2021 Marketplace Outlook

In IAB’s final impact study of 2020, we learned buyers are optimistic about 2021 and expect a 6% overall increase in their 2021 budget (versus estimated actual spend in 2020). However, they have concerns about: 1) Preparing for a cookie-less future / loss of identifiers, 2) The need for 1st party data, and 3) Cross-platform … Continued

Understanding Brand Safety & Brand Suitability

The Best Practices Guide to Concepts, Definitions, Tools, and Transactional Applications   PART 1: Defining the Basics and the Toolkit for Success   Introduction 2020 has been the year of the unexpected. From a pandemic and quarantine to economic crisis to a resurgent civil rights movement and the most polarized our nation has been since … Continued

IAB 250 Direct-to-Consumer Brands to Watch: COVID Impact Report

How have the most forward-thinking direct-to-consumer brands navigated 2020, a year fraught with business disruptions? IAB took a look at our 250 Direct Brands to Watch list to spot success stories, pivots, and operational changes to build case studies all brands can follow to succeed in the remainder of 2020 and beyond. Overall, direct-to-consumer brands … Continued

Brand Disruption 2021 Report

Eight months in quarantine have accelerated the United States’ transition to a “storeless” Direct Brand Economy five times faster than pre-pandemic rates. This report explores how brands of all sizes are innovating to address disruption accelerated by COVID and social unrest. Key findings include: A New Retail Paradigm: “Storelessness” Most categories of consumer goods and … Continued

Streaming Will Soar and More 2021 Predictions

And other new year predictions from IAB CEO David Cohen The year 2020 threw everything it had at us. But the time for playing defense is over. In 2021, it’s time to switch to offense. That doesn’t mean going back to normal, because normal doesn’t exist anymore—and the critical shifts are about far more than … Continued

How Advertising in News Benefits Brands

FULL REPORT NOW AVAILABLE IAB Study Finds That Brands Benefit from Advertising Within News Research finds 84% of consumers feel advertising within the news increases or maintains brand trust Advertising in the News Drives Consumers to Act   Consumers like brands more when they advertise in the news. They find brands: 49% relevant to them 47% … Continued

Big Tech Didn’t Kill the News

As a populist political pendulum swings against Silicon Valley, it has become common to blame technology companies for the ills of democracy in the U.S. and abroad–in particular, the diminution and even the demise of the “fourth estate,” the American news media required for the functioning of free societies. When the Youngstown, Ohio daily newspaper … Continued

IAB Advertising Spend & Revenue Research

Revenue and spend reports from IAB are the industry benchmark for the health of the digital advertising ecosystem. The results reported are considered the most accurate measurement of internet advertising revenues since the data is compiled directly from information supplied by companies selling advertising online.