Welcome to Metrics & Machines!
We're thrilled to share the first edition of Metrics & Machines, the IAB LinkedIn newsletter that focuses on #AI, #data, and #measurement. In this edition we're looking at how millennial and GenZ consumers feel about AI-generated ads, retail media measurement standards, 2025 ad spend projections, and more.
The AI Ad Gap: Why Young Consumers Aren’t Yet Buying Into Gen AI Ads
The research, conducted by #IAB in partnership with Sonata Insights , surveyed 300 Gen Z/Millennial consumers and 75 advertising industry executives using the IAB Insights Engine platform powered by Attest .
It reveals a gap between advertisers' enthusiasm for AI-generated ads and young consumers' perceptions. While over 60% of industry executives have used AI for ad creation, expecting benefits like innovation and efficiency, #GenZ and #Millennials remain skeptical. Only 38% of young consumers view AI-driven brands as "creative," while many associate them with inauthenticity. To bridge this gap, advertisers should disclose AI use transparently, place #AI ads where consumers are most receptive (such as social media), and maintain high creative standards. Educating consumers and addressing concerns early will be key to fostering trust and broader AI adoption in advertising.
In-Store Retail Media remains an under-invested channel despite its great potential. To address this, IAB Europe and IAB have collaborated with industry partners to establish comprehensive In-Store Retail Media Definitions and Measurement Standards. These standards define in-store #RetailMedia as advertising inventory that leverages retail data for planning, execution, and measurement in physical stores, focusing on digital screens, audio, and connected shopping formats. The document's key terminology & metrics include store zones, ad impressions, and sales measurement approaches to improve transparency and effectiveness.
With its ability to blend experiential and digital strategies, in-store Retail Media holds great potential for brands and retailers alike. By aligning the industry with clear guidelines, this initiative aims to drive adoption and unlock growth opportunities in the evolving Retail Media landscape.
IAB’s 2025 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth
Get ahead of the curve with this recently released report! The 2025 Outlook offers an early glimpse into ad spending trends for the coming year. It is a must-read to understand brand and agency buyers' growth strategies and the challenges they foresee, including how best to use Generative AI for media planning & activation.
80% of buyers are using or exploring Generative AI in media planning and activation.
The adoption of generative AI in media planning is growing, with nearly 8-in-10 buyers already using (42%) or exploring (36%) the technology for media planning and/or activation. While the excitement for Gen AI is high, it is still early days for the companies leveraging it. Only one-third of the companies using it have organized, collaborative resources in their organizations. There is still a lot of opportunity for companies to drive efficiencies and growth.
Watch an In-Depth Discussion of the 2025 Outlook on IAB Pulse
IAB Pulse is a live video show covering digital trends, conversations with industry professionals, and hot topics. Tune into the latest episode where #IAB's Chris Bruderle and Brian Wieser, CFA, Principal at Madison and Wall, dive into the 2025 U.S. Ad Spend Outlook and explore growth drivers, industry innovation, and the impact of ongoing macro/microeconomic shifts. Watch HERE.
Measuring video ad impressions across web, social, CTV, and linear TV is increasingly complex due to inconsistent tracking methods and technical challenges. The?IAB Anatomy of a Video Impression?guide explores these issues, emphasizing the need for transparency, uniformity, and industry collaboration, and highlights challenges in cross-channel measurement.
The AI-driven future of digital marketing and advertising is here—are you ready to harness its potential? Join IAB for a two-part virtual workshop designed for media practitioners, creatives, and legal professionals. This hands-on training equips you with the practical skills and strategic insights needed to apply AI at both the individual and organizational levels.
Upcoming Events
State of Data Webinar: AI & the New Media Campaign Lifecycle for Agencies, Brands & Publishers, March 24, where an expert panel will unveil key findings from the State of Data 2025 study and dive into AI’s impact on the industry.
IAB PlayFronts, April 1, is the premier annual marketplace dedicated to showcasing advertising and partnership opportunities in the dynamic gaming industry.
IAB Public Policy & Legal Summit, April 22, is an essential gathering where leaders from advertising, media, technology, and government come together to tackle the most pressing legal, policy, and technical challenges facing our industry.
IAB NewFronts, May 5-8, showcases the latest digital video content and innovations, bringing together brand marketers and media buyers to explore the future of digital media.
Thanks for reading this edition of "Metrics & Machines".
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Senior Event Director at IAB
1 周Very exciting!
Making Sense of AdTech | Privacy, Platforms & AdTech Evolution
2 周Great initiative! AI and measurement are evolving so rapidly that industry-wide conversations like this are essential. Looking forward to insights on how AI is reshaping measurement frameworks, especially as we rethink attribution, attention, and privacy-first approaches. Excited to follow along!
Building brands, creating communities, and sharing knowledge at scale | Marketing @ IAB | Digital Media Specialist & Growth Hacker
2 周Subscribed ?