Angelina Eng

But when it does finally happen, the jettisoning of cookies will fundamentally alter how advertisers track, target, measure, and optimize their campaigns. Angelina Eng, VP of measurement, addressability, and data center at Interactive Advertising Bureau (IAB), says the eventual demise of third-party cookies signals a critical shift for both advertising technology and marketing technology stacks.

Indeed, the influence of the Chrome browser is hard to underestimate, with 65 percent of… Show more

But when it does finally happen, the jettisoning of cookies will fundamentally alter how advertisers track, target, measure, and optimize their campaigns. Angelina Eng, VP of measurement, addressability, and data center at Interactive Advertising Bureau (IAB), says the eventual demise of third-party cookies signals a critical shift for both advertising technology and marketing technology stacks.

Indeed, the influence of the Chrome browser is hard to underestimate, with 65 percent of internet users worldwide in tow and Apple's Safari at a far distant second place with 18 percent, according to Statcounter. "As the industry experiences a loss of traditional data signals, brands must dismantle internal data silos and embrace integrated data models," Eng says, referring to the loss of third-party cookies. Show less

In the rapidly evolving landscape of digital advertising, brands are in a race to capture consumer attention across various channels including banners, videos and social media content.

As a result, the concept of attention has become a crucial metric for understanding the impact of advertisements. However, as we delve into the realm of attention metrics, a collaborative and coordinated approach is essential to ensure proper measurement and establish a solid foundation.

How Digitization and Privacy Are Driving Measurement Innovation.
As digital advertising evolves, so too does measurement. Third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy, old channels are being digitized, and new channels are maturing. Advertisers must adapt measurement strategies without letting their campaigns falter.

1. Digital display has one foot in the future, one in the past. Mobile advertisers have figured out how to… Show more

How Digitization and Privacy Are Driving Measurement Innovation.
As digital advertising evolves, so too does measurement. Third-party identifiers are being ousted in favor of identity solutions that preserve consumers’ privacy, old channels are being digitized, and new channels are maturing. Advertisers must adapt measurement strategies without letting their campaigns falter.

1. Digital display has one foot in the future, one in the past. Mobile advertisers have figured out how to keep the lights on after Apple’s privacy changes and are ready for the next challenge. Meanwhile, cookieless measurement solutions for web campaigns aren’t ready for primetime.
2. Retail media growth is constrained by unrefined measurement. Agencies and trade organizations are answering advertisers’ calls for standardization to enable cross-platform optimization.
3. Out-of-home (OOH) has moved on to measuring outcomes. But not all advertisers are up to speed, and the next big hurdle is making OOH metrics compatible with other digital channels.
4. Podcast measurement is struggling to break free of legacy tech. Although attribution can provide directional insight, download-based metrics are holding the channel back from its full potential.
5. Data clean rooms (DCRs) can help bring everything together. The full omnichannel, outcomes-based picture requires secure, privacy-compliant data collaboration, and DCRs are quickly becoming the most sought-after solution to that problem. Show less

Angelina Eng grew up as an outlier in Queens. While her home life reflected the traditions of her Chinese heritage, outside, she was one of a few Asian children growing up in her neighborhood.

The same was true when she first started in the workplace, very different from the era of diversity, equity, and inclusion we proclaim now. Despite some underlying racial tension, she allowed her work to speak for itself and has subsequently touched every side of the ad tech industry.

In September 2021, the media industry received a wake-up call when the MRC suspended Nielsen’s accreditation for its national and local TV ratings services. This suspension came after it was revealed that Nielsen was undercounting TV viewership, raising questions about the accuracy and reliability of its data, its ability to measure TV viewership and the future of the organization.

For the first time since 2018, the buy and the sell sides of the U.S. ad industry are updating the standard terms and conditions covering digital advertising buys. The American Association of Advertising Agencies (4As), Association of National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) are organizing a joint committee that will begin meeting monthly in April to discuss and negotiate the new updated terms, which are expected to be revised by the end of 2023.

As the digital ad industry continues to suffer from signal loss and the evolution of state-level privacy legislation, the demand for privacy-preserving technology that enables critical, data-driven advertising has never been greater.
As part of our sixth annual State of Data initiative, IAB has commissioned Ipsos to examine how data clean rooms (DCRs) and other privacy-preserving technology, including customer data platforms (CDPs), consent management platforms (CMPs), data management… Show more

As the digital ad industry continues to suffer from signal loss and the evolution of state-level privacy legislation, the demand for privacy-preserving technology that enables critical, data-driven advertising has never been greater.
As part of our sixth annual State of Data initiative, IAB has commissioned Ipsos to examine how data clean rooms (DCRs) and other privacy-preserving technology, including customer data platforms (CDPs), consent management platforms (CMPs), data management platforms (DMPs), and identity solutions are being managed and activated.

A survey of 200 data decision-makers at brands, agencies and publishers, and 20 in-depth interviews reveals that although some companies leverage the capabilities that DCRs offer beyond privacy, most are not using the advanced measurement capabilities. In fact, most data leaders are only scratching the surface with their current use of DCRs.

This report provides ad buyers and sellers, as well as providers of privacy-preserving technology, actionable insights regarding onboarding and adoption, use cases, challenges, and opportunities moving forward with DCRs and other privacy-preserving technology. For key findings – including a list of five things you need to know – and detailed insights, download the report. Show less

Angelina Eng, Vice President, Measurement, and Attribution, IAB, introduces the evolving field of attention metrics, and how marketers are trying to think beyond impressions when it comes to really understanding the impact of their advertising.

Big Questions Loom Over Attention’s Bid for Currency Status.

Executive Summary
1. Attention is dethroning viewability. Viewability’s still important, of course—how can an ad capture a consumer’s attention if they don’t have the opportunity to see it? But by assessing whether the consumer noticed and absorbed the message, attention goes further toward measuring outcomes, which is the savvy advertiser’s ultimate goal.
2. Programmatic pathways are being configured to handle attention.… Show more

Big Questions Loom Over Attention’s Bid for Currency Status.

Executive Summary
1. Attention is dethroning viewability. Viewability’s still important, of course—how can an ad capture a consumer’s attention if they don’t have the opportunity to see it? But by assessing whether the consumer noticed and absorbed the message, attention goes further toward measuring outcomes, which is the savvy advertiser’s ultimate goal.
2. Programmatic pathways are being configured to handle attention. Attention metrics have moved beyond consumer research into real-time bidding strategies. Through agency partnerships and ad tech integrations, attention providers are reducing barriers to use.
3. Attention adoption is high—but unsophisticated. The majority of advertisers worldwide (59.4%) are still just testing the waters, using attention in some of their buys, per DoubleVerify. It’ll take the demands of buy-side heavyweights to move attention into the mainstream.
4. Lack of standardization impedes attention’s prospects as a currency. Big methodological questions around scalability and privacy compliance remain as advertising stakeholders attempt to define attention and introduce auditable standards.
5. But attention could help alleviate AI growing pains. As generative AI (genAI) supercharges the made-for-advertising (MFA) content production process, advertisers can lean on attention metrics to steer ad dollars toward more engaging content, and high-quality publishers can prove their value. Show less

This IAB State of Data 2022 (Part II) report marks the fifth year and sixth installment of IAB’s State of Data research, which examines how changes in privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies are affecting data collection, addressability, measurement, and optimization. For this installment, IAB commissioned MediaScience to conduct a qualitative research study on how brands, agencies, and publishers are evolving their approach to consumer… Show more

This IAB State of Data 2022 (Part II) report marks the fifth year and sixth installment of IAB’s State of Data research, which examines how changes in privacy legislation, the deprecation of third-party cookies and identifiers, and platform policies are affecting data collection, addressability, measurement, and optimization. For this installment, IAB commissioned MediaScience to conduct a qualitative research study on how brands, agencies, and publishers are evolving their approach to consumer privacy, as well as working with their internal and external partners to meet consumer privacy expectations.

The State of Data 2022 Part II: Preparing for the New Addressability Landscape report provides an overview of the scalable solutions currently used by marketers, while investigating reliable strategies and tactics to reach audiences while protecting consumer privacy. This report reveals pressing concerns and issues facing marketers today which, when addressed directly, can result in improved business performance and product innovation, as well as influence lawmakers on the impact their legislation will have on the $189.3 billion U.S. digital advertising industry.

Key insights include:
1. The New Privacy Landscape: Interviewee perceptions of the landscape along with a self-assessment of preparedness, financial impact, and changes in privacy legislation
2. Current Approaches: How interviewees are navigating the landscape, i.e., what can and is being done in terms of data collection, enrichment, addressability, and more
3. Recommendations: Consumer trust & value exchange Show less

Some publishers are raking in the traffic courtesy of Apple News, but not everyone on the buy side is impressed.

IAB Interviews Angelina Eng where she describes the three steps that Ad Operations specialists can follow to become the agency world’s most valuable strategists.

Angelina Eng, VP of Platform Solutions and Activation, explains the recent developments with Firefox and Chrome disabling Flash and why converting content to HTML5 is the path forward.

Merkle Now Using 4C's Socially-Derived Insights to Craft Ad Campaigns That Reach People -- Not Demographics

IAB is driven by the work and dedication of its member companies to grow and improve the digital advertising industry. Understand what IAB is about from member company leaders including Yahoo, Discovery Communications, Conde Nast, Innovid, Grey Advertising, Google, Whitepages, Carat USA, The Street, Varick Media, and more. They discuss their work on Programmatic, Traffic Fraud, Native Advertising,

Refer to marker 3:00

"We have almost too much data at our disposal, and it can sometimes be hard to sift through all of that information and understand what it really means," says Megan Moldovan, Annalect's director of platform logistics. And she's not the only one who feels this way. Digital affords new opportunities to reach more consumers in more ways, and with these changes come challenges for marketers. We spoke with Moldovan along with Kurt Unkel, VivaKi's President of Product and Solutions, and Angelina Eng,… Show more

"We have almost too much data at our disposal, and it can sometimes be hard to sift through all of that information and understand what it really means," says Megan Moldovan, Annalect's director of platform logistics. And she's not the only one who feels this way. Digital affords new opportunities to reach more consumers in more ways, and with these changes come challenges for marketers. We spoke with Moldovan along with Kurt Unkel, VivaKi's President of Product and Solutions, and Angelina Eng, Carat's Vice President of Digital Media Ops, about how digital marketing platforms like DoubleClick can help them overcome data overload and provide the tools they need to plan, execute and measure campaigns. Show less

Co-Registration (aka Co-Reg, Lead Generation, or Lead Gen) is a type of marketing practice specifically focused on acquiring names, postal addresses and/or email addresses for an advertiser. For purposes of this article, I'll be referring it as Co-reg.

Co-reg can be used to acquire business/sales or consumer leads usually for at least one of the following purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member… Show more

Co-Registration (aka Co-Reg, Lead Generation, or Lead Gen) is a type of marketing practice specifically focused on acquiring names, postal addresses and/or email addresses for an advertiser. For purposes of this article, I'll be referring it as Co-reg.

Co-reg can be used to acquire business/sales or consumer leads usually for at least one of the following purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs.

The definition of a lead is often considered a person who signs-up for an advertiser's offer that includes contact information and most often, demographic information.

Co-reg is a very complex program and there are many things to consider. First and foremost, Co-reg can be extremely cost efficient and effective BUT there are several things that are needed in order to make it successful. Show less

As the online market for 18-to-24-year-olds expands, college ad networks are busy locking up relationships with Web site publishers and marketers.

Co-reg can be used to acquire business/sales or consumer leads usually for at least one of the following purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs.

The definition of a lead is often considered a person who signs-up for an advertiser's… Show more

As the online market for 18-to-24-year-olds expands, college ad networks are busy locking up relationships with Web site publishers and marketers.

Co-reg can be used to acquire business/sales or consumer leads usually for at least one of the following purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs.

The definition of a lead is often considered a person who signs-up for an advertiser's offer that includes contact information and most often, demographic information.

Co-reg is a very complex program and there are many things to consider. First and foremost, Co-reg can be extremely cost efficient and effective BUT there are several things that are needed in order to make it successful. Show less