IAB

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.

Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.

For two days, retail media luminaries gathered to discuss how best to expand the category’s effectiveness (and budgets) for brands and advertisers – without, of course, overlooking how the end goal consumer will react.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

The IAB’s annual advertising outlook has mostly rosy news. Plus, can sludge videos be wielded for good – or, at least, for effective political organizing?

The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.

Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie? 

The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.

Business outcomes are now the most important KPI for determining success with digital video, according to the IAB’s annual report.