Unilever, Nestlé and G14 Mediabrands: Brand and agency insights from IAB Interact 2013

Joseph Clift

Warc


Click here to read Warc's full coverage of IAB Interact 2013


There were four major digital trends and themes discussed by presenters at Interact 2013, a marketing event organised by trade body IAB Europe and held in Barcelona in May 2013.

Brands are increasingly becoming content creators and many of the largest global companies are organising and updating a very broad array of social media pages each day. One major strategy in making brand owners more digitally-aligned has been to increase internal engagement among employees. For all companies, the rise of programmatic buying could cause a big shake-up in how they make and serve their digital ads. And in the background is a broader societal trend: the controversy among consumers about sharing their personal data with marketers.

Brands as content creators