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    Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.

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    Addressability, Privacy & Public Policy

    Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation IAB Research

    IAB •
    Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation

    The Digital Economy Surges to $4.9 Trillion, Supporting 28.4 Million Jobs Nationwide
    Interactive Advertising Bureau (IAB) is proud to release the fifth edition of its long-running economic research series, Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation.

    This landmark report—published about every four years—offers a comprehensive view of how the internet is transforming the American economy. The latest findings show the Digital Economy has more than doubled since 2020, now reaching $4.9 trillion—18% of U.S. GDP—and supporting 28.4 million jobs across all 435 congressional districts.

    Designed for policymakers, business leaders, and technology professionals, the report illustrates how digital innovation fuels job growth, broadens economic opportunity, and touches every corner of the country.

    Learn more Consumer Research Addressability, Privacy & Public Policy

    Trusted Execution Environments in Digital Advertising: A Pathway to Enhanced Data Privacy, Security, and Regulatory Compliance IAB Research

    IAB •
    Trusted Execution Environments in Digital Advertising: A Pathway to Enhanced Data Privacy, Security, and Regulatory Compliance

    As regulatory frameworks evolve to strengthen consumer data protections, Trusted Execution Environments (TEEs) have emerged as a promising privacy-enhancing technology for digital advertising. TEEs provide hardware-based, isolated computing environments that allow sensitive data to be processed securely and verifiably—enabling compliance with global privacy laws while maintaining functionality critical to the ad-supported Internet.

    Trusted Execution Environments in Digital Advertising: A Pathway to Enhanced Data Privacy, Security, and Regulatory Compliance is a new whitepaper released in conjunction with the 2025 IAB Public Policy and Legal Summit. It offers public policy, government affairs, and technology professionals a clear look at how TEEs align with key regulatory principles, support secure data use, and promote innovation through privacy-by-default system design.

    Learn more Addressability, Privacy & Public Policy

    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization IAB Research

    IAB •
    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization

    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization provides valuable insights into lessons learned from existing legislation which can help the U.S. as it considers a national privacy law to balance consumer privacy, competition, and economic support for a free and open internet.

    Learn more Consumer Research Addressability, Privacy & Public Policy

    Artificial Intelligence

    State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns IAB Research

    IAB •
    State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns

    Explore the transformative role of AI in media planning, activation, and analysis with the State of Data 2025 Report and its Companion Guide.

    As artificial intelligence (AI) evolves, it is upending how media campaigns are executed, from audience segmentation and media buying to real-time optimization and performance measurement. The State of Data 2025 Report examines AI’s adoption, challenges, and opportunities across the media campaign lifecycle, while the Companion Guide provides tactical recommendations for integrating AI into day-to-day media planning, activation, and analysis. Together, these resources offer a comprehensive view of how brands, agencies, publishers, and ad tech providers can leverage AI to drive efficiency, accuracy, and competitive advantage.

    Learn more Data & Measurement Artificial Intelligence

    The Rise of AI-Generated Slop Sites: What Advertisers Need to Know

    DoubleVerify •

    A new analysis by DoubleVerify’s DV Fraud Lab has uncovered a network of over 200 properties that include mostly AI-generated, ad-supported “AI slop” sites. These sites often mimic legitimate publishers, posing threats to ad spend and campaign performance. Dubbed Synthetic Echo by DV, the network highlights the growing challenges of the GenAI era and the urgent need for advanced tools to combat fraud and low-quality inventory. Click the link to learn more and see the results of the analysis.

    Learn more Artificial Intelligence

    Brand & Media Strategies

    Attention, please: Unlock the Potential of Total Attention

    Pinterest •

    Attention spans are shrinking and everyone’s trying to break through in a rapidly changing landscape. In an effort to win, many try to outshout the competition. But if you’re only looking to be the loudest voice, you’re leaving a world of unlocked value on the table. Pinterest’s latest research shows that a more holistic approach is the key to gaining real, quality attention—and achieving better business outcomes.

    Learn more Brand & Media Strategies

    The Marketer’s Forecast 2024

    MediaLink •
    The Marketer’s Forecast 2024

    MediaLink’s global study of 400+ marketing leaders, “The Marketer’s Forecast 2024” (#TMF24), deep dives into the pain points and opportunities facing today’s marketing leaders. It aims to inform how marketing leaders can set their sails, catch the wind, and spark transformational growth with a focus on five critical topics:

    • 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.
    Learn more Brand & Media Strategies

    Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity

    PubMatic •
    Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity

    Advertiser interest, and retail media appetite are driving demand for commerce media, with revenue projected to nearly double in the next two years. To understand what’s need for success in this next phase of retail media, PubMatic commissioned a new study from Forrester Consulting to explore the commerce media landscape, challenges retailers are facing, and the keys to building a successful commerce media network.

    Among the findings:

    • More than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve CX for end customers, and improve relationships with brands.
    • 95% of retailers that have adopted commerce media say their programs are exceeding or meeting ROI expectations. However, there are still varying levels of success. This study examines what separates those with the greatest ROI from their lower success peers to understand what effective commerce media looks like.
    • Most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. Organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks.
    Learn more Brand & Media Strategies Retail Media & E-Commerce

    Consumer Research

    DV Global Insights: Trends in the Modern Streaming Landscape

    DoubleVerify •

    The recently released DV Global Insights: Trends in the Modern Streaming Landscape report offers an in-depth look at the state of streaming TV advertising in 2025. Drawing from DV’s proprietary measurement data and a global consumer survey of 22,000 viewers, the report explores how consumer behavior and advertising performance are evolving across the rapidly growing connected TV (CTV) ecosystem.

    The report explores:

    • Evolving consumer behavior and sentiment, including what people are watching, how much time they spend streaming and how they feel about ads in streaming environments.
    • How advertisers are allocating ad spend, what’s performing and what’s getting in the way.
    • The three persistent challenges impacting CTV advertising: a lack of app transparency, viewability issues and ad fraud.
    • A look at what advertisers can do to improve streaming ad investments as we move further into 2025.
    Learn more Digital Video Consumer Research Digital Media

    Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation IAB Research

    IAB •
    Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation

    The Digital Economy Surges to $4.9 Trillion, Supporting 28.4 Million Jobs Nationwide
    Interactive Advertising Bureau (IAB) is proud to release the fifth edition of its long-running economic research series, Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation.

    This landmark report—published about every four years—offers a comprehensive view of how the internet is transforming the American economy. The latest findings show the Digital Economy has more than doubled since 2020, now reaching $4.9 trillion—18% of U.S. GDP—and supporting 28.4 million jobs across all 435 congressional districts.

    Designed for policymakers, business leaders, and technology professionals, the report illustrates how digital innovation fuels job growth, broadens economic opportunity, and touches every corner of the country.

    Learn more Consumer Research Addressability, Privacy & Public Policy

    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization IAB Research

    IAB •
    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization

    Striking the Balance: The Consumer Perspective on Privacy, Preference, and Personalization provides valuable insights into lessons learned from existing legislation which can help the U.S. as it considers a national privacy law to balance consumer privacy, competition, and economic support for a free and open internet.

    Learn more Consumer Research Addressability, Privacy & Public Policy

    Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping IAB Research

    IAB •
    Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping

    As the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, IAB’s Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping report aims to define “Commerce Video” and unveil solutions for ideal ad strategies.

    Key insights include:

    • Commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth.
    • Both advertisers and consumers recognize its value.
    • Advertisers often overestimate the effectiveness of their strategies.
    • Poor ad experiences lead to major backlash for advertisers.
    • There are clear opportunities for advertisers to better align with consumer preferences.
    • IAB partnered with Alter Agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results.
    Learn more Consumer Research Retail Media & E-Commerce

    2024 Corporate Sustainability: Consumer Sentiments

    The Guardian •
    2024 Corporate Sustainability: Consumer Sentiments

    This multi-phased study by The Guardian US challenges the prevailing notions of brand safety in premium news content. This investigation examines whether ads placed next to topics like the climate crisis, LGBTQ+ rights, and social justice negatively impact a brand’s image. Utilizing online surveys, A/B testing, and third-party analyses, this study seeks to understand why brands hesitate to advertise alongside quality journalism despite the affluent and engaged audience it attracts.

    Dive into the findings and deepen your understanding of brand safety in today’s premium news environment.

    Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.

    Learn more Consumer Research

    The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange IAB Research

    IAB •
    The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange

    The Free and Open Ad Supported Internet: Consumers, Content, and Assessing the Data Value Exchange reveals the results to the questions posed above and urges the digital ad industry to better inform consumers about their data usage and protections, the benefits it provides, and along with advertising, data’s role in keeping the Internet free and open.

    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.​

    Learn more Consumer Research

    Party On: A New Generation of Celebration
    The Evolution of What, Why, and How We Celebrate

    Pinterest •

    For many of us, the word “celebration” immediately brings to mind images of birthdays and weddings, baby showers and retirement parties, national holidays and religious occasions. But global events – from pandemics and protests to cost of living crises – have redrawn celebration boundaries. To understand how celebrations are evolving to make space for societal and generational change, Pinterest, in partnership with Pepper Strategies and GWI, conducted a multi-market qualitative and quantitative study. Explore the research and get ideas to reach your audience this holiday season.

    Learn more Consumer Research

    The Power of Brands in Podcasts: A Podcast Landscape Study

    Sounds Profitable •

    Sounds Profitable, in partnership with Signal Hill Insights, found in their previous research, The Podcast Landscape, that 40% of Americans aged 18+ would be “likely to listen” to a podcast about one of their favorite brands or products. As a result, they developed this report which digs a little deeper and focuses on these Brand Enthusiasts.

    This report reveals new information on:

    • Demographics of Interest: Discover which demographics are most drawn to branded content in podcasts.
    • Alternative Marketing Channels: Learn innovative ways to connect with brand enthusiasts beyond the podcast medium.
    • The Force Multiplier Effect: Explore how branded content can amplify the impact of podcasting.
    • Resonating Benefits: Understand the podcasting benefits that resonate most with listeners.
    • Video Podcasting: Gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners.
    • Growth Potential: Learn about the exciting potential for growth and revenue that brands and podcasts together offer.
    Learn more Consumer Research Digital Audio Digital Media

    The Podcast Landscape in America

    Sounds Profitable •

    In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.

    Key findings from this landmark study include:

    • “The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.
    • Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”
    • The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.

     

    Learn more Digital Audio Consumer Research Digital Media

    Decoding Digital Video Environments

    Meta •
    Decoding Digital Video Environments

    The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.

    This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.

    Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.

    Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.

    Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.

    Learn more Digital Media Consumer Research Digital Video

    Data & Measurement

    State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns IAB Research

    IAB •
    State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns

    Explore the transformative role of AI in media planning, activation, and analysis with the State of Data 2025 Report and its Companion Guide.

    As artificial intelligence (AI) evolves, it is upending how media campaigns are executed, from audience segmentation and media buying to real-time optimization and performance measurement. The State of Data 2025 Report examines AI’s adoption, challenges, and opportunities across the media campaign lifecycle, while the Companion Guide provides tactical recommendations for integrating AI into day-to-day media planning, activation, and analysis. Together, these resources offer a comprehensive view of how brands, agencies, publishers, and ad tech providers can leverage AI to drive efficiency, accuracy, and competitive advantage.

    Learn more Data & Measurement Artificial Intelligence

    Google’s Shift on Third-Party Cookies: Industry Reactions, Business Impact, and What Comes Next IAB Research

    IAB •

    In July 2024, Google made waves across the advertising industry by announcing a change in its strategy regarding third-party cookie deprecation. Instead of completely phasing them out, Google is now offering users the option to control their own cookie preferences in Chrome. This pivotal decision has led to significant industry debate and raised important questions about the future of digital advertising, privacy, and business strategies.

    IAB surveyed over 500 industry professionals—spanning agencies, brands, publishers, ad tech companies, and more—to capture the immediate reactions, perceived business impacts, and predictions for the future. The results are in, and they reveal a mix of frustration, opportunity, and lingering uncertainty.

    Key Takeaways:

    Nearly two-thirds of the industry was surprised by Google’s recent announcement — 40% expressed frustration.
    Two-thirds see this as good for the industry, as well as for their own businesses, particularly brands and agencies (~70%).
    More than half (56%) believe Google will eventually deprecate third-party cookies.
    More than half (54%) expect this to impact their overall business strategies, particularly AdTech companies (63%).

    Learn more Data & Measurement

    The 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth IAB Research

    IAB •
    The 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth

    IAB released the results from our 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth. This study is a follow-up to the initial November 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies.

    The report captures:

    • Updated ad spend projections for the market and at the channel-specific level
    • New insights into key challenges and concerns that have arisen since the initial study
    • Findings that can be used to plan for the year ahead, benchmark competitive positioning, and identify white space, channels, and opportunities within the marketplace

    Key findings include:

    • Buyers increased their 2024 ad spend projections up to +11.8% from +9.5% projected at the end of 2023
    • All channels are expected to post higher growth rates YoY, with Linear TV rebounding
    • Retail media’s incline continues, with buyers revising YoY projections from +21.8% to +25.1%
    • Buyers continue to focus on cross-funnel KPIs while shifting efforts towards reach optimization as interest in new KPIs wanes
    • Measurement challenges persist for the industry, while economic concerns subside
    Learn more Data & Measurement

    State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem IAB Research

    IAB •
    State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem

    State of Data 2024 illustrates a time of strategic reassessment and innovation, driven by the necessity for privacy compliance and sustainable, consumer-friendly strategies. Companies that excel in adopting new data technologies and strategies are poised to lead. Conducted by IAB and BWG Strategy between November 2023 and February 2024, this analysis is based on surveys and interviews with over 500 advertising and data decision-makers from brands, agencies, and publishers. 

    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. 
    Learn more Data & Measurement

    IAB/MRC Retail Media Measurement Guidelines IAB Research

    IAB •
    IAB/MRC Retail Media Measurement Guidelines

    On September 13, 2023, the IAB/MRC released the initial draft of the Retail Media Measurement Guidelines for public comment, engaging industry stakeholders to shape standards that resonate with their practical needs and aspirations.

    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.

    Learn more Retail Media & E-Commerce Data & Measurement

    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth IAB Research

    IAB •
    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth

    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.

    • 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
    Learn more Data & Measurement All Digital Media Digital Media

    Retail Media 2023: Operational Strategies for Growth IAB Research

    IAB •
    Retail Media 2023: Operational Strategies for Growth

    By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.

    However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding each other’s businesses that lead to misaligned goals.

    Retail Media 2023: Operational Strategies for Growth provides additional insights on Retail Media overall and offers recommendations for the ecosystem. In order to help the industry solve these issues and realize the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct over 30 interviews with senior decision-makers at retailers, brands, agencies and intermediaries (i.e., DSPs, SSPs, data providers) to understand what’s working, what’s not working and what’s needed for all parties to operate at their full potential in the RMN ad ecosystem.

    Learn more Retail Media & E-Commerce Data & Measurement

    Digital Media

    All Digital Media

    2025 Digital Video Ad Spend & Strategy Report: Part One IAB Research

    IAB •
    2025 Digital Video Ad Spend & Strategy Report: Part One

    Digital video is not just growing—it’s dominating. According to the newly released 2025 IAB Digital Video Ad Spend & Strategy Report, digital video is set to capture nearly 60% of all U.S. TV/video ad spend in 2025, a staggering leap from just 29% in 2020. Driven by shifts in consumer behavior, platform innovations, and advertiser confidence, this evolution signals a new era of scalable, measurable, and highly targeted video advertising.

    Backed by proprietary data from Guideline and a survey of media decision-makers by Advertiser Perceptions, this report provides a clear picture of how connected TV (CTV), social video, and online video (OLV) are powering the future of advertising. It’s essential reading for brands, agencies, and platforms looking to stay ahead.

    Key takeaways from the report:

    • Digital video continues to be one of the fastest growing channels in all of media
    • Digital video ad spend is maintaining strong momentum, pulling further ahead of linear TV
    • Most categories will increase digital video ad spend by double-digits in 2025*
    • Each digital video channel is seeing double-digit growth, with CTV showing the strongest acceleration
    • CTV and social video are by far the top “must buys” for U.S. ad spenders in 2025
    Learn more Digital Media All Digital Media Digital Video

    IAB/PwC Internet Advertising Revenue Report: Full Year 2024 IAB Research

    IAB •
    IAB/PwC Internet Advertising Revenue Report: Full Year 2024

    Now in its 29th year, this highly anticipated report is considered the industry benchmark for U.S. advertising revenue across digital media platforms and publishers. It includes actionable insights throughout all digital platforms, from video and audio to social media, commerce media, and more.

    Key takeaways from 2024:

    • Total Revenue: $258.6B in 2024, a 14.9% YoY increase
    • Top Growth Drivers: Digital video, retail media networks, search, and social
    • Mid-Tier Momentum: Mid-sized publishers gained the most market share
    • Commerce Media Surge: Retail media networks grew 23% to $53.7B
    Learn more Digital Media All Digital Media

    IAB/PwC Internet Advertising Revenue Report 2024 IAB Research

    IAB •
    IAB/PwC Internet Advertising Revenue Report 2024

    Internet advertising revenues reached their highest recorded level of $225 billion between 2022 and 2023 (increasing 7.3% YoY), showing resilience in the face of continuing economic uncertainty. That’s according to the newly released IAB/PwC Internet Advertising Revenue Report: Full Year 2023. 

    Now in its 28th year, this highly-anticipated report is considered the industry benchmark for US advertising revenue across digital media platforms and publishers. It includes actionable insights throughout all digital platforms, from video and audio, to social media, retail media, and more.

    Key findings from this year’s report:   

    • Internet ad revenues reached record highs of $225B
    • Digital video and audio revenues maintain strong growth
    • Social media revenue growth rebounded
    • Retail media continues its robust trajectory
    • The industry outlook is bright for 2024!
    Learn more All Digital Media Digital Media

    The Creator Economy Opportunity: Where Authenticity Meets Impact

    IAB and Talk Shoppe •

    To get the full picture of the impact of creator content for consumers and advertisers, IAB partnered with Talk Shoppe on this first-of-its-kind, multi-phased research study, The Creator Economy Opportunity: Where Authenticity Meets Impact, which combines quantitative surveys, qualitative interviews, and daily digital ethnographies.

    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.
    Learn more All Digital Media Digital Media

    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth IAB Research

    IAB •
    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth

    2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth was conducted by IAB to provide the digital ad-supported ecosystem with a forward-looking view into the 2024 ad spending marketplace (including both spend levels and strategies) being projected by buy-side ad investment decision-makers, primarily at brands and agencies.

    • 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
    Learn more Data & Measurement All Digital Media Digital Media

    Digital Audio

    2024 U.S. Podcast Report: A Year in Review – Podcast Listening Landscape & Trends

    Triton Digital •

    Discover why podcasting remains a powerhouse in the digital audio landscape. Triton Digital’s 2024 U.S. Podcast Report delivers a deep dive into the latest trends, audience demographics, and standout podcast debuts shaping the industry. Whether you’re a creator, advertiser, or enthusiast, this report is a key guide to understanding the evolving podcast ecosystem.

    Learn more Digital Audio Digital Media

    U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections IAB Research

    IAB •
    U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections

    The IAB U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projections, prepared for IAB by PricewaterhouseCoopers LLP (“PwC”), quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2026.

    Key takeaways:

    • After years of double-digit increases, 2023’s overall challenging ad market slowed podcast’s growth.
    • Podcasting is projected to grow 12% to over $2B this year and reach nearly $2.6B by 2026. The evolution of programmatic along with new revenues from video and live events, will help drive growth.
    • A high volume of smaller categories continue to showcase the channel’s growth and appeal to a broad range of advertisers.​
    • For the second straight year, comedy and sports outrank news as production grows and listeners turn to lighter topics.​

    Download the full report to gain insight into podcast ad revenue trends and projections, breakouts by ad category and content genre, and for key industry developments and recommendations for how to capitalize on these trends.

    Learn more Digital Audio Digital Media

    2023 U.S. Podcast Report: A Year in Review – Podcast Listening Landscape & Trends

    Triton Digital •

    In 2023, podcasting solidified its position as a leading force in the digital audio world, retaining its status as a captivating and influential platform for storytelling, conversations, news, and entertainment as we enter 2024.

    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.

    Learn more Digital Media Digital Audio

    U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth IAB Research

    IAB •
    U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth

    Podcasting continues to be one of the fastest-growing digital media channels as U.S. ad revenues have grown over 115% from 2020 to 2022. To understand the drivers, strategies, and tactics that are propelling the market and uncover where it’s heading, IAB and PwC conducted an in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts in the U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth report.

    Results revealed that there are clear growth signals, with podcasting adopting practices prevalent in other digital channels, but also that there are areas of opportunity that need to be addressed for the channel to sustain its growth. To learn more, download the full report.

    Learn more Digital Audio Digital Media

    The Power of Brands in Podcasts: A Podcast Landscape Study

    Sounds Profitable •

    Sounds Profitable, in partnership with Signal Hill Insights, found in their previous research, The Podcast Landscape, that 40% of Americans aged 18+ would be “likely to listen” to a podcast about one of their favorite brands or products. As a result, they developed this report which digs a little deeper and focuses on these Brand Enthusiasts.

    This report reveals new information on:

    • Demographics of Interest: Discover which demographics are most drawn to branded content in podcasts.
    • Alternative Marketing Channels: Learn innovative ways to connect with brand enthusiasts beyond the podcast medium.
    • The Force Multiplier Effect: Explore how branded content can amplify the impact of podcasting.
    • Resonating Benefits: Understand the podcasting benefits that resonate most with listeners.
    • Video Podcasting: Gain insights into how brand enthusiasts perceive and engage with video content differently from traditional podcast listeners.
    • Growth Potential: Learn about the exciting potential for growth and revenue that brands and podcasts together offer.
    Learn more Consumer Research Digital Audio Digital Media

    The Podcast Landscape in America

    Sounds Profitable •

    In partnership with Signal Hill Insights and some of the leading brands in podcasting, Sounds Profitable commissioned a study of over 2,400 Americans 18+ to understand why they do, or do not listen to podcasts, what the barriers to future growth are, and how we can turn casual listeners into fans of the medium.

    Key findings from this landmark study include:

    • “The Persuadables,” a segment comprising nearly 10% of Americans 18+, are the biggest opportunity for growing new audience in podcasting. Persuadables over-index as female, 55+, and are very receptive to spoken word audio.
    • Americans are overwhelmingly positive about podcasts as a medium and the podcasters who create them. An equal percentage of Americans 18+ (44%) found podcasts to be “Entertaining,” “Interesting,” or “Informative,” compared to 14% who indicated that podcasts were “Not for people like me.” Additionally, 19% of all respondents agreed that making a podcast was “something I’d like to do.”
    • The leading cause for lapsed listening and churn with podcast audiences is perceived time constraints due to changes in work, lifestyle, or a return to pre-pandemic behavior. However, one of the main benefits offered by podcasts is time-shifted listening, which represents a real opportunity for the industry to reframe the medium as a time-saver and not a time-consumer.

     

    Learn more Digital Audio Consumer Research Digital Media

    The Podcast Opportunity: Buyer Perceptions of Podcast Advertising

    Sounds Profitable •
    The Podcast Opportunity: Buyer Perceptions of Podcast Advertising

    Sounds Profitable, in partnership with Digiday and Signal Hill Insights, conducted qualitative interviews and a quantitative survey of over 300 buyers with brands and agencies to reveal how they perceive the current state of podcasts as an advertising vehicle, and the strengths and weaknesses of buying the medium.

    This report features a set of clear marching orders for the space for both education and evolution, and shines a light on what podcasting can do in the future to continue to earn its rightful share of advertising dollars. Among the findings:

    • Podcasting’s “top of mind awareness” with agencies and brands
    • The state of adtech, from measurement to brand safety
    • The role of programmatic – and what holds it back
    • Strengths and weaknesses of podcast advertising
    • …and more

    Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.

    Learn more Digital Media Digital Audio

    Digital Video

    DV Global Insights: Trends in the Modern Streaming Landscape

    DoubleVerify •

    The recently released DV Global Insights: Trends in the Modern Streaming Landscape report offers an in-depth look at the state of streaming TV advertising in 2025. Drawing from DV’s proprietary measurement data and a global consumer survey of 22,000 viewers, the report explores how consumer behavior and advertising performance are evolving across the rapidly growing connected TV (CTV) ecosystem.

    The report explores:

    • Evolving consumer behavior and sentiment, including what people are watching, how much time they spend streaming and how they feel about ads in streaming environments.
    • How advertisers are allocating ad spend, what’s performing and what’s getting in the way.
    • The three persistent challenges impacting CTV advertising: a lack of app transparency, viewability issues and ad fraud.
    • A look at what advertisers can do to improve streaming ad investments as we move further into 2025.
    Learn more Digital Video Consumer Research Digital Media

    2025 Digital Video Ad Spend & Strategy Report: Part One IAB Research

    IAB •
    2025 Digital Video Ad Spend & Strategy Report: Part One

    Digital video is not just growing—it’s dominating. According to the newly released 2025 IAB Digital Video Ad Spend & Strategy Report, digital video is set to capture nearly 60% of all U.S. TV/video ad spend in 2025, a staggering leap from just 29% in 2020. Driven by shifts in consumer behavior, platform innovations, and advertiser confidence, this evolution signals a new era of scalable, measurable, and highly targeted video advertising.

    Backed by proprietary data from Guideline and a survey of media decision-makers by Advertiser Perceptions, this report provides a clear picture of how connected TV (CTV), social video, and online video (OLV) are powering the future of advertising. It’s essential reading for brands, agencies, and platforms looking to stay ahead.

    Key takeaways from the report:

    • Digital video continues to be one of the fastest growing channels in all of media
    • Digital video ad spend is maintaining strong momentum, pulling further ahead of linear TV
    • Most categories will increase digital video ad spend by double-digits in 2025*
    • Each digital video channel is seeing double-digit growth, with CTV showing the strongest acceleration
    • CTV and social video are by far the top “must buys” for U.S. ad spenders in 2025
    Learn more Digital Media All Digital Media Digital Video

    The CTV Advertising Insights Report 2025

    Innovid •

    Based on hundreds of billions of video ad impressions served by Innovid in 2024, Innovid’s annual CTV Advertising Insights Report offers an unmatched look at the current state – and future trajectory – of CTV advertising.

    The top 3 key findings include:

    • There is a gap between CTV ad spending and viewership: CTV impressions rose by 18% in 2024, but that investment trails consumers’ time spent with streaming.
    • Opportunity exists for better reach & frequency: The average CTV campaign frequency was 7.09, with an average CTV HH reach of only 19.64%. New tech enables improved viewer ad experiences.
    • Interactive ads drive lean-forward experiences: Interactive ads see an average of 71 seconds of additional time earned over standard pre-roll across formats like product galleries or QR code overlays.
    Learn more Digital Video Digital Media

    Defy Media’s Gravity: Insights for the 2025-2026 Upfronts/NewFronts planning season

    Nielsen •

    As TV and digital converge, marketers need to keep people at the center. The right data is critical to make sure you’re speaking to your target audience in the right places. In Nielsen’s 2025-2026 Upfront/NewFront guide, we dive into the trends driving today’s changing media, audiences and advertising ecosystem—so you can plan for the year ahead.

    Learn more Digital Video Digital Media

    2024 Digital Video Ad Spend & Strategy Report IAB Research

    IAB •
    2024 Digital Video Ad Spend & Strategy Report

    The IAB 2024 Digital Video Ad Spend & Strategy Report provides a lens into the trends within the TV/digital video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.​ And for the first time ever, this year’s report includes category-level ad spend projections.

    IAB partnered with Guideline, which leveraged ad billing data, other market estimates, and an IAB-commissioned Advertiser Perceptions quantitative survey of TV/digital video ad spend decision-makers to generate these results.

    Part one, released in April, covered general market trends and revealed that total digital video ad spend is projected to grow 16% in 2024. Part two, released in July, rounds out the report and dives deeper to reveal insights into the buy-side’s selection criteria for investing and measuring KPIs.

    Learn more Digital Video Digital Media

    Retail Media Goes to the Movies IAB Research

    IAB •

    Dive into the future of advertising with our latest report, “Retail Media Goes to the Movies: How the Convergence of Commerce Media & Video Will Transform Shopping.” This insightful analysis reveals how the blend of retail media and video, especially through Connected TV (CTV) and shoppable content, is reshaping consumer engagement and shopping habits. Discover strategies that merge e-commerce with captivating video content, offering seamless and interactive shopping experiences right from the viewer’s screen.

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    Decoding Digital Video Environments

    Meta •
    Decoding Digital Video Environments

    The media landscape has changed rapidly in recent years, with the introduction of new digital ad formats creating both opportunity and increased complexity for advertisers. While it’s common knowledge that the same ad performs differently in different traditional media environments, few large-scale studies have been published on the normative effects of digital environments.

    This report, commissioned by Meta and conducted by Realeyes in partnership with Eye Square and Bill Harvey Consulting, describes and quantifies the differences between digital video environments across 7 major platforms and 15 different ad placements. Through a large-scale experiment using simulated app environments, the research in the report identifies distinct consumer behavior patterns across metrics like attention, engagement, and visibility.

    Despite these differing patterns, brand recognition across the platforms was similar—which suggests that marketers should focus on leveraging each environment’s unique strengths to make the most of their media.

    Download the report to learn more about the strengths of different digital environments and how marketers can use this knowledge to their advantage.

    Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.

    Learn more Digital Media Consumer Research Digital Video

    Gaming/Esports

    Changing the Game: How Games Advertising Powers Performance IAB Research

    IAB •
    Changing the Game: How Games Advertising Powers Performance

    Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale.

    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.
    Learn more Gaming/Esports Digital Media

    Multicultural and Talent Development

    Engaging Black Audiences: How brands impact, grow and win with inclusion

    Nielsen •

    Black America continues to grow, and the outsized impact of their cultural and economic influence cannot be ignored or taken for granted. Nielsen explored how Black audiences in the U.S. are leaning into media that emphasize the spoken word, invite conversation and create a sense of connection. Learn how brands can connect with this community to impact, grow and win with inclusion.

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    Retail Media & E-Commerce

    Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping IAB Research

    IAB •
    Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping

    As the consumer purchase journey condenses, merging product discovery and purchasing into one seamless experience, IAB’s Unconnected Commerce: the Disconnect Between Brands and Consumers in Digital Video Shopping report aims to define “Commerce Video” and unveil solutions for ideal ad strategies.

    Key insights include:

    • Commerce video—digital video ads designed to drive action from an intended audience—is driving digital video ad growth.
    • Both advertisers and consumers recognize its value.
    • Advertisers often overestimate the effectiveness of their strategies.
    • Poor ad experiences lead to major backlash for advertisers.
    • There are clear opportunities for advertisers to better align with consumer preferences.
    • IAB partnered with Alter Agents to conduct a comprehensive study of over 1,000 consumers and 300 marketers combining quantitative, qualitative, and ethnographic research to generate these results.
    Learn more Consumer Research Retail Media & E-Commerce

    IAB/MRC Retail Media Measurement Guidelines IAB Research

    IAB •
    IAB/MRC Retail Media Measurement Guidelines

    On September 13, 2023, the IAB/MRC released the initial draft of the Retail Media Measurement Guidelines for public comment, engaging industry stakeholders to shape standards that resonate with their practical needs and aspirations.

    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.

    Learn more Retail Media & E-Commerce Data & Measurement

    Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity

    PubMatic •
    Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity

    Advertiser interest, and retail media appetite are driving demand for commerce media, with revenue projected to nearly double in the next two years. To understand what’s need for success in this next phase of retail media, PubMatic commissioned a new study from Forrester Consulting to explore the commerce media landscape, challenges retailers are facing, and the keys to building a successful commerce media network.

    Among the findings:

    • More than 75% of retail leaders believe commerce media can significantly increase high-margin operating income, diversify their revenue streams, improve CX for end customers, and improve relationships with brands.
    • 95% of retailers that have adopted commerce media say their programs are exceeding or meeting ROI expectations. However, there are still varying levels of success. This study examines what separates those with the greatest ROI from their lower success peers to understand what effective commerce media looks like.
    • Most retailers lack internal expertise to deploy their commerce media programs strategically, which leaders cited as the key to success. Organizations are turning to their technology partners to fill in knowledge and expertise gaps and help retailers build their commerce media networks.
    Learn more Brand & Media Strategies Retail Media & E-Commerce

    Retail Media 2023: Operational Strategies for Growth IAB Research

    IAB •
    Retail Media 2023: Operational Strategies for Growth

    By enabling advanced personalization and closed loop measurement, Retail Media has quickly emerged as an integral part of the omnichannel playbook. As a result, Retail Media was one of the fasted growing U.S. advertising channels in 2022 (+22% YoY to $38B) and is expected to more than double across the next 5 years to $107B* as incremental and reallocated funds are funneled into its ecosystem.

    However, to meet these growth projections, the channel is faced with some issues that need to be addressed. Ad buyers have concerns regarding the RMNs’ ability to prove the value of their ad investment driven by a lack of standard and comprehensive measurement approaches. Both brands and retailers are also hampered by communication gaps and lacks in expertise regarding each other’s businesses that lead to misaligned goals.

    Retail Media 2023: Operational Strategies for Growth provides additional insights on Retail Media overall and offers recommendations for the ecosystem. In order to help the industry solve these issues and realize the channel’s full potential, IAB partnered with BWG Strategy to survey 200 RMN ad buyers at brands and agencies and conduct over 30 interviews with senior decision-makers at retailers, brands, agencies and intermediaries (i.e., DSPs, SSPs, data providers) to understand what’s working, what’s not working and what’s needed for all parties to operate at their full potential in the RMN ad ecosystem.

    Learn more Retail Media & E-Commerce Data & Measurement