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Media Adtech Brand Strategy

The European Addressable Media Initiative unveils Expert Advisory Group

By Jon Watts and Ian Maude | Executive Directors

May 4, 2022 | 7 min read

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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.

The 2020s is set to be the decade of addressable media

The 2020s is set to be the decade of addressable media

The European Addressable Media Initiative (EAMI), the new industry program focused on helping advertisers, agencies and media owners navigate the new landscape of identity resolution and addressability solutions in Europe, has now recruited an experienced group of senior executives to serve as its Expert Advisory Group.

The initiative’s goals are to develop a set of practical recommendations for European advertisers and media owners to support trust and growth in addressable media. These will be published in a report and presented at an industry summit later this year.

The new Expert Advisory Group brings decades of experience to the initiative, sharing a commitment to supporting the growth and development of the addressable media ecosystem across Europe. The group includes senior executives on the buy and sell sides of the advertising market as well as key industry advisors from companies including GroupM, Channel 4, ITV, Publitalia ’80, The Ozone Project, Choreograph – WPP’s global data company, Omnicom EMEA, Roku, OMD’s Annalect, IPG’s Kinesso, DatMean, Cairocs Media, law firm Lewis Silkin and other key players.

The full list of members can be seen here.

With the 2020s set to be the decade of addressable media, new possibilities are opening up on connected platforms for audience targeting, measurement, attribution, and optimization – not just in digital, but in TV, audio, out-of-home, games and newer media formats and platforms.

Addressability encompasses a broad spectrum of solutions, from 1:1 targeting using new identity solutions to tailored messaging for different audience segments. These capabilities are the foundation of the new advertising ecosystem, facilitating the delivery of more relevant, people- and privacy-first marketing communications to attention-short consumers, 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, are driving a proliferation of new advertising rules, frameworks, and offerings, leading to growing complexity and confusion for many ad buyers and sellers. Furthermore, solutions developed in one country may not work the same way in other countries. Cross-media addressability adds another layer of complexity.

As we seek to unpack the issues created by the shift to addressable media, we want to tap into the expertise of leading executives and thinkers on the Expert Advisory Group who will play a vital role in helping to explore the challenges and opportunities.

The Expert Advisory Group will collaborate with Project X Institute's team and the founding members of the initiative – Amobee, Comscore, Finecast, LiveRamp, Lotame, Magnite, Neustar and PubMatic – to develop practical solutions and recommendations for ad buyers and sellers.

Miles Pritchard, managing partner for data and tech enablement at OMD EMEA, said, “We talk a lot about the industry coming together to find solutions to our collective challenges, but the EAMI and its Expert Advisory Group are making a concerted effort to bring different stakeholders together to address the changing landscape in a collaborative way.”

Rich Astley, global chief product officer at Finecast, said, “The addressable media landscape continues to change at pace and we are seeing huge demand in Europe. However, the development of a robust addressable media ecosystem is only possible through strong partnerships and investment in technology integrations. We’re looking forward to working through some of the issues collectively with the rest of the Expert Advisory Group, to come up with solutions that can help to create a robust addressable media ecosystem in Europe.”

Hugh Stevens, head of strategic growth at LiveRamp, agreed, “LiveRamp believes the post-cookie ecosystem should improve on what it replaces and is committed to working across the industry to achieve this. To this end, we are creating a new, open ecosystem which provides a level playing field that is trusted, open and neutral – data must be interoperable in a trusted and verified, privacy-conscious manner. We look forward to working with the Expert Advisory Group to continue moving towards a more secure and interoperable advertising market.”

During the coming months, the initiative will begin publishing interviews and emerging findings from its research and analysis, featuring insights and inputs from the members of the Initiative and the Expert Advisory Group.

Sameer Modha, data and effectiveness lead in ITV’s commercial strategy team summarized, “In a world where advertisers can pay as much for information about the viewer as they do for the view, two industries are necessarily coming together, but currently doing so as carefully as porcupines. The need to think creatively about this conjugation, especially in a European context, makes this a timely project in my view, and I can't think of a better group of people to do it with.“

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