Each year IAB releases a seminal brand report exploring how brands and retailers are innovating to address the market disruption driven by the rise of digital B2B platforms, changing media consumption habits, omnichannel shopping, and ongoing privacy legislation—disruptions that have been largely and dramatically accelerated by the pandemic.
This year’s report, our sixth annual study, identified four key disruptions challenging brands, retailers, and the digital ecosystem, including:
- Welcome to H-Commerce: Growth Powered by the Fusion of Online and Offline Shopping. Continued e-commerce growth combined with the resurgence of in-store shopping has ushered in the era of hybrid shopping—or "H-commerce”—the fusion of online and offline shopping.
- A Seismic Shift . . .
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