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Online Behavioral Advertising (OBA) Selfregulatory Programme Roadshow

3. November 2015, 09:00 - 13:15

- kostenlos

EDAA_LogoZu den Präsentationen und Fotos vom 03.11.2015

Bis Ende des Jahres sollen die EU Trilogverhandlungen beendet und die EU Datenschutzgrundverordnung beschlossen werden, die eine zweijährige Umsetzungsphase in den EU Mitgliedsstaaten vorsieht. Bis dahin gilt auf europäischer Ebene die sogenannte ePrivacy Richtline (2009/136/EG), die bis 2011 in nationalstaatliches Recht umzusetzen war. Um den Vorgaben dieser Richtlinie zu entsprechen, haben sich IAB (Interactive Advertising Bureau) Europe und 10 weitere Branchenverbände zur European Interactive Advertising Alliance (EDAA) formiert, um ein wirksames Selbstregulierungsprogramm für Werbung, die aufgrund von UserInnenverhalten ausgeliefert wird (=Online Behavioral Advertising – OBA), zu implementieren.

Österreichisch hinkt in der Umsetzung dieser Maßnahme weit hinterher.

Der IAB Austria und der Fachverband Werbung und Marktkommunikation der Wirtschaftskammer Österreich haben für den 3. November eine Reihe führender internationaler ExpertInnen geladen, um umfassende Information zum OBA Selfregulatory Programme zu bieten und für direkte Fragen Rede und Antwort zu stehen.

Sneak Preview: Whitepaper „Digital Advertising’s Job Impact in the European Economy“

Wie bedeutsam die digitale Branche und ihre unbeeinträchtigte Innovationskraft ist, demonstriert ein White Paper des IAB Europe und IHS, das am 9. November veröffentlicht wird. Wir laden den Studienautor Daniel Knapp (IHS), um schon am 3. November die wichtigsten Zahlen daraus zu präsentieren.

  • Wie viele Jobs generiert der digitale Werbemarkt?
  • Welche Arten von Jobs sind das?
  • Welche Skills forciert die digitale Werbebranche? Inwiefern dient sie als Inkubator für Innovation?
  • Welche Quellen und Modelle können dafür herangezogen werden?
  • Welche Stärken und Schwächen haben die ökonomischen Modelle?

Nehmen Sie an der OBA Self Regulatory Road show teil und …

  • gewinnen Sie Verständnis dafür, warum diese Selbstregulierungsmaßnahme notwendig ist und wie UserInnen und die Branche davon profitiert
  • erhalten sie einen klarere Vorstellung davon, wie die Selbstregulierungsmaßnahme die bestehende und bevorstehende Gesetzgebung im Bereich Datenschutz ergänzt, und die Innovationskraft der Branche zu bewahren hilft
  • schätzen Sie ab, wie das Selbstregulierungsprogram in das Business Modell Ihres Unternehmens passt
  • verstehen Sie, welche Schritte Sie setzen müssen, um dem Selbstregulierunsmaßnahme zu entsprechen und welche Benfits die Compliance bringt
  • richten Sie Ihre Fragen zum Selbstregulierungsprogramm direkt an die Experten der beteiligten Branchenverbände aus Brüssel, Deutschland und Wien
  • erhalten Sie einen Überblick über den Status des OBA Programmes auf einem pan-europäischen Level sowie in den Nachbarstaaten
  • lernen Sie wie das Ecosystem der Werbung – von Markenunternehmen über Agenturen und Technologieplattformen zu Publishern – die Initivie unterstützt
  • tragen Sie zu den nächsten Schritten bei, die die österreichische Online-Werbewirtschaft setzten muss, um der Initiative zu entsprechen
  • lernen Sie mehr über die globale Dimension von Selbstregulierungsmaßnahmen in der digitalen Werbebranche
Timing Programm Speaker (größtenteils englischsprachig)
9:00 – 9:30 Meet & Greet, Willkommenskaffee
9:30 – 9:45 Begrüßung

Mag. Markus Deutsch, GF Fachverband Werbung & Marktkommunikation

Dr. Oliver Gray, Director General, EDAA

 09:45 – 10:15  Politische Herausforderungen und die paneuropäische Dimension des OBA Selfregulation Framework Nick Stringer, EDAA Chairman of the Board and Director of Regulatory Affairs, IAB UK
10:15 – 10:45 Erfahrungsbericht der Implementierung des OBA Selbstregulierungsprogrammes aus Deutschland Dr. Joachim Jobi, Head of Public Affairs, BVDW (IAB DE)
10:45 – 11:15 Kaffeepause
11:15 – 12:00 Wie das Programme funktioniert, Statusbericht, künftige Herausforderungen und Entwicklungen

Dr. Ionel Naftanaila, Programme Development Director, EDAA

Dave Barron, Project Manager, EDAA

12:00 – 12:45 Podiumsdiskussion: Erfahrungen bei der Implementierung des Programmes in Europa

Moderator: Oliver Gray, Director General, EASA.

Diskutanten: Ildiko Fazekas, Secretary General, ÖRT, Stephane Martin, Directeur Général, ARPP), James Tebbett, Senior Compliance Executive, ASA

12:45 – 12:50 State of play in Österreich Eugen Schmidt, MMBA, Geschäftsführer AboutMedia, IAB Vorstandsmitglied und Leiter der IAB AG OBA Selfregualtion Framework
12:50 – 13:00 Conclusions Nick Stringer, EDAA Chairman of the Board and Director of Regulatory Affairs, IAB UK

Für Ihre (kostenlose) Teilnahme ist die Anmeldung erforderlich.

Die ExpertInnen

David Barron

David_BarronDavid Barron works for the European Interactive Digital Advertising Alliance (EDAA) as Project Manager, bringing with him valuable experience of advertising self-regulation through his work at the European Advertising Standards Alliance since early 2011. David has played an instrumental role in shaping the EU Self-Regulatory Programme for Online Behavioural Advertising, particularly regarding the setup of the EDAA and its operations to-date.
In addition, David has a particular interest and knowledge of the functioning of national self-regulatory organisations. Having worked on a number of important self-regulatory issues, David has a strong knowledge of effective self-regulation in multiple sectors which is a considerable asset to EDAA in further developing and rolling out the Programme.
David graduated from the University of Bristol in 2010, where he read Modern Languages.
David can be contacted at: dave[dot]barron[at]edaa[dot]eu

Dr. Ildikó Fazékas

Ildiko_FazekasDr. Ildikó Fazékas, former Chairman of EASA is secretary general at ÖRT, the Hungarian Advertising Self Regulatory Board. She was lecturer of marketing communication in the Budapest Business School, and now she is Honorary Professor of marketing communication. She is still lecturer at universities and conferences. She was voted to be among the 20 persons, who had influence, and also among the 20th most important women in the Hungarian advertising industry.

 

 

Dr. Oliver Gray

DrOliver_Gray. Oliver Gray has been appointed as the Director-General of the EDAA and has a strong professional background in effective advertising self-regulation, acting also as Director-General of the European Advertising Standards Alliance (EASA) since 1993. Through this role, Oliver Gray has spearheaded the growth, value and credibility of advertising self-regulation for close to 20 years and his expertise will be invaluable to the ongoing success of the EDAA, bringing effective self-regulation to modern, evolving and increasingly innovative technologies and advertising practice.
Beyond this, Oliver Gray co-chairs the Code Revision Taskforce of the International Chamber of Commerce. In this role he helps devise and coordinate the consolidation of the ICC’s codes in the area of marketing and advertising into a simplified but extended code to marketing communications. This Code has recently been adapted to include specific provisions on Online Behavioural Advertising (Chapter D) which reflect the principles laid out in the EASA Best Practice Recommendation on OBA.
Oliver Gray graduated with a BSc and a PhD from Bath University.

Stéphane Martin

stephane_martinBorn in January 1967, graduated from the School of Advertising Sup de Pub and after studying economics, Stéphane Martin began his career as an animator and director of programs at RVS Radio (Rouen, Normandy) between 1981 and 1984 before becoming a presenter on Radio Porte Océane (Le Havre, Normandy) in 1985. In 1989, he was appointed head of studies of Institut Pretesting Europe (MV2 Group). From 1990 to 1997 he was successively Quality Manager and Assistant Director of Marketing at Avenir France. He was promoted to Marketing Director of Avenir Europe in 1997. From November 1998 to June 2010, Mr. Martin was Deputy Director of the French National Trade Union of Television Advertising (SNPTV).
Designated by the Board of Directors on April 22nd, he is since July 2010, Director General of the French advertising Self-Regulation Organization (ARPP). He is therefore member of the Board of the European Advertising Standards Alliance (EASA) and member of the Marketing and Advertising Commission of the International Chamber of Commerce (ICC).
He is also President of the Insurance Fund for formation of the sectors of culture, communication and entertainment (AFDAS), President of the Medical Center of Advertising and Communication (CMPC), Delegate of Communication section, members’ college of the pension fund AUDIENS. He is a member of the Ethics and Scientific Council of the French funds for Food and Health (FFAS). He chairs with Mr. Gérard Worms ‘La Fabrique des Formats’ (Audiovisual Formats), preparatory mission entrusted to the think tank Club Galilee.

Dr. Ionel Naftanaila

Fotografii decanat ManagementDr. Ionel Naftanaila is a seasoned technology and digital business expert, public speaker and senior university lecturer. He has been at the forefront of shaping and implementing European industry standards on Online Behavioural Advertising.
As EDAA’s Programme Development Director, in addition to assisting in the transposition of self-regulatory principles into detailed specifications, he regularly engages with businesses and regulators, including the European Commission, on matters related to privacy and self-regulation in digital.
Ionel is an experienced public speaker and regularly delivers presentations at major events across Europe. He has a PhD in Management, and he currently teaches undergraduate and post-graduate courses in Management of Information Technology and Project Management.

Eugen Schmidt

Eugen Schmidt

Eugen Schmidt ist Gesellschafter und Geschäftsführer der AboutMedia Internetmarketing GmbH, einer der reichweitenstärksten Vermarktungsgemeinschaften in der ÖWA. Darüber hinaus ist der als Vorstand im IAB Österreich sowie der ÖWA tätig. Seit mehreren Jahren ist er Österreichischer Werberat und Lektor des Online-Marketing-Forum.
In seinem Buch „Verlagshäuser im Wandel“ hat er den digitalen Wandel akademisch aufbereitet und verarbeitet. Er studierte Internationale Betriebswirtschaft und beendete 2011 seinen MBA in Media Management.

 

 

Nick Stinger

Nick_StringerNick Stringer is the Chair of the European Interactive Digital Advertising Alliance (EDAA). Nick brings with him a wealth of industry knowledge and works to cement the EDAA as a successful and responsive actor for European (and global) trust in digital advertising.
Nick is also Vice Chair of the IAB Europe (Interactive Advertising Bureau Europe) Policy Committee, the trade association responsible for promoting the growth of the interactive advertising markets in Europe. IAB Europe represents the interests of more than 5000 members including major media groups, advertisers, agencies, portals, and technology and service providers. Nick is also Director of Regulatory Affairs at IAB UK, which is a Board Member of IAB Europe.
Nick is a leading figure both in the UK and at EU level, working for the optimal policy environment for digital advertising, in particular on privacy issues, and helping to boost the understanding of digital media and its benefits within regulatory and political circles. In his role as Chair of the EDAA, Nick continues to spearhead pan-European efforts to ensure a credible, accountable and responsive system of Self-Regulation for online behavioural advertising.

James Tebbett

James_TebbettJames (Jim) Tebbett is a Senior Compliance Executive at the Committee of Advertising Practice (CAP). He graduated from the University of Nottingham in 2005 with a degree in law and obtained the NCTJ Diploma in Newspaper Journalism in 2007. After four years as a criminal investigator for Brighton & Hove City Council, he joined the CAP Compliance team in 2011, becoming a Senior Compliance Executive in January 2014. Over the last 18 months Jim has chaired the OBA Working Group, which worked to identify ways to improve the OBA programme on a day-to-day basis and establish practical measures for OBA reporting and monitoring. The OBA Working Group, which is soon to reach a successful conclusion, incorporated SROs, certification providers, EDAA and IAB representatives, each bringing their expertise to work together to refine the OBA programme.

Veranstaltungsrückblick: Dowloads & Bilder

Roadshow Agenda

OBA Self Regulatory Programme

Nick Stringer: Political challenges and the pan-European dimension

Joachim Jobi: The German experience

Panel Teilnahme: Ildikó Fazékas

Panel Teilnahme: Stéphane Martin

Die Fotos zum Event finden Sie auf unserer Facebook Seite

Details

Datum:
3. November 2015
Zeit:
09:00 - 13:15
Eintritt:
kostenlos
Veranstaltung-Tags:

Veranstalter

IAB Austria, Fachverband Werbung, EDAA

Veranstaltungsort

Franz-Dworak-Saal (Saal 1) im Oktagon der WKÖ
Wiedner Hauptstraße 63
Wien, 1040 Österreich
+ Google Karte

Details

Datum:
3. November 2015
Zeit:
09:00 - 13:15
Eintritt:
kostenlos
Veranstaltung-Tags:

Veranstalter

IAB Austria, Fachverband Werbung, EDAA

Veranstaltungsort

Franz-Dworak-Saal (Saal 1) im Oktagon der WKÖ
Wiedner Hauptstraße 63
Wien, 1040 Österreich
+ Google Karte