IAB

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

With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.

The Global Media Sustainability Framework, which was announced Monday during a panel at Cannes, saw collaboration across all parts of the industry. Supporters include the 4As, IAB, Dentsu, Google, GroupM, L’Oréal, Omnicom, Publicis Groupe, Mastercard, Meta and Unilever.

Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

The IAB projects digital video ad spend will rise to $63 billion in 2024, representing a 16% increase from last year. Of the three video ad categories the report breaks out (social and online video and CTV), the clear winner is social video.

In today’s newsletter: President Joe Biden signs the TikTok ban into law; upscale grocery and convenience store chain Foxtrot closes down; and IPG has a rough Q1.

US digital ad revenue grew at a slower rate in 2023 compared to 2022, hampered by inflation, climbing interest rates and advertising industry layoffs, according to the IAB/PwC Internet Advertising Revenue Report released Tuesday.

In today’s newsletter: The FTC finalizes order barring Outlogic from selling location data; even Snap is sending publishers less referral traffic; Chase Bank’s advertising (and ad tech) opportunities.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.