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2018DIGITAL TRENDS AND THREATS
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
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
2018 digital marketing trends and threats
2018 digital marketing trends and threats
INDUSTRY RESPONSE
COALITION FOR BETTER ADS
ADS.TXT
THE TRUSTWORTHY
ACCOUNTABILITY GROUP (TAG)
PLATFORM ALGORITHM CHANGES
BROWSERS BANNING BAD ADS
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
GOOGLE CHROME’S
BUILT-IN AD BLOCKER WILL GO
LIVE ON FEBRUARY 15TH
GDPR
IAB BULGARIA TO INTRODUCE A
SECTOR CODE TOGETHER WITH
CPDP
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.
2018 digital marketing trends and threats
2018 digital marketing trends and threats
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.
BLOCK CHAIN
IMPROVE TRANSPARENCY
TRACK EVERY IMPRESSION
CUT MIDDLEMAN
USE	IN	MARKETING
2018 digital marketing trends and threats
THANKS
HRISTO HRISTOV, CHAIRMAN OF IAB BULGARIA,
AND CEO NETINFO

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2018 digital marketing 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