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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  

Today, leading industry participants Amobee, Carbon, Comscore, Finecast, LiveRamp, Lotame,  Neustar, and PubMatic, in association with The Project X Institute, announced the launch of the  European Addressable Media Initiative, focused on supporting the development of addressable media in Europe.  

The members of the new initiative will work collaboratively across the media and advertising ecosystem to help European advertisers, agencies, and media owners understand the fast-changing landscape of identity resolution, targeting and addressability solutions, identifying practical steps to ensure a sustainable future for digital media, one that safeguards consumer privacy, helps advertisers deliver relevant messages, and supports publishers of all sizes. 

Addressability, especially when rooted in people-based, privacy-first identity, is the foundation of the new advertising ecosystem, supporting the delivery of more relevant and effective marketing communications for advertisers, and helping media owners achieve durability and sustainability for their businesses.  

New privacy and data protection legislation and regulations, anti-tracking safeguards, and threats to third-party cookies have resulted in a proliferation of new rules, different frameworks and competing offerings, leading to complexity and confusion in many European markets for ad buyers and sellers. There is an immediate need for greater alignment and collaboration,  especially as it relates to navigating new and emerging solutions. 

The founding members of this new initiative believe that the media industry has an opportunity for transformation, leveraging identity and addressability to super-charge Europe’s advertising markets, helping to ensure a privacy-first, dynamic, competitive, and open ecosystem that supports media owners and advertisers, large and small. 

As more and more media becomes addressable, the initiative will explore the prospects for common solutions and practices that support growth, innovation, and competition. 

Hugh Stevens, Head of Strategic Growth, LiveRamp, said, “We are proud to be partnering with PXI’s new European initiative and are excited by the prospect of a positive, sustainable roadmap for addressable media. Addressability helps to build consumer trust, put the consumer and the broadcaster in control, and create an environment where advertisers and broadcasters can work closer together to deliver meaningful outcomes for brands. And  ultimately, better audience definitions will bring more advertisers and budgets into a growing  digital TV market.”  

Rich Astley, Global Chief Product Officer, Finecast, said, “We’re at an inflection point in the industry where the next chapter of addressability is just starting to be written. Dialogue and collaboration in the ecosystem are key to ensure we establish sound principles that balance the emerging capabilities of technology solutions with respect for consumer privacy and great advertising experiences. At Finecast, we’re excited to be part of PXI’s new European initiative,  helping our clients navigate to a scalable, sustainable addressable future.” 

The European Addressable Media Initiative plans to work collaboratively across the ecosystem,  to help advertisers, agencies, and media owners navigate the fast-changing landscape of identity and addressability frameworks and solutions and develop a clear roadmap for addressable media in Europe, safeguarding consumer privacy, supporting European media owners and helping advertisers to deliver more relevant messages. 

The initiative will consult across the media and advertising industries in Europe, focusing on key markets, facilitating a programme of events, seminars, and roundtables that will explore the challenges and opportunities ahead.  

Piper Heitzler, Head of Growth EMEA, Amobee, said, “Being at the front and centre of this TV  innovation wave, we have seen that it takes a mutual vision and eager collaboration to deliver win-win solutions for buyers and media owners. Amobee is delighted to partner with the other  organisations in this Initiative to analyse and transform the way we all work together to  provide consumers with a privacy-compliant, personalised and brand-diverse viewing  experience.” 

Carbon is thrilled to champion the voice of the publisher as part of PXI’s high calibre group of companies aiming to bring clarity to the range of audience addressability options and highlight some practical guidance for privacy-compliant profitability in 2022“, said David  Snocken, VP Partnerships at Carbon (AI) Limited.  

In an increasingly complex media environment, with multiple ID frameworks to drive addressable advertising, Comscore is keen to ensure that there is a path to a consistent measurement space that can deliver the cross-media measurement advertisers are demanding”, said Paul Goode, SVP Strategic Partnerships at Comscore. 

“Collaboration is core to Lotame’s DNA. We’re pleased to support this cross-industry project to offer marketers and publishers a bright privacy-first future on the open web”, said Chris Hogg,  Managing Director – EMEA, Lotame.  

Neustar is thrilled to be at the forefront of this initiative helping brands, media owners, and agencies navigate today’s identity challenges, and bring awareness to the opportunities that exist with privacy-compliant solutions in Europe today”, said Michael Schoen, SVP & GM of  Marketing Solutions at Neustar, a TransUnion company. “In fact, Neustar was built on the  principles of Privacy by Design, to design, build, and deliver products and services that respect  your privacy.” 

Emma Newman, Chief Revenue Officer, EMEA, at PubMatic, said, “The media landscape is undergoing a fundamental shift toward a privacy-first world with consumer privacy and consent at the heart. Publishers, buyers, and the ecosystem more broadly need to rethink data-driven advertising. Many approaches are being explored, from alternative identifiers based on email data to reviving contextual targeting, to first-party data. However, one thing remains true: there will not be a one-size-fits-all approach and therefore none of these should be explored in a silo. It takes a true industry effort and collaboration to create a standardised approach to audience addressability which will allow companies to operate seamlessly across borders. We are looking forward to working with our partners and wider ecosystem, to help  brands and publishers succeed in this new digital era.” 

Over the next six months, the European Addressable Media Initiative will look to develop:  

  • An overview of the European identity resolution and addressable media landscape, with a  clear taxonomy of definitions and frameworks. 
  • A review of the key challenges and opportunities, as media owners, agencies, and advertisers look to navigate the expanding universe of approaches and solutions. An analysis of the major decisions facing participants in major European advertising markets, as they look to grow and develop and implement effective, privacy-compliant targeting solutions that help them achieve their business objectives. 
  • A set of practical recommendations for European advertisers and media owners to support trust and growth in addressable media.

The new initiative is being led by The Project X Institute (PXI), a brand-new think tank and strategic advisory collective for the media and advertising industries, founded by industry veterans Ian Maude and Jon Watts. The PXI team will be supported by a highly experienced team of the Institute’s Advisors-in-Residence, including Dr. Daniel Knapp, Joy Baer, Jamie West,  Fiona McKinnon, Ashley MacKenzie, Tomas Salfischberger, and Benedict Evans.

Senior executives from the founding members will be discussing the new initiative and development of the European addressable media market at a special launch event, hosted online in January. To register for the event, please email eami@projectxinstitute.com.  

About the founding members of the European Addressable Media Initiative 

Amobee provides technology that understands how people consume content today. Only  Amobee makes it easy for you to find your audience – no matter where they are, no matter what they’re viewing. We help brands, agencies, and media companies unify audiences to optimise advertising results across all linear TV, connected TV, and digital, including social media to deliver the results that drive customer growth. Amobee is a wholly-owned subsidiary of Singtel, one of the largest communications technology companies in the world, which reaches more than 675 million mobile subscribers. The company operates across North  America, Europe, Middle East, Asia, and Australia. For more information, visit amobee.com or follow @amobee. 

Carbon RMP (revenue management platform) is a real-time, first-party platform that consolidates revenue & audience analytics, contextual intelligence, data management, and yield operations into a single, fully compliant solution. By providing a seamless view of how editorial, audience, and revenue operations interact, Carbon enables better content, buy-side, and sell-side decisions through yield optimisation, and data-driven audience development,  activation & monetisation, with compliant, end-to-end transparency. For more information,  visit carbonrmp.com

Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting, and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top, and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale,  Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. For more information, visit comscore.com. 

Finecast is the UK’s leading addressable TV business, helping brands address premium, big screen viewers as they fragment across an expanding universe of TV platforms. Our solutions enable advertisers to precision target viewers across multiple on-demand, linear and live streaming TV environments, whilst helping advertisers address hard-to-reach TV viewers through a single access point, with standardised and independent measurement. For more information, visit finecast.com

LiveRamp is the leading data connectivity platform for the safe and effective use of data.  Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.liveramp.uk

Lotame delivers flexible data solutions to future-proof connectivity and drive performance across all screens. Marketers, media owners, and platforms rely on our innovative and interoperable solutions, powered by our identity platform, to onboard, enrich, and address audiences. Lotame is headquartered in the United States and serves global clients in North  America, Latin America, Europe, Middle East, Africa, and Asia Pacific. Learn more at www.lotame.com. Lotame and related logos are registered trademarks or trademarks owned by Lotame Solutions, Inc. in the U.S. and/or other countries. All Rights Reserved.  

PubMatic (NASDAQ: PUBM) delivers superior revenue to publishers by being an SSP of choice for agencies and advertisers. PubMatic’s cloud infrastructure platform for digital advertising empowers app developers and publishers to increase monetisation while enabling media buyers to drive return on investment by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has been expanding its owned and operated global infrastructure and continues to cultivate programmatic innovation. With a globally distributed workforce and no corporate headquarters, PubMatic operates 16 offices and eight data centres across North America,  Europe, and Asia Pacific. For more information, visit pubmatic.com

TransUnion (NYSE: TRU) is a global information and insights company that makes trust possible in the modern economy. We do this by providing an actionable picture of each person so they can be reliably represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good®. A  leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences, and personal empowerment for hundreds of millions of people. http://transunion.com.  

Neustar, Inc., a TransUnion company, is a leader in identity resolution providing the data and technology that enable trusted connections between companies and people at the moments that matter most. Neustar offers industry-leading solutions in marketing, risk, and communications that responsibly connect data on people, devices, and locations, continuously corroborated through billions of transactions. Learn how your company can benefit from the power of trusted connections. https://www.home.neustar. 

About The Project X Institute 

The Project X Institute is a new think tank and advisory collective, dedicated to solving complex challenges across the media, advertising, entertainment, technology, and sports markets.  

We bring together some of the most experienced executives and sharpest minds in the sectors we cover to help companies, policymakers, and investors. We provide an alternative to traditional consulting firms, combining heavyweight expertise with a flexible and nimble approach adapted to each client’s specific requirements.  

Founded by industry veterans Jon Watts and Ian Maude, the Institute’s team of senior advisors bring their unique expertise, market knowledge, and ability to provide advice at the highest levels to bear on key challenges in the connected world.  

For more information visit projectxinstitute.com.