Mobile Advertising: An Economic Perspective

whitePaper | October 10, 2022

Audience experiences are being transformed by the rapid consumer adoption of Connected TV (CTV) and the vast array of premium TV content choices in linear and OTT environments. How do media companies meet audience demand for premium-quality channels and content across every screen — while also maximizing profitability?

whitePaper | August 22, 2022

This ALPHA KONNECT report is an overview of the current connected TV landscape in Canada. The report uses Canadian and North American data such as user reach in Canada, household penetration, and demographic data to help marketers and agencies better understand the impact of connected TV advertising. This report also serves as a guide that breaks down what connected TV is, how connected TV advertising works, best practices when running a campaign, how to properly measure campaigns, and also provides insight on the modern marketing mix that many advertisers are embracing with Connected TV advertising.

whitePaper | January 1, 2020

When AT&T bought the first banner ad on Hotwired.com in October 1994, no one could have realised that they were witnessing the birth of an industry. This year, that industry will support sales of digital advertising worth over USD$223 billion. The advertising technology industry is a huge, complex and sprawling ecosystem. It incorporates everything from third-party ad networks to trading desks, real-time bidding platforms, retargeting, supply- and demand-side platforms, sophisticated attribution models and increasinglyartificial intelligence solutions.

whitePaper | October 10, 2022

Few retailers doubt the effectiveness of performance advertising. From humble origins to something more complex, it remains a preferred tactic for advertisers the world over. The reasons why remain simple. Retailers can target shoppers better. And they can measure their campaigns more accurately. But as campaign expectations have evolved, so have the metrics which determine success.

whitePaper | October 3, 2022

Over the past few years, outdoor advertising has evolved at a rapid pace. No longer restricted to paper-based posters, billboards and flyers pinned to lampposts, the out of home (OOH) ad has gone digital thanks to the growing network of digital out of home media, or DOOH media, now readily accessible to businesses of all shapes and sizes at a cost- effective rate via modern programmatic buying platforms. Digital outdoor advertising is one of the best ways for SMBs to reach consumers and capture the attention of their target audience – which is precisely why it’s now a priority for businesses looking to drive audience engagement with dynamic content in an offline environment.

whitePaper | November 30, 2021

The IAB Data Center of Excellence is an independently funded and staffed unit within the IAB. Founded to enhance existing IAB resources and to drive the “data agenda” for the digital media, marketing, and advertising industry, the Data Center’s mission is to define boundaries, reduce friction, and increase value along the data chain, for consumers, marketers, and the ecosystem that supports them. IAB Data Center of Excellence is focused on