NEW YORK—A new report from IAB highlights many of the major trends transforming the ad business, including data suggesting that 89% of ad buyers are embracing alternative measurement currencies, as well as some of the ongoing problems facing the digital advertising business.
The newly released second half of its “2024 IAB Digital Video Ad Spend & Strategy Report,” revealed that the three major digital video channels will see increased spend in 2024 and that buyers are investing across all video content types, from short-form to long-form to creator and immersive. Short-form (69%) and vertical-format (68%) account for the largest share of buyers.
