IAB Europe: Survey on Transnational Online Advertising Trading in Europe

This paper from IAB Europe and Screen Digest sets out to explain how trans-national trading works, to give an overview of the advantages and benefits, and to indicate the trends that will drive trans-national trading. It is based on the outputs of interviews conducted by Vincent Létang on behalf of IAB Europe, March-July 2010, with representatives from key international advertisers, media owners and agencies.

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