NEWS20 February 2015

Mobile privacy and brand safety top challenges for mobile advertising

BELGIUM — The Interactive Advertising Bureau (IAB) Agency Snapshot study has revealed that one in two media agency employees want to know more about complying with mobile privacy and brand safety on mobile.

The study, released by IABs Europe, UK, France, Germany, Italy and Spain, was carried out in partnership with YouGov to assess agency approaches to mobile advertising over the last year.

Results showed that 60% of media agency employees said mobile was a regular part of client proposals. 57% of employees wanted to know more about complying with mobile privacy and 45% wanted to know more about brand safety on mobile.

The survey was completed by 154 media agency employees across the five European markets. Full results can be found here.