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.

The post IAB/MRC Retail Media Measurement Guidelines appeared first on IAB.

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.​

The post The Free and Open Ad-Supported Internet: Consumers, Content and Assessing the Data Value Exchange appeared first on IAB.

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.

The post The Creator Economy Opportunity: Where Authenticity Meets Impact appeared first on IAB.

• 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

The post 2024 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth appeared first on IAB.

• 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.

The post The Marketer’s Forecast 2024 appeared first on IAB.

The post Party On: A New Generation of Celebration </br> The Evolution of What, Why, and How We Celebrate appeared first on IAB.

The post DoubleVerify’s Q2 Quality and Attention Benchmark Report appeared first on IAB.

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.

The post The Power of Brands in Podcasts: A Podcast Landscape Study appeared first on IAB.

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.

The post U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies, and Tactics for Growth appeared first on IAB.

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.

The post Who Will Win Their Fair Share of Commerce Media? The New Commerce Media Revenue Opportunity appeared first on IAB.