The State of Trust in the Digital Supply Chain
February 2020
IAB Canada Barometer Report
IAB Canada 2018
Scope significantly expanded from 2019’s ‘State of Brand Safety’ survey.
Introduction to 2020 Digital Supply Chain Barometer
i.e. via browser ad filters, etc
i.e. compatible content, no fake news/influencers, etc
i.e. accuracy, relevance
i.e. no hidden rebates/markups
i.e. data confidentiality / identity theft protection: collected according to privacy legislation e.g. PIPEDA/GDPR
i.e. human, not machine; legitimate sites
i.e. not gamed via pixel stuffing
Ad Blocking:
Brand Safety:
Data Integrity:
Fee Transparency:
Legally Compliant:
Valid Traffic:
Viewability:
Seven areas probed in 2020:
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
41% Buy Side and 41% Sell Side
Balanced Buy-side / Sell-side Sample Sizes: (in-field Jan 15/Feb 7, 2020)
35%
3% 3%
27%
14%17%
2%
Media
Agency or
Progrmtc
Unit
Marketer Creative
Agency
Publishers
/ Content
platforms
Ad Netwk,
Exchgs,
DSP/SSP
Ad Tech
Providers
Rsch /
Measurmt
Suppliers
0%
7%
14%
21%
28%
35%
Type of company you work for (one answer only)
BUY-side 41% → SELL-side 41%→
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Top Challenges to Supply ChainPowerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Data Integrity is top challenge to Supply Chain
Next most challenging among Buyers and Sellers alike are Valid Traffic and Legal Compliance. Fee Transparency top-four concern among buyers only.
15%
19%
15%
38%
20%
20%
28%
0% 10% 20% 30% 40%
Viewability
Ad Blocking
Brand Safety
Fee…
Legally…
Valid Traffic
Data Integrity
Most Challenging Aspects of Digital Supply Chain
(percent of sample assigning top-ranked status)
SELLERS
BUYERS
TOTAL SAMPLE
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Who’s on First?
Powerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
SELLERS ‘own’ responsibility for Viewability, Legal Compliance & Brand Safety – assign shared role with AdTech on Data Integrity – pinning the rest primarily on AdTech.
Stakeholder Responsibilities Viewed Differently
80%72%
52%
40% 36% 32…
44%60% 60%
52%
0%
20%
40%
60%
80%
SELLERS Sample% sample: “Most responsible stakeholder”
Publisher AdTech Agency Advertiser
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
(UP vs 13%
in 2018)
BUYERS only accept a primary role for agencies on Fee Transparency - a split publisher/client role on Legal Compliance - parceling the rest across Publishers & AdTech.
BUYERS ‘own’ Fee Transparency – By Agencies
80%72%
52%
40% 36% 32…
44%60% 60%
52%
0%
20%
40%
60%
80%
SELLERS Sample% sample: “Most responsible stakeholder”
Publisher AdTech Agency Advertiser
62%54% 50%
42%38%
46%42%
62% 58%50%
42%
0%
14%
28%
42%
56%
70%
BUYER Sample% sample: “Most responsible stakeholder”
Publisher AdTech
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Acting on Preventative Measures
Powerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Up to six-in-ten firms ‘active’ on both Strategy & Technical Fronts
Conversely up to four-in-ten take NO action against Fee Transparency & Ad Blocking challenges.
65%61%
55% 55% 53%
35% 33%
20%
29% 30%24% 21%
32%39%
0%
14%
28%
42%
56%
70%
Kinds of Actions your firm is taking against each area(percent TOTAL sample)
Both Strategy/Procedures
Technical Investments None
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Peering below the surface, SELLERS appear way more active
Up to eight-in-ten SELLERS take strategic/procedural & technical investment actions on most challenges. Fee Transparency/Ad blocking receive least attention.
80% 80%
64% 60% 60%
44% 40%44%
24%
0%
20%
40%
60%
80%
---- SELLERS Sample ----Kinds of Actions your firm is taking by area
(percent BUYERS sample)Both Strategy/ProceduresTechnical Investments None
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Many buyers only tackling Strategy/Procedures (lower cost?).
Only five-in-ten BUYERS are active on BOTH strategic & technical fronts, but up to four-in-ten more focus just on strategy/procedures.
54% 50% 50% 50% 46%
35% 38%31% 31%
46%27%
31%
0%
15%
30%
45%
60%
---- BUYERS Sample ----Kinds of Actions your firm is taking by area
Both Strategy/Procedures Technical Investments None
80% 80%
64% 60% 60%
44% 40%44%
24%
0%
20%
40%
60%
80%
---- SELLERS Sample ----Kinds of Actions your firm is taking by area
(percent BUYERS sample)Both Strategy/ProceduresTechnical Investments None
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Top Barriers to Taking ActionPowerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Sellers cite COST as Leading Barrier
Conversely Buyers place equal importance on Cost, Expertise and Technical Capacity as ALL standing in the way of a trusted supply chain.
40%
12%
20%
28%27% 27% 27%
19%
33%
26%
21%20%
0%
10%
20%
30%
40%
Costs Associated Knowledge/Expertise Technical Capacity Lower Priority
Top Barriers to Ensuring Trusted Supply Chain(percent of sample assigning top-ranked status)
SELLERS BUYERS TOTAL SAMPLE
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Efficacy of Remedial MeasuresPowerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Sellers more bullish on Efficacy Measures Taken
Lower BUYER scores suggests a significant disconnect; more collaboration needed with SELLERS, especially on Legal Compliance, Data Integrity Fee Transparency.
19%
35%
35%
62%
58%
69%
58%
24%
60%
72%
72%
72%
72%
84%
0% 15% 30% 45% 60% 75% 90%
Ad Blocking
Fee Transparency
Data Integrity
Valid Traffic
Viewability
Brand Safety
Legally Compliant
How effectively is your FIRM addressing each area% sample: well enough to bring under control
SELLERS
BUYERS
TOTAL SAMPLE
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Room for Industry Improvement
Effectiveness scores drop significantly when it comes to Industry measures. However, BUYERS are confident about Brand Safety & Viewability.
19%
35%
35%
62%
58%
69%
58%
24%
60%
72%
72%
72%
72%
84%
0% 15% 30% 45% 60% 75% 90%
Ad Blocking
Fee Transparency
Data Integrity
Valid Traffic
Viewability
Brand Safety
Legally Compliant
How effectively your FIRM addressing each area% sample: well enough to bring under control
SELLERS
BUYERS
TOTAL
SAMPLE
8%
8%
8%
19%
46%
42%
12%
24%
28%
24%
24%
32%
28%
40%
0% 10% 20% 30% 40% 50%
Effective Industry Tools/Stds?% sample: well enough /under control
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Prognosis for 2020 and BeyondPowerful Digital Leadership
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Data Integrity – a longer term Problem
While viewability seems to be addressed, there is a lack of confidence in data integrity, fraud and compliance from the buy side
52%
44%
36%
28% 28%
20%16%
54%
23%
31%
15% 15%
8% 8%
0%
15%
30%
45%
60%
Industry Confidence in Supply Chain for 2020(% sample: “very to extremely confident”)
SELLERS BUYERS TOTAL SAMPLE
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Data Integrity is top challenge to Supply Chain
IAB Tech Lab Data Transparency Initiative
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
1. WhoProvided the data segment
2. WhatAudience segment the label describes
3. HowThe segment was constructed
4. WhereThe original data components were sourced
Respondents willing to invest incremental +45%.
A consensus appears to exist among the main stakeholders, on the shared value of incremental investments in achieving the trusted supply chain.
45% 43% 45%
0%
10%
20%
30%
40%
50%
SELLERS BUYERS TOTAL SAMPLE
Percent incremental investment willing to invest(average)
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Free (or at cost) Industry Resources are Available
Fraud - (ads.txt, spiders and bots list), Viewability and Compliance (ad standards)
45% 43% 45%
0%
10%
20%
30%
40%
50%
SELLERS BUYERS TOTAL SAMPLE
Percent incremental investment willing to invest(average)
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
IAB Canada 2018
1. Data Integrity leads Top-3 challenges cited by Buyers/Sellers
2. Fee Transparency – still an issue on the agency/client side
3. Stakeholders have differing views on ‘who owns’ primary responsibility for what
4. Up to 60% of firms active on multiple supply chain challenges• Sellers more active on Technical Investments, but cite cost as leading barrier
Buyers focus more on Strategy/Procedures (lower cost?).
5. Industry needs to do more - more bullish on efficacy of corporate measures vs industry tools & standards.
6. Sellers much more confident than buyers on the future
Summing up - State of Supply Chain Trust
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
In the Meantime...
The Industry forges ahead:
• Ad Tech Transparency white paper updated for 2020 – completed and available
• VAST/DAAST 4.1 – ready for adoption addressing verification & open measurement
• DataLabel.org – explore it
• New MRC Fraud detection guidelines released for public commentary
• IAB Canada is kicking off ”Gold Standard” discussions that take on an open-sourced baseline approach to acceptable ad inventory – lessening the confusion and the tyranny of choice
• oh right...cookies are dying...we’re on it!
IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020
Thank you for supporting IAB Canada
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IAB Canada Barometer Report: State of Trust in Digital Supply Chain, Canada 2020