Calls for Industry Adoption of Privacy, Addressability, Advanced TV, and Programmatic Standards to Address Industry Challenges

 IAB Tech Lab, the global digital advertising technical standard-setting body, unveiled its key priorities and roadmap for 2024 today. The roadmap addresses crucial pain points and challenges, ensuring the industry is aware and actively engaged in evolving digital advertising standards.

The 2024 roadmap identifies colossal shifts in digital advertising, happening simultaneously in the form of critical browser and platform changes, ongoing privacy regulation globally, accelerated growth in streaming (CTV), combined with the convergence of CTV and linear television, and cross-environment measurement challenges in an ever-expanding environment of signal loss.

"The digital advertising industry is standing on the precipice of profound change," said Anthony Katsur, CEO of IAB Tech Lab. "The specifications we've outlined don't just reflect anticipated shifts – they're a clarion call for industry adaptation and resilience. We're dedicated to championing collaboration and embrace this critical year as an opportunity to shape a more adaptive and ethically sound future for digital advertising."

IAB Tech Lab's Product Roadmap showcases its top priorities as developed by its global members and approved by the Board of Directors, comprised of industry leaders from over thirty leading ad tech, media companies, and agencies:

• Advanced TV Creative ID Framework Spanning Digital and Linear: IAB Tech Lab is spearheading a crucial cross-television measurement and reconciliation framework. Collaborating with the industry, IAB Tech Lab will establish a comprehensive Creative ID Framework, giving all segments of television delivery a fundamental building block, answering what played where and when while helping buyers understand the value of ubiquitous use of a creative ID across all television environments. This framework will be supported by standardized labeling and retrieval of advertiser metadata, allowing the industry to support new currencies and reconciliation methods more rapidly.
• Ongoing Fragmentation of Privacy Laws: There are three new US states with privacy laws going into effect in 2024 (and two going into effect in early 2025). Accompanied by new privacy and personal data regulations in international markets such as India and Brazil, 2024 will bring legal and technical professionals together in IAB Tech Lab's Global Privacy Working Group to enhance the Global Privacy Platform (GPP), ensuring compliance across all new jurisdictions.
• Addressability & Privacy Enhancing Technologies: Industries are actively developing innovative privacy-first addressability solutions in response to the uncertain fate of third-party cookies and other legacy identifiers. Whether it's new synthetic identity solutions or Privacy Enhancing Technologies such as Secure Multi-Party Compute (SMPC), Differential Privacy, and Trusted Execution Environments (TEEs) at the forefront of this privacy-by-design addressable revolution, IAB Tech Lab is defining guidance regarding advertising use cases and new technical standards for addressing known and unknown audiences, supporting innovation in data-secure addressability solutions within the digital advertising ecosystem.
• Measurement: In 2024, the IAB Tech Lab is prioritizing comprehensive cross-environment measurement strategies as data signal loss complicates understanding consumer behavior and measuring campaign effectiveness. While initially centered on viewability via the Open Measurement SDK, IAB Tech Lab's measurement initiative will evolve, encompassing diverse measurement use cases across multiple media environments.
• What Platform Changes Mean for You: Web browsers and mobile platforms more frequently offer proprietary solutions for advertising and measurement in their applications. Along with industry-developed addressability solutions like Data Clean Rooms and ID solutions, these proprietary APIs are a new area for the industry to investigate, test, and develop potential solutions to add to portfolios of addressability. IAB Tech Lab will dive deep into new measurement methodologies and analyze new addressability mechanisms based on these APIs to provide unbiased guidance to the industry.
• Buyside Education & Adoption: This year, IAB Tech Lab will emphasize educational content development, emphasizing who benefits and why. Initiatives include brand and agency content development and another ad operations workshop focusing on the Advanced TV Creative ID Framework. These initiatives aim to raise awareness about standards and specifications in the market, fostering a better understanding among buyers and sellers of the benefits of utilizing these standards for their business.

To support adoption, IAB Tech Lab will provide persona-based implementation guides, host events tailored to specific industry segments, and offer extensive supporting materials for specifications, ensuring a simple integration process. IAB Tech Lab will also expand its educational outreach to guide the market through implementation use cases, leveraging workshops, expert-led events, and tailored educational sessions designed to empower industry participants with actionable insights.

In conjunction with its 2024 priorities, IAB Tech Lab is excited to announce its 10th anniversary at the IAB Tech Lab Summit on June 11-12, 2024. This milestone event will celebrate a decade of setting technical standards, industry collaboration, and innovation, and will showcase critical industry achievements. The summit will include keynote speakers addressing artificial intelligence, privacy & data security, and a lifetime achievement awards dinner recognizing exceptional contributions to the digital media industry.

There is no shortage of standards work to be done in 2024, and while IAB Tech Lab's focus is evident with its top priorities, the industry also needs to continue evolving existing standards. OpenRTB saw three version updates in 2023 to support new features for programmatic efficiencies in CTV, identify potential Made-For-Advertising sites and more. The working group already has a dozen working proposals to consider for 2024 updates. We'll also see much-needed changes in the VAST standard to support the Creative ID Framework.

2024 signifies a new phase in elevating industry standards and fostering a more robust, efficient, and data-secure digital advertising ecosystem. IAB Tech Lab urges digital advertising professionals and technical experts to engage actively in its initiatives, adding their input to develop industry standards to drive the global digital ad economy forward.

The Talkdesk Bias & Ethical AI in Retail Survey spotlights how important responsible AI is to customers and what retailers need to start doing if they haven’t already

• 79% of shoppers refrain from purchasing artificial intelligence (AI)-powered product recommendations because they are not customized to their interests.

• 53% believe that AI-powered facial recognition software will lead to increased instances of racial discrimination.

• 90% of shoppers believe retailers should be required to be transparent about how they are using customer data to inform their AI usage.

86% of consumers believe retailers should be taking steps to make artificial intelligence (AI) more diverse, equitable, and inclusive (DEI), according to the Talkdesk Bias & Ethical AI in Retail Survey, which provides insight into customer experiences and expectations in the ever-changing world of AI. This belief comes as 64% of shoppers say they have received an AI-powered product recommendation that did not match their preferences, interests, or previous shopping behaviors  a number that is even higher for Hispanic (72%) and Black (69%) shoppers. Meanwhile, 60% of shoppers avoid AI-fueled product recommendations because they are biased or stereotypical.

Talkdesk®, Inc., a global AI-powered contact center leader for enterprises of all sizes, surveyed 1,000 American shoppers, ages 18 to 54+, finding that ethical and transparent use of AI is top of mind. In fact, 44% of respondents worry that AI will make the shopping experience less inclusive because brands aren't deploying it responsibly, with Hispanic (50%) and Asian (52%) consumers most concerned, and only 39% believe retailers take into account diverse communities when using or developing AI products.

Additional findings from the report include:

Transparency is Key With AI and Customer Data Usage

• 87% believe customers should have the right to access and review the data retailers have collected from them.
• 80% of shoppers want retailers to explicitly seek their consent to use their data for AI.
• 80% of shoppers would have more trust in product recommendations if retailers were transparent about their AI use.
• Only 28% of shoppers are confident retailers have proper security measures to protect the data used to inform their AI technology or products.

Where Retailers Should Go From Here

• Listen to what shoppers are saying. 71% have never purchased a recommended product because it makes them feel like a brand is monitoring them, and 45% are fearful their online shopping experience will no longer be personalized because retailers are not practicing responsible AI.
• Listen to what shoppers are expecting. They want brands to start developing internal policies to guide the ethical use of AI (88% agree), monitoring, controlling, and mitigating AI bias (86% agree), as well as developing proactive communications to customers on their AI use and any potential biases in their services (83% agree).

Supporting Quote

Shannon Flanagan, general manager and vice president of Retail & Consumer Goods at Talkdesk, said: “The power of AI is undeniable as retailers increasingly leverage it to build stronger customer relationships and offer a more personalized shopping experience. That being said, without the proper commitment to responsible AI, it could have the power to do the exact opposite. Retailers operate in an environment where every single customer interaction matters. If their AI strategy does not ensure the application of this technology is responsible and ethical, they risk losing their customer base.”

Based on the data, Google’s Search Generative Experience is poised to affect over $40 billion per year in ad revenue on Google

BrightEdge, the global leader in organic search, content and digital marketing automation, today released new data that highlights how significantly Google’s AI-enabled Search Generative Experience (SGE) launching soon will impact companies and their bottom line. According to the data, an estimated 84% of queries on Google Search will be boosted by generative AI. The data also shows that healthcare, e-commerce and B2B technology industries will be impacted the most significantly.

The business world is on the brink of a massive tectonic shift powered by generative AI that will completely change how brands market and sell their products. Google is expected to imminently go live with SGE, which uses AI to supercharge Search. Google will be able to analyze the context, sentiment, intent and nuances of each individual search, and in response, assert an opinion, telling users what to consider and care about.

For example, imagine a user searching for a specific car model. In the past, that query on Google Search might have shown results with links to a dealership website, car maker’s Wikipedia page, Carfax.com, Top Gear and Consumer Reports. The onus was on the consumer to do their research and form an opinion. Now, with SGE, the top result will be AI-generated content that will highlight key purchase considerations. In this case, that may look like high maintenance costs, poor gas mileage and supply chain constraints. This represents a fundamental shift in the way a search engine interacts with a user, moving from static queries to dynamic two-way conversations.

Since Google launched the beta version of SGE, BrightEdge has been piloting a new technology, BrightEdge Generative Parser™, that can accurately measure and track industry-by-industry patterns within SGE results as they happen. In order to determine how significantly SGE will impact search strategies by industry, BrightEdge has evaluated thousands of representative keywords spanning nine unique industries and a variety of markets. Here’s what the data reveals:

• Healthcare: 76% of queries analyzed were impacted by SGE
• Ecommerce: 49% of queries analyzed were impacted by SGE
• B2B Tech: 48% of queries analyzed were impacted by SGE
• Insurance: 45% of queries analyzed were impacted by SGE
• Education: 44% of queries analyzed were impacted by SGE
• Restaurants: 36% of queries analyzed were impacted by SGE
• Entertainment: 36% of queries analyzed were impacted by SGE
• Travel: 30% of queries analyzed were impacted by SGE
• Finance: 17% of queries analyzed were impacted by SGE

Based on the data, it’s likely that once SGE goes live it will impact over $40 billion per year in ad revenue on Google for marketers.

“For nearly two decades, BrightEdge has been providing high-performing marketers with powerful technology solutions and innovations that evolve their businesses and digital strategies. Google’s AI-powered SGE is the biggest technological shift that our industry has seen to-date,” said Jim Yu, Founder and Executive Chairman of BrightEdge. “This moment in time marks an earth-shattering inflection point for the marketing industry in particular, which has relied on organic search strategies to reach customers and sell products since the invention of digital marketing. Understanding how a brand is exposed to SGE is not just a matter of curiosity for marketers it’s one of survival.”

“Think about the pervasiveness of Google Search; it’s the gateway to the Internet,” said Albert Gouyet, VP of Operations at BrightEdge. “Imagine how often you use it when you buy a new pair of running shoes, choose what movie to see over the weekend, decide where to take your family for spring break, or pick a restaurant for dinner. Almost every decision a consumer makes online will be influenced by the new search experience. As Google’s latest launch catapults us from query-driven search to conversation-driven, AI-enabled search, the data clearly shows that businesses need to prepare themselves for a Search revolution.”

-Macroeconomic uncertainty constrains growth, evolution of identity creates impact on targeting and measurement-

Estimated overall ad spending in U.S. will post a robust 10.4-percent growth in 2024, reaching $570 billion fueled by $17 billion in political ad spending, and continued transformation of data-driven advertising, from connected television (CTV) to numerous digital ad channels where double-digit percentage growth is expected, according to Winterberry Group which announces today its “Outlook for Advertising, Marketing and Data 2024” research estimates. The new research also includes a recap of 2023 ad spending across online and offline media channels.

The predictions from the strategic consultancy also included a variety of business drivers and trends, from macroeconomic influences such as interest rates and unemployment, to advertising-specific concerns, among them the loss of third-party cookies as reliable household and individual identifiers for advertising, and their attempted replacement by a variety of technologies and techniques. For the 18^th consecutive year, the research was announced by Bruce Biegel, senior managing partner, Winterberry Group at a Marketing Club of New York program in New York City.

“Nearly half the projected ad spend growth will be driven by the forthcoming election cycle,” Biegel said, noting that the campaign for U.S. President and Members of Congress – which likely will be divisive may dampen the ability of brands to connect with consumers, since brands tend to steer clear of ad-financing in media channels where controversy foments. “Still, the investment in data-driven channels will flourish where spending on data, data services and data infrastructure is predicted to top $36 billion in 2024, a 13.9-percent increase.”

“Another predominant trend is that retail media networks  with impact on display, search and social are expanding to become ‘commerce media networks,’ where platforms with significant first-party data are leveraged to support targeted, measurable business objectives,” Biegel said. “Underpinning this growth is the need for a fast data infrastructure the data layer that enables the application of AI-led intelligence for both the buy side and sell side.”

According to the Winterberry Group predictions, online spending will post growth of 14.9 percent to an estimated $368.8 billion while offline spending will reverse 2023 declines and record ad spend growth of 4.1 percent to $203.1 billion, primarily driven by the political and major event cycle, the Winterberry Group predicts.

Among trends identified in the research areas of focus include:

• MACROECONOMICS: While a recession was averted in 2023 – continued high interest rates, inflation over target, and an uptick in unemployment – will stoke persistent uncertainty, dampening the outlook.
• HOT DIGITAL GETS HOTTER: While “traditional” digital spend – display, search and social -- gets the lion-share of digital ad dollars, and should post double-digit growth again next year, the hottest categories are predicted to be CTV (30.4 percent growth), video (16.6 percent growth), and influencer (14.3 percent growth). Digital channels overall will account for 64% of ad spend.
• THE DATA LAYER: Data is no longer (just) a channel play – data for direct mail, data for email, data for interest-based advertising online, data for addressable and connected television – but rather an enterprise-wide intelligence infrastructure that supports media mix modeling, omnichannel marketing, triggered marketing, targeting, attribution and other ad-focused measurements. Still, legacy customer relationship management systems mean data silos linger, and applied intelligence is hampered.
• GENERATIVE AI AND MACHINE LEARNING: As privacy laws proliferate, at least at the state level for now, the new uptick in generative artificial intelligence (AI) adoption, and the machine learning that enables the algorithms that support creative versioning and 1:1 marketing will result in new regulatory scrutiny – bringing the potential for new data and AI restrictions. Advertisers and marketers will continue to invest in these tools, all the same.
• NAME THAT IDENTIFIER: Agencies and brands are reassessing their media spend, as attribution becomes harder with the fading third-party cookie. A higher reliance on media mix modeling – and watching for incremental changes in sales, leads and traffic – and a renewed focus on attention metrics collectively should ensue.
• OFFLINE WOES: Offline spending posted steeper declines than anticipated a year ago – with direct mail spend off by 9.8 percent in 2023, joining the print declines of magazine and newspapers. Unlike the latter print categories, however, direct mail spending should eke out a 1.5-percent increase this year.

Leading experience optimization platform takes personalization to the next level with generative AI landing pages

Today, Intellimize, a leading AI experience optimization and personalization platform, proudly announces the launch of its latest feature, AI Landing Pages, an innovative feature designed to meet the ever-growing demand for personalized digital experiences.

In October 2023, Intellimize introduced Intellimize Landing Pages, empowering marketers to create personalized landing pages at scale. Building upon this success, AI Landing Pages takes personalization to new heights, providing the fastest and most efficient way to craft landing pages tailored to every persona, utilizing generative AI. Users simply select an existing page from their website to serve as a template for the new landing page, then prompt Intellimize's powerful AI on how to adjust messaging on the page.

The AI tailors the copy based on the target audience, persona, or specific target account, ensuring brand attributes are replicated on the page. Users don't need to compose full sentences; instead, they guide the AI with prompts for a personalized touch.

Once the AI generates a draft by rewriting text elements, users can review and refine the content. Intellimize's Visual Editor allows for easy customization, ensuring the final output aligns perfectly with the brand's voice and message.

"Scaling personalized landing pages has never been easier," says Guy Yalif, Co-Founder and CEO at Intellimize. "The release of AI Landing Pages represents our commitment to providing marketers with cutting-edge tools that continue to evolve as AI technology advances."

The release of AI Landing Pages enables customer-facing teams in sales and marketing to create sleek and personalized pages in seconds to leverage across an endless number of campaigns and use cases. AI Landing Pages empowers insightful experimentation without disrupting the base website and keeping standard marketing and branding guidelines in place.

"AI Landing Pages gives sales teams the ability to build pages for their named accounts or tier 1 ABM accounts really easily, allowing the marketing team to either review or giving sales teams full autonomy," said Tracy Sestili, Chief Revenue Officer at Intellimize.

The Vidazoo platform leverages APS’s unified auction to remove friction for publishers, provide demand through a server-to-server marketplace, reduce page load latency and improve user experience

Perion Network Ltd., connecting advertisers with consumers through technology across all major digital channels, announced today that it integrated its Vidazoo video monetization platform with Amazon Publisher Services (APS).

The integration includes two prominent APS services:

• Transparent Ad Marketplace (TAM) - which enables Vidazoo to attract more publishers to its smart video monetization platform, forming direct integrations with publishers using a single server-to-server call.
• Unified Ad Marketplace (UAM) - which enables multiple publisher connections through a unified service, a single integration and a reporting dashboard, enabling more publishers access to Vidazoo’s valuable demand.

Both of these industry-leading services will now enable APS-connected publishers to easily integrate and collaborate with the Vidazoo video platform. By doing so, Vidazoo will be poised to tap into a significant volume of premium demand from leading advertisers. Both APS and Vidazoo are committed to offering publishers complete transparency, control and brand safety, which this integration makes possible, all supported by Amazon Publisher Services’ scalable and efficient cloud infrastructure.

“Vidazoo platform is a central part of Perion’s diversified offering. This collaboration with Amazon Publisher Services will enable us to significantly advance our mission of working with the industry’s leading publishers and connecting them with premium advertisers,” said Tal Jacobson, CEO of Perion. “Today’s consumers demand lightning-fast page loads and virtually no latency. Connecting publishers via a single call, will bring satisfaction to users and improved performance and ROI lift to brands”.

“Vidazoo's recent integration of Amazon Publisher Services will help increase demand among APS-connected publishers, across both our Transparent Ad and Unified Ad Marketplaces. In addition to their robust display capabilities, Vidazoo's expertise in digital video, which spans diverse creative formats, will further enhance users' online experience and resulting publisher monetization.” said Bryan Everett, Global Head of Third-Party Demand, Amazon Publisher Services (APS).

The Vidazoo platform enhances publisher returns through advanced ad impressions, user engagement and revenue strategies. Vidazoo's unique video and display technology stack, alongside dedicated in-house teams for development, ad-ops and demand, positions it as a top-tier global monetization platform. As part of Perion, Vidazoo has expanded its reach and capabilities, continuously innovating across web and mobile. Perion is committed to driving the future of digital advertising with every impression.