American Privacy Rights Act: Wrong Solution to Data Privacy

The U.S. needs a national data privacy law to simplify a complicated patchwork of state laws. One study estimates 10-year compliance costs of conflicting state laws at over $1 trillion. National privacy legislation must also avoid the mistakes of California and the EU. Another study by the state of California estimates compliance costs for the California Consumer Privacy Act (CCPA) at $58 billion, nearly 2% of the state's economy.

The . . .

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When we first announced the launch of the IAB Diligence Platform, we emphasized the importance of working smarter to solve the complex process of managing privacy diligence with the numerous vendors in the digital advertising industry. The Platform is compatible with any privacy program management solution and assesses privacy compliance in the context of actual data flows and uses in the digital advertising industry. Moreover, it’s fully auditable, making it an invaluable tool for effective and efficient privacy compliance management for your business.

The IAB Diligence Platform includes questions that are specifically drafted for a publisher’s state privacy law diligence of a Supply-Side Platform (SSP); an advertiser’s diligence of a demand-side platform (DSP); an SSP’s diligence of a DSP; and everyone’s diligence of data brokers.  The Platform also includes SafeGuard Privacy’s US State Law assessments that can be leveraged for self-assessment, and for additional vendor assessment.

The IAB Diligence Platform is a critical step in standardizing privacy due diligence for the digital advertising industry.  We encourage all IAB members, and the industry more broadly, to use it to satisfy their privacy diligence obligations.

To learn more about the IAB Diligence Platform, please visit https://safeguardprivacy.com/iab-diligence-platform/.

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Here are some key takeaways from the event:

Massive Audience, Undermonetized Market: Podcasts boast an impressive reach, with 135 million monthly listeners in the U.S. and nearly 100 million tuning in weekly. They also capture a significant share of listener time, averaging 8.3 weekly episodes (approximately 6.5 hours). However, advertising spending pales in comparison to this impressive audience. Only 9% of audio media consumption currently translates to ad revenue, highlighting a significant “monetization gap” the industry needs to bridge.

Investing in the Future: The good news is that the outlook for podcast advertising revenue is positive. While growth slowed in 2023 due to economic factors, it’s projected to reach $2 billion this year and climb to $2.5 billion by 2026. Additionally, early data from Q1 2024 shows a promising upward trend in podcast ad spend. Part of the story behind the strong outlook is increasing innovation and the adoption of podcast measurement capabilities. Because podcasts are primarily consumed via progressive downloads rather than streamed, the buying community has sometimes found podcasting to be more difficult to measure than other digital media, but the deployment of increasingly sophisticated pixel-based attribution is enabling measurement of multiple KPIs compared to other channels and giving podcasters a more prominent seat at the media planning table.

Content is King (and Queen): Podcasting continues to diversify, catering to various interests. Comedy and sports remain the top genres, with news, society, and culture following close behind. This diversity gives advertisers a rich tapestry of opportunities to tailor their messages to specific audiences.

Sports Domination: Sports podcasting is experiencing explosive growth in listenership and advertiser investment. Popularity is driven by sports fans’ passionate and engaged nature and the explosion in sports content supply. ESPN brought its A list, hosted by Mike Greenberg, including Adam Schefter, Brian Windhorst, and Clinton Yates, sharing its upcoming lineup and investment in Women’s sports. Better Collective portfolio, a network specialized in sports, also talked about its launches and successes, including The Big Podcast with Shaq.

Beyond Host-Reads: Ad formats are evolving beyond basic pre-rolls and mid-rolls. Live podcasting, branded episodes, experiential activations, and social media integration are increasingly utilized to create a more immersive and engaging brand experience for listeners.

The Power of Storytelling: With programmatic buying growing, there is a bigger emphasis on emotionally resonant narratives over audience size. The ability to connect deeply with listeners is key to success. This shift prioritizes quality content that fosters a loyal audience. Highly engaged listeners are more receptive to advertising messages, leading to better campaign outcomes. To display such storytelling momentum, the Podcast Upfront stage was a star-studded gathering of the industry’s biggest host names, like John Allen, AKA MrBallen from “Strange, Dark & Mysterious Stories” (Wondery), Cam Jordan from “Off The Edge” (iHeart), Ben Shapiro from “The Ben Shapiro Show” (DailyWire), Phill and Matt Simms from “Simms Complete” (Cumulus), amongst others. Another big moment was when Jon Stewart announced the launch of his new podcast, “The Weekly Show with Jon Stewart”, through Paramount Audio.

Hollywood Shift: The line between podcasts and traditional media is blurring, with hit podcasts transitioning to TV series, attracting big players like Hollywood studios, and altering content creation. Wondery, for example, showcased multiple partnerships with Peacock, AppleTV, FX, and Amazon MGM Studios. These collaborations aren’t just about podcasts becoming TV shows. We’re also seeing video-based programs adding podcast components to their offerings. This trend suggests the growing influence of podcasts and the potential for cross-platform storytelling strategies.

AI’s Rise in Podcasting: Artificial intelligence is poised to transform the industry through innovative targeting methods, dynamic audience optimization, and personalized ad creative. One of the most important ways this transformation is already playing out is using AI transcription analysis which has dramatically improved brand safety and suitability assessments by analyzing context beyond isolated words, opening doors for more advertisers. Some partners also bring AI innovations together in unique, bundled solutions that allow advertisers to supercharge their podcast measurement and targeting. One example was a joint presentation from the integrated marketing optimization powerhouse Claritas, and Horizon Media about a new audio analytics solution to assess digital audio and podcasting’s contribution to client KPIs.

Diversity and Inclusion Take Center Stage: Authenticity and diverse narratives are critically important drivers of listener engagement and advertiser success in podcasting, which reaches multicultural audiences through inclusive storytelling, fostering a sense of representation that is not always as evident in other forms of media. Some examples of podcasting’s unique offerings for multicultural audiences highlighted at the Upfront included iHeartMedia’s Charlamagne tha God discussing the “Black Effect” podcast network and presentations from Pod Digital Media and Sonoro Media.

The 2024 IAB Podcast Upfront reminded us of podcasting’s immense potential. Despite the slowdown in ad revenue growth, the industry remains optimistic. The continued growth of listenership, the increasing popularity of video podcasts, and the potential of live events all point to a bright future for podcasting. Investing in improved measurement analytics, leaning more into programmatic buying, and exploring additional revenue streams will be crucial for continued growth.

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The US National Privacy String was specifically designed to support the MSPA. The Tech Lab’s github repository makes that purpose clear with the naming convention: “IAB Privacy’s [the IAB entity that holds the MSPA] US National Privacy Technical Specification.” The preface in github states:

This document outlines the technical specification for using the GPP specifications with the IAB Privacy Multi-State Privacy Agreement legal requirements. . . . The US National Privacy Section is a string that consists of the components described below. Users should employ the US National Privacy Section only if they will adhere to the National Approach [a defined term in Section 1.81 of the MSPA] for their processing of a consumer’s personal data.

While we believe that this language is clear, we’ll provide even more qualifying language in the coming weeks to make it doubly clear – the US National Privacy String must only be used by MSPA signatories or MSPA-certified partners who have agreed to comply with the “National Approach” as defined in the MSPA.

For those who are not an MSPA signatory or certified partner, there are several reasons why they should not send or receive IAB Privacy’s MSPA US National String and use it for their own purposes. First, if publishers or advertisers send the US National String when they are not a signatory to the MSPA or a certified partner, they run the risk of making material misrepresentations that they are an MSPA signatory or certified partner and adhere to the MSPA’s National Approach as the means of reconciling the differences in the state privacy laws. Regulators such as the FTC and State Attorneys General have previously enforced misleading certification advertising claims. Second, if adtech providers induce or knowingly receive and open the US National Privacy String and are not a signatory to the MSPA or a certified partner, they run the risk of potentially assisting and facilitating false advertising for which there is joint and several liability. It also raises the risk of a tortious interference claim being brought by another MSPA signatory.

We certainly appreciate the desire for a single string to cover the U.S., but alas we do not have a federal privacy law that we can simply cite to in the string, as we do for the state-specific strings. Some have asked, “Why can’t we just list the relevant provisions of all the state laws in a US national string and not connect it to the MSPA?” The problem is that the string would be of little privacy value – no better than a general representation and warranty to comply with applicable provisions of all relevant state privacy laws. The outcome is the senders and recipients of the string would have different views and implementations around reconciling the different state privacy laws. So, receipt of the same signal would lead to different implementation outcomes.

Some have similarly asked, “What if I have privacy terms in my contracts with my partners, could I use the US National Privacy String then?” The problem is that there are potential variations in terms across partnership agreements, resulting in the same outcome of differing views and implementations. Our industry can do better than that to protect consumer privacy and we doubt that regulators would ever accept such an approach.

That is why we created the MSPA, and the corresponding U.S. National Privacy String, in the first place – to serve as a central and transparent set of privacy terms for the industry to point to that brings a consistent set of privacy outcomes and generally aligns with the highest common denominator across the privacy laws.

It is more imperative than ever for our industry to be compliant to the letter of the law. If you’re an MSPA signatory or certified partner, go ahead and send either IAB Privacy’s US National Privacy String or a state-specific string; the MSPA accommodates both approaches. But if you’re not an MSPA signatory, you should only send or receive state-specific strings with your partners.

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The overarching message from IAB NewFronts was clear: collaboration is key. Partnerships between platforms, content creators, data providers, and measurement firms will be crucial for navigating the complexities of the evolving digital video landscape. However, a recurring theme emphasized the importance of the human touch alongside AI advancements. While AI offers powerful tools for content creation, audience targeting, and measurement, human creativity, and emotional intelligence remain paramount for crafting effective and engaging advertising. Further solidifying this theme, human connection and authenticity were consistently highlighted as the foundation for successful media engagement, with compelling content and relevant audiences at the forefront. In addition, diverse partners across various backgrounds issued a strong call for allyship, emphasizing the need for inclusive storytelling and representation to resonate with a multicultural audience. And finally, there was a strong sense that digital video advertising has broken the constraints of traditional screens and plays a growing role in out-of-home locations. This collaborative spirit, where human expertise guides AI innovation and empowers diverse voices, will drive a thriving digital video advertising future.

Here’s a closer look at some of the biggest takeaways from the four-day event:

Day 1: Collaboration, Redefining News, and Embracing Change

• Partnerships Drive Innovation: A recurring theme was the need for collaboration in the increasingly fragmented video marketplace. Google showcased its evolving approach, acknowledging the importance of industry collaboration and fostering new partnerships to deliver client success. Vizio, which controls hardware, software, and data, emphasized how this integration optimizes the user experience and paves the way for ad and discovery innovation on its platform.
• Rethinking News Consumption: The “IAB Spotlight On: News at NewFronts” panels addressed the crucial role of journalism in preserving a healthy democracy. They challenged media buyers to move beyond outdated strategies like fixed blocklists and explore the diverse content opportunities within trustworthy news—everything from recipes to lifestyle and entertainment segments.

Day 2: First-Party Data, CTV Growth, and Content as King

• Harnessing First-Party Data: T-Mobile showcased its mobility data, including app usage, frequency, and time spent, combined with media placements across various touchpoints – home (wireless and TV), mobile, and in-store (digital out-of-home). Samsung echoed this, highlighting its ability to connect devices, software, hardware, content, and proprietary first-party data to create a holistic user experience.
• CTV Takes Center Stage: The continued rise of CTV was evident. Samsung TV Plus emerged as a major contender in the streaming realm, offering a diverse content library in sports, kids, gaming, music, news, and more. Roku emphasized the power of the “lead in” in CTV, arguing that their platform-enabled content drives greater attention to the CTV content they host. They do this by leveraging data and technology to bridge the gap between first impressions and transactions while addressing crucial industry challenges like audience fragmentation and efficient ad delivery. Roku also introduced its partnership with The Trade Desk, blurring lines between the open web and CTV ecosystems.

Day 3: Embracing Change and Redefining Success

• Digital Video Ascendant: The most significant takeaway might be the projected shift in dominance, with digital video surpassing linear TV for the first time in 2024 (52% vs. 48%). This reinforces the need to shift mindsets and explore new video advertising strategies.
• The Power of Creators and Diverse Storytelling: Creators have become a robust channel for reaching audiences. The importance of authenticity and diverse narratives resonated throughout the event, with presentations highlighting the need to cater to multicultural audiences and embrace inclusive storytelling approaches like those targeting Hispanic and LGBTQAI+ communities.
• Human Connection at the Forefront: Several discussions emphasized that human connections should guide media decision-making, focusing on compelling content and relevant audiences. Ad innovation also took center stage, aiming to address user experience concerns and create engaging ad experiences. Snap, for example, presented how they are using augmented reality (AR) and focusing on real-life connections to create a positive environment for brands. They introduced innovative ad formats with integrated AR experiences, tools for faster AR asset creation, and a new creator accelerator program focused on underrepresented communities. Additionally, Snap announced partnerships to bring AR experiences and creator content to the Paris Olympics and launched the Snap Sports Network, a channel featuring unconventional sports and user-generated content.

Day 4: Sports, AI, and Emerging Platforms

• Empowering Women’s Sports: The first-ever Women’s Sports-Focused NewFronts highlighted the significant growth of women’s sports despite a fragmented broadcast landscape. Sports Innovation Lab called for greater industry support and showcased its marketplace platform with inventory, team and athlete partnerships, and audience data solutions.
• Enhancing Creativity with AI: Meta emphasized the power of AI in fueling creative development, media buying tools, and creator discovery on platforms like Reels. New ad formats advancing direct response were also introduced.
• Video Entertainment at the Core: TikTok presented its case as a vital video entertainment platform, not just social media, highlighting its role in product discovery. Additionally, they presented tools like the TikTok channel forecaster and a new partnership with iSpot.tv for measuring incremental reach to linear TV.

Looking Ahead: A Collaborative Future Powered by Innovation

As you probably have noticed by now, Connected TV expansion and opportunities, retail media networks, AI innovation, and sports partnerships were present in almost every presentation during NewFronts. Despite these clear “winners”, some challenges in making sense of a very complex ecosystem for buying and measurement were also raised, like inventory fragmentation, frequency management, true cross-media measurement, evolving privacy regulations, and targeting limitations.

The 2024 IAB NewFronts offered a clear vision—the digital video advertising ecosystem thrives on collaboration. We heard from companies that are in the business of redefining the future of digital video. Some through content, others through data. Some through new uses of technology, ad innovation, and still others through new business models. Many through partnerships. In the spirit of “a rising tide lifts all boats,” it becomes clear that if the industry comes together to improve some practices, every participant in the ecosystem will be in an improved position.

With all this dynamism, we are at an incredibly important point in our industry’s evolution. We are moving from old models to new models in everything we do. There’s great growth ahead. As David Cohen, IAB CEO, said in his opening remarks, we will only get there if we heed John D Rockefeller’s words of wisdom: “Don’t be afraid to give up the good to go for the great.”

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1.The Currency and Measurement Conundrum

Industry leaders and experts explored the challenges and opportunities in developing universally accepted cross-channel metrics that balanced privacy, precision, and outcome-based success standards. Attendees gained insights into innovative approaches and cutting-edge solutions, including the responsible use of AI, to tackle the significant measurement problems facing the digital advertising ecosystem. The summit emphasized the need for a common framework to measure quality and performance across platforms, aligning metadata for seamless interoperability, and building a transparent and accurate foundation for addressability and attribution.

2.Balancing of Known and Unknown Audiences

As privacy regulations and technological changes reshape data collection and measurement, the summit addressed strategies for balancing the targeting of known and unknown audiences. Through thought-provoking sessions and interactive breakouts, attendees learned how to navigate the future of digital advertising by leveraging insights from the latest IAB State of Data 2024 Report. Discussions focused on preparing organizations to effectively reach and engage consumers while respecting user privacy preferences. Attendees agreed on the importance of developing privacy-compliant measurement solutions and providing guidance on balancing the targeting of known and unknown audiences in light of evolving regulations and technological changes.

3.Pivoting from Deterministic to Probabilistic Measurement

With the ad tech landscape undergoing significant shifts, the summit explored the industry’s pivot from deterministic to probabilistic measurement. Attendees collaborated with peers to rearchitect the foundation for targeting and attribution, ensuring data comparability and limiting wasteful ad spend in an evolving landscape with the adoption of probabilistic measurement solutions.

4.Interoperability in a Land of Walled Gardens

Attendees contributed to the development of a unified framework for determining advertising currency that could seamlessly adapt to the dynamic landscape. Discussions focused on fostering collaboration and standardization across the industry to enable effective measurement and optimize campaign performance in a privacy-centric future. The summit highlighted the need for bold, decisive action to address the lingering issues that have hindered progress, with IAB leading the charge in providing guidance and support to bring action plans to fruition.

Ameneh Atai	Mebrulin Francisco
Sagar Ganapaneni	Jonah Goodhart
Meagan Perle	Praveen Menon
Kelly Barrett	Jon Roberts
Richy Glassberg	Travis Scoles

Additional Resources

• IAB State of Data 2024 Report: This is the seventh year that IAB has released annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data. State of Data 2024 illustrates a time of strategic reassessment and innovation, driven by the necessity for privacy compliance and sustainable, consumer-friendly strategies. Companies that excel in adopting new data technologies and strategies are poised to lead.
• IAB Measurement Leadership Summit 2024: Calculating the Path to Success: Check out Angelina’s blog/recap for a detailed look at the key takeaways, industry challenges, and the path forward for media measurement in a privacy-focused future.
• IAB State Privacy Law Survey Results: provides insights from a recent survey of publishers, sell-side and buy-side ad tech companies, agencies, brands, and law firms regarding the implementation of the new state privacy laws and best practices.
• IAB Diligence Platform: a hub powered by SafeGuard Privacy, enables companies to complete a questionnaire containing a standard set of privacy questions. These questions can be utilized for assessing their practices, vetting partners, and staying updated as legislation evolves.

The post Navigating the Future of Advertising Measurement  appeared first on IAB.

CEOs from five leading news organizations (BBC, CNN, NBCUniversal, The New York Times, and NPR) spoke about the importance of a healthy news ecosystem. Each said that strong journalism equals a strong democracy. When discussing how the news model must change as consumer viewing migrates from linear/print to digital platforms, they spoke about how news is a very broad umbrella for many happenings in life. One panelist even said, “News is life; it’s about everything.” The headlines often steal eyeballs and create the impression that news is always polarizing. But the CEOs talked about how news is about storytelling across many genres: sports, cooking, travel, business, health, parenting, and much more. Under the news umbrella there is something for many different audiences.

The news organizations also acknowledged that they must approach storytelling in new ways to meet people where they are today. Their key message was that they are innovating. They are moving into streaming, long-form storytelling, and niche content with authentic personalities. They are driving local, national, and international storytelling. But their message was direct that they need advertiser funding to stay in business. While they each now have multiple revenue streams (NYTimes even has a gaming revenue stream), they need marketers to support their content to drive their business.

After the CEOs spoke, we heard from the buy side of the business. And advertisers’ message was clear – news can be a powerful vehicle to reach their audience and it is incumbent upon all marketers, ad tech, and publishers to ensure the proper tools exist to protect marketers from appearing next to content that does not reflect their brand values. Marketers are more than willing to support news if they can be assured that their brand will only be in environments that they deem appropriate. One agency executive spoke about how she had a new client who hadn’t reviewed and updated their news guidelines/block list since 2016. No wonder marketers are hesitant to support news when their guidelines are so far out of date.

The final panel of the day was a CRO panel that focused on what publishers are doing to help protect marketers. Some publishers are adding semantic targeting and enabling negative sentiment targeting in blocklists. This will help marketers from having too blunt of a tool to protect their brand placements. News offers a wide variety of content and brands now have a better way to control their brand placements.

This “spotlight” on news is important for our industry. The CEO from BBC shared that outside of their building, there is a statue of George Orwell, author of 1984, with the following quote etched onto it: “If liberty means anything at all, it must mean telling people things they do not want to hear.” That is the value of reputable, trustworthy news. It’s fine to talk about news being about everything and much more than the headlines – but headlines grab people’s attention. And if we learned anything from George Orwell, it is that the unimaginable can be real if we stop talking about what matters. In Animal Farm, Orwell famously said, “All animals are equal, but some animals are more equal than others.” This is the dystopia that can arise when we live within our news echo chambers and resist the willingness to go beyond what is in front of us and confront good and evil in equal measure.

I for one loved this new format that emerged from the IAB NewFronts this year. Shining a spotlight on critical issues that drive not only our industry, but our survival seems like a great innovation. Kudos to all that participated in this endeavor.

IAB Spotlight On: News @ NewFronts (Watch VOD)

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Many industries, including our own, are still grappling with balancing an effective return to office policy with employees nearly mandating their hybrid work schedule. Throughout this new hybrid work set up, Gen Z is quickly entering the workforce and will make up 27% of it by 2025*. Many of these new professionals have only ever known virtual work, having finished their education in the throes of a global pandemic.

On the opposite end, Baby Boomers are set to hit retirement age in record numbers over the next 3 years**. As those professionals with 30+ years of experience leave the workforce, they will take with them valuable knowledge and experience that risks not being transferred down due to the current hybrid work structure post-pandemic. Younger employees with high leadership potential will miss the opportunity to be cultivated by this previous generation – organizations need to develop and activate a plan to ensure their continued success through this impending transition.

As the cherry on top, the digital media industry continues to evolve at breakneck speed as technology advances, privacy regulations expand, and AI shakes up how we work. These numerous and varied challenges present strong opportunities; our organizations must make a concerted effort to train, support, and cultivate our talent so they can bring continued success and growth to our industry. The mission of IAB’s Professional Development and Education Center is to be a resource for your organization as you tackle these challenges, providing critical training and development opportunities.

To lead the new Center in this effort, IAB has elevated Matthew Renne to Vice President, Professional Development and Education. In his new position, Matthew will oversee the full suite of the IAB Professional Development and Education Center’s products and services spanning all digital media sectors. His top priorities include enhancing existing curriculum, launching new programs tailored to high-growth areas, fostering an inclusive industry community, and cultivating a network of leaders committed to developing informed and agile industry professionals in the face of rapid industry, workplace, and workforce change.

Some of the high growth areas the IAB has rallied around are retail media, gaming, and the creator economy – with multiple pieces of research, guidelines, and best practices developed to support them. Our Professional Development and Education Center has recently launched dedicated trainings to keep you in the know, in the know, including Introduction to Retail Media and Gaming 360, with a creator economy course slated to launch mid-2024.

To learn more about the Professional Development and Education Center and all its programming, please join us at our upcoming Info Session on Tuesday, May 7th from 1-2pm EST. We’ll discuss the current and upcoming training courses, the relaunch of our Professional Development Council, and more exiting updates coming throughout 2024. You may register for the event here.

Register for the Info Session
*Zurich Insurance Group 2024
** Forbes 2024

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The event provided a unique opportunity for data, measurement, and addressability leaders to convene and tackle the challenges and opportunities that lie ahead in the digital media industry. Just as pi is an irrational and transcendental number, the discussions at the summit were grounded in the reality of our complex and ever-evolving landscape.

Reflecting on the insights shared and the connections made at this event, I am filled with a sense of purpose and determination. The summit provided a platform for industry leaders to set aside their competitive instincts and come together to address the friction points that have hindered the industry’s progress. By cutting through the noise and focusing on the core issues at hand, we have laid the foundation for meaningful change.

The summit kicked off with a series of thought-provoking presentations and discussions that shed light on the key challenges in the media measurement ecosystem. These candid conversations highlighted the need for a common framework with a privacy-by-design approach given, the increasing demands for interoperability, transparency, and flexibility in measurement, and the transformative impact of generative AI on all aspects of the media industry.

Just as pi is used to calculate the circumference and area of a circle, the IAB Measurement Leadership Summit aimed to define the parameters and dimensions of our industry’s future. Attendees participated in interactive breakout sessions that delved into critical areas such as creating a better user experience, resolving the currency conundrum, and establishing consistent and flexible measurement practices while respecting consumer privacy at its core. Participants recognized that progress on these fronts is essential to fostering trust and enabling true cross-screen measurement.

There was a palpable sense of determination and unity among the industry leaders present. The consensus was clear: the time for incremental change is over. We must embrace bold, decisive action to address the lingering issues that have held us back for too long.

With the introduction of privacy regulations and the continued loss of third-party cookies and identifiers, the IAB Measurement Leadership Summit 2024 focused on bringing together business leaders in the industry to develop and embrace smart, sensible, and measurable actions. IAB is committed to leading the charge and providing the guidance and support for advertisers, agencies, ad tech, data and measurement companies, etc.

Attendees left the summit with a renewed sense of purpose, knowing that their participation and influence can help shape the future of the entire ecosystem. The exclusive networking opportunities and business connections formed during the event will undoubtedly propel the industry forward.

In the face of evolving challenges, collaboration and innovation will be key. By working together and harnessing the power of data and technology, our industry must pioneer new approaches to advertising. The methods we currently use to target campaigns, measure success, and attribute results will undergo significant changes in the coming years.

Those who embrace this transformation and adopt privacy-by-design principles will be the trailblazers who shape the future of advertising. Success will require flexibility, nimbleness, and agility as we navigate this dynamic landscape.

As an industry, we have the opportunity to collectively develop groundbreaking solutions that redefine media measurement and unlock the full potential of advertising in the digital age. It is by uniting in this mission that we will thrive and achieve unprecedented heights.

Check out our Measurement Leader Spotlight interviews

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How can gaming help Americans ascend the happiness ladder? We heard from Zoe Soon, VP, Experience Center, IAB, that gaming is for anyone and everyone. She spoke about gaming being “Entertainment Plus.” It’s in the “pluses” that we can take back control of our happiness. Gaming allows us to build community and enhance social connections, to relax and be creative, to feel successful through achievements. All of these are positive emotions associated with gaming. Games make us feel. And what is a brand’s objective when advertising? Their objective is to make consumers feel positive emotions towards their brand. Emotions are linked to memory and recall. So, the more emotional connection a brand can make with its audience, the more positive brand outcomes can be expected.

Games are mass entertainment targeted to niche audiences. There is a game for everyone. There are 213 million gamers in the U.S. – but that number may not break down as you would expect. 19% of gamers are under 18 years old, 12% are 18-24, 18% are 25-34 (the largest 10-year age block demographic), and over half (51%) are 35+. And when we look at male / female breakouts, 46% of gamers are female. Gamers are not all smelly teenage boys in their basements.

People play different types of games to illicit different types of emotions. Immersive console and PC games can take the user deep into fantasy worlds filled with escapism, and challenges that lift players from the harsh reality of their daily lives and transplant them into a world where they are in control. A world filled with friends, known and unknown, enables them to create the social connections they crave. There are adventures for every taste and there are targeting techniques that allow brands to be part of any world that is the best fit for them. Many of the targeting tools like first-party data matching and contextual targeting can be applied to gaming environments. Therefore, gaming is a brand safe environment where a brand can have total control over their placements and adjacencies.

On the casual gaming front, there are hundreds of games for every interest group. There are two mobile gamers for every PC/console gamer. So, when a brand wants to go mass, while maintaining targeting, casual gaming is an excellent choice. A person’s mobile device is their most personal gadget, and the casual gamer is always connected. A casual gamer does not mean a tepid gamer; on average casual gamers spend 13 hours a week gaming.

One of the biggest announcements at PlayFronts was made by PlayerWON who revealed their new partnership with chip maker NVIDIA that will launch a pre-roll ad product for cloud gaming that makes video game advertising look more like connected TV. These will be pre-game ads that are new to cloud gaming. The new formats also allow brands to use existing CTV creative in video games, creating efficiency and ease of execution. The same ad that ran in the Superbowl can now run in front of games on GeForce NOW (GFN). The ad unit allows cloud games to essentially function live free ad-supported TV (FAST) to make brands emotionally connected to the gamers because they are enabling the free version of an otherwise subscription game available through the cloud.

So, whether you are a PC, console or casual gamer, gaming and advertising in gaming offers up many opportunities to build emotional connections with consumers and help bring joy back into their lives. Remember, many gamers, especially 35+ cohort, may not identify themselves as gamers, but moms, commuters, workers on breaks play games too. And with all the new innovative targeting and execution opportunities, there is a game for every brand and a consumer for every game. Let’s play!

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