Amanda Richman is the sixth industry leader over the last decade to be invited to participate in the IAB Executive-In-Residence program — and the first ever from an agency background. As the former CEO of Mindshare and Wavemaker, and a senior leader at several of the nation’s top media agencies, Richman’s strategic advisory role will accelerate growth for the organization, helping to identify and shape services, solutions, and programming that create value for members and drive the industry forward.

“I have known Amanda nearly my entire career and have always been impressed by her ability to create, incubate, integrate, and operate digital-first businesses.” said David Cohen, Chief Executive Officer, IAB “She has done it for WPP, Publicis, IPG, and Time Warner from the very early days of digital. At Mindshare, she directed an agency-wide transformation, expanding the client portfolio and diversifying revenue through enhanced commerce and data solutions. Her insights will be vital as we introduce more agencies and brands into our organization and face a future that’s evolving faster than ever.”

“IAB has led the efforts to build our industry from the start, and they continue to lead the conversation across the digital ecosystem,” said Amanda Richman, Executive in Residence, IAB. “I am eager to lend my support to their unwavering commitment to members and the industry through connections and collaborations that spark innovation and fuel progress for all stakeholders.”

As the newest member of the IAB Executive Leadership Team and Chief of Staff, Piya Mehra brings experience from both media agencies and management consulting. As Brand Group Director at Horizon Media, she oversaw all aspects of strategy, planning, implementation, and analysis of omnichannel media investments for her clients. At KPMG, she was an end-to-end project and client engagement manager, regularly overseeing teams of consultants and analysts on marketing, operations, target operating model, and analytics projects.

Reporting to CEO David Cohen, Mehra serves as a critical business partner, providing strategic counsel and cross-functional project management. Additionally, she will optimize operations and foster synergy across all aspects of the organization, contributing significantly to its growth and success.

“The pace of change and the opportunities and challenges ahead demand a Chief of Staff who is infinitely curious, highly organized, and capable of serving as a force multiplier to me and the entire leadership team,” added Cohen. “It’s a hard job to fill, and we’re excited to have found Piya and welcome her to the team.”

“Being an integral part of a team that accomplishes so much vital work for the industry is truly fulfilling,” said Piya Mehra, Chief of Staff, IAB. “I look forward to contributing my expertise and passion to further elevate IAB’s impact and influence.”

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com 

The post IAB Announces Two Executive Additions: Amanda Richman, Former CEO of Mindshare and Wavemaker Joins as Executive in Residence and Piya Mehra Joins as Chief of Staff appeared first on IAB.

New York – July 26, 2023 – In response to the evolving consumer shopping habits and the increasing convergence of online and offline retail, IAB has introduced the IAB Connected Commerce Summit: Retail Reimagined. This inaugural event taking place on September 13 gathers retailers, marketers, and solution providers in-person in New York City to address the challenges and opportunities presented by connected commerce and retail media.

“No one could have predicted how quickly the commerce experience has changed on all sides of the equation. Consumers, retailers, and the extended digital ecosystem are rapidly evolving to meet this new marketplace dynamic,” said David Cohen, CEO, IAB. “IAB Connected Commerce Summit will make sense of this new landscape for marketers, and deliver innovative insights to maximize the use of retail media networks, capitalize on trends in social shopping, and more.”

Cohen continued, “Retail media networks have exploded over the past few years. For many brands, they are uncharted territory. We’re thrilled to be able to host an event that will help brands and retailers come together, hear from experts, and navigate this new growth engine.”

The IAB Connected Commerce Summit will explore four key themes: data and measurement, new content experiences, the rise of retail media networks, and innovation and technology in commerce. The one-day event will showcase innovative technologies, platforms, measurement opportunities, and data possibilities through forward-thinking keynote presentations and panel discussions. Attendees will learn from thought leaders in e-commerce and retail media about the most impactful strategies to improve the shopping experience, deliver revenue growth, and help marketers revolutionize their marketing campaigns, and remain competitive.

IAB will also be releasing its first-ever comprehensive research study on the retail media ecosystem. The study aims to show how effective communication and collaboration both within and across companies, including retailers, brands, and agencies, are integral to tapping the full market potential of retail media.​​

As part of its mission to continually educate its membership on emerging areas in our industry, IAB has been focused on retail media and will release its retail media measurement standards for public comment at the event.

In addition, IAB’s Retail Media Network Committee recently launched the IAB Retail Media Buyer’s Guide which brought leaders from retail media networks, agencies, brands, and ad tech companies together to develop a playbook for media buyers to understand the full capabilities of retail media onsite, offsite, and in-store.

“One challenge we’ve heard from brands, agencies, and media buyers was a need for consistent measurement, metrics, and outcomes across all retail media networks,” said Jeffrey Bustos, Vice President, Measurement Addressability Data, IAB. “During our IAB Connected Commerce Summit, we will be sharing an update on measurement standards in collaboration with MRC as well as presenting new research to address the issues brands and marketers face when reaching consumers through their shopper journey.”

The event will be held at the Convene on West 46th Street in New York City. To review the full agenda or request a pass (brands and agencies may request a complimentary pass), please visit: https://www.iab.com/events/2023-iab-connected-commerce-summit/

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
ktumino@kcsa.com/ btibaldi@kcsa.com

The post IAB Embraces the Complexity of Commerce and Retail Media; Launches New Event: IAB Connected Commerce Summit: Retail Reimagined appeared first on IAB.

In a statement today, IAB’s Executive Vice President for Public Policy Lartease Tiffith said the deal is especially important to small- and medium-sized businesses that depended on the former Privacy Shield, which EU courts had struck down in 2000, citing insufficient data privacy protections for EU citizens under U.S. law.

“IAB commends the President and his negotiating team for implementing necessary data privacy changes that protect both EU and U.S. citizens, and ushering an agreement through an arduous EU approval process, which hopefully puts an end to legal uncertainty for thousands of American companies. Ensuring safe, smooth trade and our alliance with EU nations has clearly been a priority for President Biden. We applaud him and his administration for their focus and determination,” said Tiffith.

He added, “Every industry, but especially digital advertising, has a stake in a successful outcome. Although critics are already mounting challenges, we believe this is a much stronger framework than either the Privacy Shield or the ‘safe harbor’ agreement before that, and addresses EU concerns. IAB joined leading industry organizations on both sides of the Atlantic to urge a swift conclusion. Today, on behalf of our members and many more American companies and their customers, we’re very pleased.”

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
ktumino@kcsa.com/ btibaldi@kcsa.com

The post IAB Applauds EU-U.S. Data Transfer Agreement appeared first on IAB.

“These proposed rules are far broader than what the FTC previewed in 2019,” said Tiffith in an accompanying statement. “As a result, businesses and consumers have had barely any input, and the agency is making poorly informed and potentially very costly decisions.”

“We’re calling on the FTC to conduct an economic analysis of the effect on small businesses and the U.S. economy, as required by law, and for a public hearing where IAB could raise more factual and legal problems with the FTC’s approach to regulating online commerce,” he said. “We support punishing bad actors, but conflicting and confusing rules will do more harm than good.”

According to IAB, the FTC is on shaky legal footing, fails to cite widespread problems, mandates impractical disclosures and forms, and overlooks the impact on businesses and consumers. The NPRM violates federal laws and court decisions requiring more evidence, narrow scope, flexibility for businesses, and reasonable penalties.

“The FTC’s plans to regulate what it calls ‘negative options,’ or automatic renewals, could dissuade customers from purchasing any products or services at all,” said Tiffith. “There are cases of abuse, but millions of Americans enjoy free trials, easy enrollments, and auto-renewals, saving time and money. These are standard features of our speedy, data-driven internet economy and a net benefit.”

“Unfortunately, this latest rulemaking is another example of the agency deviating from established norms, breaking rules and procedures that govern the agency itself. We hope to work together to improve consumer protection and trust.”

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
ktumino@kcsa.com/ btibaldi@kcsa.com

The post IAB To FTC: Proposed Auto-Renewal Rules Could Hobble Online Subscription Model appeared first on IAB.

“This decision has consequences for every American company transferring data from EU markets to the U.S. and underscores the need for a new transatlantic data agreement that enables continued commerce between our two important trading blocs. Transatlantic data flows support an estimated $7.1 trillion in EU-U.S. trade – a trillion dollars annually. Since EU courts struck down a previous agreement, American businesses of all sizes have been relying on standard contractual clauses (SCCs), however the Irish DPC has practically eliminated this measure of legal protection too, injecting further uncertainty into a vital economic relationship. IAB and other leading industry associations are urging EU leaders to swiftly approve President Biden’s solution, which we believe satisfies the United States’ and EU’s high standards for international data privacy and security and would help small and medium-sized businesses, especially, to prosper.”

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
ktumino@kcsa.com/ btibaldi@kcsa.com

The post IAB Pushes for Transatlantic Data Agreement In Wake of Meta Penalty appeared first on IAB.

New York – May 11, 2023 – Podcasting continues to be one of the fastest growing digital channels, growing two times faster than digital advertising overall, according to IAB’s U.S. Podcast Advertising 2022 Revenue & 2023-2025 Growth Projections study, released on May 11 during IAB’s Podcast Upfront.

The seventh annual IAB U.S. Podcast Advertising Revenue study, 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 2025.

Sports, Society & Culture, and Comedy are Now the Top Revenue-Generating Content Genres 

Sports (15%), Society & Culture (14%), and Comedy (14%) are now the top revenue-generating content genres, taking the lead frome News and political opinion content (down from 19% to 12%).

“In-person sports, lifestyle events, and in-store shopping have come back in a big way, taking the lead from news which held the top revenue genre spot since 2018,” said Eric John, Vice President, Media Center, IAB. “Podcasting revenue naturally reflects that shift in consumer behavior and it will be interesting to watch how the balance changes going forward.”

Category Diversification and the Democratization of Podcast Advertising

Podcasting continues to evolve as an ideal medium for niche audiences, attracting advertisers in a wide range of categories including Advocacy, Education, Home Improvement, and beyond. These smaller categories, collectively, are driving 28% of all revenues.

“Both mass and niche advertisers like the audiences, targeting, and ROI along with the brand-safe and suitable environments that podcasting offers,” added John.

The low cost of podcast production has led to an ever-widening array of diverse voices providing authentic content that niche audiences crave.

“It’s clear now that the growth of podcasting was not just a temporary shift in behavior,” said David Cohen, CEO, IAB. “The diversity of voices and content — often targeting underserved audiences — is driving more listenership and more time spent, and that is attracting more advertisers.”

IAB’s Podcast Report Part II to Be Released Later this Year

During IAB’s Audio Leadership Gathering in the fall, IAB will release its 2023 Podcast Report Part II, that will examine the drivers, strategies, and tactics related to 2022 revenues as well as, for the first time ever, reveal insights from the current year’s (2023) performance.

Methodology

A quantitative, online survey was sent to leading podcast industry experts in February to understand 2022 podcast advertising revenues, revenues by industry category and content genre, as well as forecast revenue growth for the next 3 years. As in prior years, this coincided with a podcast advertising market-sizing to deliver an estimate of the market in the United States, inclusive of non-survey participating companies.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About PwC

As business, accounting, and tax advisors to many of the world’s leading technology, media, and telecommunications (TMT) companies, PwC (www.pwc.com/us/tmt) has an insider’s view of trends and developments driving the industry. With approximately 1,200 practitioners serving TMT clients in the United States, PwC is deeply committed to providing clients with industry experience and resources. In recent years, our work in TMT has included helping our clients to develop strategies to leverage digital technology, identifying new sources of financing, and marketplace positioning in industries characterized by consolidation and transformation. Our experience reaches across all geographies and segments, including broadband, wireless, film, television, music, publishing, advertising, gaming, sports, theme parks, computers and networking, software and technology services. With thousands of practitioners around the world, we’re always close at hand to provide deep industry knowledge and resources.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post 2022 Podcasting Ad Revenue Up 26% YoY; Revenues to More than Double by 2025 to $4B According to IAB’s U.S. Podcast Advertising Report appeared first on IAB.

“The FTC has again chosen to overreach and usurp Congressional authority by taking an action beyond its role, remit and responsibility. Even one of the current Commissioners openly questions whether there is a nexus between the original order, the alleged intervening violations, and the modified order. The FTC has requested an additional $160 million in its annual budget request to Congress. We believe the agency has shown that it is not capable of using taxpayers’ dollars wisely and judiciously. Congress should reject any increase in funding. When a federal agency repeatedly steps outside of its jurisdiction, as the FTC has, it is time for Congress to intervene.”

The post IAB Responds to the Federal Trade Commission’s Latest Overreach appeared first on IAB.

The ramifications of the bill do not stop there. The utility that the internet provides and that consumers rely upon would disappear. Things like email, search and navigation are all threatened by the bill.

The bill sponsors are making a grave mistake, ignoring the ripple effect that will take place if this bill were to pass. We would see decreased investment in entertainment like streaming video, increases in the cost of goods for consumers and more complexity in reaching consumers for the millions of businesses that utilize digital media to sell goods and services.

The Senate Judiciary Committee is clearly not interested in having a healthy debate about the bill’s impact, as it didn’t invite the leading trade groups that represent digital advertising and media to testify.

The post The AMERICA Act Statement appeared first on IAB.

New York – May 3, 2023 – Digital video advertising spend increased 21% in 2022 to $47.1B and is projected to rise an additional 17% to $55.2B in 2023, according to IAB’s “2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation” report.

Released today at the 2023 IAB NewFronts, in conjunction with Standard Media Index (SMI) and Advertiser Perceptions, the report found that while there has been real progress in how the TV/video advertising marketplace is transacted, measured, and defined, a number of key issues still lack consensus.

Premium Content Is Being Redefined

Nearly two-thirds (64%) of TV/video buyers agree that creator-driven video can be considered premium. The largest-spending buyers are even more likely to agree (69%). What’s more, two-in-three buyers (66%) use the same measurement approaches for creator economy video as they do for “Hollywood”-produced video.

“Beauty has always been in the eye of the beholder,” said Eric John, Vice President, Media Center, IAB. “That truism is playing out now in the world of video advertising as we see marketers and brands focusing and optimizing their spend not only in the traditional world of premium content, but also in the diverse, multiplatform world of creator content.”

Buyers Want a Multi-Currency Video Marketplace by 2025

An overwhelming majority (81%) of TV/video buyers say they want two or more unified currencies for impression measurement, and among those, 92% estimate that it will happen in the next two years. Yet the lack of buyer consensus on how to define currency threatens progress. Slightly more than half (52%) want viewable impressions defined by cumulative view-time, while 48% want continuous view-time. The lack of consensus extends to the number of seconds, with 32% wanting three minimum seconds for viewability, 24% wanting five seconds, and 19% wanting four seconds.

“As urgently as buyers want a multi-currency future, there’s no question that changing a market as large as video takes time; however, the clock is ticking,” said David Cohen, CEO, IAB. “To make significant progress, buyers need to come together and align on what they need, and sellers across the diverse video ecosystem need to be part of the conversation. We are optimistic about the conversations currently taking place and will continue to advocate for universal standards, transparency, interoperability, and collaboration across the industry.”

CTV and Social Video Are Must-Buys

With TV/video buyers prioritizing media channels where audiences are addressable, connected TV (CTV) continues to be one of the fastest growing channels in terms of digital video ad spend — up 22% in 2022, and 37% faster than short-form video from web and app-based publishers. Buyers say CTV is a must-buy (65%), as is social video (64%).

Widespread Efforts to Gauge Attention

TV/video buyers are increasingly focusing on attention metrics, with more than nine-in-ten (93%) using at least one method to gauge consumer attention. Half (51%) of buyers are applying biometric attention metrics to their campaigns. The biometric attention metric most utilized is eye-tracking — being used by one-third (34%) of buyers — but other metrics, including thermal scanning, pulse, heart rate, and beyond, are being leveraged.

“Buyers want to know if the audience is paying attention, and they’re making buying decisions accordingly,” added John. “​​Buyers want engaged audiences watching video content of all stripes, including premium and creator-driven video. They want currencies they can trust. That’s where the industry is going — the question now is how fast we will get there.”

IAB’s “2022 Video Ad Spend & 2023 Outlook: Defining the Next Generation” report can be downloaded here.

Methodology

IAB commissioned Advertiser Perceptions and SMI Insights to quantify the size and growth rate of the U.S. digital video advertising spend market and provide a lens into market trends, offering guidance for buyers and sellers on how they can position and differentiate their video initiatives based on where the challenges and opportunities reside. Advertiser Perceptions executed an anonymous online survey among ad agencies and brand marketers who are involved in recommending, specifying, or approving advertising spending in digital video, and spent at least $1M on advertising in 2022. SMI Insights’ digital video ad spend market size and growth rate estimates are based on SMI’s pool of ad billing data, including “forward bookings,” the IAB-commissioned Advertiser Perceptions quantitative survey, interviews with industry leaders, and other market estimates. The SMI Pool’s coverage of the U.S. advertising market is based on deterministic, census-level total media billings for all spending by the largest ad agencies, including all six U.S. major holding groups and most of the largest independents.

About Standard Media Index (SMI)

Standard Media Index (SMI), a Dreamscape company, reports on census-level, complete billing records for placement-level detail of all media transactions in all media types as supplied by the world’s largest media buying groups, as well as leading independents, and organizes that data to create a clear, granular, and easy-to-use database for our clients and agency partners.

Depending on the market, SMI captures between 70% and 95% of all agency spend. By aggregating it, SMI offers detailed ad intelligence across all media types, including television, digital, out-of-home, print, and radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions.

Clients use SMI data to determine media mix models, create competitive benchmarks, and gain visibility into pricing level data. The data also allow them to understand marketplace trends on a product category level, evaluate ROI of tent poles and sporting events, and break out ad formats by media type to highlight the effectiveness of different kinds of placements.

SMI’s data supports insights covering 34 countries around the world.

About Advertiser Perceptions

Advertiser Perceptions is the leader in providing research-based strategic market intelligence to the complex and dynamic media, advertising, and ad tech industries. Our curated, proprietary Ad PROS Network and deep relationships with the largest advertisers provide clients with an unbiased view of the market, their brand, and the competition. Our experts provide timely and actionable guidance enabling clients to improve their products and services, strengthen their brands, and drive more revenue. The largest, most innovative global media and ad technology businesses rely on Advertiser Perceptions.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post 2022 U.S. Digital Video Ad Spend Grew Twice as Fast as Digital Media Overall, Projected to Hit $55.2B in 2023, According to IAB’s 2022 Video Ad Spend & 2023 Outlook Report appeared first on IAB.

Between 2021 and 2022, internet advertising revenues grew 10.8% year-over-year (YoY) totaling $209.7 billion and overall revenues increased $20.4 billion YoY. Q1 saw the highest growth of 21.1% followed by Q2 at 11.8%, resulting in ad revenues for the first half of the year surpassing $100 billion for the first time. Revenues slowed in Q3 (8.4%) and Q4 (4.4%).

“After unprecedented growth in 2021, we expected more moderation in 2022.  Economic uncertainty, geo-political unrest, a shifting regulatory environment and addressability changes have all contributed to revenue growing at a slower pace,” said David Cohen, CEO, IAB.  “Looking ahead, there is definitely still growth to be had, but it will be harder to achieve and likely less than we have become accustomed to.”

Internet Advertising Revenue Growth Has Slowed in 2022, Revenues Still Increased YoY 

• Buyers are diversifying their spending; digital video, digital audio, and programmatic are beneficiaries. In 2022, digital video revenues totaled $47.1 billion and 2022 digital audio revenues hit $5.9 billion. Programmatic advertising revenues grew by $10.4 billion, bringing the total number to $109.4 billion, an increase of 10.5% YoY.
• Market share of the top 10 companies has declined.  2022 saw a decrease in the share of ad revenue among the top 10 companies for the first time since 2016, further emphasizing a growing democratization of advertising revenue across the mid-tier and long-tail publishers.
• Social media revenue growth has slowed. While first half revenues of 2022 grew (+$1.8 billion YoY); second half revenues plateaued at $31.4 billion (+$0.3 billion year-over-year).The implementation of Apple’s App Tracking Transparency (ATT) has impacted total revenue.
• Mobile advertising revenues grew 14.1% YoY. Revenues hit a record high of $154.1 billion: the continued increase in consumption of digital audio formats such as podcasts, plus the rollout of 5G and its beneficial impact on VR and AR advertising capabilities, are likely to continue to drive mobile ad revenues in 2023.
• Search revenue grew 7.8%, but overall market share continues to decrease. While search revenue grew 7.8% YoY, its overall market share continues to decrease as buying shifts to digital video and display.

“Advertisers are diversifying their spending to target audiences using fewer identifiable data points,” said Jack Koch, SVP Research and Insights, IAB. “Digital video, digital audio, and the long tail of publishers are benefiting.”

What’s ahead for digital advertising?

Privacy and regulation will change advertising. The importance of privacy by design in the digital industry has never been more clear.  Companies need to adjust to the latest state-level privacy regulations enforced this year in California, Virginia, Colorado, Connecticut, and Utah (and, effective January 1, 2025, Iowa), along with consumers’ worries about their data that resulted in privacy legislation and signal loss. This adaptation has become a catalyst for innovation in the industry, leading to the development of novel solutions that balance data-driven advertising with user privacy.

Evolving channels
The advertising industry is witnessing a shift towards solutions that can leverage their first-party data. This has resulted in the continued growth in connected TV (CTV) and retail media networks (RMNs), as these channels provide advertisers with a way to reach specific audiences with relevant ads at scale.

E-commerce and media companies are also working hand-in-hand to develop new ways to target and measure the effectiveness of advertising, including shoppable ads, affiliate marketing, and direct-to-consumer advertising.

Redefining “premium”
While “premium” content once meant “Hollywood production” value, it’s now more than ever is in the eyes of the beholder. Viewer attention is shifting to content that can match specific interests – regardless of the production value, format, or screen – and creator content is now viewed as premium by many.

“2023 promises to be a challenging year. But this industry, more than most, is galvanized by change,” added Cohen. “The job now is identifying where the areas of growth are going to be, follow the consumer and develop solutions that meet and exceed their needs.”

IAB Internet Advertising Revenue Report: Full Year 2022 can be downloaded here. And please join us for a special webinar April 12 for more insights on the report findings and trends.

Methodology
Commissioned by the IAB and conducted by PwC Advisory Services LLC (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report uses data and information reported directly to PwC from companies selling advertising on the internet as well as publicly available corporate data. The results reported are considered to be a reasonable measurement of internet/online/mobile advertising revenues because much of the data is compiled directly from information supplied by companies selling advertising online. The report includes data reflecting desktop and mobile online advertising revenues from websites, commercial online services, ad networks and exchanges, mobile devices, and email providers, as well as other companies selling online advertising. The report is conducted independently by PwC, including research by their in-house market research team, on behalf of the IAB. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence with PwC. Further details regarding scope and methodology are provided in the appendix of this report.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post Despite Headwinds, Digital Advertising Delivered Double-Digit Growth in 2022 According to the IAB Internet Advertising Revenue Report appeared first on IAB.