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
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.