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PTPC Webinar – Update on Chrome Topics (april2022)

On January 25, Chrome announced Topics, a new Privacy Sandbox proposal for interest-based advertising. Topics are recognizable interest categories (for example “Fitness” or “Family Travel”) that represent the user’s top interests, based on their recent browsing history. The Topics API can be used to help personalize ads, without sharing specific sites the user has visited. Users can see their topics in Chrome’s settings, remove any they don’t like, or disable the feature altogether. The Topics proposal replaces and improves upon the earlier FLoC proposal.

Many of the features of the Topics proposal were informed by FLoC feedback, and Chrome is eager to work with the web community to test and refine this new proposal.

Scott Friesen, Strategic Partnerships, Chrome shared the latest from Chrome on Topics in this webinar on 28th April 2022.

Scott’s presentation deck is available to view below.

Scott manages Chrome and Web Partnerships in the UK and has 10 years experience working on web and advertising technologies. At Google he has previously worked on launches of new web app APIs and performance initiatives with publishers, content creators and platforms. Since 2019 he has been helping to educate the web ecosystem about the Privacy Sandbox, Chrome’s efforts to protect people’s privacy online while enabling a sustainable open web.

Customer Acquisition Workshop for Retailers – Recordings

IAB Ireland was delighted to partner again with Retail Ireland Skillnet to deliver this Customer Acquisition Acceleration Workshop for the retail sector – on Tuesday 17th May, from 10am – 12pm.

Recordings of each presentation is below.

Our speakers are all practitioners working in the digital advertising space

Speakers & Topics:

Meabh Connellan, Senior Director, Digital Strategy, Spark Foundry

Meabh shared the latest research from Core on consumer confidence and sentiment, and what that means for the retail sector. Meabh also had tips on working with influencers or rather content creators to make connections and grow your customer base.

Amy Owens, Industry Manager, Ireland, Google

Amy spoke about the the power of your own first party data in customer acquisition and how to integrate that data with your other online marketing. She also shared some Google insights and actionable takeaways to help retailers reach more customers.

Johan Slattery, Snr. Manager Ireland & UK, Quantcast

Johan presented some background on third party cookies and how cookieless solutions are already being deployed in preparation for the loss of 3rd party cookie on Chrome.  

Sarah Doherty, Senior Strategic Client Manager, EMEA, VidMob

Sarah shared the importance of the first three seconds of a video ad and how it can significantly impact performance metrics. Uncover how small creative details, like a model’s eye gaze, are either helping or hindering your ad performance with insights from VidMob’s Eye Gaze study across social platforms.

Clodagh Heskin, Senior Strategic Account Manager, Meta

Clodagh presented about how to connect with and reach more consumers, best practice in segmenting and targeting customers and how Learning mode on Facebook works and how to learn from the insights to run more efficient campaigns.

IAB Connect 2022 – Presentations


We were delighted to return to face to face events with IAB Connect 2022 – on Tuesday, May 10th, 2022 at The Alex Hotel, Dublin.

Our theme was: Engaging the new supercharged digital savvy consumer.

Scroll down to see our presenter decks below, and do get in touch with maeve@iabireland.ie if you have any other queries.


10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Joan Hallinan, Senior Digital Marketing Manager & Stephen Cleary, Social Media Manager, National Lottery

‘Understanding which social media platforms deliver the highest levels of attention and how to maximise it through creative’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Tom Ellis, Director of Ad Creative, EMEA, Yahoo

‘Delivering an engaging & emotive advertising experience within the world of gaming.’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Micheal Scully, Director of Sales, Ireland, Acast

‘Creative Best Practice in Podcast Advertising’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Antoinette O’Callaghan, Marketing Manager, Global

‘The Offline Digital Influence’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Molly Rowan-Hamilton, Strategy Director, Brand Opus

‘The secret of powerful brand storytelling, in the digital age’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

Garrett Tallon, Account Director, Quantcast

‘Using data to attract your next, new customers at scale’

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

11.40 Tiernan O’Morain, Head of Culture, Entertainment, Media & Digital, Diageo

‘D&I and Progressive Media’

Presentation to follow

10th May, 2022.IAB Connect Ireland IAB Connect H1 2022 conference at Alex Hotel, Dublin.Photo: Barry Cronin info@barrycronin.com 087-9598549

12.00 PANEL: Getting the Balance right : Brand Safety/Quality Content and D&I

Moderated by:

Doug Farrell, Group Head of Digital Strategy, DMG Media Ireland


Ian Maxwell, CEO & CoFounder, Converge Digital

Tiernan O’Morain, Head of Culture, Entertainment, Media & Digital, Diageo

Lisa Connell, Managing Editor, GCN (Gay Community News) Publishing

Helen Beecher, Group Digital Development Director, OMG Ireland

12.40 Close

IAB Ireland / PWC Online Adspend 2021 study launched


IAB Ireland Press Release

13th April 2022

Irish Digital Advertising Spend grew by 27% in 2021 according to the latest IAB Ireland / PwC Online Adspend Study published today.

  • Total digital ad spend was €830m in 2021, reflecting a growth of 27% from 2020. 
  • Online display advertising grew 40% to €498m in 2021, with Social and Video cited as the primary drivers.
  • Spend on Display excluding Social grew by 28% to €112m in 2021.
  • Search advertising grew by 10% to €288m.
  • Classified advertising grew by 15% to €43m, retaining a 5% share of total online adspend.
  • IAB Ireland adspend participants predict digital adspend growth in 2022 of 15% on average.

Digital advertising spend in the Irish market for 2021 reached €830m according to the latest results of the IAB PwC Online Adspend report, reflecting a growth rate of 27% year-on-year (YoY).

Display advertising grew by 40% to €498m in 2021, which was driven by the growth in Social at 41% YoY and Video at 53% YoY. Display advertising holds a share of 60% of the total Irish digital advertising market.

Search advertising grew by 10% YoY in 2021 with an adspend of €288m and a share of 35% of the total Irish digital advertising market.

2021: Growth in digital consumption in Ireland 

More Irish people spent time online and relied on digital services for both work and leisure activities in 2021 than ever before. CSO reported 70% of internet users were active on social networks and 84% used instant messaging platforms including WhatsApp and Messenger. eCommerce also saw a dramatic take off in 2021 with CSO reporting 80% of internet users purchased online.

Commenting on the study results Suzanne McElligott, CEO, IAB Ireland, said, “2021 saw a dramatic take off in eCommerce as businesses increasingly adopted digital channels to recruit, engage and fulfil consumers during the pandemic. The strong 27% digital adspend growth recorded in 2021 reflects digital moving centre stage for Irish advertisers from SMEs to large local and global brands.”

Connor Mace, Strategy Manager at PwC, added: “The key adspend growth drivers continue to be Video & Social. Video advertising grew by 53% in 2021. Social Display at €375m grew by 41% and now accounts for 76% of all display adspend, however, it is also important to note that non-social display grew by 28% in 2021 and is 14% higher than in 2019 (pre-pandemic) which reflects a strong performance for publishers in the Irish market.”

David Monaghan, Chairman of IAB Ireland Board and Commercial Director, News UK and Ireland said, “The 2021 adspend report illustrates the resilience of the Irish advertising industry with positive growth across formats. All indicators for 2022 continue to predict digital growth. One area to watch is Digital Audio. With 71% of Irish adults now listening per week* it is not surprising that the digital audio adspend of €11m in 2021 is highlighted by adspend participants for further growth in the year ahead.”

*IAB Ireland/Red C Research: Listen Up Audio 2021


For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, Tel: 086 852 2291 and Email: maeve@iabireland.ie


Important notes to editors:

  • The IAB has been working with PwC since 1997 to survey the value of Online Adspend in Europe and North America.
  • 20 leading publishers and 2 adnetworks/sales houses participated in the study, many of whom represent multiple websites. Other participants include advertising agencies. 
  • Participating publishers were selected on the basis of traffic data and market knowledge. We estimate that our study accounts for 90% of online adspend in Ireland. Reported figures are not adjusted to account for other organisations that have been included.  Participation is on a voluntary basis.
  • Total advertising revenue is reported on a gross basis (i.e. including commission). Figures and percentages are rounded.  In some area advertising formats are not mutually exclusive – there is some overlap across specific formats.
  • Adspend revenue is drawn up on the basis of actual figures provided by the study participants on a confidential basis to PwC. The study results are prepared by PwC based on the figures provided by participants, which have not been audited by PwC.
  • Google, Meta (including Instagram), Twitter, Snapchat, Pinterest, LinkedIn do not publish their earnings from Irish advertisers. Instead PwC in conjunction with IAB created an independent estimate of their revenues from Irish advertisers and agencies, by extrapolating from spend data provided directly by a representative sample of their clients. 
  • RTÉ does not submit data to the IAB PwC Adspend Study. However, RTÉ’s digital adspend is deduced through a Freedom of Information request as well as discussions with Ireland’s leading advertising agencies.
  • Programmatic advertising is the buying and selling of online advertising inventory through automated methods rather than human actions. This includes but is not limited to Real-Time Bidding (RTB).

About IAB Ireland

IAB Ireland (www.iabireland.ie) is the trade association for the Irish online advertising industry. As a not-for-profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is licensed by IAB US and is a member of the IAB Europe network. The IAB network shares three core objectives, namely to; prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.

About PwC

At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 158 countries with over 250,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com.

PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.

Supporting our colleagues in IAB Ukraine


IAB Ireland alongside IAB Europe and national IABs across Europe are united in our support for our colleagues in IAB Ukraine and the people of Ukraine during the military invasion of their country. 

Ukraine has an educated population with math, science, graphic design and other skills that are highly sought-after within the digital advertising industry.  Many initiatives have been launched to try to help both Ukrainians who are still in Ukraine and refugees to find work online.  We would like to share the ADAID EU platform which has been developed by the Polish advertising industry to assist Ukranians with digital advertising skills to seek positions in the European digital ad industry. The website is in English and is user friendly.

IAB Europe publishes FAQs on APD’s TCF ruling


Following the Belgian Data Protection Authority’s ruling (APD) in respect of the Transparency and Consent Framework, IAB Europe has shared an FAQ document which provides clarification on what the decision means for the TCF and the companies who use it.

The FAQ addresses the key questions in respect of the TCF including:

  • Are TCF CMP pop-ups illegal? 
  • Should all data collected via the TCF be deleted?
  • Will IAB Europe appeal to the Market Court?
  • Will the TCF be made into a code of conduct?
  • Are TCF participants at risk now towards their local Data Protection Authority?

You can read and download the FAQ document here.

The Belgian Data Protection Authority’s (APD) ruling can be read here.

IAB Europe’s statement in response to the decision by the APD is available to read here.

IAB Europe new guide to In-App Advertising


In-App Advertising is an exciting growth area and provides many opportunities for advertisers today. But as with any new or emerging channel or format, there are still barriers to overcome, including fundamental industry changes that are
affecting digital advertising – and the in-app advertising market in particular – such as Apple’s IDFA.

IAB Europe has developed a really useful guide to In-App Advertising.

The guide covers:

  • The evolution of the In-App Marketplace, and the In-App opportunities for both brands and publishers.
  • In-App Formats and an update on the Coalition for Better Ads latest research (2021) to avoid bad ad experiences in In-App environments.
  • Measurement: leveraging privacy-friendly Attention metrics, OM SDK, VAST 4. x and the Deprecation of VPAID.
  • Other Industry Changes & Challenges
  • In-App Advertising and CTV

As we move into 2022 and beyond, consumer privacy will play a more prominent role in ad targeting that is based on user data collection, and advertisers will continue to look for more control; buyers worldwide are already utilising PMPs to help them protect their branding and avoid ad fraud and this will continue to form a fundamental part of the planning process.

On the other side, online publishers with their own mobile apps will be able to make use of first-party data, leveraging it to build audiences, and media buyers can really start to take advantage of the rich data points that mobile inventories can offer in terms of targeting, ROI, and customer experiences. Video ads will also continue to lead in this space.

Many thanks to our colleagues in IAB Europe and the contributors for producing a really useful and practical Guide to In-App advertising. Check it out here.

Statement re: Belgian Data Protection Authority (APD) Ruling


The Belgian Data Protection Authority (APD) issued its decision in connection with its investigation of IAB Europe. 

The decision confirms the finding that IAB Europe is a data controller of the TC String, which the APD considers to be personal data. A number of remedies are imposed, including a fine of EUR 250k. IAB Europe is required to submit an action plan within two months to address the purported infringements in relation to its own role in the TCF, and then to execute the plan over a six-month period once the APD has approved it.  The APD is also using the opportunity of the ruling to require changes to the TCF, including that legitimate interests be excluded as an available legal basis for at least certain data processing purposes.

The TCF has not been banned, as the complainants had sought in their original complaints and throughout the proceedings.  It remains the industry’s most important instrument for ensuring compliance with certain requirements of EU privacy and data protection law in connection with the delivery and measurement of digital advertising, which is why the APD decision requires IAB Europe to develop and execute the action plan. 

IAB Europe has posted a statement in response to the decision by the APD on its website here for your reference.

Further updates on the ruling and next steps for TCF and the digital advertising industry will be provided.

IAB Ireland

3 February 2022

Digital Reboot – Agency Predictions 2022


Our first 2022 Digital Reboot webinar in partnership with Mediahuis, took place on Wednesday 26th January – on Zoom from 2-3pm.

Each new year brings the annual focus on advertising/media/tech predictions.  In this Digital Reboot webinar, our panel of agency members discussed the key trends they are discussing for 2022 and the associated challenges and opportunities for clients.

With thanks to our moderator:

Adrian Weckler, Technology Editor, Irish Independent & Sunday Independent

And our panelists:

  • Shane O’Leary, Media & Performance Practice Lead, Accenture Interactive Ireland
  • Oilbhe Doyle, Business Director, Carat
  • Dave Macken, Head of Group M Services
  • Adam Taylor, Head of Strategy & Planning, Havas Media Ireland
  • Aisling O’Sullivan, Board Director, Starcom Ireland

View the webinar recording here.

With thanks to our Digital Reboot Partners:

Targeted ads are vital for Irish businesses


Amid the uncertainty of repeated Covid-19 lockdowns, commerce was driven almost exclusively online and targeted advertising proved to be one of the few effective and affordable ways for businesses to increase sales. In two years of precipitous decline across multiple sectors of the economy, many businesses found a lifeline online that enabled them to sustain themselves and even grow throughout the pandemic.

Irish SMEs are more reliant than most on their online footprint: recent research by the European Commission found that 27 per cent of turnover for SMEs came from online sales, compared with an EU average of 12 per cent, and almost a third of Irish SMEs sell online, many of them utilising low-cost, essential tools to reach new customers, such as targeted ads.

But with the growth in targeted ads has come misconceptions about how they work and who they serve: for example, that targeted ads take advantage of users and offer them nothing in return. This quickly became the prevailing narrative amongst some Members of the European Parliament in Brussels, who proposed to ban all forms of targeted ads in the EU’s Digital Services Act (DSA). While a wholescale ban on targeted ads was dropped by MEPs, several new amendments that would put the ad-supported economy at risk were accepted in a vote in Strasbourg this week. A number of these provisions give cause for concern for those who support a prosperous, innovative and secure European digital market.

In particular, sweeping new language that would aim to address the so-called ‘dark patterns’ could unnecessarily overlap with the existing legal provisions in the EU consumer law, as well as the privacy and data protection framework. These provisions could ultimately restrict users’ experience online, strengthen the gatekeeper role of dominant players, stifling innovation, and would weaken the foundations of a free, ad-supported internet. These effects would be felt most harshly by smaller players: SMEs, publishers and start-ups looking to get a foothold in the market.

SMEs employ more than two thirds of Ireland’s workers, comprise 99.8% of Ireland’s businesses and drive almost 40% of gross value added. The government has prioritised  the need to help SMEs realise their online trading potential, and helped more than 4,300 small businesses to do just that last year.

Targeted advertising is also deeply interwoven with the promotion of a pluralistic media landscape and a free and open internet. It is no understatement to say that advertising funds a free internet, and without it, publishers would be forced to seek alternative funding models for which consumers have only a limited appetite. A 2017 GfK survey found that more than two-thirds – 68% – of European internet users would never pay for news online, while in the 2018 Digital News Report, only 12% of Irish respondents knew that online news was typically not profitable. Research by IAB Europe found that fewer than half of internet users would be willing to pay for more than three subscriptions. 

Restricting targeted advertising would stem the flow of funds to an already struggling media sector and undermine digital diversity. But there are implications for innovation too.

Ireland is an attractive hub for tech and startups, with venture capital investment rebounding to almost half a billion euro in Q4 of 2020, and is the European home to some of the biggest online advertising companies in the world, such as Meta and Google. Our stake in this fiercely competitive global market is significant, and harsh restrictions on targeting would stifle the growth of Irish and European champions, and harm our ability to compete on a global scale.

The debate around targeted advertising is not just about advertising. Heavy restrictions on targeted ads, either directly or indirectly, could have significant and potentially irreversible ramifications for Ireland’s economy, media and cultural diversity. Policymakers must exercise caution as the DSA enters the trilogue negotiations. 

IAB Ireland will continue to work with our members in engaging with Irish MEPs and Irish government officials highlighting the potential unintended consequences of the DSA for the Irish digital advertising industry and the economy.  We are collaborating on this important work with our colleagues in IAB Europe and an active network of national IABs throughout Europe.

Suzanne McElligott is CEO of IAB Ireland, a board member of the Advertising Standards Authority of Ireland and director of IAB Europe, as well as a member of IAB Europe’s taskforce for Quality Initiatives/Standards. In addition, she has represented IAB Europe on global standard initiatives such as the Coalition For Better Ads.