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<\/figure>\n<\/div>\nIt was a year that taught us the importance of perspective and becoming an active participant in problem-solving. It also taught us that the significant problems we face are surmountable, as long as we all work together.<\/p>\n
As an industry, we\u2019ve learned to shrug off one uncertainty after another, to take hard hits in stride, and to maintain our focus onthe future.<\/p>\n
We\u2019ve learned that, as basketball great Michael Jordan put it, \u201cObstacles don\u2019t have to stop you. If you run into a wall, don\u2019t turn around and give up. Figure out how to climb it, go through it, or work around it.\u201d<\/p>\n
We\u2019ve had a heady glimpse of what lies ahead, in everything from the non-stop rise of streaming and gaming, to ubiquitously useful QR codes, to the early dawn of the metaverse. If there has been any silver lining to the pandemic, it is that it has allowed us a glimpse into our future\u2014and that future means endless opportunity and potential.<\/p>\n
However, we are not going to realize that potential if we can\u2019t let go of some baggage of the past. Growth brings lots of new challenges, but there are plenty of challenges that are all too familiar.<\/p>\n
We can\u2019t shrug off fraud, despite our progress over the years\u2014especially as it spreads to exploding channels like CTV. Technology matters. Transparency matters. <\/p>\n
We can\u2019t shrug off the patchwork of legislation that keeps coming out of the dysfunction in Washington. <\/p>\n
We can\u2019t shrug off the critical need for diversity and inclusion, especially when new thinking is needed.<\/p>\n
On all of these issues and more, the industry needs action and not words. So it\u2019s fair to ask, what is IAB actually doing aboutany of this?<\/p>\n
We\u2019re tackling ad fraud and other issues head-on. We are updating the industry toolkit to bring new technical standards to the marketplace. We\u2019ve brought on respected industry veteran Anthony Katsur as CEO of IAB Tech Lab.<\/p>\n
Action, not words.<\/h3>\n
If you read our latest economic study about \u201cThe Economic Impact of the Market-Making Internet\u2014Advertising, Content, Commerce, and Innovation: Contribution to U.S. Employment and GDP<\/strong>,\u201d you know the internet economy grew 7 times faster than the total U.S. economy and created over 7 million jobs in the last four years. Policymakers can\u2019t make good decisions unless they know that too.<\/p>\n We\u2019ve significantly strengthened our efforts in Washington, hiring public policy pro Lartease Tiffith (formerly of Amazon) as IAB Executive Vice President, Public Policy. We\u2019ve also onboarded Brendan Thomas as Vice President, Public Policy Communications.<\/p>\n Diversity, equity, and inclusion (DEI) remains a critical issue. We\u2019ve brought on DEI champion Jessalin Lam to lead IAB\u2019s Learning & Development and DEI Programs and launched the industry\u2019s first digital media apprenticeship program. We\u2019re making it easy for companies of every size to have an immediate impact. It\u2019s an intense year-long, on-the-job training program that builds powerhouse skills. If we want leaders for tomorrow, we must invest today.<\/p>\n Speaking of which, this applies to IAB members too\u2014 including agencies, who are now able to be members in full.<\/p>\n Signing up as a member at IAB is no different than signing up for a gym membership. If you want the industry to get into shape you have to show up. You have to sweat. Inspiration and perspiration. You have to do the work.<\/p>\n There\u2019s more than enough heavy lifting for everyone, and we need the industry\u2019s strongest executives to join in. If we\u2019re notracing fast enough in 2022, IAB members need to join us in demanding that we move forward.<\/p>\n Running in place won\u2019t get us anywhere.<\/p>\n We need to build on the momentum of 2021. <\/p>\n We need all of us, all in it together.<\/p>\n Let\u2019s make 2022 matter.<\/strong><\/p>\n Yours respectfully,<\/p>\n David Cohen 2021 was a year of superlatives. The words unprecedented, once in a lifetime<\/em>, and volatile<\/em>, for example, have been useda lot. But 2021 was also a year of resilience, renewal, renaissance\u2014and a time to reset.<\/p>\n A study released in October 2021 called The Economic Impact of the Market-Making Internet<\/strong>, commissioned by IAB and led by a researcher from Harvard Business School, shows just how powerful our industry\u2019s penchant for reinvention,resilience, and renewal has been.<\/p>\n The internet economy grew seven times faster than the total U.S. economy over the past four years, directlycreated over 7 million jobs, and now accounts for 12% of the U.S. gross domestic product.<\/strong><\/p>\n That\u2019s an astonishing feat and clearly shows that the market-making internet has never been more important. But it hasalso never been more challenged.<\/p>\n In the U.S. in 2021, trust in the tech sector dropped precipitously to an all-time low<\/strong> of 57 out of 100, according to the Edelman Trust Barometer. The main reason for this drop is the increasingly \u201ccomplicated\u201d relationship between the public and technology\u2014 including the spread of misinformation, rising privacy concerns, and bias in artificial intelligence, allthings which touch our industry profoundly.<\/p>\n There is no denying that Big Tech is under assault by lawmakers in Washington and there is major work ahead to persuadelegislators to not harm small businesses in their efforts to take on the biggest players. Part of rebuilding that trust also means our industry needs to strike the right balance between convenient and creepy for consumers and deliver personalization without compromising trust.<\/p>\n And collectively, we need to think harder about the talent crisis and the new ways people want to live and work.<\/p>\n According to the latest Women in the Workplace <\/strong>report from McKinsey, one in three women<\/strong> have considered downshifting their career or leaving the workforce this year. A similar lack of support exists in diversity, equity, and inclusion (DEI) efforts. People are at the core of our industry, andthey need support and opportunity to thrive.<\/p>\n Make no mistake: What happens in 2022 will shape our country, our world, and our industry for the nextdecade or more. It\u2019s not going to be a year of getting back to normal.<\/strong><\/p>\n That thinking informs the theme for the 2022 IAB Annual Leadership Meeting, Visions and Decisions<\/strong>. In the months ahead, all of us will need to step up and lead with vision and conviction. There are hard decisions ahead that will have significant consequences as we collectively work to re-architect privacy and addressability and continue to push for national privacy reform. We\u2019ll need to pull together, take the right kinds of risks, rebuild damaged trust, and expand the boundaries of the possible.<\/p>\n Our industry, which has had a gift for invention and re-invention since its earliest beginnings, will need to do all of that again\u2014and do it better than ever.<\/p>\n IAB and IAB Tech Lab have been focused on collaboration towards standards to achieve predictable privacy for consumers through the first parties they trust, increased accountability and trust for the industry, and improved market innovation and competition. IAB Tech Lab has also gathered the whole ecosystem from buyers (agencies and brands) to sellers (publishers) as a global initiative to re-architect how digital marketing works and how the loss of third-party cookies and other identifiers will profoundly affect the digital media and marketing industry.<\/p>\n As part of Project Rearc<\/strong>, the Tech Lab launched the core standards for responsible addressability and predictable privacy including the Global Privacy Platform<\/strong> document that represents progress toward a Global Privacy Platform (GPP) architecture. The Accountability Platform<\/strong> is designed to ensure that all digital advertising supply chain participants can consistently show that they are adhering to user preferences. The Best Practices for User-Enabled Identity Tokens<\/strong> document establishes guidelines for the encryption and use of user-enabled IDs\u2014notably email addresses and phone numbers\u2014in scenarios when online publishers or marketers offer personalized content or services tied to a user-provided email or phone number.<\/p>\n IAB and IAB Tech Lab continued the education and awareness campaign for predictable privacy and responsible and accountable addressability bringing together industry experts via the Addressability SolutionsRoadshow and town hall series throughout the year.<\/p>\n TV and video have been reborn in the pandemic as streaming. Brand plans are beginning to start with streaming and using linear to fill in the gaps, not the other way around. The lines of demarcation between \u201ctraditional\u201d and \u201cdigital\u201d are gone\u2014and it\u2019s now all TV. The streaming wars have only just begun, and video is more dynamic now than ever. <\/p>\n Radio and audio are being reborn too. Podcast ad revenue alone is on track to hit $2 billion by 2023, powered by innovations like dynamically inserted ads. The IAB Media Center is laser focused on accelerating video and audio adoption in a cross-platform marketplace, quantifying the opportunity for brands and marketers in research like the Video Ad Spend and Outlook for 2021<\/strong> and bringing leaders together for marketplaces like the NewFronts<\/strong>, the Podcast Upfronts<\/strong>, and the Fall Video Marketplace<\/strong> that convene buyers and sellers to see and hear the latest opportunities and innovations in premium video and audio content.<\/p>\n Personalized advertising, measurement, and attribution arebeing reborn as our entire industry rockets into a cookieless future. We\u2019ve been talking about re-architecting measurement for two decades and it\u2019s finally time to make it a reality.<\/p>\n To assess the digital advertising ecosystem\u2019s preparedness for the loss of third-party cookies and identifiers, the Programmatic+Data Center commissioned Ipsos to conduct a quantitative study, IAB State of Data 2021<\/u><\/strong>. The report surfaced significant and actionable insights drawn from a survey of more than 200 data decision-makers within brands, publishers, agencies, and data companies.<\/p>\n Overall, IAB is committed to addressing modern management\u2019s expectation of more accountable marketing and media spend\u2014and the challenges of delivering in a volatile regulatory environment.<\/p>\n The digital advertising industry needs a transparent and safe marketplace for digital advertising and marketing transactions if it is to thrive. Only with the help and dedication of the entire advertising community can we collectively instill confidence in consumers, security in content creators, and better understanding in marketers. To accomplish these ambitious and essential goals, IAB Tech Lab engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem.<\/p>\n There are many tools available, but they don\u2019t matter if they\u2019re not adopted. Launched in 2021, the IAB Tech Lab Transparency Center<\/strong> provides a resource that makes it easy for digital advertising participants\u2014buyers, sellers, and ad tech companies\u2014to see which standards media partners have implemented, their level of compliance, certification program results, and more. This will help ensure a safe, privacy-centric ad experience for consumers. The Transparency Center includes supply chain validation<\/strong>, a global industry compliance registry, and an advertising system aggregation. The Tech Lab also announcedthe launch of its Open Source Initiative<\/strong> to increase transparency and collaboration across the advertising community. Housed on GitHub<\/strong>, it provides standards implementations that can be directly integrated and tools that can help deploy standards.<\/p>\n Finally, as part of Project Rearc, the Tech Lab also launched the Accountability Platform<\/strong> designed to ensurethat all digital advertising supply chain participants can consistently show that they are adhering to user preferences.<\/p>\n As we are experiencing \u201cThe Great Resignation,\u201d IAB will be providing sustainable solutions to address the industry\u2019stalent crisis and development needs. It\u2019s critical for IAB to address the industry talent crisis and to proactively continue to advocate for diversity, equity, and inclusion (DEI) in the workplace. The Talent Development <\/strong>Council<\/strong> is designed to help IAB members connect with colleagues at peer organizations, onboard new employees efficiently, create DEI programs that perform, and hire, train, and recruit in a hybrid environment.<\/p>\n IAB\u2019s Digital 360 Suite<\/strong> and Industry Knowledge courses are available for members to purchase on-demand or license to package into their own learning management system to retain and upskill their talent. And IAB has recruited companies to sign up for the first nationwide IAB Accelerate: Digital Media Apprenticeship<\/strong> in partnership withAmerican Apprenticeships Work (AAW) that will launch in 2022 to address diversity in the workforce across the industry.<\/p>\n As you can see, our list of challenges and accomplishments in 2021 was extensive. And our ambitions for 2022 areeven more aggressive.<\/p>\n Yes, the legislative landscape continues to be ominous, and our industry is in the crosshairs for intense regulation and reform. 2022 will be a year of profound change, risk, and opportunity, and what we do next year will shape the next 10 years.<\/p>\n But working together, we will prevail\u2014and clear the way for brands to connect with audiences and thrive.<\/p>\n We saw nearly every assumption about audio and video challenged in 2021 as new streaming services and platforms, omnichannel behaviors, privacy, and e-commerce imperatives shifted the landscape. Digital video now represents more than half (56%) of the total video spend and connected TV (CTV) saw its highest gains to date in ad spend with 22% growth year-over- year. In addition, no fewer than five major streaming services were launched in 2021. Adults now spend an average of 140 minutes of digital video per day, up from 133 minutes in 2020, and household adoption of CTV is now at 83% (up from 76% in 2019). Addressing this new landscape, the IAB Media Center is focused on the fast- changing video and audio habits of today\u2019s consumers.<\/p>\n Key areas of focus for the Media Center include:<\/p>\n Key accomplishments of the Media Center in 2021 were focused around three campaigns: Tele:\/\/Vision<\/strong>, Audio Everywhere<\/strong> and News Saves Lives<\/strong>.<\/p>\n The last two years have accelerated the rise of streaming, making it even more crucial that the entire ecosystem change how video is bought, sold, measured, and optimized.<\/p>\n While expectations for year-over-year growth in digital video have become the norm, there are nuances beneath the big numbers that point to how seismic shifts\u2014from new viewing behaviors and launches of streaming platforms, and the ongoing migration of $70 billion in linear TV spend\u2014are happening across multiple platforms and how the growth of CTV is increasingly becoming an omni-media story. To help members make sense of the changes required, IAB released the Video Ad Spend and Outlook for 2021<\/strong> before NewFronts. The report provides a lens to the trends in this marketplace, with guidance for brands, buyers, and sellers on how they can position and differentiate their video offerings based on where the money is moving and how planning, measurement, and creative are evolving to support brand engagement with consumers.<\/p>\n Connected TV (CTV) is largely responsible for digital video\u2019s resilience in 2021 thanks to strong consumer demand for streaming digital content.<\/p>\n Buyers are not only following consumer attention, they are flocking to CTV. It is the perfect marriage of high-quality content, superior targeting, in-market optimization, and robust measurement.<\/em><\/p>\n \u2014 David Cohen, Chief Executive Officer, IAB<\/strong><\/cite><\/p><\/blockquote>\n As personalization becomes increasingly challenged in this more privacy-focused era, the need for creative that both performs and scales across platforms has never been more important. The CTV Creative Best Practices Guide <\/strong>released in August examines the current state of creative, identified where the challenges are, and denotes where the industry is coalescing in terms of creative strategy and scalable formats. Connected TV represents an entirely new platform with new content capabilities, creative formats, and audiences with new expectations. To help members understand this new medium, the Tech Lab released a programmatic guide to CTV <\/strong>which includes a set of use cases for preparing assets, responding to an ad request, mitigating ad fraud, and enabling targeting.<\/p>\n Following the NewFronts in May, IAB heard from many brands and agencies about the need to engage more frequently with the marketplace. The Fall Video Marketplace <\/strong>in September brought together buyers and sellers to see and hear about the latest opportunities and innovations in premium video content, garner insights, and discover solutions with an eye toward incremental opportunities. Key themes included the explosion of streaming platforms and OTT, the diverse audience opportunities of these new platforms, the need to recalibrate attribution models with the widespread adoption of omnichannel strategies, and measurement and attribution challenges in a multi-touch world.<\/p>\n These themes were also part of the sixth annual IAB Video Leadership Summit <\/strong>in October where more than 100 senior industry stakeholders gathered across marketing, media, agency, and technology industries to generate actionable ideas to reduce friction and collaborate on growth opportunities in the increasingly omnichannel video landscape. The momentum continued into December when leaders of the Advanced TV and Digital Video Committees convened to discuss the state of local advertising in the converging TV- digital landscape. The discussion included trends for monetizing local inventory, how particular verticals are tapping the opportunity for audience-addressable media, and how buyers and sellers are responding to challenges in local supply chains.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n One out of every 2.4 adults in the U.S. now listens to a podcast every month and media buyers have recognized the opportunity to connect with these fast-growing and highly engaged audiences for both branding and performance, tapping into the intimate relationship podcast creators and hosts have with their listeners.<\/p>\n According to the IAB Podcast Revenue Report <\/strong>released in May, podcast advertising is expected to grow as much over the next two years as it has over the last decade, topping $1 billion in 2021 with expectations to reach $2.2 billion by 2023. Now in its fifth year, the report serves as the industry benchmark for annual revenue while also highlighting new creative trends and monetization opportunities in terms of ad categories, ad type, and content genres.<\/p>\n To bring together podcast leaders, media planners, and advertisers, the IAB 2021 Spring Podcast Upfront <\/strong>titled \u201cListen Up,\u201d gave brands and agencies exclusive access to the year\u2019s most exciting releases, previews of creative opportunities, and insights that will define the podcast landscape for the next 12 months. In addition to many veteran presenters, IAB also featured \u201cshowcase\u201d presentations from a wide range of diverse and up-and-coming publishers whose content is accelerating audience growth. <\/p>\n IAB also launched the first-ever Fall Podcast Upfront <\/strong>in September which offered a timely update on publisher content offerings and a view of late-breaking solutions and innovations in time for the fourth quarter.<\/p>\n While podcasting as a medium is flourishing, challenges endure in getting a commonly agreed-upon set of metrics in the podcasting space. To help set the stage for the Audio Committee\u2019s current focus on measurement, IAB hosted a series of virtual panels entitled \u201cMoving the Measurement Needle Forward\u201d <\/strong>to discuss what is needed to support increased brand and buyer investment in the medium in 2022 and beyond.<\/p>\n News has always played a critical role in the lives of consumers as the events of January 6 and the pandemic have laid bare. At NewFronts, on the heels of World Press Freedom Day, IAB featured a discussion called \u201cReal News, Real Brands, Real Trust: The Marketer\u2019s Perspective\u201d <\/strong>that examined the critical importance of objective, quality journalism, and how it also benefits the brands that support it.<\/p>\n In a brand safety and news-focused session of IAB There (the IAB talk show featuring IAB subject matter experts and guests), IAB\u2019s Vice President of the Media Center, Eric John spoke to Vanessa Otero of Ad Fontes and Dan Granger of Oxford Road. They discussed IAB\u2019s News Trust Halo research<\/strong>, the state of accuracy and bias in news media, and how brand safety within news and podcasts is unique. The session also addressed what brands do to protect the future of the digital news industry and the latest brand safety tools from IAB Tech Lab<\/strong>.<\/p>\n With the impending loss of third-party cookies and other identifiers, IAB wants to ensure brands and publishers preserve the ability to communicate effectively with their customers. The Programmatic+Data Center is dedicated to defining boundaries, reducing friction, and increasing value along the data chain for consumers, marketers, and the ecosystem that supports them. The main goals of the Programmatic+Data Center are to:<\/p>\n Key accomplishments of the Programmatic+Data Center in 2021 were focused around three campaigns: The Future of Addressability<\/strong>, The Measurement Imperative<\/strong>, and Privacy Now<\/strong>.<\/p>\n To assess the digital advertising ecosystem\u2019s preparedness for the imminent loss of third-party cookies and identifiers, the Programmatic+Data Center commissioned Ipsos to conduct a quantitative study called the IAB State of Data 2021<\/strong>. The report surfaced significant and actionable insights drawn from a survey of more than 200 data decision-makers within brands, publishers, ad tech, agencies, and data companies. IAB also partnered with McKinsey to conduct a qualitative study that interviewed nearly 30 key data leaders from brands, publishers, and agencies, as well as advertising technology and data companies to better understand how companies will adapt and address the loss of third-party cookies and identifiers. As an extension of the research, a State of Data town hall series explored key findings of the research and addressed identity and addressability, the future of contextual, and measurement.<\/p>\n Data is also the lifeblood of artificial intelligence, and AI and machine learning (ML) are now an essential part of a modern marketer\u2019s toolkit. Already used for audience and product development, creative testing, and measurement, AI is expanding into creative planning, compliance, and privacy, as well as identity management in a post-cookie world.<\/p>\n Released in March, the Artificial Intelligence Use Cases and Best Practices for Marketing <\/strong>guide includes nine use cases spanning internal robotic process automation and data migration for agencies and brand marketers to AI use cases for creative, contextual, video, and more. This was followed by an in- depth guide to Understanding Bias in AI for Marketing<\/strong>.<\/p>\n Finally, to improve transparency and the quality of data, the Measurement Maps Working Group is mapping the key elements that drive video measurement metrics <\/strong>to simplify vexing video measurement questions and standardize the grouping and classification of data to align the industry on terminology, nomenclature, definitions, and data formats.<\/p>\n IAB is committed to addressing modern management\u2019s expectation of more accountable marketing and media spend.<\/p>\n To discuss the latest consumer-first, privacy-by-design addressable solutions for advertisers and publishers in preparation for a post-cookie world, IAB also hosted Audience Connect <\/strong>which brought together the most influential voices in data, addressability, and privacy. In the same vein, the Identity Solutions Town Halls <\/strong>were devoted to keeping the advertising community educated and informed on various approaches to leveraging first-party data to connect and build trust with their customers.<\/p>\n The Programmatic+Data Center continues to educate the ecosystem on the business impact of the changes in privacy, addressiblity, and measurement. In a series of town halls during October, November, and December called the New Rules for Digital Media<\/strong>, IAB convened the industry to provide guidance and insights for privacy, trust, and transparency; addressability and first-party data<\/strong>; and addressability and measurement<\/strong>. In December the Programmatic+Data Center also launched the Browser\/OS Ads Testing Task Force<\/strong> to gather thought leaders and industry experts to strategize new approaches to emerging forms of addressability, crowdsource implementation ideas for browser\/operating system-based proposals, share aggregate results, successes, and failures in early testing, and build consensus for collective feedback to browsers and other platforms rolling out new forms of addressability.<\/p>\n The proliferation of new privacy regulations in the U.S. and around the world is profoundly affecting the way businesses can operate. IAB and the Tech Lab provide legal, policy, and technical compliance frameworks to help advertisers and marketers find new ways to operate their business, address their customers with personalized messaging, and comply with local and global legislation.<\/p>\n Learn more about various projects from the IAB\u2019s Legal Affairs Council\u2014such as the Cross-Jurisdiction Privacy Project (CJPP) Compendium<\/strong>, titled \u201cPrivacy Laws & Digital Advertising: Multi-jurisdictional Overview and Implications,\u201d which examines privacy laws of 11 countries, and Project Crosswalk: Addressing CCPA Compliance within the CTV\/OTT Marketplace<\/strong>\u2014in our Public Policy & Legal section<\/strong>.<\/p>\n The last two years have forever changed the way consumers engage with digital media. To navigate this new world, the Experience Center focuses on emerging platforms and evolving consumer behaviors to help the industry understand and reach the new media consumer. The Experience Center is governed by a flagship Experience Center Board and Marketplace Boards.<\/p>\n Key accomplishments of the Experience Center in 2021 were focused around the following campaigns: Brand Disruption <\/strong>and the New Media Consumer<\/strong>.<\/p>\n The pandemic has accelerated what was already starting to happen: Consumers have irrevocably changed where and how they shop.<\/p>\n To better understand this evolving landscape, IAB collaborated with The Harris Poll to create proprietary research around the Future of Commerce and Media Consumption<\/strong>. Following that research, IAB hosted the Future of Commerce Brand Salon <\/strong>for brand marketers, an intimate and interactive discussion with brands on evolving consumer shopping behaviors and post-COVID media consumption habits, and a Gen Z Brand Salon<\/strong>, an intimate and interactive discussion featuring an exclusive presentation from Pew research followed by case studies from platforms that have been especially successful with Gen Z.<\/p>\n To make sense of the snowballing effect of changes in digital consumers, digital supply chain management, digital distribution, digital selling, and digital marketing, the Brand Disruption Summit <\/strong>(now in its fourth year) brought together executives from the world\u2019s most innovative companies to discuss proven growth strategies for the modern brand. IAB also released the 2022 Brand Disruption Report<\/strong>, which highlights the acceleration of the storeless economy, the growth of retail media networks, changes in delivery times, big brands adopting the direct-to-consumer (DTC) playbook, and more shifts driven by the DTC economy.<\/p>\n IAB is committed to examining the changes\u2014big and small\u2014in what consumers want and need from the media. What experiences will drive loyalty and growth? How must the media reinvent itself for the future?<\/p>\n Part of that reinvention includes augmented reality. Early in 2021, IAB released the AR Buyer\u2019s Guide<\/strong>, a new where-what-how guide that demystifies augmented reality (AR) for marketers, including where to start and how much budget to allocate. It was written for mid to senior-level marketers by AR companies including Meta \/ Facebook, Google, Snap, TikTok, Unity, and Verizon Media (now Yahoo). IAB also released the Augmented Reality ROI Creative Showcase <\/strong>using creative examples to demonstrate that AR can deliver strong ROI across the marketing funnel and to inspire brands to use AR through demonstrable results. Finally, IAB also launched an Augmented Reality (AR) Marketplace Board within the Experience Center to scale AR advertising through standards as well as increased brand awareness and investment.<\/p>\n The artificial intelligence (AI) that powers voice in marketing has also been rapidly evolving, so the Experience Center formed a working group of unrivaled expertise to make sense of the current landscape. From the latest smart speaker capabilities to synthetic voice, the State of Voice for Brands 2021 <\/strong>report is a comprehensive guide for marketers to harness this nascent but essential technology today. On the heels of the report\u2019s release, IAB also held a virtual event for brands on the topic with guest speakers from the working group and debuted \u201cIAB News\u201d voice functionality for both Alexa and Google Assistant.<\/p>\nAction, not words. <\/h3>\n
Action, not words. <\/h3>\n
In 2022, we need action, not words.<\/h3>\n
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Chief Executive Officer, IAB<\/p>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-02-at-10.20.29-pm-20220202-1.jpg\")
Re-Architecting Privacy and Addressability<\/strong><\/h4>\n
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Engaging the New Media Consumer with Streaming<\/strong><\/h4>\n
Driving the Evolution of Next-Generation Measurement<\/strong><\/h4>\n
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<\/figure>\n<\/div>\nImproving Trust and Transparency Across the Ecosystem<\/strong><\/h4>\n
Propelling Talent Development and the DEI Imperative<\/strong><\/h4>\n
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Living the Stream: Tele:\/\/Vision<\/h4>\n
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<\/figure>\nAudio Everywhere<\/strong><\/h4>\n
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<\/figure>\n<\/div>\nBrand Safety and Suitability: News Saves Lives<\/strong><\/h4>\n
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![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.09.12-am-20220203-1024x638.jpg\")
The Future of Addressability<\/strong><\/h4>\n
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.09.44-am-20220203-1.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.10.06-am-20220203.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.17.04-am-20220203-1024x500.jpg\")
The Measurement Imperative<\/strong><\/h4>\n
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.46.50-am-20220203-1.png\")
<\/figure>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.37.50-am-20220203-1024x325.jpg\")
Privacy Now<\/strong><\/h4>\n
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.44.32-am-20220203-20220203-1-1024x358.png\")
<\/figure>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.45.40-am-20220203-1024x250.png\")
<\/figure>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-12.59.19-am-20220203.jpg\")
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Brand Disruption<\/strong><\/h4>\n
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/screen-shot-2022-02-03-at-1.01.58-am-20220203-1.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.07.40-am-20220203.jpg\")
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.55.24-am-20220203-1024x197.png\")
<\/figure>\nNew Media Consumer<\/strong><\/h4>\n
![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.07.31-am-20220203-2-1024x788.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/screen-shot-2022-02-03-at-1.14.34-am-20220203-1024x216.png\")
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<\/figure>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.57.24-am-20220203-1024x233.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.17.12-am-20220203.png\")
<\/figure>\n<\/div>\n![\"\"](\"https:\/\/www.iab.com\/wp-content\/uploads\/2022\/02\/2022-02-03-at-1.18.34-am-20220203-1024x237.png\")
<\/figure>\n