IAB Europe and McKinsey launched economic benefits study

IAB Europe hosted the first presentation of the IAB Europe and McKinsey study

“Assessing the Consumer Benefits of Online Advertising" in the presence of Vice President  Nellie Kroes, European Commissioner to the Digital Agenda, and Sir Martin Sorrell, CEO of WPP, the report sponsors and members of the media, on September 17 2010.

Following the presentation of the study, there was a roundtable discussion about the key findings and their implications for the Digital Agenda with senior industry executives:

• Nellie Kroes, Vice President, European Commission
• Jacques Bughin, Partner, McKinsey
• Hal Varian, Chief Economist, Google
• Paul Westhorpe, Senior Vice President, Prisa
• Philipp Justus, CEO, zanox
• Cyril Zimmermann, CEO, Hi-Media
• Stuart Colman, Managing Director, AudienceScience
• Paul-Francois Fournier, Executive Vice President of Audience and Advertising Line of Business, Orange (tbc)

Download IAB Europe/McKinsey White Paper: Consumers driving the digital uptake - The economic value of online advertising-based services for consumers (September 2010)