INSTITUTIONAL REPORT 2020

IABBRASIL.COM.BR 2

IAB IN THE WORLD

IAB Brasil is part of a global network that represents digital advertising in more than 45 countries.

AFRICA EUROPE NORTH AMERICA South Africa Austria, Denmark, Norway, Portugal, Spain, Canada, Mexico, United States. Germany, Finland, Ireland, Romania, Sweden, ASIA Belgium, France, Italy, Russia, Switzerland, SOUTH AMERICA Australia, China, Hong Kong, New Zealand, Belarus, Greece, Macedonia, Serbia, Turkey, Argentina, Brazil, Chile, Colombia, South Asia, India, Japan. Bulgaria, Hungary, Netherlands, Slovakia, Ecuador, Peru, Uruguay. Ukraine, Croatia, Poland, Slovenia, United Kingdom.

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ABOUT IAB BRASIL

IAB 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:

ADVERTISERS MEDIA VEHICLES AND CONTENT PRODUCERS

AGENCIES CONSULTANCIES

RESEARCH INSTITUTES ADTECHS

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BOARD OF DIRECTORS ADVISORY BOARD

MARCO CRISTIANE RAFFAEL ANA MARCIO PEDRO PAULA DENIS EDUARDO BEBIANO CAMARGO MASTROCOLA MOISES GARCEZ RAMOS PUPPI ONISHI LORENZI PRESIDENT CEO CFO BOARD CHAIR ADVISOR ADVISOR ADVISOR ADVISOR ADVISOR Google IAB Brasil Oliver Agency LinkedIn Facebook Baptista Luz WPP FCA Publicis Brazil Advogados

EDUARDO FABRICIO REGINA FERNANDO GIOVANNI MELISSA PAULO CELIA RICARDO SCHAEFFER PROTI LIMA TASSINARI RIVETTI VOGEL SAMIA GOLDSTEIN DIAS CIR COO CLO ADVISOR ADVISOR ADVISOR ADVISOR ADVISOR ADVISOR Globo Teads Twitter Taboola Accenture Kantar IBOPE UOL Amazon Ambev Interactive Media Brazil

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MEMBERS FULL MEMBERS ADVERTISERS AFFILIATE MEMBERS ACCENTURE 99 APP KIMBERLY CLARK 2DESIGN CLICKTUBE GHFLY NAVEGG SMART AD ETUS AKZONOBEL LATAM A7E OLE CLIMATEMPO GPCOM NETCOS SMARTCLIP FACEBOOK ALPARGATAS LOCALIZA AD DIALETO COMSCORE GRUPO M&M O ESTADO DE SP SOCIAL TAILORS 2020 GLOBO.COM AMBEV MAGAZINE LUIZA AD3+ CONTENT HOUSE GRUPO NBS OLGIVY SPACE ADSERVER GLOBOSAT AVON MASTERCARD ADBACK CRITEO BRASIL GRUPO NZN OLIVER AGENCY SPARK/FLUVIP BY DECEMBER 2020 GOOGLE AZUL MCDONALDS ADOBE DANIEL IP HANDS OLX TASTEMADE ID/TBWA BLACK&DECKER MITSUBISHI ADS PLAY DAZN HARIKEN OMELETE TELARIA KANTAR IBOPE MEDIA BRADESCO NISSAN ADSENSOR DEEZER HUBIFY ORACLE TERRA KROTON CARREFOUR PAYPAL ADSMOVIL DELOITTE I CHERRY PINHEIRO NETO TRADELAB LINKEDIN COLGATE PEPSICO AGÊNCIA CLICK DIGITALKS I PROSPECT POSIBLE TRANSUNION MERCADO LIVRE DAIICHI SANKYO PEUGEOT AMADRE DISCOVERY IAS PREDICTA TRIBAL PUBLICIS DANONE SANTANDER AMPFY DOUBLEVERIFY IN LOCO MEDIA PSAFE TUBELAB PWC ELECTROLUX SKY APPFLIT DP6 IN MAKERS PUBLY A TUNAD R7 ESPM SMART FIT ARABELLA DPZ&T INFOGLOBO REACH LOCAL TURNER SPOTIFY FGV SMILES AUDIO AD DUNHUMBY JAMPP REAMP VAGAS.COM TABOOLA FIAT TIM AÚNICA DYNADMIC JCDCAUX REDE VIDA VE GLOBAL TAIL GOL UNILEVER AWIN ELEMIDIA JOTACOM REDETV VERY SOFT TALENT MARCEL HEINEKEN VIVO BAND ESPN JOVEM NERD REPENSE VIACOM TEADS HYPERA PHARMA BAPTISTA LUZ EVENTIALS JOVEM PAN REPRISE VML TWITTER ITAÚ BETC BRASIL EXIBER KAYAK RESENSE WEBEDIA UOL J&J BETTRADS FBIZ KBM GROUP ROIX WEBMOTORS VERIZON MEDIA JBS BLINKS FCB KPMG RTB HOUSE WMCCANN BLIS FELSBERG LTSA RUBICON WUNDERMAN BOLD FLIX MEDIA MACHADO MEYER SALLESFORCE XANDR BRUNCH FOLHA DE SP MAIS CLICKS SAPIENT AG2 Y&R CADASTRA GAMELOFT MCGARRYBOWEN SBT YDIGITAL CATRACA LIVRE GAMNED MEDIA PLUS SEEDTAG ZYGON CAZAMBA GAZETA ONLINE MEDIAMATCH SERASA EXPERIAN CELEBRYTS GDB MICROSOFT SGR CI&T GETBLUE MIGHT SHOPFULLY CLEAR CHANNEL GFK MIRUM SHUTTERSTOCK

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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 MARCO BEBIANO digital advertising. PRESIDENT

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

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COMMITTEES

Committees are forums for continuous discussions on topics that are important for the digital advertising ecosystem. The METRICS UX/MOBILE CHAIR: LEONARDO NARESSI (DP6) CHAIR: RAFAEL MAGDALENA (MUV) meetings are comprised by professionals working directly in the VICE-CHAIR: SABRINA BALHES (NIELSEN MEDIA) VICE-CHAIR: HELOISA LOPES (YDIGITAL)

market, who have challenges related to the proposed themes. DATA MANAGEMENT PROGRAMMATIC MARKETING AND PROTECTION AND AUTOMATION CHAIR: EMMANUEL MARTINS (TAIL) CHAIR: BRUNO REBOUÇAS (MIGHTYHIVE) VICE-CHAIR: FÁTIMA LEAL (INLOCO) VICE-CHAIR: CAMYLLA FIORAVANTE (GLOBO)

SOCIAL MEDIA, NATIVE, AUDIO, PODCAST, CONTENT & CREATORS AND VOICE ASSISTANTS CHAIR: ISABELA VENTURA (SQUID) CHAIR: STEFAN HABERGRITZ (DEEZER) VICE-CHAIR: BARBARA BONO (FCA) VICE-CHAIR: ISADORA LEE (AUDIOAD/REDMAS)

WORKING LEGAL DIGITAL COMMITTEES GROUPS AFFAIRS VIDEO 9 10 CHAIR MARCEL LEONARDI (LEONARDI ADVOGADOS) CHAIR: RAFAEL PALLARÉS (MAGNITE) VICE-CHAIR: ANTONIA PATRIOTA (MERCADO LIVRE) VICE-CHAIR: VIRGINIA ANY (ELLE BRASIL)

AD VERIFICATION AND FRAUD PREVENTION MEETINGS CHAIR: VITOR BELLOTE (XANDR) 29 IN THE YEAR 1.593 PARTICIPANTS VICE-CHAIR: LUCIANA BURGER (ORACLE)

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GOVERNMENT RELATIONS

With 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 MAIN TOPICS FOR 2020: the advocacy work as the industry representative. Admittance of IAB to the board of CONAR [National Council of Self-Regulated Advertising] to encourage self-regulated advertising; 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;

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

TCU / Banco do Brasil: Admittance as amicus curiae in the proceeding started Discussions and awareness actions Interviews for several vehicles by TCU [Federal Accounts Court] related to Banco do Brasil’s advertising addressed in the committees investments. As a practical result, the writ of prevention was dropped and the bank may return to its digital advertising activities; Publication of good practice guides and safety protocols for brands 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.

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EDUCATION

IAB 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. COURSE THEMES

DIGITAL FUNDAMENTALS AUDIO 360

PROGRAMMATIC MEDIA - BASIC BRAND SAFETY COURSES PROGRAMMATIC MEDIA PLANNING CAMPAIGN MEASUREMENT AND OPTIMIZATION 20 PROVIDED 6 WEBINARS PROGRAMMATIC MEDIA BUYING AND SALES CAMPAIGN ATTRIBUTION PROGRAMMATIC MEDIA MANAGEMENT FOR VEHICLES DIGITAL INFLUENCERS: STRATEGIES AND BEST PRACTICES

PROGRAMMATIC MEDIA FOR TRADERS ANALYSIS, MANAGEMENT AND IN-COMPANY- STUDENTS THE IMPACT OF LGPD IN THE ONLINE ACTIVATION OF MOBILE AUDIENCES 16 CLASS GROUPS 5.516 IMPACTED ADVERTISING ECOSYSTEM LEGAL ASPECTS OF ONLINE MEDIA BUYING

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CERTIFICATION

IAB 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.

TESTS 369 PERFORMED

CERTIFIED 258 PROFESSIONALS

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EVENTS

IAB 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 VOICE TRANSPARENCY AND RELIABILITY DATA AND DIGITAL MATURITY VIDEO AND STREAMING A VIEW BEYOND WHAT BRANDING AND CUSTOMIZATION WE ALREADY KNOW

+4.660 VISITS

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PUBLICATIONS AND RESEARCH

PROPRIETARY PUBLICATIONS 30 ARTICLES 8 ON THE TOPICS: MRC CROSS-MEDIA AUDIENCE VOICE IMPACTS IN DIGITAL ADVERTISING GOOD PRACTICES IN DIGITAL ADVERTISING 10 PODCASTS BRAND SAFETY E SUITABILITY BRAND PROTECTION IN THE DIGITAL MEDIUM AUDIO ADVERTISING BRAND COMMUNITY

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BRAND CHANNEL

IAB 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:

SIMPLIFYING DIGITAL LEADERSHIP TALKS The main questions on digital advertising A view on business and management in the answered in a simple and educational way current scenario, presented by big names in by those who are a reference in the theme. the market, in order to inspire leaders in digital.

+45 VIDEOS

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FINANCIAL RESULT FINANCIAL POSITION 2020 (IN THOUSANDS OF REAIS) 3.500 3.237 Surplus/deficit statement for the financial year on 12/31 in 2020. 3.000 2020 (EM MILHARES DE REAIS) 2.500 Association income 3.237 2.000 1.803 Sponsorship income (Events and content) 1.803 1.500 Course income 497 1.000 Donation income (research) 120 497 500 280 120 156 GOVREL income 280 0

Exchanges income 156 ASSOCIATION SPONSORSHIP COURSE DONATION GOVREL EXCHANGE INCOME INCOME INCOME INCOME INCOME INCOME (-) Operational expenses (Events and content) (574) (PATHS) (RESEARCH) (=) Support result 5.519 INCOME SOURCES IN 2020

(-) Administrative and commercial expenses (5.567) 3% 2% Other income and expenses 14 5% ASSOCIATION INCOME (34) 8% SPONSORSHIP INCOME (PATHS) Financial expenses (20) 2020 53% COURSE INCOME Financial income 75 DONATION INCOME (RESEARCH) 30% 55 GOVREL INCOME

EXCHANGES INCOME Surplus/Deficit (from financial year) 21

Figures audited by RSM Brasil - Audit, Tax and Consulting | RSM.global IAB BRASIL | 2020 ANNUAL REPORT FOLLOW IAB BRASIL DIGITAL CHANNELS:

INSTAGRAM LINKEDIN YOUTUBE FACEBOOK TWITTER

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