IAB Research Archives

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Growing Programmatic DOOH: Opportunities and Challenges Benchmark Study

Sponsored by This report was produced by IAB. The final report, findings, and recommendations were not influenced by external sponsors. This IAB study, conducted by PwC UK, interviewed senior industry executives across media companies, ad tech companies, and agencies. All expressed their enthusiasm about the potential of programmatic digital out of home (pDOOH) campaigns to … Continued

About the California Consumer Privacy Act (CCPA)

About the Law Companies that do business in California, regardless of where they are located, must comply with the law if they exceed one of the following thresholds: (i) have annual gross revenues in excess of $25 million; (ii) buy, sell, or receive or share for commercial purposes personal information gathered from 50,000 or more … Continued

B2B Account-Based Marketing Playbook

Download How to Identify Audiences Effectively and Execute ABM Strategies in the Digital Marketplace This Playbook is designed to help B2B marketers understand the necessity of having a digital approach in order to jump start and optimize ABM, understand how to identify audiences effectively and execute ABM in the digital marketplace with the goal of … Continued

IAB Internet Advertising Revenue Report Conducted by PricewaterhouseCoopers (PWC)

Please review our third party content agreement before continuing. The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers, is released in full twice a year, to coincide with the collection of half-year and full-year data. At the end of the first and third quarters, the IAB releases via press release estimated, top-line reports. … Continued

Disrupting Brand Preference Study

Download The Impact of Direct Brands Across the Path to Purchase New IAB research reveals Disruptor Brands impact on consumers brand choices. The consumer motivation and brand journey—from discovery through purchase—as well as the attitudes about brand loyalty have been forever changed. This study also sizes and clarifies the audience (e.g., Disruptor consumers now comprise … Continued

6 Tips for Success in the Direct Brand Economy [Infographic]

Whether you are a brand, publisher, or marketer, IAB has put together six relevant tips to help your business thrive in the direct brand economy: To learn more about the impact this shift is having today, read the second version of the Direct Brand Economy report entitled How to Build a 21st Century Brand. Download Full … Continued

Augmented Reality for Marketing, An IAB Playbook

Download Usage of Augmented Reality (AR) has been steadily rising as an entertainment, gaming and advertising platform over the last several years. The introduction of wearable AR lenses in 2014, followed by the massive success of Pokémon Go in 2016, rocketed AR into the mainstream, opening the door for broader adoption across other areas particularly … Continued

Playable Ads for Brands, An IAB Playbook

Download Playable Ads for Brands, An IAB Playbook is the first guide of its kind designed to help brand marketers and their agencies learn everything they need to know to get started and expand their usage of playable ads. It includes definitions, benefits, creative options, how to buy, measurement, industry recommendations and more. With the … Continued

IAB Data-Driven Video Best Practices

Download Project Overview As data fuels the digital advertising ecosystem and video consumption continues to rise, data-driven video is emerging as a powerful marketing tactic and strategy that enables brands to deliver innovative storytelling. The goal of this best practices document is to illustrate how marketers can utilize data to inform not only targeting efforts … Continued

2019 Podcast Ad Revenue Study

The third annual Podcast Revenue Report by IAB and PwC confirms solid and increasing growth in the US podcast advertising marketplace. The report, which surveyed top US revenue producing podcast companies on various data points, reports continued growth trends at the individual publisher level. The report adds an independent market sizing element, which echoes the … Continued