IAB展望：2022年数字广告生态系统报告（英）.pdf

Outlook 2022: The US Digital Advertising Ecosystem Industry leader insights to guide business planning October 2021 Table of contents Methodology and approach 3 Outlook 2022: Executive overview 4 Key insights at a glance 6 Insight 1: Consumer expectations 7 Insight 2: Regulatory reforms 13 Insight 3: Talent DEI challenges 17 MA Spotlight 23 Appendix 24 Key changes since the March 2021 Outlook 25 Teams and working committees to help 27 Thank you to our sponsors 28 Let’s connect 29 IAB and PwC Outlook 2022: The US Digital Advertising Ecosystem 2 Methodology and approach This report follows a consistent methodology and approach to the first Outlook report (published March 2021) to provide a current, fresh perspective based on new information, trends and opinions by industry leaders across the advertising ecosystem. Key changes from the March 2021 report are summarized on page 26. The report was commissioned by the IAB and conducted by PwC. The IAB and PwC led a series of candid and anonymous interviews with nearly 20 industry leaders across the Buy-and-Sell side of the ecosystem to inform this report. Executives who were interviewed spanned a variety of functions and roles—CMOs, CIOs, CROs, business-development executives—representing agencies, brands, publishers, OEM manufacturers of digitally connected devices,