The initiative aims to support development of addressable media in European markets.
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 – not just in digital, but in TV, audio, out-of-home (OOH), games and newer media formats and platforms.
For many industry participants, addressability – as well as using authenticated datasets and identity solutions to support ad buys – is the foundation of the new advertising ecosystem, facilitating the delivery of 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 some of the established digital identifiers have resulted in a proliferation of new rules, different frameworks and competing offerings, leading to growing complexity and confusion in many European markets – for ad buyers and sellers alike.
The situation across Europe varies country-by-country. Solutions developed to meet the needs of publishers in one market may not necessarily work in the same way in other markets, and publisher needs vary widely.
Cross-media addressability adds an additional layer of complexity, with significant variations across different media channels – for example, in terms of pricing models, the range and quality of inventory in programmatic buying platforms, and the availability of identifiers at the user, device or household level. The infrastructure required to support cross-media addressability is still taking shape.
Now the European Addressable Media Initiative (EAMI), led by founding members Amobee, Comscore, Finecast, LiveRamp, Lotame, Magnite, Neustar, PubMatic, is aiming to help advertisers, agencies and media owners navigate the new landscape of identity resolution and addressability solutions in Europe.
Roundtable Seminars
The European Addressable Media Initiative, led by founding members Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar and PubMatic, seeks to help advertisers, agencies and media owners navigate the new landscape of identity resolution and addressability solutions in Europe.
Working with The Project X Institute, a media and advertising think tank and advisory collective, the Initiative aims to develop practical recommendations for buyers and sellers of addressable media in the UK, Germany, France, Italy, and Spain. These will be presented at an industry summit later in the year.
As part of the Initiative, we are holding a series of virtual roundtable seminars to explore and discuss the key challenges and opportunities presented by the shift to addressable media, the new identity and measurement solutions landscape and the implications for ad buyers and sellers.
The sessions are primarily for executives on the buy and sell sides of the market – advertisers, advertising agencies, publishers, and broadcasters. All the sessions will be highly interactive with short contributions from a few speakers to stimulate what we hope will
be interesting and constructive discussions.
Attendance to any of the sessions is free of charge and everyone who attends will receive our final report setting out our recommendations for the development of addressable media in Europe as well as an invitation to the industry summit.
The dates and times of the seminars are:
UK Friday 13th May 2-4pm
Italy Thursday 19th May 3-5pm
Spain Monday 23rd May 3-5pm
Germany Thursday 26th May 3-5pm
France Monday 30th May 3-5pm
Register today to reserve your place at
any of the seminars:
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New initiative aims to support development of addressable media in European markets.
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.
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Leading industry participants launch new initiative to support the development of addressable media in Europe
Founding members – Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame, Neustar and PubMatic – will work collaboratively across the European media and advertising ecosystem to support the development of a positive, sustainable roadmap for addressable media
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