IAB partnered with Advertiser Perceptions to survey 300 brand and agency marketing decision makers that invest in games advertising alongside other media to understand its implications, highlighting why these marketers continue to include games advertising, its role in campaign planning and business outcomes, strategies to enhance impact alongside other media, and initial steps to activate.

Key takeaways include:

• Investment in games advertising is on the rise.
• Marketers use games to reach engaged, receptive consumers.
• Games are considered a brand safe and measurable ad platform.
• Games advertising influences the entire purchase journey.
• Marketers are winning with games advertising in the mix.

The post Changing the Game: How Games Advertising Powers Performance appeared first on IAB.

In past years, IAB’s State of Data report highlighted the digital advertising industry’s lack of preparedness for data privacy changes and signal loss, which have significantly altered addressability, measurement, and digital advertising overall. This year’s study, our seventh annual State of Data, now finds the industry fully recognizing the permanence of these challenges, leading to substantial organizational changes including hiring experts, training staff, forming specialized teams, enhancing legal and technological capabilities, and revising advertising strategies.

Key takeaways include:

• The industry has now fully acknowledged the privacy-by-design ecosystem: 95% of data and advertising decision-makers at brands, agencies, and publishers expect continued legislation and signal loss in 2024 and beyond.
• Brands, agencies, and publishers are making significant organizational changes to adapt: Over 80% say the makeup and structure of their organizations have been impacted by legislation and signal loss.
• The market is facing sweeping declines in accessible, high-quality data: About three-in-four advertising and data leaders expect the ability to collect and leverage integral consumer data, including browsing history, PII, and location to be continually reduced while 60% expect the same with demo, user preferences, and behavior.
• Legislation and signal loss have profoundly impacted media planning and buying: Nearly nine-in-ten ad buyers report shifts in personalization tactics, ad spend, and their mix of first, second, and third-party data. Over three-in-four cite selection changes in media channels and KPIs, along with more seller-direct deals. 

The post State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem appeared first on IAB.

Explore the dynamic U.S. podcast landscape by downloading Triton Digital’s 2023 U.S. Podcast Report. Gain access to the freshest insights and trends, uncover audience demographics, premier debuts, and fine-tune your podcasting journey for ultimate success.

The post 2023 U.S. Podcast Report: A Year in Review – Podcast Listening Landscape & Trends appeared first on IAB.

In January, IAB proudly unveiled he final version of these guidelines, a testament to collaborative expertise and industry-wide consensus. This comprehensive framework is not just a set of standards but a roadmap to enhanced transparency and consistency in retail media measurement.

To further support the implementation of these guidelines, the IAB, in partnership with Boston Consulting Group (BCG), introduces the “Retail Media Measurement Guidelines Executive Playbook.” This playbook is more than a companion document; it’s an actionable guide tailored for retailers, brands, agencies, and technology partners. It translates the complex standards into practical steps, offering key strategies and best practices to navigate the nuances of retail media measurement effectively.

This coordinated release of the guidelines and the playbook marks a milestone in our commitment to driving clarity, performance, and growth in the retail media landscape. We invite stakeholders to leverage these resources and join us in shaping the future of retail media.

The post IAB/MRC Retail Media Measurement Guidelines appeared first on IAB.

As the digital economy becomes more privacy-by-design, IAB surveyed over 1,500 consumers to gain insights into their thoughts, preferences, and concerns regarding their personal data and digital advertising overall.​
​
With personal data being a key facet of the free and open, ad-supported Internet, the research gauged to what extent consumers understand what is meant by personal data. It also explored how consumers enjoy and value the Internet, how they perceive the role of advertising, what their willingness is to pay for currently free online services, and what their preferences and concerns are when sharing their data.​

The post The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange appeared first on IAB.

In an era where digital content consumption is growing at an accelerated pace, we’re witnessing an unprecedented shift to creator-driven content. Creator content is not just part of digital content growth; it’s leading the charge.

This exponential growth reflects creators’ abilities to spark cultural movements, make trends go mainstream overnight, and shape purchase decisions. Creator content provides a substantial opportunity for advertising that produces tangible outcomes, and marketers are taking notice.

This report addresses these challenges as well as the opportunities, providing insights on 5 key points:

• Creator content is fueling digital video viewer growth.
• Creator and studio content have unique roles in consumers’ lives.
• Advertisers recognize the opportunity with creator content and spending is increasing.
• It has a tremendous influence on the purchase journey.
• By taking action, advertisers can find success with creator content.

The post The Creator Economy Opportunity: Where Authenticity Meets Impact appeared first on IAB.

• This study provides:
• A view into overall ad spend as well as at the channel level
• A perspective on industry challenges and growth strategies
• Insights into planning timeframes and ad supply chain sustainability practices

The post 2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth appeared first on IAB.

• Owning the Growth Agenda: connecting the dots between marketing, revenue, and profits.
• ESG as an Investment: linking ESG targets and business outcomes.
• The Promise of Partnership: reimagining organizational models.
• A Technological Tipping Point: looking at the many audacious questions that AI poses.
• The New Pioneers: exploring revenue-driving change.

The post The Marketer’s Forecast 2024 appeared first on IAB.

The post Party On: A New Generation of Celebration </br> The Evolution of What, Why, and How We Celebrate appeared first on IAB.

The post DoubleVerify’s Q2 Quality and Attention Benchmark Report appeared first on IAB.