IAB

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

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

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

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

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

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

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

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

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

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