IAB
United States, New York Office
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.
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Latest Posts
Indicators | Digital Marketing
Main Barriers of Gaining Value From Data-driven Marketing, 2019
A data-driven marketing strategy enables data-driven decision-making using technology and applications that help a business achieve its strategic imperatives. Data strategy must be driven by the business not only by the technology that services the business. Data has the potential to be the most valuable marketing resource. With the right information in hand, marketers can …
Indicators | Digital Marketing
Important Factors That Expected to Drive Data-driven Marketing & Media Initiatives, 2019
Data-driven marketing (DDM) is top of mind for brand and agency executives. Data-driven marketing, in theory, is about better using the flood of customer-related data to integrate and optimize marketing efforts in the age of an empowered consumer and big data. Today’s marketing has shifted from being a discipline close to communications to a discipline …
Indicators |
Use Cases Expected To Occupy Attention & Resources During 2019
A use case is a list of actions or event steps, typically defining the interactions between a role and a system, to achieve an objective. From a range of potential use cases, data users reported that they are going to prioritize “cross‐channel” initiatives above all others in 2019, maintaining a focus on the harmonization of …
Researches | Video Marketing
Video Landscape Report, 2018 | IAB
The current video landscape is complex and evolving due to the confluence of technological innovations and consumer behavior shifts. The IAB Video Center of Excellence has created this “Video Landscape Report.” It was gathered from existing industry research and analysis, and also consultations with more than a dozen industry practitioners and subject matter experts from …
Indicators | Digital Marketing
87% of Advertisers Agree That Original Digital Video Advertising is an Essential Part of Their Media Buy, 2018 | AdvertiserPerceptions & Iab
Original digital video content refers to programming not advertising that is professionally produced specifically for digital/online consumption. Ad spending on original digital video programming has been climbing rapidly in recent years and looks set to continue doing so, as advertisers eye the attractive profile of original digital video audiences. ODV viewers reported a higher level …
Guides | Content Marketing
Branded Content Creation & Distribution Guide: Steps for Success | IAB
The use of content marketing and native advertising is on the rise and is expected to grow more in the future. But the lack of standard guidelines for branded content creation and distribution has caused confusion and some reluctance on the part of marketers and agencies in building out branded content campaigns. Significant efforts are …
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