The IAB UK Podcast

What really makes Gen Z tick? In this episode, IAB UK’s Tom Stevens digs into LADbible Group’s new Youth Codebook - the biggest-ever study of Gen Z in the UK - with LADbible Group's Director of Marketing Mike Walsh and Research & Insights Manager Lili Donald.From identity and wellness to finance and AI, this generation is curious, confident and far more grounded than stereotypes suggest. Tom, Mike and Lili explore what brands and agencies can take away from the findings, how to build authentic connections with Gen Z, and why comfort, convenience and content now define modern youth culture.Get hold of the full report here: https://docs.google.com/forms/d/e/1FAIpQLSepKmUTehciRVFfxpm-fEprxHlrmdqtYpljAmQcFBBxmwOLoA/viewform

As signal loss scrambles the digital ecosystem, data curation is stepping in to restore clarity and control. Recorded live at IAB UK’s October Last Thursday Club, this episode explores how smart curation can help advertisers navigate a post-cookie world - unlocking access, improving transparency and driving stronger results.Hosted by the IAB’s Head of Ad Tech, Chloe Nicholls, this episode features expert insight from Pubmatic's Mark Williams, OpenX's Rowena Taylor and Azerion's George Evans.Check out all IAB UK's events, including Last Thursday Club events at iabuk.com/events

In Episode 2 of our special miniseries with YouTube, we turn our focus to the biggest screen in the home - the TV.Host James Chandler is joined by Dyana Najdi, Managing Director at Google Advertising, and Alex Glover, Managing Director of Programmatic at Brainlabs and co-author of new Unified CTV Whitepaper, 'Unified CTV: The Power of Broadcaster Content'.Together, they explore how Connected TV has transformed viewing habits, what “Unified CTV” means for advertisers navigating fragmented platforms, and how smarter planning can reduce wasted impressions and reach real audiences.It’s a must-listen for marketers looking to make sense of the evolving TV+ landscape and discover how brands can build truly connected campaigns.Listen, comment, and subscribe, and head over to the IAB UK YouTube channel to watch this episode in full.Read the Brainlabs and YouTube whitepaper here: https://www.brainlabsdigital.com/future-of-ctv-advertising/Sources:https://www.bbc.co.uk/news/business-52376022https://www.endersanalysis.com/reports/viewing-trends-2024-broadcasters-decline-slowshttps://digiday.com/future-of-tv/future-of-tv-briefing-ctv-advertisers-fail-to-reach-80-of-households/

This week on The IAB UK Podcast, James kicks off a special two-part miniseries in partnership with YouTube. In Episode 1, he’s joined by Roya Zeitoune, YouTube’s Head of Culture & Trends for EMEA, to explore how YouTube went from a simple clip of “Me at the zoo” to becoming a global cultural phenomenon.They unpack how creators have reshaped entertainment, music and sport; discuss what brands can learn from authentic creator collaborations; and explore the latest YouTube tools helping marketers stay culturally connectedTwenty years on, YouTube sits at the epicentre of culture and the lessons for brands have never been clearer.Listen, comment, and subscribe to make sure you don't miss Episode 2 of this IAB UK Podcast x YouTube miniseries.__Sources: https://www.guinnessworldrecords.com/world-records/107048-first-video-to-receive-one-billion-viewshttps://www.searchenginejournal.com/seo/meet-search-engines/https://www.youtube.com/trends/report/According to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat.Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.https://bangeri.com/2025/01/28/the-science-behind-gen-zs-love-for-engaging-brand-communitiesAccording to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat. Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.https://www.edisonresearch.com/youtube-is-the-preferred-podcast-listening-service/https://www.buzzsprout.com/blog/podcast-statistics

Recorded just hours before Amazon Ads’ Upfront at The Outernet, this episode takes you behind the scenes of the event to hear about some of the highlights from those most closely involved. First up, James chats to David Amodio, Head of Video Sales Specialists for Northern Europe at Amazon Ads, about how their Upfronts have evolved, what brands can expect from this year’s show, and how Amazon is blending entertainment, innovation and advertising in new ways. Afterwards, he’s joined by Jodie Locking, Head of Digital Marketing at Morrisons, ahead of her appearance on stage, to explore how the supermarket is partnering with Amazon - including a brilliant partnership with Clarkson’s Farm - to create campaigns that deliver for both Amazon's and Morrisons' customers.

We wrap up our week of Superfront specials with Nectar360. James Chandler is joined by Tom Priestman, Director of Client Services, to talk about the rapid rise of retail media and how Nectar360 is putting customers at the heart of their approach. From leveraging Sainsbury’s and Argos data to unlocking shopper insights, Tom explains how Nectar360 helps brands connect with audiences in smarter and more effective ways.This episode gives a preview of what to expect at Nectar360’s Upfront session at Media Upfronts, 14-15 October, where retail media, data-driven strategies and customer obsession will take centre stage.🎟️ See Nectar360 – and all our Superfront partners – at Media Upfronts. Book your ticket today at iabuk.com/upfronts

On day four of our special Superfront series, James Chandler is joined by Bauer Media's George Butler. With household names spanning radio, publishing and digital, Bauer Media is home to some of the UK’s most influential media brands. In this episode, George gives us a taste of what Bauer will showcase at their Upfront – from the power of audio to the importance of trusted environments and engaging storytelling.The conversation highlights how Bauer continues to innovate across platforms, and why their content and audiences remain so valuable for advertisers looking to build meaningful connections.🎟️ Don’t miss Bauer’s session at Media Upfronts 14-15 October at Protein Studios in Shoreditch – secure your place at iabuk.com/upfronts

Halfway through our Superfront partner series, James Chandler sits down with Lena Arbery, Director of Destinations, Travel and Growth, EMEA at Tripadvisor – the world’s most trusted travel guidance platform. They discuss how Tripadvisor helps millions of people plan, book and dream about their next adventure, and what that means for advertisers looking to connect with audiences at key decision-making moments.From evolving traveller behaviour to new opportunities for brands to inspire and engage, Lena previews what Tripadvisor will bring to their Media Upfront session (taking place 14-15 October at Protein Studios in Shoreditch) and why retail, travel and lifestyle marketers should be paying close attention.🎟️ Join Tripadvisor and all our partners at Media Upfronts – book now at iabuk.com/upfronts

In episode two of our Media Upfronts Superfront spotlight series, James Chandler is joined by Josh Partridge, VP & Managing Director, EMEA Sales at Spotify. Together, they dive into how Spotify continues to connect brands with audiences through the power of audio and culture. From innovative formats to data-driven storytelling, Josh explains what makes Spotify unique in helping advertisers tune into the moments that matter most to listeners.With IAB Media Upfronts taking place 14-15 October at Protein Studios in Shoreditch, Josh also shares how Spotify is thinking about the future of digital audio, creativity and brand building on the world’s biggest music and podcast streaming platform.🎟️ Be there for Spotify’s Upfront at Media Upfronts – get your ticket at iabuk.com/upfronts