“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Goldstein. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”

New Leadership to Spearhead Core Initiatives

The organization welcomes three new senior executives with deep expertise across AI, commerce/retail media, and digital media strategy.

Collin Colburn, Vice President, Commerce, leads the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem, defining incrementality, and navigating the convergence of the store and monetization strategies. By defining industry standards that support transparent, accountable, and adaptable commerce practices, Colburn aims to promote consistent frameworks to improve operational efficiency and help advertisers use media more effectively in today’s digital marketplace. He will also spearhead IAB’s annual Connected Commerce Summit, in NYC on September 9, 2025.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” added Colburn.

Jamie Finstein, Vice President, Media Center, brings over 15 years of digital strategy experience from WPP Media. She will drive advancement across CTV, digital video, audio, DOOH, and brand safety. In this role, Finstein will support the growth of video through data-driven standards, help resolve video measurement, and drive consistency across the marketplace and standardize video formats. She will also drive audio innovation by enhancing programmatic standards and VAST integration, support DOOH (DOOH) by addressing the space’s unique complexities, and strengthen brand safety by tackling AI-driven fraud. Additionally, Finstein will lead the IAB Audio and Video Boards, as well as key events including IAB Video Leadership Summit on July 14-15 and IAB Podcast Upfront (September 30) as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein. “There is a real opportunity to drive meaningful progress – bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center also includes Jason Adamski and Matt Shapo as Directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans.

A passionate advocate for audio’s powerful role in omnichannel advertising campaigns, Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web.

Caroline Giegerich, Vice President, AI, previously announced, will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over twenty years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics.

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” added Giegerich. “IAB is focused on delivering actionable frameworks, best practices, and scalable tools that ensure AI is used responsibly and effectively. As I take on this role, I am eager to help our members understand AI is not just about innovation—it’s about building a foundation the entire ecosystem can trust and build on.”

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” concluded Gabilan. “Collin, Jamie, and Caroline, are on the bleeding edge of their respective fields and will provide our members with the perspective they need to thrive in a changing advertising ecosystem.”

Additionally, Angelina Eng has been promoted to Vice President, Measurement, Addressability & Data (MAD) Center and CoE Operations. She will continue to oversee the MAD Center, while also coordinating operations across all IAB Centers of Excellence to streamline processes and boost collaboration. Eng will also lead the IAB Measurement Leadership Summit on July 15-16.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, Vice President of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, Vice President of the Professional Development and Education Center (PDEC), plays a key role in equipping digital marketing and media professionals with industry-driven training and resources to foster growth, adaptability, and long-term success in today’s workplace.

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 collaboration 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 Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com /btibaldi@kcsa.com

The post IAB Updates Centers of Excellence and Expands Leadership Team to Accelerate Industry Innovation appeared first on IAB.

NEW YORK – June 10, 2025 – The Interactive Advertising Bureau (IAB), the leading trade body for the digital advertising industry, today announced the release of its Digital Advertising Invoice API Specifications, which are open for public comment until August 11, 2025. This initiative introduces a unified, system-agnostic set of API specifications designed to streamline the exchange of invoice data and documentation between buyers and sellers in the digital advertising supply chain.

“Despite the digital nature of our industry, the way we handle invoices is still largely manual and outdated,” said Angelina Eng, VP, Measurement, Attribution & Data Center, IAB. “This effort reflects our commitment to modernizing digital advertising infrastructure, which will enable scalable, tech-forward solutions that work across platforms and stakeholders.”

Developed in close collaboration with Mediaocean and adapted from the Prisma platform’s proven API architecture, the specifications are aimed at solving a persistent operational pain point in digital advertising – the lack of standardization in invoicing processes. These new specifications provide a consistent, machine-readable format for transmitting invoice data, reducing the need for manual processing, accelerating payment cycles, and improving overall accuracy.

This initiative reflects the kind of partnership IAB fosters – bringing stakeholders together to solve practical, systemic issues,” said Alexander Tsai, SVP of Prisma Product Management, Mediaocean. “By aligning around a standardized API framework for invoice automation, we’re helping ensure that digital advertising keeps pace with the broader media landscape.”

Invoicing in digital advertising has many inefficiencies, ranging from inconsistent formats and missing documentation to delayed payments and invoice rejections. The new API specifications aim to address these challenges by offering:

• A flexible, interoperable solution built for easy integration into existing seller-side finance systems;
• A common language and structure to improve invoice processing and data reconciliation;
• A foundation for faster, more accurate, and transparent payments.

IAB encourages all digital advertising stakeholders to review the Digital Advertising Invoice API Specifications and provide feedback during the 60-day public comment period. Finalized specifications are expected to follow later this year.

To review the proposed digital advertising invoice API specifications and provide feedback, click here. The comment period is open through August 11, 2025.

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 collaboration 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.

The post IAB Releases Digital Advertising Invoice API Specifications for Public Comment appeared first on IAB.

New York – May 20, 2025 – After more than one-year of collaboration with the entire advertising ecosystem – from agencies and brands to publishers and adtech – the Interactive Advertising Bureau (IAB), the digital media and marketing trade association, released its long-awaited updated General Terms for Digital Advertising Agreements, opening a 60-day public comment period through July 21, 2025.

“The original terms were created nearly a quarter of a century ago,” said Michael Hahn, EVP and General Counsel, IAB and IAB Tech Lab. “This initiative brought together brands, agencies, publishers, ad tech, and legal experts to create something that truly reflects how the digital advertising business operates today — and prepares us for where it’s headed next.”

Helping The Industry Move Faster, Reduce Costs, And Support Innovation

Originally created in May 2001, IAB standard terms and conditions (T&Cs) for digital advertising media buys have not kept pace with changes in technology, transaction types, or platform capabilities — forcing teams to renegotiate from scratch and increasing both time and legal burden on all sides.

This new, clear, flexible foundation for digital ad transactions means any kind of buy can happen faster and with less friction, whether via direct buy or programmatic. Also, the foundation provides for easy engagement with different vendors that support digital ad transactions, such as measurement providers and ad verification providers.

Built by the Industry, for the Industry

The updated terms reflect over a year of cross-functional effort led by 276 IAB member companies — including major holding companies like Omnicom and Publicis, as well as independent agencies such as Butler/Till and Canvas Worldwide, brands such as Unilever and Bayer, publishers like Hearst and NBCUniversal, top ad tech firms, and leading law firms.

At the update’s core is a modular framework designed to support the full range of today’s digital transactions. It consists of a standardized foundation for most deal types, making it easier for all sides of the ecosystem to transact efficiently. Business-specific terms — such as cancellation rights or delivery requirements — will be addressed in separate addenda tailored to each transaction type, which are being developed in parallel by IAB’s Terms & Conditions Task Force.

“This modular structure gives the industry what it’s been missing: a balance of consistency and flexibility,” said Angelina Eng, VP, Measurement, Addressability & Data Center, IAB. “Once adopted, these terms will help our ecosystem scale more efficiently — with less negotiation, lower legal overhead, and better alignment.”

“Publishers have been asking for this for years — a standardized framework that reflects how deals are actually done today,” said Rob Beeler, Founder & CEO, Beeler.Tech. “This is a big win for the entire industry.”

Help Shape the Future of Digital Ad Deals

“The speed of growth and change in our industry has made way for multiple disconnected frameworks,” said Shenan Reed, Global Chief Media Officer, General Motors, and Chair, IAB Board of Directors. “What IAB has done here is give the industry a shared language. That’s how we unlock trust, creativity, and speed at scale.”

“An update to T&Cs is long overdue and I’m glad to see this coming out of IAB,” said Christy Loftus, SVP, Data Logistics, Canvas Worldwide. “Standardizing how we approach advertising agreements allows for greater consistency and gives the industry a baseline on the expectations for all sides of media. IAB’s involvement in this will help expedite what I’m sure we’ve all experienced with legal hangups, and allow us to go to market faster, while addressing the numerous complexities of the ecosystem.”

IAB invites all industry stakeholders to review and comment on the new General Terms by July 21, 2025. Feedback will help shape the final version, which IAB anticipates will become a new foundation for digital advertising agreements across the industry.

To review the proposed terms and provide feedback, click here. The comment period is open through July 21, 2025.

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 collaboration 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 Releases General Terms for Digital Advertising Agreements for Public Comment appeared first on IAB.

New York, NY — May 12, 2025 — Today, Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) released the Attention Measurement Guidelines for public comment. Developed by the IAB Attention Task Force — a group of more than 200 members from across the advertising, media, and measurement industries — these guidelines offer a structured framework for the consistent measurement and reporting of attention across media. During the public comment period of 60 days, until July 12, 2025, we invite brands, publishers, platforms, agencies, and measurement providers to review the guidelines and provide feedback.

“Attention is getting a lot of, well, attention — but without a shared standard, it’s become a bit of a Wild West situation,” said Angelina Eng, VP of Measurement, Addressability & Data Center & Center of Excellence Operations. “Right now, there are too many different ways to measure and define it, which creates confusion and makes it hard to compare results or build trust. These guidelines are about bringing order to the chaos. They lay down a clear, consistent foundation so that attention can be measured in a way that’s credible, useful, and ready for where the industry is headed.”

The measurement guidelines outline four primary methodological approaches — data signals, visual tracking, physiological and neurological observations, and panel or survey-based inputs — creating shared standards that can be applied across formats and platforms. By reducing reliance on inconsistent or proprietary methodologies, they give all sides of the ecosystem a common baseline for comparing attention metrics and aligning them to business outcomes.

“From the MRC’s standpoint, measurement only works when it’s grounded in rigor and ready for real-world scrutiny,” said Ron Pinelli, Senior Vice President, Digital Research & Standards, MRC. “Right now, attention is being used in a number of different ways — some valid, some speculative — and that’s a problem if we want it to be taken seriously as part of the measurement toolkit. These guidelines take a hard step toward separating signal from noise. They define not just what attention is, but how to measure it across different methodologies in a way that’s transparent, comparable, and built for future accreditation.”

The Attention Measurement Guidelines establish clear parameters around how attention should be applied in practice — not as a replacement for delivery or outcome metrics, but as a complementary signal that can enhance how exposure and engagement are understood. By aligning methodologies, definitions, and reporting principles, the framework helps reduce ambiguity and supports more confident decision-making across planning, buying, and evaluation. It gives the industry a way to move beyond experimentation and begin operationalizing attention with greater consistency and accountability.

“This is about creating the conditions for trust — and ultimately, investment — in attention as a reliable indicator of exposure and engagement,” Eng concluded. “But it only works if the industry leans in during this public comment period and helps shape something we can all stand behind.”

Stakeholders are encouraged to review the draft Attention Measurement Guidelines and submit comments before July 12, 2025, here. A final version is expected to be released before the end of 2025, laying the groundwork for future MRC accreditation audits of attention measurement services.

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 collaboration 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 MRC
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising
agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.

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

The post IAB and MRC Release Attention Measurement Guidelines for Public Comment appeared first on IAB.

Today, Interactive Advertising Bureau (IAB), the digital media and marketing trade association, released the fifth edition of its long-running economic research series, Measuring the Digital Economy: Advertising, Content, Commerce, and Innovation, led by John Deighton, Harold M. Brierley Professor of Business Administration Emeritus, Harvard Business School.

The quadrennial study, first published in 2008, tracks the economic impact of the internet on America. This year’s headline: the Digital Economy has doubled since 2020, reaching $4.9 trillion. That’s 18% of U.S. GDP.

It’s also driving employment at a rapid clip. Internet-related jobs are growing 12 times faster than the broader labor market. Since 2020, the Digital Economy has expanded at 19% annually, while the total U.S. economy grew at 7%.

A National Job Growth Engine, 28.4 Million Strong

Back in 2008, internet-driven employment made up just 3 million jobs. Today, that number has grown to more than 28.4 million.

Of those, 11.2 million are directly tied to digital economy work. Another 17.2 million are found in industries that rely on digital infrastructure—education, entertainment, banking, retail, public services, and more.

Creators Are Driving the Fastest Growth

Digital creators and social media influencers — who generate content and build audiences for a living — now account for more than one in 10 full-time internet-dependent jobs in the U.S.

Today, the full-time equivalent of more than 1.5 million Americans work as digital creators — a number that has multiplied nearly eightfold since 2020. While the traditional media sector is expanding at roughly 5% annually, the creator sector is now growing at five times that pace.

“The creator economy has clearly become a major factor in the digital growth story, driving spend, engagement, culture, and of course, employment,” said David Cohen, CEO, IAB. “The impact is felt across the ecosystem, shifting the way that we think about information, entertainment, commerce, and community. In some ways, it has become a self-fulfilling prophecy. The more that creators succeed, the stronger the platforms they use become,” said Cohen.

A Digital Footprint in Every District

Digital employment has reached all 435 congressional districts. Silicon Valley and the other top 10 Congressional Districts may have higher concentrations of Internet-dependent employment, but they account for only about one-eighth of all U.S. digital economy jobs. This isn’t just a coastal or urban story — digital work is happening in cities, suburbs, and small towns across the country.

“The Digital Economy has become a foundational part of American GDP,” said Cohen. “And the exponential effects of generative and agentic AI are just beginning. Now is the moment for policymakers and regulators to understand the scale of this shift and ensure the foundation and infrastructure are in place to keep driving innovation forward.”

To help advance that understanding, IAB will host a Capitol Hill briefing on June 26 in Washington, D.C., focused on how digital policy can support continued job growth and extend the benefits of the internet economy to more communities nationwide.

A Broader Base of Economic Opportunity

The Digital Economy isn’t confined to the largest players. It includes everyone from Fortune 10 companies to independent creators building businesses on their own terms.

“The reach and infrastructure created by e-commerce platforms and integrated firms have enabled a self-sustaining, democratized economy,” said Deighton. “Whether it’s a solopreneur or a large enterprise, the opportunity is real and growing.”

Where Growth Is Coming From

Nearly 70% of digital job growth is concentrated in four key segments:

• Digital creators building businesses through content and community
• Platform workers using services like DoorDash, Uber, Instacart, and Airbnb
• Online merchants growing their businesses through e-commerce marketplaces
• Integrated firms like Amazon, Meta, Alphabet, and Microsoft operating across infrastructure, services, and consumer tools

Access the Full Report

About the Study

This is the fifth edition of IAB’s economic research series, produced about every four years. It is authored by John Deighton, Harold M. Brierley Professor of Business Administration Emeritus, Harvard Business School, and Principal Research Consultant Leora Kornfeld.

The report analyzes the size, structure, and impact of the Digital Economy in the United States, spanning advertising, content, commerce, and infrastructure.

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 collaboration 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 Research: Digital Economy Surges to $4.9 Trillion, Fuels 28.4 Million U.S. Jobs Across All 435 Congressional Districts appeared first on IAB.

New York – NY – April 29, 2025 – As part of a bold commitment to advancing the role of artificial intelligence (AI) in advertising, Interactive Advertising Bureau (IAB), the leading trade body for the digital advertising industry, today announced the appointment of Caroline Giegerich as Vice President, AI. Giegerich will lead IAB’s strategic initiatives to integrate AI across the digital advertising ecosystem, including the development of practical tools, resources, and best practices that empower marketers, agencies, publishers, platforms, and ad technology companies. Giegerich will report to Cintia Gabilan, SVP, Centers of Excellence and Industry Initiatives.

“IAB is entering a pivotal new phase in our AI journey—and Caroline’s deep expertise, creative vision, and collaborative leadership make her the ideal person to drive it forward,” said Cintia Gabilan, SVP, Centers of Excellence & Industry Initiatives, IAB. “From redefining creative workflows to protecting publisher IP, we’re building an AI roadmap that balances innovation with responsibility. Caroline will be at the helm of this transformation.”

Giegerich brings over 20 years of experience at the intersection of marketing, innovation, and emerging technologies. Most recently, she served as Vice President of Global Marketing & Innovation at Warner Music Group, where she led pioneering generative AI and immersive media campaigns for artists such as Cobrah and A Boogie. Her cross-industry expertise spans roles at MediaLink, HBO, Showtime Networks, and Smashbox Cosmetics, and includes work with platforms like YouTube, Netflix, and Section, the executive learning platform where she upskilled marketers in AI strategy.

As VP, AI, Giegerich will spearhead a three-pronged 2025 AI roadmap that includes:

• The IAB AI Ecosystem Map – A dynamic, interactive resource that tracks and categorizes AI use cases across the advertising supply chain, from GenAI creative platforms to targeting, measurement, and brand safety solutions.
• GenAI Personalization Playbook – A comprehensive guide helping brands and agencies operationalize AI-powered creative personalization at scale, with a focus on workflow design, quality assurance, and creative infrastructure.
• AI-Centric Content Integrity & Trust – A cross-industry initiative to ensure AI-generated advertising content is accurate, brand-safe, and transparently disclosed. This includes developing QA protocols, hallucination detection tools, and labeling standards to help publishers, marketers, and platforms deploy GenAI responsibly while preserving consumer trust and platform credibility.

“Joining IAB at this inflection point is an opportunity to help the industry unlock AI’s full potential in a way that’s practical, ethical, and inclusive. Establishing shared standards and scalable solutions across stakeholders is exactly what the industry needs right now. There is no association more well-equipped to take on this task than IAB,” said Giegerich.

As part of IAB’s expanded commitment to harnessing the power of AI across the digital media and marketing ecosystem, the organization has engaged new IAB member Alvarez & Marsal’s (A&M) Media & Entertainment (M&E) group. Through this partnership, A&M will offer specialized advisory expertise in areas critical to the future of the industry—including the impact of AI on media buying, the development of industry standards, and strategies for business transformation.

Peri Shamsai, A&M Managing Director and M&E Practice Leader, stated, “This position reflects A&M’s commitment to driving transformational change through innovation and the firm’s results-driven approach. By helping to shape AI-driven initiatives, we’re creating a shared foundation from which media companies, advertising agencies, and brands can harness AI’s power in ways we’ve only just begun to imagine. This collaboration represents a pivotal step in the industry’s journey toward achieving greater efficiencies through shared expertise and collective knowledge.”

Sonia V. Gupta, A&M Managing Director and M&E Data and AI Lead, added, “A&M and IAB share a mutual commitment to unlocking value and opportunities through AI. We are excited to collaborate with IAB to address the evolving needs of digital advertisers as they continue to deliver tailored, innovative solutions for their clients.”

About IAB
The Interactive Advertising Bureau (IAB) 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 collaboration 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 Double-Clicks on AI: Taps Caroline Giegerich as VP, AI, and Partners with Consultants Alvarez & Marsal (A&M) appeared first on IAB.

New York, NY, April 28, 2025 – A resurgence in live events and sports programming on streaming platforms, coupled with the expansion of self-serve and programmatic ad tools, helped CTV rebound with 16% year-over-year (YoY) growth in 2024, according to IAB’s “2025 Digital Video Ad Spend & Strategy Report: Part One.”

Now in its twelfth year, the report, developed in partnership with Advertiser Perceptions and Guideline, provides a comprehensive snapshot of the U.S. digital video marketplace across CTV, social video, and online video, surfacing how and where ad dollars are flowing and why.

“2024 was a pivotal year for digital video advertising. With high-quality content moving to streaming, advancements in advertising technology, and an influx of new inventory accelerated growth for both consumers and advertisers,” said David Cohen, CEO, IAB. “CTV is making it clear it’s a go-to channel for both viewers and advertisers and is expected to continue growing along with social video and online video.”

Digital Video is Pulling Further Ahead of Linear TV, Solidifying its Dominance

This year’s findings underscore a clear shift in momentum as digital video is expected to capture nearly 60% of total TV/video ad spend in 2025, double its share from just five years ago. This growth builds on a major turning point in 2024, when it surpassed linear TV for the first time. Digital video ad spend rose 18% in 2024 to $64 billion and is projected to grow another 14% in 2025, reaching $72 billion—two to three times faster than total media overall.

“The video industry continues its transformative shift towards streaming driven by content, creators, technology, and improved measurement. However, it is important to acknowledge that ongoing economic uncertainty, including tariffs, geopolitical conflicts, and changing consumer confidence, the marketplace in 2025 is more difficult to predict than ever before,” added Cohen.

All three types of digital video, CTV, social video, and online video, are driving the overall channel’s trajectory, with each posting double-digit growth.

“CTV and social video are core pillars of a brand’s comprehensive and integrated media strategy,” said Chris Bruderle, VP, Industry Insights & Content Strategy, IAB. “Consumer attention has already moved to these platforms, and advertisers are meeting them there – not just for the scale, but for the ability to precisely target, measure performance across devices, and drive real business outcomes. These channels are now foundational to any effective media strategy.”

CPG, Retail, and Pharma Drive Digital Video Ad Spend Growth Through 2025

As the digital video marketplace continues to grow, more categories are ramping up their ad spend to connect with consumers where they watch content the most. In 2025, most major categories are set to increase digital video ad budgets by double-digits with CPG (13%), retail (18%), and pharma (19%) leading the way. These categories are capitalizing on advanced targeting, including AI-driven personalization, real-time insights, and shoppable ad formats to drive deeper engagement and more immediate consumer action.

Programmatic Self-Serve Tools are Reshaping the CTV Ad Landscape for SMBs

CTV is no longer just for brands with big budgets–following the rise of programmatic self-serve tools, small and mid-size businesses are stepping into the spotlight. In 2025, most of the dollars flowing into CTV are coming from reallocations—primarily from linear TV (36%), social media (36%), and other digital channels like online video, paid search, and display. This shift reflects growing confidence in CTV’s ability to deliver targeted, high-impact campaigns, now made even more accessible through programmatic and self-serve tools.

Cohen concluded, “The combination of self-service technology, accessible pricing, and the ability to link spend to outcomes has empowered small and mid-size businesses to get a piece of the CTV pie, making it easier and effective to promote, reach, and engage with audiences.”

The IAB “2025 Digital Video Ad Spend & Strategy Report: Part One” report can be accessed here. Part two of the report, which will be released on July 14th during the IAB Media Center’s Video Leadership Summit, will focus on strategies behind these growth rates.

About IAB
The Interactive Advertising Bureau (IAB) 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 collaboration 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 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 Guideline
Our mission is to redefine the future of the world buys and sells media.
We combined the leading media planning and data companies to create the world’s most trusted set of solutions to help shape mission-critical advertising decisions. Though we already provide guidance to the world’s leading brands, agencies, and media owners; we are just getting started.

We are busy innovating, expanding existing capabilities, and leveraging AI to offer automated, intelligent solutions to age-old industry processes.

As the industry leader, 25 out of the world’s 30 largest brands and 9 of the top 10 most valuable global media owners rely on our solutions. Guideline provides critical data to the largest media measurement companies, demand-side platforms, and institutional investors. We partner with all six of the biggest agency holding companies, as well as several of the largest independents, analyzing over $150 billion in annual media spend globally.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com / btibaldi@kcsa.com

The post Digital Video Is Set to Capture Nearly 60% of All TV/Video Ad Spend in 2025, CTV Rebounds to Double-Digit Growth in 2024, According to IAB appeared first on IAB.

New York – NY – April 17, 2025 – Internet advertising revenues demonstrated strong growth in 2024, increasing 14.9% year-over-year. Conducted by PwC, the “IAB Internet Advertising Revenue Report: Full Year 2024,” found internet advertising revenue hit $258.6 billion in 2024, its highest since 2021.

“The U.S. digital ad industry showed remarkable strength in 2024. Despite the volatility from geopolitical shifts, interest rate changes, and economic uncertainty, major events like the Presidential Election and Olympics provided meaningful tailwinds,” said David Cohen, CEO, IAB. “As we look ahead to this year, there is no doubt that we will see an even more dynamic market driven by geopolitical and economic factors. There is absolutely growth to be had for those that embrace the volatility and innovate. Now is the time to future-proof your business by exploring new solutions that leverage the latest advancements in technology while ensuring that consumer privacy stays at the forefront.”

Digital video continued to be the fastest-growing format, now accounting for nearly a quarter of total ad revenue, reflecting consumer engagement with video content. Podcast advertising came back to strong growth, with a significant increase compared to 2023, over 26% vs. 5%, respectively. Social media saw renewed confidence amongst advertisers due to increased investment in user-generated content, creator-driven partnerships, and community-led spaces.

Commerce media, including retail media networks, continued its strong growth in 2024, with revenues rising 23% to $53.7 billion, as the critical importance of first-party data ecosystems positions it as a key pillar in media budgets as brands shift towards privacy-compliant audience targeting.

Revenue Performance: Mid-tier Publishers See Strong Growth
While the entire digital ecosystem grew, mid-tier media companies experienced the largest share growth. Market share among the top 11-25 media companies reached 11% in 2024, an increase of 3.1%+ since 2023. This growth highlights the rising influence of emerging digital platforms, democratizing the ad ecosystem where brands are allocating budgets beyond the largest platforms.

“The biggest shift in market share came from the mid-tier companies, growing at a greater rate than both the largest and the smallest players,” said Cohen. “These midsized companies are adopting new business models, encouraging creator engagement, and leveraging AI and data-driven insights to offer more personalized, cost-effective advertising solutions. As a result, we’re seeing renewed growth and a next generation market taking shape.”

Outlook for 2025: AI, Privacy Regulation, and Creator Economy
“While digital advertising reached new heights in 2024, there are many forces that are quite literally transforming our industry in real time,” said Jack Koch, Senior Vice President, Research & Insights, IAB. “Next year we expect the industry to look quite different as media companies adopt new business models and lean heavily on AI, not only survive but thrive.”

According to the report, here are the top trends for 2025:

• AI-Driven Advertising: From Automation to Transformation: AI has evolved from a tool for automation to a transformative force in digital advertising, driven by generative and agentic models that can create content, make autonomous decisions, and manage campaigns end-to-end. These advancements are disrupting traditional ad channels like search, shifting from keyword bidding to native, conversational ad experiences embedded in AI-generated results. However, widespread adoption remains limited due to challenges with data readiness, tool fragmentation, and compliance. As AI takes over operational tasks, human creativity remains vital—pushing companies to redefine how technology and talent work together in the new media model.
• Creator Economy: Shifting to Long-Term Partnerships and Multi-Platform Expansion: The creator economy is thriving as brands shift from one-off influencer deals to long-term partnerships, aiming for more authentic, sustained engagement. Creators are expanding beyond social media into podcasts, newsletters, and retail partnerships, unlocking new monetization avenues. Short-form video dominates, but emerging platforms are reshaping consumer behavior and pushing brands to adapt. While platforms offer better revenue-sharing models, many creators still face challenges in a crowded space. Success hinges on authenticity, audience trust, and long-term strategy.
• Privacy & Regulation: The Rise of First-Party Data Strategies: The digital ad industry is shifting toward privacy-first strategies as signal loss and new state privacy laws limit user-level tracking. Brands are adopting first-party data, contextual targeting, and consent-based tools to stay compliant and effective. As consumers demand both protection and personalization, trust and transparency have become key competitive advantages.
• Streaming CTV, and Skinny Bundles: Monetizing in a Fragmented Landscape: As advertisers shift budgets from linear TV to streaming, ad-supported tiers from Netflix, Disney+, and Amazon Prime are expanding inventory while driving down CPMs. Live sports streaming on platforms like YouTube TV and Amazon is attracting ad dollars, while skinny bundles help reduce churn and boost ad-supported revenue. With increasing fragmentation, programmatic CTV and self-serve ad platforms are giving brands more control and efficiency in reaching engaged audiences.
• Business Model Reinvention: AI, commerce, and media are reshaping advertising, with brands adopting multi-platform strategies and AI-driven automation to stay competitive. Retail media networks offer high-intent audiences and closed-loop measurement, while new monetization models like subscription-based content and shoppable media are on the rise. As consumer habits evolve, many advertisers are expanding their presence across emerging networks to hedge against platform risk and maximize flexibility, giving brands a competitive edge in a fragmented market.

Click here to access the “IAB Internet Advertising Revenue Report: Full Year 2024.” Experts from IAB, PwC, and MAGNA will discuss key findings and trends from the report during a webinar on April 24th, at 2pm ET. Register here.

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 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 (IAB) 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 collaboration 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.

The post Digital Ad Revenue Surges 15% YoY in 2024, Climbing to $259B, According to IAB appeared first on IAB.

IAB Main Stage Occurring on May 7

NEW YORK – April 4, 2025–As media consumption continues to shift, the 2025 IAB NewFronts is where marketers and media buyers come to see what’s next — especially when it comes to video. From May 5–8 in New York City, the event offers a first look at what top digital media companies and tech platforms are planning: new shows, streaming strategies, and fresh ways to connect with audiences through video. It’s a chance to hear directly from the people shaping the future of streaming, digital advertising, and content.

“The 2025 IAB NewFronts is where you can really get a sense of where the video world is heading,” said David Cohen, CEO, IAB. “The presentations here reflect and shape what’s coming next. From what people will be watching to how brands show up in those spaces, this is where the next year in digital video starts.”

As an IAB NewFronts Principal Partner, Google will continue its long standing partnership by kicking off the 2025 IAB NewFronts on Monday.

The highly sought-after IAB Main Stage is set to return on Wednesday, May 7, spotlighting breakthrough content, technologies and solutions. Additionally, IAB will showcase findings from its annual IAB Digital Video Ad Spend & Strategy Report, which includes full-year 2024 results and an outlook for 2025.

Also slated to return during IAB’s Main Stage day is “Spotlight on: News @ NewFronts” — a session focused on the role of credible, trustworthy journalism and why it matters for advertisers. The conversation will explore the value of investing in quality news and will include voices from leading organizations, including Yahoo!, NBCUniversal, The Guardian, and The Washington Post.

“The way people watch is changing fast,” said Cintia Gabilan, SVP, Centers of Excellence and Industry Initiatives, IAB. “Streaming is where audiences are, and CTV continues to grow because it’s easy, personalized, and fits into people’s lives. At the 2025 IAB NewFronts, we’ll see how media companies are leaning into this shift and rethinking what video can be to create more connected, meaningful experiences.”

*All times are in EST; Attendees must reach out to IAB NewFronts presenters (above) to attend their presentations; Speakers and timing are subject to change. For up-to-the-minute agenda, refer to the IAB website: https://iab.com/newfronts

*All times are in EST; Speakers and timing are subject to change. For up-to-the-minute agenda, refer to the IAB website: https://iab.com/newfronts

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 collaboration 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 Unveils 2025 NewFronts Lineup, Spotlighting What’s Next in Streaming appeared first on IAB.

“While AI has long been used for yield management, optimization, and automation, the explosion of generative and agentic AI solutions will radically alter the entire digital media ecosystem. AI will soon power every aspect of media campaigns, not to mention its impact on the creative process.” said David Cohen, CEO, IAB. “We must fundamentally rethink how agencies, brands, platforms and publishers work — which is both incredibly exciting and challenging at the same time.”

The report, designed to evaluate market readiness for AI transformation, was created by IAB in partnership with BWG Global and Transparent Partners, and surveyed over 500 subject matter experts across the buy- and sell-sides of the industry.

Current AI Adoption Status
To date, only 30% of agencies, brands, and publishers have fully integrated AI across the media campaign lifecycle. The initial focus is clearly on driving efficiency, as nearly twice as many agencies and publishers have fully scaled AI compared to brands.

Despite a slow start, however, half of those who haven’t yet fully integrated AI expect to do it by 2026. But the study reveals that half the industry lacks a strategic roadmap for AI.

“The industry isn’t taking full advantage of what AI can do now. It can build media plans, generate audience segments, select media partners, forecast performance, and even use synthetic or “fake” data to enhance marketing mix modeling and sales attribution” said Angelina Eng, VP Measurement, Addressability & Data Center, IAB. “This will transform how media campaigns are conceived, executed, and managed from start to finish. It will happen fast, and laggards are at risk of being left behind. This report will help the industry develop the roadmaps they need to leap from AI-assisted workflows to the complete integration that will unlock AI’s full potential.”

What’s Holding The Industry Back?
Contrary to popular assumptions, job security is the least of the industry’s concerns at just 37%. The industry recognizes that AI requires a strong foundation before it can take on human tasks and realize its potential.

Nearly two-thirds cite the quality of the data being used and produced, the protection of that data, and fragmentation among disparate tools as top barriers.

There are also fears about transparency. Half of brands worry they don’t have enough transparency about how agency and publishing partners use AI on their behalf, and half of agencies worry about brands bringing their AI capabilities in-house and reducing their reliance on partners.

There Are Solutions, But More Need to Embrace Them
The study asked about eighteen different solutions ranging from clear use cases, formal training, defined KPIs specifically for AI solutions, formal assessment of workflows, to governance boards to address concerns and challenges, but at most, only 49% are using or planning to use any one of them.

Eng concludes, “The study suggests that agencies, brands, and publishers need to take a phased approach to AI adoption, ensuring that data inputs and outputs are secure and of high quality. They also need to train teams on best practices, collaborate with the industry to develop standards, and prioritize key use cases to establish a strong foundation for full-scale adoption. There is already a lot of catching up to do, and AI capabilities are leaping even further ahead almost daily. There’s no time to waste.”

The report, IAB State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns, is available here. A series of four webinars on this vital subject will begin March 24. To register for the IAB State of Data Webinar: AI in the Media Campaign Lifecycle click here. In addition, IAB is releasing a companion guide to the report that provides tactical recommendations for integrating AI into day-to-day media planning, activation, and analysis.

About IAB
The Interactive Advertising Bureau (IAB) 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 collaboration 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 BWG Global
BWG Global has set the industry standard as the premier provider of industry intelligence to more than 100,000 professionals across leading hedge funds, mutual funds, long-only investment firms, family offices and corporations. Supported by a robust compliance structure and anchored in proven research methodology, BWG Global identifies key market inflections and uncovers unique investable ideas. The firm offers products and services through a license subscription to its digital research library and live events, including Primary Intelligence Virtual Forums, Forum Synopses, Channel Intelligence Research Reports, Market Insight Survey Reports and Custom Research.

BWG Global pioneered an investigative, interview-based methodology providing channel research to the institutional investment community in the 1990s and then expanded its footprint internationally to conduct live, in-depth interviews in more than 20 countries in North and South America, Europe and Asia. In 2013, the company fundamentally changed how investment managers and corporations’ access real-time information through live forum events. BWG Global provides much-needed transparency by creating access to real-time information and data on sector, company and technology trends.

About Transparent Partners
Transparent Partners is a Services-as-a-Solution company that helps enterprise brands transform their marketing capabilities with AI-driven solutions.

Today’s marketing organizations struggle with fragmented technology, underutilized data, and increasing pressure to drive measurable impact. AI and automation have the power to solve these challenges—but only when applied effectively.

Transparent Partners delivers AI-powered services and embedded solutions that unlock the full potential of marketing technology and data. Our deep domain expertise helps enterprise brands operationalize AI, automate workflows, optimize investments, and accelerate business growth.

How We Deliver Value:
AI-Driven Decisioning & Automation – Scaling marketing efficiency and precision
Data & Analytics Activation – Turning intelligence into action
MarTech & Operational Enablement – Reducing complexity and optimizing investments
Agentic Marketing Solutions (AMS) – AI-powered automation across marketing functions

We help the world’s largest brands win with AI—delivering measurable business outcomes, maximizing ROI, and turning marketing investment into competitive advantage.

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

The post IAB State of Data 2025: AI Is on the Brink of Transforming How Advertising Works at Its Core appeared first on IAB.