to marketers, consumers however are becoming more selective a...
24 November 2016
Publicitas, Kantar Millward Brown and Honor: The Format Effect Series – The Influence of ...
An updated version of this white paper with GDPR considerations is available here Consumers are using an ever-increasing variety of channels...
17 November 2016
IAB Europe White Paper: Using Data Effectively in Programmatic
“Header Bidding is one of the most discussed topics in the programmatic industry. Now it is being implemented and tested by leading pu...
13 September 2016
IAB Netherlands report: Header Bidding
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