European Addressable Media Initiative

The European Addressable Media Initiative, led by Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust and PubMatic, in partnership with The Project X Initiative, was established to help ad buyers and sellers in Europe navigate the emerging addressable media landscape.

This report sets out our analysis of the opportunities and challenges and our recommendations for European advertisers and media owners to position their businesses for the addressable, privacy first future.

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European Addressable Media Initiative Summit

The European Addressable Media Initiative, led by Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust and PubMatic, in partnership with The Project X Initiative, was established to help ad buyers and sellers in Europe navigate the emerging addressable media landscape and help support and sustain a vibrant addressable media ecosystem. 

A Summit for the Initiative on 13 October 2022, attended by over 150 industry executives from across Europe, included keynotes and panel discussions with leading advertising, technology and regulation experts.

Videos of the keynotes and panel discussions at the Summit can be viewed below.

Invitation to the European Addressable Media Initiative’s Virtual Summit

The European Addressable Media Initiative, led by Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust and PubMatic, in partnership with The Project X Initiative, invites you to join a virtual Summit where we will present and discuss our recommendations to help European ad buyers and sellers position their businesses for the future.

The Summit is the culmination of an extensive programme of industry engagement, supported by the Initiative members and an Expert Advisory Group of leading executives and experts.

More than 100 industry executives in the UK, Germany, France, Italy and Spain have participated in interviews and discussions for the Initiative, providing a compelling set of perspectives and insights about the addressable marketplace.

As well as presenting our findings and recommendations, the Summit will include keynotes and panel discussions with leading experts on the key issues that will determine future of addressable media in Europe’s major advertising markets.

The Summit will take place on Thursday, 13th October between 3-5:30pm BST (1600-1830 CEST, 10am-12:30pm EDT) and attendance is free of charge. Everyone who attends will receive the Initiative’s report setting out our analysis and recommendations.

Industry speakers and panellists:

PXI speakers and moderators:

Industry initiative to support the development of addressable media in Europe

The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimisation.

Addressability is the foundation of the new advertising ecosystem, facilitating more relevant and effective marketing communications to attention-short consumers and helping media owners to future-proof their businesses.

However, new privacy and data protection regulations, anti-tracking safeguards and the deprecation of established digital identifiers have driven a proliferation of new rules, frameworks and competing offerings, leading to growing complexity and confusion for ad buyers and sellers alike.

The situation also varies country-by-country across Europe. Cross-media addressability adds an additional layer of complexity, with significant variations across different media channels.

Now the European Addressable Media Initiative, led by members Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust & PubMatic, aims to help advertisers, agencies and media owners navigate the new identity and addressability landscape in Europe and develop strategies to position their businesses for the future.

  • The European Addressable Media Initiative is exploring the emerging ecosystem in Europe’s major advertising markets – and is finding advertisers, agencies and media owners grappling with complexity and fragmentation.

    Read the drum article

  • The European Addressable Media Initiative has announced the formation of its Expert Advisory Group, with senior advisors from Channel 4, DATMEAN, GroupM, Interpublic Group, ITV, Omnicom, Publitalia ’80, Roku and many more key players, as it gears up to support the development of addressable media in fast-changing European markets.

    Read The Drum article

  • The 2020s are set to be the decade of addressable media as consumption continues to shift toward connected platforms, opening up new possibilities for audience targeting, measurement, attribution and optimization – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.

    Read The Drum article

 

Initiative members

Finecast

LiveRamp

Amobee

Comscore

Lotame

Magnite

Neustar

OneTrust

PubMatic