IAB Canada released its third annual Barometer Report on Digital Reach. The study provides a snapshot from the buy side on the general outlook of the industry in 2023, planned investment strategies and also looks at measurement and brand safety.
Top concerns reported in this year’s report included measurement, addressability and privacy. At the Business of Digital: Sight, Sound and Motion event yesterday where we heard from all stakeholders, it was made clear that addressability in a cookieless world would need to thread more needles than just reach. As advertisers drill down into conversion-based metrics, there is a sense of urgency to demonstrate value across all channels and to look at investments from a wholistic standpoint.
Contextual advertising and branded content are having a moment of resurgence as budgets move towards safer territories. Experimentation of universal IDs is also gaining momentum and we will be paying close attention to case studies and metrics associated with this method of addressability.
The run-away growth category continues to be Connected Television and yesterday we covered everything from scaled reach to glass-level metrics and all that lies between.
To see a list of our previous Barometer reports, visit our Research Centre.