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.
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.
The European Addressable Media Initiative, led by members Finecast, LiveRamp, Amobee, Comscore, Lotame, Magnite, Neustar, OneTrust & PubMatic, was set up in 2022 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.
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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.
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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.
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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