IABBRASIL.COM.BR

INSTITUTIONALREPORT

2020

2

IAB IN THE WORLDIAB Brasil is part of a global network that represents digital

advertising in more than 45 countries.

AFRICA NORTH AMERICAEUROPE

ASIA SOUTH AMERICA

South Africa Canada, Mexico, United States.Austria, Denmark, Norway, Portugal, Spain, Germany, Finland, Ireland, Romania, Sweden, Belgium, France, Italy, Russia, Switzerland, Belarus, Greece, Macedonia, Serbia, Turkey, Bulgaria, Hungary, Netherlands, Slovakia, Ukraine, Croatia, Poland, Slovenia, United Kingdom.

Australia, China, Hong Kong, New Zealand, South Asia, India, Japan.

Argentina, Brazil, Chile, Colombia, Ecuador, Peru.

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

3

ABOUT IAB BRASILIAB Brasil (Interactive Advertising Bureau) is an association

working for the sustainable development of digital advertising in

the country through good practices in planning, creating, buying,

selling, broadcasting, and measuring online advertising actions.

As it represents the ecosystem in a wide form, it has companies

from different business areas in its members’ board:

MEDIA VEHICLES AND CONTENT PRODUCERS

ADVERTISERS

ADTECHSRESEARCH INSTITUTES

CONSULTANCIESAGENCIES

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

4

MARCO BEBIANOPRESIDENTGoogle

MARCIO GARCEZADVISORFacebook

ANAMOISESBOARD CHAIRLinkedIn

EDUARDO SCHAEFFERCIRGlobo

MELISSAVOGELADVISORKantar IBOPE Media Brazil

GIOVANNI RIVETTIADVISORAccenture Interactive

CRISTIANE CAMARGOCEOIAB Brasil

PEDRORAMOSADVISORBaptista Luz Advogados

DENIS ONISHIADVISORFCA

FABRICIO PROTICOOTeads

PAULO SAMIAADVISORUOL

RICARDO DIASADVISORAmbev

RAFFAEL MASTROCOLACFOOliver Agency

PAULA PUPPIADVISORWPP

EDUARDO LORENZIADVISORPublicis Brazil

REGINA LIMACLOTwitter

CELIA GOLDSTEINADVISORAmazon

FERNANDO TASSINARIADVISORTaboola

BOARD OF DIRECTORS ADVISORY BOARD

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

5

MEMBERS2020

ACCENTUREETUSFACEBOOKGLOBO.COMGLOBOSATGOOGLEID/TBWAKANTAR IBOPE MEDIAKROTONLINKEDINMERCADO LIVREPUBLICISPWCR7SPOTIFYTABOOLATAILTALENT MARCELTEADSTWITTERUOLVERIZON MEDIA

99 APPAKZONOBELALPARGATASAMBEVAVONAZULBLACK&DECKERBRADESCOCARREFOURCOLGATEDAIICHI SANKYODANONEELECTROLUXESPMFGVFIATGOLHEINEKENHYPERA PHARMAITAÚJ&JJBS

2DESIGNA7E OLEAD DIALETOAD3+ADBACKADOBEADS PLAYADSENSORADSMOVILAGÊNCIA CLICKAMADREAMPFYAPPFLITARABELLAAUDIO ADAÚNICAAWINBANDBAPTISTA LUZBETC BRASILBETTRADSBLINKSBLISBOLDBRUNCHCADASTRACATRACA LIVRECAZAMBACELEBRYTSCI&TCLEAR CHANNEL

KIMBERLY CLARKLATAMLOCALIZAMAGAZINE LUIZAMASTERCARDMCDONALDSMITSUBISHINISSANPAYPALPEPSICOPEUGEOTSANTANDERSKYSMART FITSMILESTIMUNILEVERVIVO

CLICKTUBECLIMATEMPOCOMSCORECONTENT HOUSECRITEO BRASILDANIEL IPDAZNDEEZERDELOITTEDIGITALKSDISCOVERYDOUBLEVERIFYDP6DPZ&TDUNHUMBYDYNADMICELEMIDIAESPNEVENTIALSEXIBERFBIZFCBFELSBERGFLIX MEDIAFOLHA DE SPGAMELOFTGAMNEDGAZETA ONLINEGDBGETBLUEGFK

GHFLYGPCOMGRUPO M&MGRUPO NBSGRUPO NZNHANDSHARIKENHUBIFYI CHERRYI PROSPECTIASIN LOCO MEDIAIN MAKERSINFOGLOBOJAMPPJCDCAUXJOTACOMJOVEM NERDJOVEM PANKAYAKKBM GROUPKPMGLTSAMACHADO MEYERMAIS CLICKSMCGARRYBOWENMEDIA PLUSMEDIAMATCHMICROSOFTMIGHTMIRUM

NAVEGGNETCOSO ESTADO DE SPOLGIVYOLIVER AGENCYOLXOMELETEORACLEPINHEIRO NETOPOSIBLEPREDICTAPSAFEPUBLY AREACH LOCALREAMPREDE VIDAREDETVREPENSEREPRISERESENSEROIXRTB HOUSERUBICONSALLESFORCESAPIENT AG2SBTSEEDTAGSERASA EXPERIANSGRSHOPFULLYSHUTTERSTOCK

ADVERTISERS AFFILIATE MEMBERSFULL MEMBERS

SMART ADSMARTCLIPSOCIAL TAILORSSPACE ADSERVERSPARK/FLUVIPTASTEMADETELARIATERRATRADELABTRANSUNIONTRIBALTUBELABTUNADTURNERVAGAS.COMVE GLOBALVERY SOFTVIACOMVMLWEBEDIAWEBMOTORSWMCCANNWUNDERMANXANDRY&RYDIGITALZYGON

B Y D E C E M B E R 2 0 2 0

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

6

2020: THE DIGITAL YEAR

‘‘‘‘

2020 brought unprecedented challenges to our society and economy. The need for adaptation to this new reality has accelerated, in months, changes that would previously take five years to happen. And led to the emergence of opportunities in the digital world.

The world hasn’t stopped through the internet. It was in digital that people could study, work, get informed, buy, have fun and keep in touch with family and friends.

Digital advertising helped in making these solutions, so important in this moment, viable. It took quality services and content to the people. And has also allowed brands and companies to keep and even increase their income, securing jobs and boosting several sectors in the economy.

The digital advancement is indisputable and there is no regression. IAB Brasil contributes with the development of the market, creating standards and good practices for digital advertising.

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

MARCO BEBIANOPRESIDENT

7

‘‘‘‘

It is remarkable to think how much our lives have been entirely transported practically to the online world in 2020. As we have been deprived of our real and face-to-face connections and we had to look for ways of getting on with our demonstrations of affection, our business and our essential and daily activities.

For IAB Brasil, none of this was different. Perhaps I would dare to say that it was a great opportunity: we had to prove the real value of our connections and to make even more visible our proposal of impact on people’s lives.

Our activities propose connection, collaboration, learning from our peers’ mistakes and successes, challenging what has been set forth to propose new solutions. In 2020 we proved all of this is true and we could feel this positive response from the market.

Despite a complex year in reduction of revenues, the impacts generated by IAB Brasil and our associates’ positive evaluations surpassed our records! Let us cease to offer conversations, good contents, courses and the connections that cause us to endure every day.

To the entire IAB Brasil team, management and associates, I openly express and extend my deepest gratitude and the certainty that we are and will remain strong.

CRISTIANE CAMARGOCEOIAB Brasil

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

8

COMMITTEESCommittees are forums for continuous discussions on topics

that are important for the digital advertising ecosystem. The

meetings are comprised by professionals working directly in the

market, who have challenges related to the proposed themes.

SOCIAL MEDIA, NATIVE, CONTENT & CREATORSCHAIR: ISABELA VENTURA (SQUID)VICE-CHAIR: BARBARA BONO (FCA)

AUDIO, PODCAST,AND VOICE ASSISTANTSCHAIR: STEFAN HABERGRITZ (DEEZER)VICE-CHAIR: ISADORA LEE (AUDIOAD/REDMAS)

AD VERIFICATION ANDFRAUD PREVENTIONCHAIR: VITOR BELLOTE (XANDR)VICE-CHAIR: LUCIANA BURGER (ORACLE)

DATA MANAGEMENTAND PROTECTIONCHAIR: EMMANUEL MARTINS (TAIL)VICE-CHAIR: FÁTIMA LEAL (INLOCO)

PROGRAMMATIC MARKETINGAND AUTOMATIONCHAIR: BRUNO REBOUÇAS (MIGHTYHIVE)VICE-CHAIR: CAMYLLA FIORAVANTE (GLOBO)

LEGALAFFAIRSCHAIR MARCEL LEONARDI (LEONARDI ADVOGADOS)VICE-CHAIR: ANTONIA PATRIOTA (MERCADO LIVRE)

DIGITALVIDEOCHAIR: RAFAEL PALLARÉS (MAGNITE)VICE-CHAIR: VIRGINIA ANY (ELLE BRASIL)

METRICSCHAIR: LEONARDO NARESSI (DP6)VICE-CHAIR: SABRINA BALHES (NIELSEN MEDIA)

UX/MOBILECHAIR: RAFAEL MAGDALENA (MUV)VICE-CHAIR: HELOISA LOPES (YDIGITAL)

COMMITTEES9 WORKINGGROUPS10

MEETINGSIN THE YEAR29 PARTICIPANTS1.593

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

9

GOVERNMENTRELATIONSWith the aim to proactively build the sector reputation and influence

important topics for digital advertising, IAB Brasil has an area dedicated to

Government Relations.

The GovRel area works in the mapping of political movements that may

impact the sector, its main representatives, laws and bills, as well as guiding

the advocacy work as the industry representative.MAIN TOPICS FOR 2020:

AS A SUPPORT TO GOVREL, CONTENT AND COMMUNICATION ACTIONS HELPED TO STRENGHTEN THE POSITIONS RELATED TO THE TOPICS THAT WERE ADDRESSED:

LGPD - MP 959: Extension of the validity of the General Data Protection Law;

Admittance of IAB to the board of CONAR [National Council of Self-Regulated Advertising] to encourage self-regulated advertising;

Educational actions for journalists Articles published in the pressFAKE NEWS - PL 2630/20: Revision and collaboration by IAB to the proposed bill;

Discussions and awareness actions addressed in the committees

Interviews for several vehiclesTCU / Banco do Brasil: Admittance as amicus curiae in the proceeding started by TCU [Federal Accounts Court] related to Banco do Brasil’s advertising investments. As a practical result, the writ of prevention was dropped and the bank may return to its digital advertising activities;

CGU: Revision and joint work with CGU [Office of the Comptroller-General] for the production of a good practice guidebook for buying and propagating digital media.

Publication of good practice guides and safety protocols for brands

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

10

DIGITAL FUNDAMENTALS

PROGRAMMATIC MEDIA - BASIC

PROGRAMMATIC MEDIA PLANNING

PROGRAMMATIC MEDIA BUYING AND SALES

PROGRAMMATIC MEDIA MANAGEMENT FOR VEHICLES

PROGRAMMATIC MEDIA FOR TRADERS

THE IMPACT OF LGPD IN THE ONLINE

ADVERTISING ECOSYSTEM

EDUCATIONIAB Brasil offers webinars, in-company courses and open courses

preparing professionals to work in a practical, safe and efficient

way in digital advertising.

Through the Formar Para Transformar [Qualify to Transform]

program, members have free access to the open courses provided by

the association. The initiative is a result from the support of sponsors

Google, UOL AD_LAB and Verizon Media.

In online versions, the open courses have been also provided for sale to

professionals interested in qualifying.

COURSESPROVIDED20 WEBINARS6IN-COMPANY-CLASS GROUPS16 STUDENTS

IMPACTED5.516

COURSE THEMES

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

AUDIO 360

BRAND SAFETY

CAMPAIGN MEASUREMENT AND OPTIMIZATION

CAMPAIGN ATTRIBUTION

DIGITAL INFLUENCERS: STRATEGIES AND BEST PRACTICES

ANALYSIS, MANAGEMENT AND

ACTIVATION OF MOBILE AUDIENCES

LEGAL ASPECTS OF ONLINE MEDIA BUYING

11

CERTIFICATIONIAB Brasil has launched the Digital Fundamentals certification,

which certifies the individual’s knowledge on the skills required for

digital advertising.

Offered in partnership with Primeira Escolha, the test complies with the

main reference standards in assessments and application processes within

good national and international practices.

TESTSPERFORMED

CERTIFIEDPROFESSIONALS

369258

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

12

EVENTSIAB Brasil’s events took place in a 100% digital environment.

With live streaming and remote participation by national and

international speakers, IAB NEXT 2020 presented a learning path in

2 months of content and live sessions addressing the main digital

advertising topics:

AUDIO AND VOICETRANSPARENCY AND RELIABILITYDATA AND DIGITAL MATURITYVIDEO AND STREAMINGBRANDING AND CUSTOMIZATION

VISITS+4.660A VIEW BEYOND WHAT WE ALREADY KNOW

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

13

PUBLICATIONS AND RESEARCH

ARTICLES30PODCASTS10

PROPRIETARY PUBLICATIONS ON THE TOPICS:8MRC CROSS-MEDIA AUDIENCE

VOICE IMPACTS IN DIGITAL ADVERTISING

GOOD PRACTICES IN DIGITAL ADVERTISING

BRAND SAFETY E SUITABILITY

BRAND PROTECTION IN THE DIGITAL MEDIUM

AUDIO ADVERTISING

BRAND COMMUNITY

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

14

BRAND CHANNELIAB Brasil has launched a new weekly schedule on its YouTube channel.

There were more than 45 videos with information, tips and good

practices for digital advertising in 2 formats:

VIDEOS+45

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

SIMPLIFYING DIGITAL LEADERSHIP TALKS

The main questions on digital advertising

answered in a simple and educational way

by those who are a reference in the theme.

A view on business and management in the

current scenario, presented by big names in

the market, in order to inspire leaders in digital.

15

FINANCIAL RESULTSurplus/deficit statement for the financial year on 12/31 in 2020.

Figures audited by RSM Brasil - Audit, Tax and Consulting | RSM.global

2020 (EM MILHARES DE REAIS)

Association income 3.237

Sponsorship income (Events and content) 1.803

Course income 497

Donation income (research) 120

GOVREL income 280

Exchanges income 156

(-) Operational expenses (Events and content) (574)

(=) Support result 5.519

(-) Administrative and commercial expenses (5.567)

Other income and expenses 14

(34)

Financial expenses (20)

Financial income 75

55

Surplus/Deficit (from financial year) 21

3.500

3.000

2.500

2.000

1.500

1.000

500

0

3.237

(IN THOUSANDS OF REAIS)

ASSOCIATION INCOME

SPONSORSHIP INCOME (PATHS)

COURSEINCOME

DONATIONINCOME

(RESEARCH)

GOVRELINCOME

EXCHANGE INCOME

1.803

497120

280 156

FINANCIAL POSITION 2020

I A B B R A S I L | 2 0 2 0 A N N U A L R E P O R T

2020

ASSOCIATION INCOME

SPONSORSHIP INCOME (PATHS)

COURSE INCOME

DONATION INCOME (RESEARCH)

GOVREL INCOME

EXCHANGES INCOME

53%

30%

8%

2%5%

3%

INCOME SOURCES IN 2020

IABBRASIL.COM.BR

FOLLOW IAB BRASILDIGITAL CHANNELS:

INSTAGRAM LINKEDIN YOUTUBE FACEBOOK TWITTER