Work at IAB

IAB empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the … Continued

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

How Advertising in News Benefits Brands

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% customer-focused 46% high quality … 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.

Responding to Google’s Recent Privacy Update

The Google announcement has not changed our plans to provide a new portfolio of approaches to addressability, with privacy and with auditable accountability. As expected, major platforms, and advertising and media companies are approaching privacy and data protection differently, but we believe we all share common goals: protecting data, safeguarding privacy, improving user experience, and … Continued