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    IAB Research = IAB Research
    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

    The Future of Cookie Consent in Europe: What Marketers Should Prepare For

    iubenda •

    Privacy and marketing are often treated as opposing forces. They’re not. For example, as a marketer, cookie consent probably isn’t the first thing on your planning roadmap. But it should be much higher on your radar. Every time a visitor declines cookies or dismisses your banner, that’s a data point you lose, a conversion you can’t attribute, and a visitor you can’t retarget. Multiplied across your entire audience, the impact on campaign performance, attribution, and return on ad spend adds up fast.

    And now, Europe’s cookie consent rules are evolving. In November 2025, the European Commission published the Digital Omnibus proposal, a package designed to simplify how consent works online without weakening the privacy protections European law has built over the past two decades. While it’s not a final law yet, the direction is clear. Marketing teams that understand what’s changing now will be in the strongest position when things do shift.

    ubenda’s guide covers everything marketers need to know: how cookie consent works today, what’s changing and why, and four practical strategies to protect your data and grow your performance as Europe’s rules evolve.

    Learn more Addressability, Privacy & Public Policy

    Untangling the Issues in Commerce Media Networks: Key Considerations Under U.S. State Privacy Laws IAB Research

    IAB •
    Untangling the Issues in Commerce Media Networks: Key Considerations Under U.S. State Privacy Laws

    As Commerce Media Networks (CMNs) continue to emerge as a new business model in digital advertising industry, this whitepaper, Untangling the Issues in Commerce Media Networks: Key Considerations Under U.S. State Privacy Laws, offers timely and practical privacy insights into the legal and compliance considerations in developing the CMNs. CMNs—operated by retailers, travel companies, and other consumer-facing businesses—leverage first-party data to deliver targeted, measurable campaigns while navigating increasingly complex privacy regulations.

    This paper:

    • Explores the various types of CMNs
    • Outlines the data flows that support them
    • Clarifies the roles and responsibilities of parties involved in CMNs under state privacy laws

    As advertisers increasingly turn to CMNs to enhance targeting and attribution, understanding the intersection of privacy law and commerce-driven media is more important than ever. We hope this white paper will serve as a valuable resource for both internal stakeholders and external partners navigating this evolving space.

    Learn more 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

    Lights, Camera, AI: What consumers reveal about how AI is reshaping Media & Entertainment

    Alvarez & Marsal •

    AI is no longer hypothetical or futurism; it is reshaping the Media & Entertainment (M&E) landscape in real time, forcing the industry to confront what makes human creativity unique and where AI should meaningfully contribute.

    At this hinge point, the Alvarez & Marsal M&E industry practice sought to add the consumer’s voice to the discussion on the impact of AI, revealing how audiences are shifting attention, adopting AI-enabled formats, and redefining the media value chain.

    Surveying nearly 2,000 US consumers (ages 18-65), the study uncovers far-reaching-trend that have implications across the M&E ecosystem. To explore these findings in more detail and understand their implications for the industry, access the full report.

    Learn more Artificial Intelligence Consumer Research

    The AI Ad Gap Widens IAB Research

    IAB •

    Brands are using AI more often in the ad creation process, but for the second year in a row new research from IAB finds that Gen Z and Millennial consumers feel less positive about AI-generated advertising than ad executives think they do. The research also finds that these consumers are receptive to the disclosure of AI use in advertising, which can increase purchase likelihood. The research, conducted by IAB in partnership with Sonata Insights, is based on a survey of more than 500 Gen Z/Millennial consumers and 100 advertising industry executives using the IAB Insights Engine platform powered by Attest.

    Learn more Artificial Intelligence

    2025 AI Intelligence Report: Establishing New Benchmarks for Generative AI Adoption and Influence

    Comescore •

    AI has rewritten the rules of consumer interaction and brands must now adapt their strategies to meet customer needs in this new and evolving environment. The Comscore AI Intelligence Report breaks down how quickly AI is being adopted, the trends reshaping the landscape, the impact on publishers, advertisers, and retailers, and where this new wave of disruption is headed.

    Learn more Artificial Intelligence

    When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI Driven Commerce IAB Research

    IAB •
    When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI Driven Commerce

    AI isn’t just changing commerce — it’s driving the next wave of growth. As digital shopping is redefined by intelligent assistance, consumers are fundamentally changing how they research, compare, and buy. Nearly 40% of U.S. shoppers now use AI when shopping, and this holiday season alone, AI is expected to influence more than $260 billion in global e-commerce.

    To understand this transformation, IAB partnered with Talk Shoppe to release a first-of-its-kind study — When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI Driven Commerce. Through 450+ digital ethnographies and a survey of 600 U.S. consumers, the research explores how shoppers use AI alongside other online services and where brands fit into the new path to purchase.

    Learn more Artificial Intelligence

    AI Adoption Is Surging in Advertising, but is the Industry Prepared for Responsible AI? IAB Research

    IAB •

    AI is now a regular part of marketing and advertising: more than half of marketers already use GenAI for creative content and audience targeting, while nearly all plan to expand AI use next year, especially for content development and audience engagement. But while adoption is accelerating, safeguards are not. Over 70% of marketers have encountered an AI-related incident in their advertising efforts, including hallucinations, bias, or off-brand content, yet less than 35% plan to increase investment in AI governance or brand integrity oversight over the next 12 months.

    This research, conducted by IAB in partnership with Aymara surveyed 125 advertising industry executives in the U.S. using the IAB Insights Engine platform powered by Attest. The data paints a striking picture: AI adoption, and thus AI-related challenges, are outpacing safeguards. And industry leaders are raising the alarm.

    Learn more 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

    Commerce & Retail Media

    All Commerce Media Playbook

    Koddi and Forrester •

    While commerce media is growing quickly, most organizations still lack the infrastructure, automation, and measurement discipline to realize its full potential. Forrester Consulting’s research, commissioned by Koddi, based on a survey of 788 senior decision-makers, found that only 12% of networks can seamlessly activate and measure campaigns across on-site, off-site, and in-store environments. The “All commerce media playbook” defines the key dimensions of maturity, benchmarks where industries stand today, and delivers a roadmap for closing the gap between confidence and capability.

    Learn more Commerce & Retail Media

    Harmonizing Retail Media – A New Playbook on the Impact of In-Store Audio Advertising in Canada

    IAB Canada and Leger •

    The 2025 In-Store Audio Playbook examines the transformative potential of retail media, with a specific focus on in-store audio advertising as a critical driver of engagement and sales. This research, conducted by IAB Canada and Leger, and in collaboration with Stingray Advertising, highlights how retail media—defined as advertising within retailers’ owned and operated properties and supported by first-party customer data—is reshaping the advertising landscape in Canada.

    Learn more Consumer Research Commerce & Retail Media

    Retail Media ROAS Demystified: Understanding Your Brand’s ROAS

    Ovative Group, Albertsons Media Collective, and Kellogg School of Management •

    Despite rapid growth of Retail Media Networks (RMNs), measurement standards and transparency have lagged. Many advertisers and RMNs rely on Return on Ad Spend (ROAS) as a performance metric to drive investment decisions. Yet the ROAS methodologies used across RMNs are complex and can meaningfully vary.

    Ovative experts, in partnership with Albertsons Media Collective and professors from Northwestern University Kellogg School of Management, analyzed 573 campaigns to provide:

    • An overview of the key ROAS methodology differences across RMNs
    • An understanding of how changes in ROAS methodology change results
    • Important questions for advertisers to use to drive more transparent measurement conversations with their partner RMNs
    Learn more Commerce & Retail Media

    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 Commerce & Retail Media

    Consumer Research

    The CTV Trends Report: Rethinking brand safety and audience behavior on News channels

    Wurl •

    Wurl’s latest CTV Trends Report explores the realities of brand safety within News programming on FAST. The data challenges long-standing assumptions around News, highlighting how advances in scene-level contextual targeting are helping advertisers unlock premium inventory with greater precision and confidence. Download the report to gain insights into the growing role of News channels in the streaming ecosystem today: how audiences engage, what makes News valuable for advertisers, and what brand safety risk actually looks like at the scene level.

    Learn more Consumer Research Digital Media Digital Video/CTV

    Get Ready with Media Intelligence: 2026 FIFA World Cup Edition

    Nielsen •

    Football, or soccer as it’s known here in the U.S., is the most popular sport in the world. American fandom has been on the rise, and international competitions are at the center of that growth.

    To help brands, advertisers, and media companies make the most of what is shaping up to be one of the most-watched sporting events in history, Nielsen has launched a dedicated

    Key findings include:

    • Soccer fandom in the U.S. is surging. 33% of the general population expects their interest in the sport to grow over the next 18 months and among dedicated World Cup fans, that figure jumps to 64%.
    • The audience is young, diverse, and highly engaged. Hispanic communities and Gen Z/Millennial fans are leading the charge, with 76% of Millennials and Gen Z making up the core World Cup fanbase.
    • The media landscape is more fragmented than ever. Live broadcast, streaming, and social platforms will all play a role and Nielsen, as FIFA’s official media intelligence supplier, will be tracking viewership, fan engagement, and sponsor outcomes across all of them.
    Learn more Consumer Research Digital Media Digital Video/CTV

    Lights, Camera, AI: What consumers reveal about how AI is reshaping Media & Entertainment

    Alvarez & Marsal •

    AI is no longer hypothetical or futurism; it is reshaping the Media & Entertainment (M&E) landscape in real time, forcing the industry to confront what makes human creativity unique and where AI should meaningfully contribute.

    At this hinge point, the Alvarez & Marsal M&E industry practice sought to add the consumer’s voice to the discussion on the impact of AI, revealing how audiences are shifting attention, adopting AI-enabled formats, and redefining the media value chain.

    Surveying nearly 2,000 US consumers (ages 18-65), the study uncovers far-reaching-trend that have implications across the M&E ecosystem. To explore these findings in more detail and understand their implications for the industry, access the full report.

    Learn more Artificial Intelligence Consumer Research

    The CTV Trends Report: Advertiser Edition

    Wurl •

    How content, viewing behavior, and ad opportunities are shaping streaming’s performance potential in 2025

    Ad-supported streaming TV is quickly becoming one of the most effective ways for advertisers to reach and connect with audiences. Importantly, viewership is still climbing, driven in large part by the increasing availability of premium free content and affinity for “new-to-you” TV classics. But what’s also exciting is how people are watching — sampling more channels, spending more time per channel, and showing consistent demand across a variety of genres.

    Wurl’s aggregated viewership data from thousands of free streaming TV channels, sometimes labeled as FAST, reveals three big takeaways for advertisers:

    • Free streaming channels have solidified their position as a core part of household media consumption.
    • Growth in viewing hours on free streaming channels is fueled by a combination of more households tuning in as well as increasing time spent per household.
    • The sticky nature of streaming content, combined with the broad range of genres available on free channels, allows marketers to engage everyone from mass audiences to niche communities with tailored messaging.
    Learn more Consumer Research Digital Media Digital Video/CTV

    Harmonizing Retail Media – A New Playbook on the Impact of In-Store Audio Advertising in Canada

    IAB Canada and Leger •

    The 2025 In-Store Audio Playbook examines the transformative potential of retail media, with a specific focus on in-store audio advertising as a critical driver of engagement and sales. This research, conducted by IAB Canada and Leger, and in collaboration with Stingray Advertising, highlights how retail media—defined as advertising within retailers’ owned and operated properties and supported by first-party customer data—is reshaping the advertising landscape in Canada.

    Learn more Consumer Research Commerce & Retail Media

    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/CTV 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 Commerce & Retail Media

    Creator Economy

    Creator Impact Report­­­

    NeoReach •

    Influencer marketing ROI has reached a turning point. For more than a decade, brands have invested in creator partnerships primarily for awareness and reach. But consumer behavior suggests something more significant is happening. Creator recommendations increasingly drive real purchasing decisions, shaping not only what audiences discover but what they ultimately buy.

    This report analyzes the relationship between creator influence and consumer action using two data sources: a 1,050-person U.S. consumer survey conducted by Statista and an independent survey of 539 creators conducted by NeoReach.

    The findings reveal a consistent pattern: creator marketing performs best when campaigns are structured around authenticity, repeated exposure, and strong alignment between creators and brands. Understanding these dynamics is critical for brands seeking measurable returns from influencer marketing.

    Download the full Creator Impact Report to see exactly how top brands are driving influencer marketing ROI and measurable results.

    Learn more Creator Economy

    2025 Creator Economy Ad Spend & Strategy Report IAB Research

    IAB •
    2025 Creator Economy Ad Spend & Strategy Report

    The Creator Economy in the U.S. has evolved rapidly from a niche content movement into a central force shaping how brands connect with consumers. According to IAB’s 2025 Creator Economy Ad Spend & Strategy Report, U.S. creator ad spend is projected to reach $37 billion in 2025, up 26% year-over-year and nearly 4x faster than the media industry’s overall growth. Over the past three years, creator advertising has more than doubled—from $13.9B in 2021 to $29.5B in 2024—as brands increasingly treat creators not just as social media partners but as a full-fledged channel.

    Learn more Creator Economy

    Data & Measurement

    Building a Suite of Truth: A Hybrid Approach to Measuring Incrementality

    Meta •

    In today’s media landscape, capturing the full picture of marketing performance can be complex, requiring a nuanced approach to measurement. By moving beyond a single source of truth to a dynamic suite of trusted tools and methods, marketers can create a more reliable framework for evaluating media effectiveness.

    Drawing on original research from Meta and other industry sources, this paper outlines a step-by-step guide to building a “suite of truth” tailored to specific marketing objectives, exploring key tools and methods and showing how to anchor them in incrementality.

    Learn more Data & Measurement

    State of Data 2026: The AI-Powered Measurement Transformation IAB Research

    IAB •
    State of Data 2026: The AI-Powered Measurement Transformation

    The IAB State of Data 2026: The AI-Powered Measurement Transformation: Implications for Attribution, Incrementality, and MMM examines this inflection point, exploring how AI is being applied across attribution, incrementality testing, and marketing mix modeling (MMM), where the buy side believes AI can deliver impact in the next 1-2 years, and what foundational gaps must be addressed to modernize measurement responsibly and at scale. The report is based on a survey of 400+ senior planning and analytics decision-makers at U.S. brands and agencies, conducted in partnership with BWG Global, providing a market-level view of where advanced measurement stands today — and where it is headed next.

    Learn more Data & Measurement

    2026 Outlook: A Snapshot of U.S. Ad Spend, Opportunities, and Strategies for Growth IAB Research

    IAB •
    2026 Outlook: A Snapshot of U.S. Ad Spend, Opportunities, and Strategies for Growth

    The 2026 IAB Outlook Study delivers market-wide and channel-level ad spend projections, plus insights into how media buyers are recalibrating growth strategies amid AI and agentic AI adoption, shifting consumer behavior, and rising performance pressure.

    With these insights, the ad industry can strategically prepare for 2026, benchmark performance, and identify new opportunities as the industry shifts from AI experimentation to AI as core infrastructure for campaign execution.

    Key Findings

    • Ad spend growth accelerates in 2026: +9.5% (vs. +5.7% in 2025); excluding major events, growth is +7.1%–7.8%.
    • AI dominates 2026 priorities: 5 of the top 6 buyer focus areas are AI; two-thirds center on agentic AI, with 96% awareness.
    • AI is also the biggest challenge: buyers cite AI-driven consumer behavior shifts, agentic buying complexity, and GenAI campaign application.
    • Priorities are shifting: acquisition remains #1, but buyers are leaning more into repeat purchases amid rising costs and profitability pressure.
    • Digital channels lead growth: Social (+14.6%), CTV (+13.8%), and commerce media (+12.1%); linear TV declines less due to major events.

    Access the full study to uncover more detailed insights and strategies for your 2026 planning.

    Learn more All Digital Media Data & Measurement Digital Media

    CIMM and Go Addressable Landmark Report on IP-to-Household Accuracy

    Coalition for Innovative Media Measurement (CIMM) and Go Addressable •

    A new study measuring the linkages between Internet Protocol (IP) addresses to households and individual email addresses reveals a number of costly inaccuracies. The research demonstrates that IP addresses are not always reliable as a stable identifier for digital targeting and measurement, calling for industry-wide collaboration to improve the fidelity of marketing signals that the industry currently uses to trade on.

    Key Findings:

    • IP Address is an Unreliable ID for Targeting & Measurement.
      • IP-to-postal linkages are accurate, on average, just 13% of the time.
      • IP-to-email linkages are accurate, on average, just 16% of the time.
    • Data providers agree only 6.4% of the time on IP-to-postal linkages and 2.8% of the time on IP-to-email linkages
    • There are 3x more IPs-per-postal than there should be, compared to ISP reports
    Learn more Data & Measurement

    2025 Outlook Study September Update IAB Research

    IAB •
    2025 Outlook Study September Update

    The IAB 2025 Outlook Study: September Update is a follow-up to the initial January 2025 release, providing an updated snapshot of projected ad spend, opportunities, and challenges for 2025. ​ It provides revised market- and channel-level forecasts for 2025, plus insights into how buyers expect the imposed/proposed tariffs to affect ad spend.

    These findings highlight shifting priorities and strategies, and are surfaced to help the ad industry prepare for 2H 2025, benchmark performance, and identify new opportunities in a fast-changing market.

    Key takeaways include:

    • 2025 U.S. ad spend forecast revised down from +7.3% to +5.7% amid macroeconomic pressures
    • Nearly all buyers cite concern over tariffs, especially in auto, retail, and consumer electronics industries Top overall challenges for the rest of the year: macroeconomic headwinds and shifting consumer behavior
    • In response, advertisers are prioritizing performance: customer acquisition and repeat purchases
    • Key digital channels expected to post double-digit growth: social, retail media, and CTV, while traditional media will decline
    Learn more All Digital Media Data & Measurement Digital Media

    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

    Digital Media

    All Digital Media

    2026 IAB Digital Video Ad Spend & Strategy Report: Part One IAB Research

    IAB •
    2026 IAB Digital Video Ad Spend & Strategy Report: Part One

    The 2026 IAB Digital Video Ad Spend & Strategy Report: Part One provides a comprehensive view into the evolving U.S. TV and digital video marketplace—highlighting where ad dollars are flowing, what’s driving growth, and how AI is reshaping the future of video.

    Key insights from this report:

    • Digital video ad spend will surpass $80B in 2026, continuing to outpace the broader ad market
    • AI is moving from experimental to operational, transforming planning, buying, creative, and measurement workflows
    • AI adoption varies by company size, with smaller advertisers leaning into creative optimization and larger ones focusing on inventory discovery and scale
    • Social video is outpacing CTV growth for the first time, driven by AI-powered personalization and creator-led content
    • Targeting has overtaken content quality as the top factor in media investment decisions
    Learn more All Digital Media Digital Media Digital Video/CTV

    IAB/PwC Internet Advertising Revenue Report: Full Year 2025 IAB Research

    IAB •
    IAB/PwC Internet Advertising Revenue Report: Full Year 2025

    Now in its 30th year, this highly anticipated report is considered the industry benchmark for U.S. advertising revenue across digital media platforms and publishers. This year’s report offers a comprehensive view across video, social, search, commerce media, and the creator economy – and, for the first time, includes perspectives from industry leaders who have helped shape the ecosystem over the past three decades. Here are the highlights:

    • Total Revenue: $294.6B in 2025, a 13.9% YoY increase
    • Digital Video: $78B, up 25.4% YoY, capturing increasing share of ad spend
    • Social Media: $117.7B, up 32.6% YoY, fueled by creator economy growth and commerce integration
    • Commerce Media: $63.4B, up 18%, reflecting a growing focus on outcomes-driven media
    • Creator Economy: Now a core channel, with spend projection reaching $37B
    Learn more All Digital Media Digital Media

    2026 Outlook: A Snapshot of U.S. Ad Spend, Opportunities, and Strategies for Growth IAB Research

    IAB •
    2026 Outlook: A Snapshot of U.S. Ad Spend, Opportunities, and Strategies for Growth

    The 2026 IAB Outlook Study delivers market-wide and channel-level ad spend projections, plus insights into how media buyers are recalibrating growth strategies amid AI and agentic AI adoption, shifting consumer behavior, and rising performance pressure.

    With these insights, the ad industry can strategically prepare for 2026, benchmark performance, and identify new opportunities as the industry shifts from AI experimentation to AI as core infrastructure for campaign execution.

    Key Findings

    • Ad spend growth accelerates in 2026: +9.5% (vs. +5.7% in 2025); excluding major events, growth is +7.1%–7.8%.
    • AI dominates 2026 priorities: 5 of the top 6 buyer focus areas are AI; two-thirds center on agentic AI, with 96% awareness.
    • AI is also the biggest challenge: buyers cite AI-driven consumer behavior shifts, agentic buying complexity, and GenAI campaign application.
    • Priorities are shifting: acquisition remains #1, but buyers are leaning more into repeat purchases amid rising costs and profitability pressure.
    • Digital channels lead growth: Social (+14.6%), CTV (+13.8%), and commerce media (+12.1%); linear TV declines less due to major events.

    Access the full study to uncover more detailed insights and strategies for your 2026 planning.

    Learn more All Digital Media Data & Measurement Digital Media

    2025 Global Insights: How Consumers and Marketers Use Walled Gardens

    DoubleVerify •

    Based on insights from Sapio surveys of 22,000 consumers and 1,970 marketing and advertising decision-makers across APAC, EMEA, LATAM, and North America, the report explores:

    • Consumer Behavior within Walled Gardens: How do consumers click, scroll and shop within walled gardens? What impact do ad adjacency and social media influencers have on consumer purchasing decisions
    • Marketer Advertising Trends within Walled Gardens: What are the primary challenges marketers encounter in walled garden environments? How are they tackling issues related to brand suitability and the rise of AI-generated content?
    • Where It’s All Headed: How can marketers ensure transparency and impartiality across walled garden campaigns?
    Learn more All Digital Media Digital Media

    2025 Outlook Study September Update IAB Research

    IAB •
    2025 Outlook Study September Update

    The IAB 2025 Outlook Study: September Update is a follow-up to the initial January 2025 release, providing an updated snapshot of projected ad spend, opportunities, and challenges for 2025. ​ It provides revised market- and channel-level forecasts for 2025, plus insights into how buyers expect the imposed/proposed tariffs to affect ad spend.

    These findings highlight shifting priorities and strategies, and are surfaced to help the ad industry prepare for 2H 2025, benchmark performance, and identify new opportunities in a fast-changing market.

    Key takeaways include:

    • 2025 U.S. ad spend forecast revised down from +7.3% to +5.7% amid macroeconomic pressures
    • Nearly all buyers cite concern over tariffs, especially in auto, retail, and consumer electronics industries Top overall challenges for the rest of the year: macroeconomic headwinds and shifting consumer behavior
    • In response, advertisers are prioritizing performance: customer acquisition and repeat purchases
    • Key digital channels expected to post double-digit growth: social, retail media, and CTV, while traditional media will decline
    Learn more All Digital Media Data & Measurement Digital Media

    2025 Digital Video Ad Spend & Strategy Full Report IAB Research

    IAB •
    2025 Digital Video Ad Spend & Strategy Full Report

    The 2025 IAB Digital Video Ad Spend & Strategy Report provides a lens into the U.S. TV/digital video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.

    Part one, released in April, covered general market trends and revealed that total U.S. digital video ad spend grew 18% YoY in 2024 to $64B and is projected to reach $72B in 2025—increasing two to three times faster than total media. Part two, released in July, dives deeper to reveal insights into how the digital video ad ecosystem is rapidly evolving into its next phase—powered by GenAI, precision targeting, and performance-driven KPIs.

    Key insights from the full report:

    • 86% of digital video buyers are using or plan to use GenAI to create video ads
    • CTV and social video are the top “must-buy” channels for advertisers in 2025.
    • Although content quality is the top criterion in digital video buys, failure to deliver outcomes is what limits deals with streaming partners.
    • Nearly half of CTV inventory is expected to be biddable.
    • As live content moves to streaming, buyers have higher expectations in the partnerships with the streaming platforms vs. Linear television.
    Learn more Digital Media All Digital Media Digital Video/CTV

    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

    Digital Audio/Podcasts

    Q4 2025 Podcast Performance Benchmarks

    Podscribe •

    Discover Podscribe’s latest insights on podcast advertising performance, emerging trends shaping 2026, and perspectives on measurement in audio advertising. Explore the full report designed to help brands and advertisers better understand performance, optimize campaigns, and plan with confidence in the evolving audio landscape.

    Learn more Digital Audio/Podcasts Digital Media

    Advertising’s Interactive Audio Future IAB Research

    IAB •
    Advertising’s Interactive Audio Future

    This guide explores how advertisers can prepare for a new era of interactive, voice-first experiences. From early smart speaker campaigns to today’s AI-powered conversational shopping, brands can now meet consumers in real time, with personalized audio that feels less like an ad—and more like a recommendation from a trusted source.

    Learn more Digital Audio/Podcasts Digital Media

    ‘The Record’ from Q3 2025

    Nielsen •

    This quarterly report card on U.S. ad-supported audio listening reveals that ad-supported channels account for 64% of total daily audio consumption. Within the ad-supported universe, radio maintains dominance with a 62% share of daily listening, followed by podcasts at 20%, streaming music at 15%, and satellite radio at 3%. The report highlights a critical finding for advertisers: 82% of all daily ad-supported audio time is spent with radio and podcasts combined. Furthermore, the data suggests that many marketers may be missing out on high-reach opportunities because radio and podcasts often deliver a higher ROI than perceived.

    Learn more Digital Audio/Podcasts Digital Media

    Podcasting Today Report

    Nielsen •

    This annual insights report provides a comprehensive look at the current U.S. podcast landscape, highlighting that podcasts now account for 1/5th of all daily ad-supported audio time. Drawing from Edison Research and Nielsen’s database of nearly 2,000 case studies, the report ranks the top 50 U.S. podcasts and benchmarks the medium’s high receptivity among listeners. The report also details specific brand lift metrics across diverse industries, including Auto, CPG, Retail, and Technology.

    Learn more Digital Audio/Podcasts Digital Media

    The Advertising Landscape

    Sounds Profitable •

    This report is the definitive study of how Americans respond to advertising on over 20 types of ad-supported media, including podcasts, short-form video, social media, broadcast media, and more. Based on a 5,000-person study of Americans 18+, the study reveals that podcast consumers are more attentive, more trusting, and more responsive to advertising messages on podcasts than regular users of other media are to those platforms and channels. The data shows that podcast consumers actively choose to engage with ad-supported content rather than avoid it, and that there is a significant trust gap between audio channels and social media, making them a valuable audience for advertisers and a complement to any multi-channel campaign.

    Learn more Digital Audio/Podcasts Digital Media

    Getting Audio & Podcasting on the Media Plan: A Guide for Mutual Success IAB Research

    IAB •
    Getting Audio & Podcasting on the Media Plan: A Guide for Mutual Success

    This guide dives into the untapped potential of digital audio in marketing, spotlighting how brands can reach highly engaged audiences and leverage the trusted connection audio listeners have with content. The guide reveals a notable gap between consumer audio usage and brand investment, presenting a unique chance to improve ROI by embracing digital audio’s reach and flexibility.

    Learn more Digital Audio/Podcasts Digital Media

    Digital Video/CTV

    The CTV Trends Report: Rethinking brand safety and audience behavior on News channels

    Wurl •

    Wurl’s latest CTV Trends Report explores the realities of brand safety within News programming on FAST. The data challenges long-standing assumptions around News, highlighting how advances in scene-level contextual targeting are helping advertisers unlock premium inventory with greater precision and confidence. Download the report to gain insights into the growing role of News channels in the streaming ecosystem today: how audiences engage, what makes News valuable for advertisers, and what brand safety risk actually looks like at the scene level.

    Learn more Consumer Research Digital Media Digital Video/CTV

    Get Ready with Media Intelligence: 2026 FIFA World Cup Edition

    Nielsen •

    Football, or soccer as it’s known here in the U.S., is the most popular sport in the world. American fandom has been on the rise, and international competitions are at the center of that growth.

    To help brands, advertisers, and media companies make the most of what is shaping up to be one of the most-watched sporting events in history, Nielsen has launched a dedicated

    Key findings include:

    • Soccer fandom in the U.S. is surging. 33% of the general population expects their interest in the sport to grow over the next 18 months and among dedicated World Cup fans, that figure jumps to 64%.
    • The audience is young, diverse, and highly engaged. Hispanic communities and Gen Z/Millennial fans are leading the charge, with 76% of Millennials and Gen Z making up the core World Cup fanbase.
    • The media landscape is more fragmented than ever. Live broadcast, streaming, and social platforms will all play a role and Nielsen, as FIFA’s official media intelligence supplier, will be tracking viewership, fan engagement, and sponsor outcomes across all of them.
    Learn more Consumer Research Digital Media Digital Video/CTV

    2026 IAB Digital Video Ad Spend & Strategy Report: Part One IAB Research

    IAB •
    2026 IAB Digital Video Ad Spend & Strategy Report: Part One

    The 2026 IAB Digital Video Ad Spend & Strategy Report: Part One provides a comprehensive view into the evolving U.S. TV and digital video marketplace—highlighting where ad dollars are flowing, what’s driving growth, and how AI is reshaping the future of video.

    Key insights from this report:

    • Digital video ad spend will surpass $80B in 2026, continuing to outpace the broader ad market
    • AI is moving from experimental to operational, transforming planning, buying, creative, and measurement workflows
    • AI adoption varies by company size, with smaller advertisers leaning into creative optimization and larger ones focusing on inventory discovery and scale
    • Social video is outpacing CTV growth for the first time, driven by AI-powered personalization and creator-led content
    • Targeting has overtaken content quality as the top factor in media investment decisions
    Learn more All Digital Media Digital Media Digital Video/CTV

    Live Programming on FAST: A Strategic Guide for Content Companies

    Wurl •

    As audiences continue to migrate to free ad-supported streaming TV (FAST), live programming has emerged as a powerful engine for discovery and engagement. Whether it’s sports, concerts, or exclusive behind-the-scenes reality content, live events give viewers a reason to tune in now, creating appointment-viewing moments that drive spikes in engagement, elevate channel visibility, and unlock new monetization opportunities. This guide explores the evolving state of live programming on FAST, drawing on real-world insights from leaders who are succeeding with it today.

    Learn more Digital Video/CTV Digital Media

    The CTV Trends Report: Advertiser Edition

    Wurl •

    How content, viewing behavior, and ad opportunities are shaping streaming’s performance potential in 2025

    Ad-supported streaming TV is quickly becoming one of the most effective ways for advertisers to reach and connect with audiences. Importantly, viewership is still climbing, driven in large part by the increasing availability of premium free content and affinity for “new-to-you” TV classics. But what’s also exciting is how people are watching — sampling more channels, spending more time per channel, and showing consistent demand across a variety of genres.

    Wurl’s aggregated viewership data from thousands of free streaming TV channels, sometimes labeled as FAST, reveals three big takeaways for advertisers:

    • Free streaming channels have solidified their position as a core part of household media consumption.
    • Growth in viewing hours on free streaming channels is fueled by a combination of more households tuning in as well as increasing time spent per household.
    • The sticky nature of streaming content, combined with the broad range of genres available on free channels, allows marketers to engage everyone from mass audiences to niche communities with tailored messaging.
    Learn more Consumer Research Digital Media Digital Video/CTV

    2025 Digital Video Ad Spend & Strategy Full Report IAB Research

    IAB •
    2025 Digital Video Ad Spend & Strategy Full Report

    The 2025 IAB Digital Video Ad Spend & Strategy Report provides a lens into the U.S. TV/digital video market and offers guidance for buyers and sellers on how to position and differentiate their strategies based on the market opportunity.

    Part one, released in April, covered general market trends and revealed that total U.S. digital video ad spend grew 18% YoY in 2024 to $64B and is projected to reach $72B in 2025—increasing two to three times faster than total media. Part two, released in July, dives deeper to reveal insights into how the digital video ad ecosystem is rapidly evolving into its next phase—powered by GenAI, precision targeting, and performance-driven KPIs.

    Key insights from the full report:

    • 86% of digital video buyers are using or plan to use GenAI to create video ads
    • CTV and social video are the top “must-buy” channels for advertisers in 2025.
    • Although content quality is the top criterion in digital video buys, failure to deliver outcomes is what limits deals with streaming partners.
    • Nearly half of CTV inventory is expected to be biddable.
    • As live content moves to streaming, buyers have higher expectations in the partnerships with the streaming platforms vs. Linear television.
    Learn more Digital Media All Digital Media Digital Video/CTV

    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/CTV Consumer Research Digital Media

    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/CTV 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/CTV 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/CTV Digital Media

    Multicultural and Talent Development

    Culture Decoded: How Hispanic Gen Z Redefines Authentic Brand Engagement

    LatiNation •

    LatiNation identified a major blind spot in market understanding: the behaviors and attitudes of English-dominant Hispanic audiences and their changing relationship with media and brands. As streaming options multiplied and consumption patterns shifted, advertisers and media planners lacked data-driven insights into how this generation interacts with content and brands.

    Based on a survey of 400 Hispanic Americans, The Culture Decoded white paper provides a clear analysis of how English-dominant and bilingual Gen Z Latinos are reshaping the way culture is communicated, consumed, and translated into action.

    Learn more 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.

    Learn more Multicultural and Talent Development