The IAB’s Medi­as­cope Europe research reports cover 28 mar­kets and have more than 50,000 con­sumer reviews. What key insight has the research found for brands? “Become more digital-centric” says IAB Europe Chair­man Alain Heureux.

We sat down with Heureux for our lat­est Mar­ket­ing Min­utes to talk about the need for mar­keters to go digital-first and become involved in the EU Self-regulation for online behav­ioural adver­tis­ing ini­tia­tive.

We’re always on the look­out for dig­i­tal marketing’s best and bright­est. Who would you like to see fea­tured in our Mar­ket­ing Min­utes series? Tell us in the com­ments or tweet us @AdobeMktgCloud with #mar­ket­ing­min­utes